{"id":2104,"date":"2019-01-02T16:05:00","date_gmt":"2023-10-18T16:05:15","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2104"},"modified":"2023-10-18T17:35:40","modified_gmt":"2023-10-18T17:35:40","slug":"instagram-ads-that-work","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/instagram-ads-that-work\/","title":{"rendered":"5 Keys to Creating an Instagram Ad that Actually Works"},"content":{"rendered":"\n

If an ordinary picture is worth a thousand words, as the saying goes, imagine what a picture<\/a> could be worth on Instagram — especially a picture that receives a lot of likes or click-throughs back to a website page to purchase your products and services.<\/p>\n

While many small and medium-sized businesses have been marketing and selling through Facebook for many years now, there may be some still relatively new to Instagram, which the social media giant bought several years ago and which continues to grow as one of the most popular places to share photos, videos and combinations of the two. If you want to get customers\u2019 attention, it\u2019s always best to go to the places where they already spend time, and Instagram is increasingly one of them.<\/p>\n

Of course, it\u2019s possible for businesses to build awareness and attract customers organically on Instagram, just by setting up an account, creating quality content and liking and commenting on other people\u2019s posts. As with any social media service, though, taking advantage of advertising opportunities offers a way to maximize marketing results in the shortest amount of time, and in ways that allow you to target specific kinds of people based on their age, gender or other key demographics.<\/p>\n

If you\u2019ve never advertised on Instagram before, it\u2019s probably a good idea to take into account some of the nuances of the platform, the expectations of those who will see your ads and the kind of approach that will best lead to conversions, whether it\u2019s simply to a landing page on your website or an actual sale. Remember that advertising positions a company directly within the \u201cfeed\u201d or near-infinite list of vertically scrolling images when someone logs into Instagram. You don\u2019t want your ad to be ignored, or to be perceived as something that somehow gets in the way of the experience they want to enjoy. Instead, a good Instagram ad becomes a valuable piece of content just like anything else they\u2019ll see in their feed.<\/p>\n

1. Don\u2019t Just Showcase a Product — Tell a Story Instead<\/b><\/p>\n

A lot of what\u2019s on Instagram consists of static pictures, but those doing the posting are often exercising considerable creativity in what they choose to share. For all the images of salads and sunsets, there are also plenty of pictures of people skydiving, wandering through a museum and even more novel adventures.<\/p>\n

That\u2019s why it\u2019s a mistake for a company to look at Instagram as a platform to post the equivalent of a brochure. Try to create content that hints at the value your product brings to a customer\u2019s life, or what else might be going on in their lives before, during and after they purchase it. Use people wherever possible, and in situations that are realistic and memorable. As with any other marketing channel, success in advertising on Instagram begins with outstanding creative.<\/p>\n

2. Hone in on the Right Hashtags<\/b><\/p>\n

If you\u2019ve ever advertised or worked organically on other social media platforms like Twitter or even Facebook, you\u2019ll already by used to hashtags, which are a way of associating your posts with similar content that touches on the same topics.<\/p>\n

Hashtags are even more vital on Instagram in part because, apart from clicking on a \u201clearn more\u201d tab at the bottom of your picture, you can\u2019t fill an ad with the number of links you might add in a blog post, for example. Think of all the relevant keywords that not only relate to your product and service categories, but the interests of your target audience. Instead of just #jeans if you\u2019re selling apparel, for example, hashtags like #nightout or #datenight make make sense if your ad depicts someone wearing your jeans when they\u2019re hitting the town.<\/p>\n

3. Capitalize on Carousels<\/b><\/p>\n

Although you might not realize it at first, a lot of what appears on an Instagram feed contains more than a single image. A while back the service introduced a feature that lets users create mini-albums of content — say a selection of their vacation highlights, for instance — that can be contained within a single post.<\/p>\n

Advertisers could use this to further enrich their storytelling capabilities, whether it\u2019s a \u201cbefore\u201d and \u201cafter\u201d series of images or a step-by-step look at how their products and services work.<\/p>\n

4. Add Variety with Video<\/b><\/p>\n

Much like Facebook, advertising on Instagram gives marketers different kinds of options in the content they upload. While still images can drive great results, think about short video clips that provide an even deeper look into what your products and services do, the kind of community of customers you\u2019re serving and other elements that speak to your brand purpose.<\/p>\n

Some advertisers opt to use video specifically when they\u2019re advertising within the \u201cStories\u201d area of Instagram<\/a>, which offers a slightly larger portion of the screen and can be woven in very subtly right after they\u2019ve finished watching a story from one of the other people they\u2019re following.<\/p>\n

5. Make the Landing Page as Compelling as the Creative<\/b><\/p>\n

Let\u2019s assume you\u2019ve done everything right, and a customer or prospect seeing your Instagram ad is ready to learn more. They click the call-to-action button. What happens next?<\/p>\n

Some things might be obvious here, like taking them to a landing page that offers more specifics about the products and services referenced in the ad, rather than your homepage. Put some extra planning into the journey, though. Are you trying to drive e-commerce sales<\/a>? In that case, taking them directly to the shopping cart or checkout area might be more helpful than simply offering a basic landing page with a product description. If you\u2019re marketing a service, on the other hand, you may want to use your landing page to simply gather more information, or make it easy for them to connect with a member of your team to go through a consultation process.<\/p>\n

Instagram may only be one digital marketing channel among many, but it\u2019s an opportunity to make a big impact in one of the most visual mediums currently available. Pursue this kind of advertising opportunity with excellence, and the results could be priceless.<\/p>\n<\/p>\n

\"Do<\/img><\/a><\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

If an ordinary picture is worth a thousand words, as the saying goes, imagine what a picture could be worth on Instagram — especially a picture that receives a lot of likes or click-throughs back to a website page to purchase your products and services.
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