More and more brands see advertising on Instagram as the way to increase their number of followers, engagement and purchases on the website. However, it is necessary to do it well to reach the objective.
In this content I intend to give you an easy guide to understand how Instagram Ads work and everything related to how to advertise on Instagram, without breaking your head with the platform’s algorithm or audience segmentation. are you coming with me?
What is Instagram advertising?
We can define advertising on Instagram as those publications or stories that users promote in order to gain greater visibility or a privileged place in the market. feed of the users.
We can usually distinguish these posts through the tag “Advertising” below the brand name. They may include calls to action or buttons that help generate traffic and conversions or labels above the photos, in order to highlight the promoted items.
What is Instagram Ads?
Instagram Ads is another name given to Instagram advertising and refers to the promotion model that this social network uses to make certain publications reach thousands or millions of active users, in order to convert them into potential customers.
Usually when using Instagram Ads and setting a publication, it is also possible that this ad is part of Facebook Ads, due to the close relationship between both social networks.
Advantages of advertising on Instagram
Being Mexico, the country in Latin America with the largest number of registered users on Instagram, advertising on this social network can be a great strategy to give our brand a boost. Now let’s talk about the advantages of advertising on Instagram:
- you will have greater engagement than in any other social network.
- You will support the positioning of your brand.
- You will get a higher number of followers.
- You will be able to target a specific segment of users.
- You will benefit from the union between Facebook and Instagram.
I explain each of them below.
you will have greater engagement than in any other social network
When we undertake an advertising campaign, it is common to choose the channels that give us the most benefits, be it reach, conversions, visits to the site, leads or sales.
Instagram is the social network with the second highest ROI (return on investment), the first place goes to Facebook, although it is precisely the union between both platforms that makes it ideal for an advertising campaign to pay off as much as possible.
You will support the positioning of your brand
Can you imagine advertising in a communication medium where there are about 16 million users and 77% of them can see you daily? Yes, that’s what it’s like to advertise on Instagram. This social network can help position your brand and make it recognized by the most relevant audience for your business. Unlike conventional media where you are promised greater visibility but those who see you may not have any interest in your brand.
You will get more followers
Instagram Ads are excellent tools to increase your number of followers. You can configure your campaign with this objective and see how many users give it follow on your bill. This configuration is done directly from the Facebook Ad Managerselecting the objective of “Scope” found in the section of “Recognition”.
You can target a specific segment of users
Through segmentation tools it is possible to reach a delimited target audience, focusing on geolocation, age, gender, language, tastes, personal interests and even those who have interacted with your competition’s account, carrying out an advertising campaign aimed at the group of users with the characteristics you want to be interested in your company.
You will benefit from the union between Facebook and Instagram
Today there is a lot of talk about the power of omnichannel in e-commerce and more and more companies realize that combining channels when carrying out advertising campaigns is a practice that can enhance positive results. Instagram can give us this omnichannel as it is so closely linked to Facebook, making our messages present on both platforms, reinforcing the purpose and making us notice in the consumer’s mind regardless of the way they navigate on social networks.
How does advertising on Instagram work?
Advertising on Instagram works through an algorithm that rates and labels the posts it shows the user based on three different sources:
- Through the content that the user likes
Here come those publications that are given “Like”, the stories that you share and those that you comment on.
- Through the accounts that it follows
In this source enter all the accounts to which you have given follow, despite not having an interaction with them. While it prioritizes those with which you have the most interaction, it does not delete or ‘hide’ posts from accounts you follow.
- Through data obtained by business partners
At the time of making a paid publication on Instagram, this social network keeps segmentation data, engagement and interaction you get from users, in order to refine the Instagram Ads algorithm and better serve business partners with smart targeting.
In this way, Instagram manages to know to whom and when to show paid publications in the interest of brands having better results. Let’s take an example: visualize a user who just opened his account and does not follow brands, only his friends, but through a previous campaign, Instagram realized that this account has an interest in fashion, for having previously interacted with a story paid for a brand of bags. Thus, when your brand, which sells costume jewelry accessories, carries out a campaign, it is likely that your ad will be shown even if it does not follow your competition or your company, due to the information previously obtained by commercial partners, among other factors to take into account. bill.
What types of ads can you create on Instagram?
There are currently five types of ads you can create on Instagram. Now I will explain its main features and how to use each of them to get the most out of it.
photo ads
The phrase “an image is worth a thousand words” really applies to Instagram advertising and despite the fact that this ad format is one of the most basic and simple, it is also one of the most used in campaigns on this network. Social.
You can identify this ad by the simplicity of the design, it is based on an image and next to it a button or call to action to encourage the user to take an action, whether it’s following your Instagram account, taking them to your website or . The advertiser decides what action to take from a set of multiple options.
Learn more…
Article
video ads
Video ads offer the same engaging visual experience as photo ads, but with the added value that sound and motion can bring. You can promote videos up to 60 seconds long, either in square or rectangular format with the limitation of publishing one video per ad and not several contents, that is, you cannot create a carousel video, but you must choose a video as the central piece of your ad.
carousel ads
This type of ad is quite common and very helpful when you want to advertise different photos in the same piece, it can be particularly useful to promote a new collection or different items that are on sale. In this type of creative, you can upload a maximum of 10 images or videos so that users can interact with the piece and move the photos from side to side. Below each of them you will find the button or call to action to lead the user to carry out the objective you have set, similar to the photo ad.
ads in stories
This tool is a super valuable complement to the advertisements that you can find in the feed, because it gives you the possibility to reach many more users (potential clients) and play with various elements, from music, text or video. Although it is similar to the video ad, the format is different, since you have to adapt your message to 15 seconds, the usual length of a story.
Ads in the “Explore” tab
This kind of ads are so called because they appear within the “Explore” function that Instagram has (represented by the magnifying glass icon) and you can appear in this section with a video or image. This option can help you make the advertising you advertise more similar to an organic publication, since this type of ads does not appear as such in the grid of this section, but rather jumps out when the user clicks on a publication within this tab, expanding to full screen.
What are the measurements of the ads on Instagram?
So that you have this information at hand and make it easier to compare and see which type of ad is best for you to use, in this little table you can find the specifications of the creatives available in Instagram Ads.
Specification Photo ads Video ads Carousel ads Stories ads “Explore” tab ads
Resolution
1080 × 1080px 1080 × 1080px 1080 × 1080px 1080 × 1920px 1080 × 1080px
Recommended aspect ratio
1:1 4:5 1:1 9:16 9:16
Format
.JPG or .PNG .MOV or .MP4 .JPG, .PNG, .MOV, .MP4 .JPG, .PNG, .MOV, .MP4 .JPG, .PNG, .MOV, .MP4
Maximum size
30MB 250MB 30MB 30MB 250MB
maximum duration
– 60 seconds 60 seconds 15 seconds 60 seconds
How much does Instagram advertising cost?
The million dollar question. And the answer is: it depends. At the moment, there is no single answer, you decide the budget and how much you can spend. You can invest from $30 MXN per day up to $50 thousand per day. The cost of advertising on Instagram varies depending on the investment you can make.
If anything, what I can tell you is that evaluating more than $300 million in Instagram Ads and found that the average price per click is between $0.70 to $0.80 cents, that is, between $14 and $16 MXN.
How to pay for advertising on Instagram?
There are various methods to pay for advertising on Instagram Ads, here I list the ones that the platform accepts today:
- PayPal
- Credit or debit card
- ad credit
Any of these payment methods can be invoiced and deducted from taxes (in which you are registered with the Treasury allows it).
How to invoice paid advertising on Instagram?
- Enter the
- Capture your tax information, RFC, legal name of the business, address and telephone.
- Go to the section of “Billing” and download your report.
🔎 TIP: If you need more help on this process, seek advice from an accounting specialist to avoid conflicts when making
Facebook Comments
Disqus