Year after year, engagement per post on Instagram has grown at a rate of 53%, making it evident to marketers why this platform is being used for marketing campaigns. It should be noted, of course, that advertising on Instagram might not be suitable for every brand. Since 67% of Instagram users are 18 to 29 years old, the platform is best used by brands that are targeting this age group.
Marketers should be aware that there are different types of Instagram ads that all have a disparate impact on the audience. So, let’s take a look at the types of ads, their effect, and why market research is essential before developing an Instagram advertising strategy.
Types of Instagram Ads that are Highly Effective
In short, there are five types of Instagram ads that marketers can create, and those include:
Instagram marketing is never easy, but it helps knowing what the differences between these ads are, so let’s take a closer look.
Instagram Photo Ads
Photo ads allow marketers to promote products through compelling images, making this the easiest way to engage with the audience. Marketers can choose whether to target a broad audience or focus more on their geographical area. Adding hashtags and witty captures to posts can help you establish a brand identity that the audience can relate to.
Instagram Video Ads
Advertising on Instagram through short video ads is the best way to attract attention. Although videos can now last up to 60 seconds, and even longer with IGTV, sometimes quicker is better.
Short videos of up to 30 seconds with a call to action seem to be the most effective, especially on platforms like Instagram, where photos are the most popular and most liked posts.
Instagram Stories Ads
With Instagram stories, users can upload either photos or videos that expire in 24 hours. There are over 500 million daily active stories users, and this is the perfect way for any business to expand their reach.
Stories can allow businesses to promote their products in greater detail, show their participation at events that might be of interest to the audience, and serve as a way for the audience to get to know the people behind the brand.
Instagram Carousel Ads
Advertising on Instagram through carousel ads is similar to photo ads. In short, this type of ad makes users swipe to see more photos or even videos.
They share similarities with content marketing campaigns since they serve to deliver valuable information and call users to action.
Instagram Collection Ads
Instagram’s recently introduced the new collection ad format that’s somewhat similar to Facebook. It allows users to browse and purchase products without leaving the platform.
Three items can be shown below the hero image, and users can quickly discover your products or services in a visual and immersive way.
Impact of Instagram Ads on Different Business Niches
Instagram is a large and diverse online community, and with over 2 million monthly advertisers, it has great marketing potential.
Primarily, it’s an indispensable tool for e-commerce businesses. Whether you have only an online store, or a brick-and-mortar shop as well, advertising on Instagram can help you expand your business. Be just a bit creative with the pictures and videos of the products, and you’ll quickly start to see the follower numbers growing, and your revenue increasing.
Anyone in the foodservice industry will find Instagram to be the perfect place to focus their advertising efforts on. Some include pizza, sushi, and steak, but any appealing picture or video of food is bound to get a lot of likes.
It’s not necessary to be in the business of selling products to be successful at advertising on Instagram, though. Everyone, from service providers to entertainment companies, and destination brands can find this platform useful.
To truly enhance your marketing efforts, it’s a good idea to partner up with influencers. 70% of teens trust influencers more than traditional celebrities, and they are more likely to follow a shopping recommendation by an influencer. This is especially true for micro-influencers or those with a follower base of about 10,000 – 100,000. They’re more likely to engage with their followers, and they instill more trust in their audience. This trust directly translates to the brands the influencers are promoting.
Importance of Market Research Before Initiating Ad Campaigns on Instagram
The audience dictates the types of ads that are the most useful to a business, so extensive market research is crucial.
Since the majority of Instagram users belong to the younger demographics, it’s crucial for brands to be aware of their primary audience before advertising on Instagram.
A perfectly planned marketing campaign will amount to nothing if it is done without market research. Targeting the wrong audience through unsuitable means and at the wrong time can never have satisfying results.
It’s best to partner up with market research experts who will help you gather information about audiences.
Investing in Instagram marketing can be exceptionally fruitful for many different businesses, especially those whose target audience falls in the age group of 18 to 29-year-olds.
Partnering with influencers can help businesses instill trust among audiences and focus more on marketing efforts.
Companies develop long-term strategies that will ensure their Instagram accounts stay relevant. Trends are continually changing and staying on top of social media trends is crucial for any company, so a long-term strategy is a must.
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