Already in 2013, Instagram started a limited advertising service, but only after Facebook leased it, just under 4 years ago, did Instagram start advertising in the form we know it today. Since then, Facebook and Instagram have become the strongest duo in the world of social networking. With (some) impressive attempts, no one has yet been able to gather and then segment the audience like them.
Facebook has a large audience, but what if your potential customers are spend more time on Instagram, scrolling through pictures and videos or swiping stories? Global trends suggest it is the hottest place for many brands, maybe yours is one of them? You’ve done the research and it’s time for a shift in your industry. The good news is that Instagram advertising can’t go without a business account linked to Facebook. For this reason, Instagram advertising uses the same interface as Facebook advertising. If you have mastered one, you are likely to master the other. However, there are some differences that you need to pay attention to right from the start.
3 types of ads in Instagram advertising
Instagram advertising distinguishes 3 types of ads. You probably encounter all of them on a daily basis:
1. Feed ads
Skrolaš svojim feedom i među već poznatim sadržajem pojavljuje se reklama koja se ne razlikuje puno od onoga što si naviknuo gledati, osim što u gornjem lijevom kutu piše da je „sponzorirana“. Može biti običan post, a može imati carousel oblik ili te jasno pozivati na akciju.
2. Insta Story ads
Between Insta Stories of people you follow, Instagram occasionally inserts sponsored content. In addition to engaging the entire user’s screen, you can often add a swipe up option that leads directly to the web.
3. Promoted (boosted) posts
These are posts that were promoted directly from the Instagram app instead of in Facebook Ads Manager. Not much different from the feed ads mentioned above, but their options are limited.
Once we have determined the location, it’s time for some technical information.
The recommended image size for Instagram feed ads is 1080 x 1080 pixel, 1: 1 ratio. Insta Story prefers a vertical rectangular shape of 1080 x 1920 pixels, with a ratio of 9:16. In either case, the visuals should be in JPG or PNG format and their size should not exceed 30MB. When it comes to video, Instagram suggests MP4 or MOV format, no larger than 4GB.
This may also be a good place to note that Instagram advertising is slightly more expensive than Facebook advertising. However, this does not mean that it is less profitable. As long as you check the results and pay attention to the small differences in the various options, the price will pay off.
Proven Instagram Advertising Practices
Before you dig right into it, I have some extra information that can help you with your choices. You already know that Facebook and Instagram are two different social platforms, and it’s a good idea to tailor your content depending on where you post it. However, there are some proven practices that can “shorten” your test time.
- – Don’t bother with too much text! Instagram is a powerful visual social media and it’s unlikely that anyone will read all 6 blocks of text you’ve written. Although you can use up to 2200 characters, friendly advice is to stop at 150.
- – Does your strategy include videos? In a short time and with guaranteed attention, you can deliver a lot more information. Thanks to its dynamics and user involvement, it’s one of the highest rating trends in social media content.
- – When testing and combining different types of ads, remember to keep in mind your discourse. Instagram advertising is subject to Facebook policies and guidelines. Generally avoid addressing people directly and mentioning negative features.
Ok, it’s time to open Ads Manager and start creating your ad. The key thing to pay attention to is the Edit Placements option, with which you will smartly direct each advertisement and ultimately save resources.
Bite off more than you can chew? You can always reach out to Brandier for help, at least at first! ?
