INSTAGRAM



Instagram
About Instagram
Instagram is an online and mobile social network for photo- and
video-sharing with more than 500 million monthly active users
worldwide. Users can share photos and videos publicly and privately on
the Instagram app and through other social networking platforms such
as Twitter, Tumblr or Facebook. Instagram started out with photos that
were square shaped but now is open to pictures in any aspect ratio as well as videos with
up to 60 seconds.
For Advertisers, Instagram is a fantastic platform to tell a company’s story in a visual and
engaging way. Successful campaigns do not sell products or advertise big discounts but
bring a product’s or brand’s authentic heart and soul to life. Advertisers have to carefully
balance the information and the inspiration value of their campaigns to encourage the
community to like and share their ads.
Since Instagram was acquired by Facebook in 2012, the
advertising platforms merged and most of the advertising and
targeting options are the same for both platforms. Similar to
Facebook ads, to run ads on Instagram, you'll need a Facebook
Page for the brand or product you are promoting.
What ad types does Instagram offer?
Similar to what we have seen for Facebook, we can classify
Instagram’s ad options based on what the ads look like and
what objectives they have. All Instagram ads will be placed in
the user feed, both in the browser and the app version.
What Instagram ads look like
Here you have the same three choices you know from Facebook
ads – you can create an ad that features a single photo, a video, or multiple photos that
are displayed in a carousel format.


What objectives can I meet with my Instagram ad?
For self-service customers, Instagram offers a range of different objectives for which you
can optimize your campaign. Similar to Facebook, Instagram will show your ad to the
people in your target audience who are most likely to take the action you want them to
take. The campaign objectives you can choose from are:
● Brand awareness
● Reach
● Traffic (for clicks to your website or to the app store page of your app)
● App installs
● Engagement (with your posts)
● Video views
● Conversions (on your website or app)*
* This campaign objective requires you to implement the Facebook pixel on your site. To
learn how to create a Facebook pixel and how to add it to the code of your website, have
a look here. If you want to track the actions that happen inside your mobile app as a
result of your ads, your developer should implement a piece of code called App Events.
Point them to this site to learn more.
What targeting options does Instagram offer?
Instagram offers the same targeting options as Facebook. You can combine them to build
a specific audience:
Location Target users by country, state, city, zip code, or the area around
your physical business.
Demographics Target users by age, gender, education, and the languages they
speak.
Interests Target users by interests, based on profile information, pages
or content they engage with. You can choose from hundreds of
categories like sports, movies, music, games, or shopping.
Behaviors Target users based on what Instagram knows about user
behavior, such as the way they shop, the phone they use, or if
they plan to buy a house or a car.
Connections Target users who like your Facebook Page or Instagram account
and their friends.
Custom Target existing customers based on data (e.g., emails, phone
numbers) you provide. You can also create Lookalike
Audiences, people who are similar to your existing customers.


What is the minimum budget to advertise on Instagram?
The minimum daily budget on Instagram is the same as for Facebook ads and depends
on what your ad set gets charged for.
The ad set gets charged for... Min. daily budget
Impressions $1
Clicks, likes, video views, post engagement $5
Offer claims, app installs and other low-frequency events $40
If you want to set up a lifetime budget instead, i.e., a total budget for the duration of the
campaign, your minimum budget is calculated by multiplying the minimum daily budget
by the number of days the campaign lasts.
How to get started
Instagram and Facebook use the same tool and process, via Facebook’s Ad Manager, to
create and manage ads on both platforms. Click here (and then click on “Create an Ad”
and choose Instagram in the Placements section) to start advertising on Instagram. Click
here to access the Instagram ad documentation.


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