In Switzerland alone, Instagram…
The social platform has quickly become an ideal playground for brands, both to broadcast organic posts and to launch advertisements.
Want to deploy Instagram ads that generate real results for your brand? You've come to the right place: discover here our experts’ 7 best practices for campaigns that help you reach your marketing goals.
First off, before launching your advertising campaign on Instagram, you need to define the right goals to target. These goals will allow you, not only to choose the right targeting method, but also to define the right advertising format to use.
In terms of advertising goals for Instagram, we recommend you to avoid post likes or fan acquisition campaigns: these are goals that your Community Management strategy can achieve without investing in advertising.
Instead, invest in campaigns whose objectives are...
"Many brands want to launch ads on Instagram right now; but few understand how important it is to tap into the global Meta audience. The idea is, in addition to running ads on Instagram, to also run them on Facebook, or even WhatsApp, when relevant to your targets. At Gamned!, our experts always try to study closely the web habits of your targets, in order to set up the most appropriate advertising device, in terms of targeting, formats, or even messages." Timothée Pierre, Head of Account Management at Gamned!.
Instagram advertising is part of a larger ecosystem - Meta, which includes features to also run Facebook and WhatsApp ads.
Why stick to investing your budget only on Instagram, when you can use the full potential of the Meta audience across all its platforms? By doing so, you ensure that you reach the maximum number of users who are in your target audience.
What's more, we see that the performance of ad campaigns deployed across the entire Meta ecosystem is much higher than if they were deployed on only one platform.
For example, using not only Facebook advertising, but the entire Meta audience, we see on average...
With Instagram ads, and more broadly advertising in the Meta ecosystem, you have the ability to target multiple audience types. The key to proper targeting? Knowing very well the prospects and customers you want to reach, so you can choose the ideal method.
Choose if you want to deploy an advertising campaign aimed at...
Now that you have chosen your targeting method, you need to choose the type of Instagram ads you want to deploy.
On Instagram, the best practice is to set up campaigns on all placements where your targets consume content. You have several ad placements that you can choose from on the platform:
Thereafter, for each placement, you have the choice of several ad formats: video, static, carousel, Instant Experience... These different types of ads are more or less effective depending on the goals you aim for in your Instagram ads.
Also note that you can run native ads, banners and interstitial ads on Audience Network. These formats give you access to a larger audience on third-party applications that are Meta partners.
It's a fact: 75% of mobile traffic is on video. So video is proving to be an extremely powerful format on social networks, but also for your digital advertising campaigns, and in particular for Instagram advertising, where everything is based on the visual.
You need to rely on video for an effective advertising strategy.
This being said, be careful to apply some good practices if you choose this format:
Competition between advertisers on Instagram is fierce. So to differentiate yourself on the platform, it's crucial to craft finely thought-out advertising messages.
The key is to create your messages based on your customer journey:
Either way, don't be afraid to show your brand early on in the customer journey (highlighting your branding elements).
And last but not least, be sure to step out of your comfort zone to experiment with differentiating messages!
To start off, here is a prerequisite if you launch campaigns to drive Instagram users to a Landing Page on your website: install the Facebook pixel on this site. This is what allows you to track all the actions taken by your targets on your pages.
Then, you need to choose the right key performance metrics to follow according to the goal you have set and the stage of the customer journey your campaign is addressing:
Tracking some of these KPIs will also allow you to calculate the ROI of your campaign, which is crucial to know the performance of your advertising strategy.
Finally, be sure to use Facebook's brand lift feature. Its purpose? To help you understand if your ads are relevant. It allows you to serve your ads to an audience that you define, and then survey that audience on topics like ad recall, brand awareness and message association.
Want to launch high-performing Instagram advertising campaigns? Contact a Gamned! expert now. Our agency specializes in digital advertising, especially programmatic advertising.
We can both audit your existing campaigns, or launch your campaigns out of the blue, always with one idea in mind: help you achieve your marketing goals with the best possible ROI!
Tell us who you are, we will tell you which digital activations to adopt!