Instagram is one of the most popular social networks used to post and share photos. Every month, the app is consistently visited by 1 billion users, and people post more than half a billion stories a day. Ukraine has at least 13 million regular users. If your target audience is on Instagram, then your company needs to advertise there. It is now one of the most effective tools for attracting the target audience.
Targeted advertising on Instagram is a classic and still the most effective way to promote products. When creating an advertising campaign, the target audience is monitored and potential customers who may be interested in the product are selected. If targeted advertising works competently, there is a possibility of retargeting. If a blogger mentions a product in an ad once, retargeting processes look for warm customers (people who have shown interest in the product) and turn them into hot customers (those who have added the product to the cart or placed an order).
One of the main advantages is the ability to customize the ad. The client controls the look of the banner and the text message on it from start to finish. Again, we compare it to advertising on Instagram: if bloggers choose how to advertise a product, then with targeted advertising, the customer controls what will be shown to the target audience.
Leads are contact details of the target audience. A lead is an application left on the website or a completed registration form. Obtaining the personal data of potential customers allows you to contact them at the right time and sell the product.
Targeted advertising allows you to attract subscribers quickly and cheaply. Of course, there are also dozens of free ways to attract users, but they take hundreds of times longer to process and may not meet expectations.
The number of conversions from Instagram to the company's website, online store, blog, or landing page should increase. Targeted advertising selects users who click on a link. The company's task is to sell the product, encourage them to fill out a registration form on the website, spread the word, etc.
Instagram is the king of complex algorithms. It's hard to say for sure how many followers will see your post. A new post is shown to about 5-15% of followers if we are talking about a small retail brand. The figure can reach 50% of the reach if it's a new video from a well-known band. Targeted advertising for Instagram helps to increase the reach.
Large companies are interested in this above all. Large corporations that are willing to spend money on their image pursue the goal of increasing brand awareness.
Advertising on Instagram will allow you to reach the largest number of people to gather them in a local place (webinars, opening of offline stores, holding contests).
Instagram is a good advertising platform for clothing stores, car dealerships, restaurants, travel agencies, recreation centers, clubs, hotels, beauty studios, fitness centers, and other companies.
The preparatory stage takes up most of the advertising campaign. Experts determine the strengths and weaknesses of the product and, based on this, create a brand image that will appeal to the target audience. First of all, they find out whether the right target audience is really on Instagram. The initial analysis of potential customers allows you to find out the portrait of the client, taking into account his or her characteristics and temperament. The next preparatory stage is to put the company's page on the social network in order. Instagram needs to be synchronized with the Facebook page, and posts need to be made in the same style so that the company's image is clear and understandable to everyone. When a client visits an Instagram page, he or she should understand from the first seconds what benefits he or she will receive there.
Depending on the goals set, the conditions and format of targeting will vary. If a company aims to increase conversion, for example, ads will appear to customers who make a purchase in an online store. If we are working with warm leads, we focus on increasing the percentage of “engagement” (the number of subscribers who interact with the content).
At this stage, the target audience is carefully studied. The region of the population is important here, as the behavior of potential customers will be different in different countries or even cities. We also develop special offers for Instagram users in the form of promotions and discounts, as this has a good effect on conversion. It's important to create a unique, simple, and memorable ad so that people notice the ad among others and want to learn more about the product.
Creating, running, and monitoring ads is only part of Instagram advertising. Targeting specialists monitor the results of the work to correct mistakes and increase the engagement of the target audience if necessary. At the beginning of the work, the client and the customer discuss the performance indicators to be achieved. In the process, progress reports and objective data are prepared. Instagram advertising also includes metrics analysis at the stage of stabilization of the advertising campaign.
A targeted advertising strategy is a complex one, so it is better to entrust it to professionals. But you also need to create a comprehensive algorithm: engage bloggers for advertising, apply effective marketing tools (SEO, email and content marketing), and control targeted advertising. Only a comprehensive approach will ensure high-quality results and the achievement of the company's goals.