Advertising on Instagram is one of the best advertising options in digital marketing. Since it shares the same advertising interface as Facebook, it offers a lot of tools and interesting opportunities for marketers; whatever your business and your target, you are sure to find the ingredients to create the campaign of your dreams.
If you’ve spent anytime advertising on Instagram, you know there are a lot of options to tweak and improve your campaign. But how? With so many possibilities, it’s not always easy to know the best way to optimize your campaigns.
In this article, we’ll offer 5 strategies you can use to improve your Instagram advertising.
Instagram is one of the most powerful social networks on the market, and unlike some other trendier platforms, Instagram is fully established among the public in our country. At Cyberclick we believe that advertising on Instagram is a safe bet, and these facts prove us right:
The conversion funnel is a key concept in understanding the customer's journey and optimizing your brand’s marketing. It is a graphical representation of the entire customer acquisition process; it is funnel-shaped because not all contacts that express interest end up generating a conversion, so the volume narrows as we go along.
In general, we usually distinguish the following phases or stages of the conversion funnel:
As you probably know, each of these phases can benefit from a different type of advertising, and advertising on Instagram is no exception. For example, if a user is in the early stages of consideration, a purchase focused ad will not be effective. But if you are ready to buy, you should seize the opportunity and not just offer generic content.
If you're clear about which phase of the conversion funnel you're targeting and what you want to achieve, the next step is to "translate" your strategy into advertising on Instagram. Because each phase of the funnel has a specific type of ad. Fortunately, Instagram Ads have options to meet every possible need.
In the TOFU phase, we want users to start recognizing the brand, but we don't have a specific conversion goal. The types of ads most suited to this phase are publication interaction and video displays.
In the MOFU phase, we are looking for the user to start interacting with our website and, if possible, to register on it. Again, Instagram advertising offers several types of ads that can be tailored to these goals: web registration ads, lead generation ads, and ads that drive traffic to a website.
Finally, in the BOFU phase, we look for the user to perform a specific action linked to the conversion. To achieve this, we can launch ads for interaction with an application, conversions on a website (linked to purchase) or installations of an application. For example, remarketing ads can be a great way to target BOFU users who have added items to their cart, but not made a purchase.
In addition to choosing the right type of ad for our target, we must also carefully consider the issue of segmentation. Instagram offers many options for creating ad audiences, but it is important to know exactly what each one entails and use them appropriately.
Again, the type of targeting you choose will depend on the objectives of your campaign and the phase of the funnel you are in.
In the initial acquisition phase, what we are looking for is to reach a wide number of users, so the segmentation will be based on general parameters such as
In the middle of the funnel, a widely used strategy is "prospecting", which is based on locating audiences similar to those we already have. For this, we can use these two tools:
And finally, at the end of the funnel, we can play with remarketing to re-impact an audience that is already prepared to convert.
When advertising on Instagram, there is another key factor besides the type of ad: location. Here, we can also choose where our ads are displayed to customize them as much as possible. There are two great options:
Along with all these customization and targeting options, Instagram also offers a lot of data on ad and campaign performance - take advantage of it!
No strategy is complete without a measurement and reporting plan. So if you want to succeed with your Instagram advertising, set up regular checks and don't stop testing to see what works. The results will be worth it.