When thinking about social media, what comes to your mind? Instagram is most likely one of the top choices. That’s no wonder. Today, Instagram is the third most popular social media platform, with 2 billion active users monthly.
And of course, that means that Instagram is a great place for advertisement. With a wide range of people from around the world and an audience of 18-44 years old — Instagram is a gold mine for advertisers.
Ready to start your Instagram advertisement? Then, let’s review the available formats, how to get started, and expert tips for campaign success.
What are Instagram Ads?
Instagram ads are paid posts designed to reach a targeted audience on the platform, seamlessly integrated within user feeds, stories, and even the explore page. These ads blend with organic content while allowing advertisers to embed links, calls to action, and even product tags to facilitate interaction with their brand.
Instagram ads help grow brand awareness, increase website traffic, and boost sales — all while ensuring they reach the right audience.
How Much Do Instagram Ads Cost?
The cost of Instagram ads depends on several factors:
- Target audience
- Seasonality
- Ad placement
- Competitiveness of your industry
Instagram uses a bidding system where advertisers can set a budget and bid for ad placements. You can start with as little as $5 per day — perfect for both small and large badges.
It’s common for newcomers to begin with a small daily budget to test audience response. Then, it all comes to tracking. See your ad campaign results, make adjustments, and scale.
Benefits of Using Instagram Ads
🟣 Instagram’s vast user base gives advertisers access to a diverse, global audience. Here, ads usually get an average engagement rate of 2.2% — you could say that Instagram users are very open to discovering and interacting with brands.
🟣 People love Instagram and spend a lot of time there. On average one person spends 62 minutes on Instagram, looking through photos and reels. This means your ad is more likely to be seen.
🟣 From a marketing point of view, Instagram is more influential than LinkedIn, X (ex-Twitter), and TikTok. So not using it as your traffic source can be a crucial mistake.
Types of Instagram Ads
Instagram offers various ad formats that can help brands connect with audiences in different ways. Each ad type is suitable for specific goals — understanding the best use cases for each is key to creating an effective ad strategy.
Here are the ad types Instagram has:
Image Ads
Image ads are the simplest form on Instagram. It’s a single image with your product, service, or brand story and a call to action (CTA).
This format is ideal for clear, visually appealing content that doesn’t require much explanation. It grabs attention quickly, making it effective for brand awareness campaigns or product launches. A high-quality image paired with minimal text can create a striking impression and encourage users to click through for more information.
Good CTAs:
- Contact Us
- Book Now
- Contact Us
- Book Tickets
- Download
- Order Now
- Play Game
- Shop Now
- Install Now, etc.
Video Ads
Video ads can be up to 60 minutes long, but shorter videos often perform best. They hold viewer attention and deliver concise, engaging content.
With video ads, brands can showcase a product in action, tell a story, or explain a concept more thoroughly than with an image. For example, a fashion brand might use a video ad to highlight the design and movement of a clothing line, while a tech company could demonstrate a product’s features.
Reel Ads
Instagram reel ads leverage the popularity of short-form videos, appearing as full-screen videos in between users’ reels. These ads are highly engaging and fit naturally with Instagram’s video-first, entertainment-focused content.
Reel ads work well for brand storytelling, product demos, or short tutorials that entertain while delivering a message. By blending into the reel format, these ads feel more organic, making them more likely to capture the viewers’ attention in a playful, relaxed state.
Story Ads
Instagram story ads are full-screen image or video ads in between organic user stories.
Since stories disappear after 24 hours, they create a sense of immediacy and engagement. These ads work well for promoting time-limited offers, highlighting product features, or sharing user-generated content.
Story ads often incorporate interactive elements, like swipe-up links or stickers that encourage user engagement and drive traffic directly to your website or product page. The full-screen format immerses users, making them feel like they are part of the experience rather than being advertised to.
Shopping Ads
Shopping ads allow brands to display products directly in their Instagram feed and tag items with details like price and description. When users click on a tagged product, they are directed to a product page on Instagram. There, users can purchase or learn more information.
This ad type optimizes the customer journey by reducing the need to leave the app to purchase. It’s a powerful tool for e-commerce brands, particularly during holiday seasons or special sales events when users are more inclined to shop.
Carousel Ads
Carousel ads allow businesses to tell a visual story by featuring multiple images or videos in a single ad that users can swipe through.
This format is well-suited for showing multiple products or taking viewers on a narrative journey. For example, an online retailer might showcase several items from a collection, while a service-based business could break down a multi-step process.
Carousel ads are a dynamic way to keep users engaged, with each swipe offering something new.
Collection Ads
Collection ads combine the carousel ads’ appeal with Instagram’s shopping features, making it easier for users to explore products.
A collection ad features a main image or video with a series of smaller images below it, showcasing a selection of products that users can look through. When users click on the ad, they’re taken to a full-screen Instant Experience where they can view product details and make purchases.
This ad type is ideal for e-commerce businesses, as it allows potential customers to shop directly within Instagram, reducing the steps needed to complete a purchase.
Explore Ads
Explore ads are shown in Instagram’s explore section, where users go to find new content. These ads aren’t on the main explore page but appear after a user clicks on a piece of content.
They’re particularly effective for reaching a broader audience and capturing the attention of users who are actively exploring new things. Explore ads are ideal for brands looking to expand their reach and build awareness among users who may not yet follow them.
Instagram Ad Tips from Experts
1. Design Mobile-First Ads
With over 4.08 billion users accessing social media via mobile devices, designing your ads with mobile viewing is crucial. Here are some practical tips for creating mobile-first ads:
- Film vertically: Always shoot in vertical (9×16) format when capturing video content. This makes it easier to crop for various aspect ratios and optimizes the viewing experience on mobile screens.
- Limit text: Keep text to a minimum. The more visual your ad, the more it will resonate with users scrolling through their feeds.
- Use large fonts: If you include text, opt for large, bold font sizes that are easily read on small screens.
- Incorporate motion: Use animations and motion graphics in videos to quickly capture viewers’ attention and grow engagement.
- Keep it short: Aim for short videos, ideally 15 seconds or less, to maintain viewer interest and encourage clicks.
2. Keep Branding and Messaging Upfront
The first few seconds of your ad are critical for grabbing and keeping viewers’ attention.
Deliver your key message and display your branding within the first three seconds. This quick impact often determines whether viewers stop to watch or scroll past. Use bold visuals or a compelling hook to make your brand stand out right from the beginning.
3. Use Sound to Delight
Research shows that 69% of users consume social media content with the sound off. Therefore, design your ads for silent viewing while also incorporating audio elements for those who do have sound enabled. Here are some strategies:
- Visual storytelling: Use visual cues to convey your message without relying solely on audio.
- Add captions: If your ad includes voiceovers or scripted audio, include captions to make it accessible for viewers watching without sound.
- Text overlays: Use text overlays to emphasize key points, ensuring your message is communicated effectively, even when muted.
4. Pitch, Play, Plunge
Consider following this creative approach that combines different types of assets to engage viewers effectively:
- Pitch: Start with short, impactful content that quickly communicates the campaign idea and captures attention.
- Play: Follow up with assets that encourage light exploration and interactivity for interested users, allowing them to engage with your brand in a fun way.
- Plunge: Use immersive assets that provide deeper insights into your campaign idea, inviting users to look more into your offer.
5. Use a Variety of Ad Types
Instagram offers a variety of ad formats, and experimenting with different combinations can help you find what truly works. Try blending video ads, stories, carousel posts, collections, and shoppable posts into your strategy.
And don’t be afraid to get creative! Incorporate meme ads, custom illustrations, or GIFs to share your brand’s message in fresh, unique ways. While it’s essential to keep your brand’s aesthetic consistent, refreshing your content with different styles can keep your audience engaged and coming back for more.
Why Link Tracking is Important for Ads?
Using a tracking tool like Keitaro Tracker can provide insights into how well your ads are performing. Here’s how Keitaro can enhance your ad campaigns:
🟣 High-performance reports: Keitaro Tracker provides detailed reports with over 30 built-in metrics. Monitor key performance indicators like click-through rates (CTR) to understand which ads are effective.
🟣 Precise targeting: With customizable Geo DB and IPV6 support, you can target specific demographics effectively, ensuring your ads reach the most relevant audiences for improved engagement.
🟣 Remote control: Manage your campaigns from anywhere using the Click API and Admin API. This flexibility allows you to make real-time adjustments based on performance data.
🟣 A/B testing: Easily conduct A/B tests on various ad elements to find what resonates best with your audience. Set up multi-offer funnels to identify which promotions drive the most conversions.
🟣 Team-friendly features: Keitaro Tracker supports multi-user access, allowing you to assign roles and permissions for efficient collaboration among your team.
🟣 14-day free trial.
Using Keitaro Tracker for ads helps you gain insights into clicks, optimize targeting, and enhance overall campaign performance, ultimately driving better results and maximizing your ROI.
You’re now ready to launch your Instagram ad campaigns and drive traffic to your offers. Remember to monitor performance closely to ensure everything runs smoothly. Happy advertising!
