Instagram celebrated the 10th anniversary of its double-digit growth by turning 10, at the tailend of 2020. Although Instagram has been around for a while, it is still a visually stimulating and engaging platform that businesses can use to increase their organic marketing efforts.
With over 1 billion monthly users, Instagram ranks second after its counter-platform Facebook, when we look at active users. There is great opportunity for brands to enter this space and be successful as more people join it. Your audience is almost certain to be there with all the people who use the platform.
If you don’t believe the statistics are convincing, or you are still unsure if Instagram ads work for you. Read on to find five great reasons to advertise on Instagram.
Instagram advertising offers 5 benefits and features
The five key benefits of Instagram advertising that make it a lucrative channel for many businesses are as follows:
- There are always more opportunities.
- Your brand will gain a loyal following.
- Create ads quickly
- Use Stories to showcase your brand.
- Leverage higher engagement rates.
Let’s take a closer view of each to determine if Instagram advertising is right for your business. If so, how can you make the most of it.
1. Ever-increasing Opportunities
While there are many Instagram users, what about actual growth? Let’s look at the United States. Of the 140 million users in the United States, Instagram saw an 8% increase in users in one quarter, spanning from Q3 2020 to the end of the year. Advertising in Western Europe That region’s usage grew 17% in 2020. It is growing steadily and it is safe to say that Instagram still has some way to go before becoming outdated or saturated. There is still plenty of opportunity left for businesses to get in front of their target audience, to expand their visibility, and to accomplish their various goals.
2. 2. Create a following for you brand
While people go to social networks to connect with their family, friends, or to see what their favorite celebrities’ are up to, millions check out what brands are sharing. Not all platforms allow users to do this. In fact, 200 million Instagram users visit at least one business profile each day. 81% of Instagram users also use the platform to research products and services. In addition, now that Instagram recently made shopping more prominent on the platform, 130 million users tap on shopping posts every month.
This is your chance to show the world what you have to offer in a visually appealing way. If done right, brands can build a significant following and drive business from the platform, so don’t hold back. Develop a strategy for the platform on its own but also consider how it will play in your holistic marketing and advertising strategy. Develop and use visually appealing and compelling content, and see how Instagram fairs for your brand and the products or services you provide.
3. Create ads easily
If you’ve used Facebook for your business’s organic and paid growth through ads, then it’s easy to further expand your reach and efforts to their sister platform as they are connected through Facebook Ads Manager. Instagram Ads can be integrated with Facebook Ads Manager to allow you to reap the benefits of all campaign objectives, optimization selections and targeting options. Simply connect your Instagram account in your Facebook Business Manager business settings, then in Ads Manager, add Instagram to your ad placement targeting at the ad set level, if you haven’t done so yet and see how Instagram’s three ad placements–Feed, Stories, and Explore tab–can work for you. Although IGTV does not have ad placements, I think we can expect one to be available soon. Facebook has a wide range of placements within its ecosystem, including Messenger, Audience Network and Instagram.
You can use Instagram Ads creatives that are native to Facebook if you’re just starting out with Instagram Ads. However, it is important to be aware of the specs and make sure your ads fit within specific video length limits. These vary from platform-to-platform and placements. If you don’t yet have images or videos that may be more Stories-centric, in that they are vertical and take up the full screen, you can edit your creatives in the ad level and crop them to fit the various placements until you do have more sizes of images and videos.
If you don’t yet have video ads but want to make a more significant impact by capturing the attention of your target audience on Instagram, take advantage of the free built-in tools that Facebook has to offer. In the ad level, upload or select your still image and then use the Video Creation Kit for templates, special effects, and overlay text to give your images an edge by adding some motion to them. Many features within Facebook Ads Manager also work for Instagram ad placements.
4. Use Stories to showcase your brand
Snapchat was the first to offer ephemeral content. But it’s not the only one. After Snapchat rejected its acquisition offer, Instagram created its own version and quickly outperformed Snapchat’s userbase. While Instagram Stories isn’t new, more brands continue getting into this popular placement and seeing great success. Stories are watched by half a billion people every day. This is why it’s so important to include Stories in your organic and paid advertising strategies. It’s true for Facebook’s advertising platform, but it also applies to Instagram. This allows you to easily reach target audiences who may not be aware you exist or that you could bring value to their lives. Stories are a quick way to capture attention and get people into your funnel by being there. With more than half of users saying they become more interested in a product or service after they see it in Stories, you might as well bet on yourself and see what kind of results Instagram Ads can bring you and your business.
5. Leverage higher engagement rates
We’ve noticed engagement rates on social media platforms are higher than other ones, both from our client accounts and what we hear from industry professionals. This is true, but make sure that your videos and product images are engaging and consistent with your brand to drive more sales. One social media team reported that engagement rates are highest for photo posts, followed by carousels, then videos–which of course, will vary by the content promoted, your industry, and audience targeting.
Ecommerce marketing platform Yotpo reported that people are 58 times more likely to engage with branded content on Instagram than on Facebook and 120 times more likely than Twitter. Although engagement rates have increased since Yotpo’s 2018 Instagram statistics were published, they have been slightly lower as more people upload content. Even though this may have been the case for some, engagement rates on Instagram posts are still extremely high when compared to other platforms.
To begin with strong engagement rates or to boost your existing efforts, leverage user-generated content, or UGC. Start a hashtag trend to get your followers involved in sharing UGC content. Ask questions in your posts, and then invest some advertising money to increase their visibility and reach new audiences. Reach out to smaller influencers and develop a partnership program. Once you have UGC content, reshare it on your account, whether it is someone wearing or using a product of yours, a review or testimonial, or anything else that people might share that relates to your brand. Some other methods of acquiring more engagement on your Instagram Ads is to create a contest to drive more followers and engagement on your contest posts, which you can also boost as ads. There are many ways to showcase your product or service so potential customers and fans can be better managed.
Include Instagram ads in your overall social strategy
Although Instagram has been around for a decade, it is still a popular platform that is sure to continue growing in popularity. The platform is still being used by people every day. Businesses continue to add new features to keep their target audience engaged, such as comments and conversions. It is a key tool for ecommerce professionals. Instagram is undoubtedly the most shopping-focused social media platform.
Consider Instagram as part of your overall marketing strategy to expand into this year to see if and how it can be a part of your funnel and help drive your bottom line. Instagram isn’t going anywhere soon. It continues to roll out new features that brands can use to achieve success.