Instagram advertising: formats and recommendations

Instagram advertising: formats and recommendations

If you’ve done an analysis of your audience and found that your target audience is focused on Instagram, the thought of exploring the advertising opportunities that this social network can offer has surely crossed your mind.

Since the arrival of advertising on Instagram in 2015, the social network has continued to add new formats to achieve your goals. In this article, you will find a review of each of them, and the best recommendations for optimizing your results in each of them.

Before we continue, as we are going to talk about the types of campaigns for which each format is the most interesting, you may need to review the goals that Facebook has available to you and which we discuss in the article “How to Build Ads on Facebook Ads from Scratch“.

Now yes, let’s start:

Photo ads

The classics: image plus caption (the text accompanying your photos).

It can be used for any purpose, and if you add a URL, Facebook will give you the option to choose from all of its available CTAs.

Important: If you plan to include text in the image, make sure that it does not exceed the proportion of text and image indicated by the Facebook regulations (you can check this in the Facebook’s Creative Hub)

It is especially useful to attract traffic to your profile and get new subscribers through the content.Well, you’ll show them what they can find in your feed and that will help you build a stronger community a priori. Top Secret: This lens is only available on the mobile version of Instagram. If you try to mount a campaign with this objective from the Business Manager, you won’t find it.

If your goal is to achieve awareness, we recommend that you work not from the reach goal but from brand awareness. At the rate at which we consume content on Instagram, it is easy to be impacted by an ad and barely pay attention to it, this will ensure that Facebook distributes it to users with the greatest possibility of remembering it. .

About the picture description, there are all kinds of theories: if shorter, more converting, longer, more engagement. We talked about it in “Writing for Instagram: what is painted text on a visual network?”

Video ads

One more step in advertising on Instagram: instead of a photo, we can use a video. It is particularly useful for product demonstrations, concepts that are a bit complicated to explain in one photo or stories.

Instagram allows you to advertise videos up to 60 seconds long, but unless the story reflected there is particularly interesting, the normal thing is that over 50% of those affected don’t consume 25% of the video. For it, make sure you count the most important thing in the first 3 seconds. You will be able to see how many people are seeing some or all of the video in the Video Engagement view of your Business Manager campaign dashboard.


According to Facebook, this is the format that generates the most memory, which makes them ideal for outreach purposes. They are also particularly useful for generating personalized audiences (you can do this from the Business Manager audience tool) based on the users impacted by your video campaign, a very useful resource if you plan to launch conversion campaigns. later.

Ads by sequence

Or as you are surely more familiar: carousels. You will be able to download multiple contents in the same publication through which the user will navigate by sliding their finger over it.

As with the video, they will be of great help if you want to show different uses of your product, models, collections or tell stories. They usually have very good conversion results because they offer more information to users about our product or service without leaving the app.

Another highly recommended use of this format is as dynamic announcement, but this option will only be available if you have a product catalog on Facebook.

Ads on Instagram stories

Being so visual and full screen, they turned out to attract more attention and better leverage our investment. In fact, Over the past year, this is the type of Instagram ad where, on average, the cheapest prices have been met.

As for the possibilities of lenses and formats, it is very versatile: you can upload both videos and photos, and not just one of each, you can also mount photo or video successions (carousel ) in the form of advertisements. If you bet on the latter option, pay close attention to the ratio between the number of people who consume the first video and the last. It is also available in the format Instant experience (in the past, canvas), where you can create a landing page without leaving the social network.

Meticulous: Facebook will allow you to run the same ad on Instagram and Instagram Stories. If you choose this option, you will not be able to choose a full screen creation, but the tool will make a (fairly regular) adaptation of the creativity you have chosen for Instagram, in Instagram Stories. If you want to check the results in each of the channels, our trick is to create an ad-hoc set for each, with a part that fits the specifications of the place to which it corresponds.

In all Instagram formats, we would dare say that it is most recommended for traffic. If you select this goal (or decide to add a URL in another), it will include a CTA at the bottom of the campaign to encourage the user to swipe up and come to your page. This CTA is quite low-key, which is why we advise you when designing your stories to include your own CTA to achieve greater effect.

As in the previous formats, You can use it to attract fans to your profile, but for now only if you run the campaign from your mobile.

And one final note: Stories aren’t exempt from Facebook’s text-to-image ratio restrictions either, so if you don’t want Facebook to stop your ads, be sure to follow their rules.

Collection announcements

If you have a catalog on Facebook, you can also advertise on Instagram using this format. In this case, the creations will be a main photo or video, along with the product photos that you uploaded to set up your collection. This makes it very useful for generating awareness and giving context to a set of your brand’s products.

Once the user clicks on the post, they go to your catalog, and when there is, when they select one of the products that make it up, Facebook brings them to your page. This means one more click than if you are setting up a dynamic product carousel, so if you are looking for a conversion, we recommend that you use this format before the collect one, as it is more direct.

Before we finish, remember: this is only a presentation of ad formats on Instagram. The best thing you can do to find out what the perfect combinations are for taking it further is to test, test, and test.

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