The Dos and Don’ts of Instagram Ads

With over 500+ million daily users, Instagram has become more than just a great place to post your newest selfies – it's also now a great place to advertise. Similar to Facebook, Instagram is a site for sharing and engaging with all of our favorite people, places, and things. This is a dream for marketers as they are able to place their eye-catchy ad in the midst of a consumer's curated feed. 

While Instagram ads have proven to be wildly successful in terms of ROI, as with any marketing platform, they need to be done right. So, if you’re considering if Instagram advertising is the right investment for your business, here are some of the major do’s and don’t of the platform.

The DOs of Instagram Advertising:

• Target younger generations
  Instagram is the perfect, if not the best platform, to target younger generations. With users ages 18 to 24 accounting for the largest share of Instagram’s advertising audience, if you are looking to get your product/service in front of millions of young people you need look no further than Instagram. It is also Gen Z’s favorite social platform. 
  
  
• Use targeting features
  With such a large user base, it is critical you utilize Instagram’s targeting features to ensure your promotional content is reaching your intended audience. Because Instagram uses Facebook’s advertising system, it has a high level of data on its users giving it very precise and powerful targeting abilities. Some of the targeting features include but are not limited to audience's location, age, behaviors, interests, etc. 
  
  
• Keep your page relevant
  Not only do you need to create great advertisements, but you also need to create a great profile page for your business. With 87% of people claiming that they followed a brand, visited the brand’s profile, or made an online purchase after seeing an Instagram ad, it is crucial you keep your brand's page up to date, relevant, organic, and overall polished. The last thing you need is a consumer seeing your ad, clicking on your profile, and then clicking off because it’s not modernized, bland, and lacks overall brand identity. 
  
  
• Create standout visuals
  Instagram is all about the visuals. So, when you are designing your ad make sure it will catch the user's attention. Don’t slack here. Use high-quality images, and ditch the long-winded captions. People come on Instagram to look, not read, so keep everything short, sweet, and simple.
  
  
• Utilize stories
  70% of all users watch Instagram stories daily. Because of this, they have a 44% higher reach, get 78% more clicks, and have a 45% lower CPC (cost per click) compared to in-feed ads. Additionally, 62% of people admit becoming more interested in a brand or product after seeing it in Stories. Instagram stories are easy, effective, and cheap, so don’t neglect them. 
  
  
• Post organic content
  As previously mentioned, people go on Instagram to view their favorite people, brands, places, etc. so you don’t want your content to scream advertisement right off the bat. Aside from disguising your ads so that they better blend in with native content, it is important to post non-promotional content on your page. Whether it’s your employee spotlights, a new product you're launching, or a repost of a customer who is loving your service, not all your posts need to or should be paid ads. Save yourself some money!
  
  
• Influencer ads
  One of the best ways to keep your advertisements feeling organic and natural is through influencer ads. Influencers have an already strong and loyal relationship established with their following. Because of this, consumers are more likely to trust their favorite influencer’s opinions and recommendations over a random ad they see on their feed. Although some influencers often require a hefty check, it’s because they know they can get their followers to buy your products/services. If you don’t trust the influencers take it from the marketers themselves; 80% which of say influencer marketing is effective.

The DON’TS of Instagram Advertising

• Targeting older generations
  Only a little more than 10% of Instagram users are above age 44. So, if you need to target older age demographics, it’s better you stick to platforms like Facebook where you will be able to more effectively target older generations. 
  
  
• Spamming your advertisements
  If you have been on Instagram recently, you’ve probably begun to notice the surplus of ads on the platform. And you’re not the only one. Many Instagram users are beginning to feel like “products being sold to advertisers” due to the bombardment of advertisements on their feeds. While this is not an issue your brand can solve on its own, it’s important to be cautious and ensure you’re not spamming users with your content. Keep your ads organic and relevant – that’s why people click. 
  
  
• Ignoring the data
  One of the biggest mistakes you can make using Instagram ads is ignoring your own data. Platforms like Instagram give marketers excellent data on the performance of their ads, so use Instagram Insights and adjust your ads accordingly. Don’t let your ads fail because you aren’t maximizing your resources. 

Overall, Instagram is a great marketing platform – and if you’re marketing to the younger generations you cannot overlook it. As long as you are sure to follow these simple dos and don’ts of Instagram advertising, your business will be picture perfect.