What Is Instagram Advertising?
Instagram advertising is method of paying to post sponsored content on the Instagram platform to reach a larger and more targeted audience. While there are many reasons a business or individual may decide to advertise, Instagram advertising is often utilized to grow brand exposure, website traffic, generate new leads, and move current leads down the funnel (and hopefully towards converting).
Since Instagram is such a visual platform, text ads are not a thing here. Rather you need an image, set of images, or video (which can be accompanied by text) to reach your audience with Instagram ads.
The exciting part? Instagram advertising works! In March 2017, over 120 million Instagrammers visited a website, got directions, called, emailed, or direct messaged to learn about a business based on an Instagram ad. According to Instagram, 60% of people say they discover new products on the platform, and 75% of Instagrammers take action after being inspired by a post.
Similar to Facebook ads, throwing some money behind a post will lead to more exposure for your brand, as well as more control over who can see your post.
you’re running paid search and display ads through Google, you’re advertising on Facebook, LinkedIn, Twitter, and even some niche industry-related social sites. Perhaps you’re even running some guerilla advertising campaigns, or commercials through NPR. But for some strange reason, you dismissed Instagram, unsure if it would yield ROI.
Well, I’m here to inform you that today is not the day to ignore Instagram! While Instagram may be younger, with fewer users, than its parent company Facebook, Instagram is the breakout star of the family who everyone wants to sit next to at the Thanksgiving table. Instagram provides a platform to tell visual stories through various ad formats, and many advertisers have seen this channel yielding higher ROI in comparison to their other advertising campaigns.
Today Instagram has 800 million active users, according to Statista, and the rate of rapid growth it has seen since 2013 is pretty astounding. Just check out the graph below
But with so many active folks scrolling through their feeds at all hours of the day, how in the world can a little business like yours stand out?
This is where Instagram advertising comes into play. Similar to Facebook, with popularity comes clutter, and breaking through that clutter organically to make a real impact can feel nearly impossible. To focus on the right people, at the right time, with the right message and imagery, Instagram ads are your powerful vehicle to do just that…
In this guide you’ll learn everything you need to know to get started with an Instagram advertising campaign.
Is Instagram Advertising Right for Your Business?
This leads to the obvious question: Who is on Instagram? Is it just teenagers taking selfies? Or 20-somethings looking for recipes? What about older populations? Are they “gramming” their grandchildren?
Unfortunately for all you marketers targeting the grandparent demographic, Instagram does tend to skew towards a more youthful audience, with the largest percentage of users falling in the age range of 18-29 (55%), then between 30-49 years-old (28%). Only 11% of Instagram users are between the ages of 50-64, and just 4% are adults over 65.
According to Hootsuite, the majority of Instagram users live in urban areas (32%), 28% of users live in the suburbs, and 18% of users in the country. While there are more women on Instagram than men, the gender gap is not as large as it once was.
If this doesn’t sound like the audience you’re targeting, you still should not dismiss the social network as a useless opportunity. Similar to what happened with Facebook, more and more adults over 34 will likely be hopping on the Instagram bandwagon as the platform continues to grow. Also, if you are working with the 4% of adults over 65, you can always target that demographic directly…