One of the greatest and most noteworthy benefits of today’s digital advertising landscape is the variety that comes with testing and choosing which social media platforms resonate with your brand the most. While it’s always recommended to try a wide variety of platforms when first advertising on social media in order to understand which suit your brand’s unique goals and objectives, sometimes budget and time constraints can get in the way. If after evaluating your choices and deciding that Instagram is the clear winner for social advertising, be sure to keep the many pros and cons of the mobile-friendly platform in mind.
Demographics and Why They Matter
Demographically speaking, 72% of users who use Instagram are 15 to 35 years old. Keeping this in mind, it’s good to note that this younger fan-base is ideal for businesses in retail, subscription services, and music, but may not be relevant to industries seeking an older audience like businesses pertaining to auto, financial services and healthcare.
Before you hit the “Publish” button, it’s crucial you know to whom you’re advertising. Focus on data-driven insights and pinpoint exactly who your audience is within Facebook Ads Manager using the Facebook Audience Insights tool. You may be surprised by what you find – perhaps your male-driven brand tends to skew towards a larger female audience on Instagram! Even better, it may guide your campaign strategies on social media moving forward.
While Instagram was founded in the US, 89% of users are found outside the United States. Global leaders of the pack include Brazil, India, Indonesia, and Russia. Businesses with a world-wide presence must keep this in mind when creating content that truly resonates with targeted users from a variety of countries.
Tips and Tricks: Things To Know About Your Ads
Think quality over quantity. When initially launching your ads on Instagram, keep it simple. A/B testing is a surefire way to better understand what users will positively react to, and what works and doesn’t work for your ad. Unsure of what to test first? We recommend experimenting with different target audiences, copy, or different variations of media.
Content may be king, but engaging visuals are the moneymakers. Users flock to Instagram for inspiration and discovery, and they expect the same when they see an ad. Just because you’re paying for placement does not mean that your quality of content can falter. Stop the scrollers in their tracks with high-quality photography or video, killer copy, and a purposeful Call-To-Action.
Be Smart With Metrics
Sure, likes are always great to receive on Instagram, but they’re certainly not the end-all-be-all for campaign success. When running ads on the platform, keep a close eye on the metrics that truly matter, and be sure to always measure your performance in meaningful ways. If you’re running an ad with a focus on garnering leads, choose to direct your energy towards achieving a low Cost Per Lead. Likewise, if you’re running a campaign focused on brand awareness, be sure to track the number of impressions your campaign has received over time as well as monitor brand recall lift. It’s all about tracking your numbers and applying your learnings to your next campaign.
Don’t Forget About Stories
There are 400 million users watching Instagram Stories each day, with a third of the most-viewed Stories coming from businesses. If you aren’t leveraging Instagram Stories Ads, you’re missing out on an opportunity to garner additional engagement and risk falling behind your competitors.
With social ad spend projected to continue its growth year-over-year, Instagram is by far one of the easiest ways to elevate your brand’s creativity and drive your business objectives.
Let’s talk about running your next scaled social campaign on Instagram. Get in touch with us today!
Alex Serrano joined Tiger Pistol with extensive experience in social media content creation, advertising and reporting. As a Marketing Services Specialist for Tiger Pistol, she works closely with the global brand team, overseeing social strategy and reporting for a variety of clients. Outside of work, you can find Alex hiking with her dog, buying tickets to see a local show or bouldering at the local rock gym.