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How Instagram Ads Work for Your Brand
Instagram has grown to become almost as dominant a force in social media as its parent company, Facebook. Like Facebook, the vast power and universal reach that Instagram has achieved can be utilised by advertisers looking to expand their visibility in the digital world far beyond their initial customer base.
We’ll explain what the benefits are to using Instagram ads in your digital marketing plans and campaigns, and how to do it successfully.
In 2017, Instagram had more than 700 million active accounts, representing people all over the world. Instagram is primarily a visual platform, which means that ads that display interesting images will generally perform better than ads that focus only on text. Keep this fact in mind if you’re considering launching an advertising campaign on Instagram.
How Do I Place Ads on Instagram?
The fact that Instagram is a visual social media platform hasn’t deterred more and more advertisers from turning to Instagram to market their products and services.
One of the big selling points for advertising on Instagram is the fact that Facebook now owns the website. This means advertisers can use Facebook data to target their ads as effectively as Facebook ads.
However, Instagram works differently than Facebook in the way it structures its advertising features and functionality. This is to do with the different, visual nature of Instagram. The website has six formats you can use to place your ads. All the formats are aimed at visual ads. Four are called Instagram Feed Ads, and two are called Instagram Stories Ads. You must choose between Feed Ads and Stories Ads as they both have different technical specifications, so you can’t run the same video in both formats.
What is the Difference Between Feed Ads and Stories Ads?
There are some subtle differences between Feed Ads and Stories Ads that may help you decide which format to choose.
Stories Ads are considered more of an 'immersive' experience. The length of these single videos demands attention from the viewer. It's up to you to determine whether or not the immersive nature of the format will work better or worse for your brand.
Well-known brands like fast-food and car manufacturers tend to favour Feed Ads. Everyone knows who they are, and they can focus on new products.
For smaller, less-known brands the Stories Ads can give them the introduction they need to register with an audience.
How Much Do Instagram Ads Cost?
Once you’ve created your ad, you bid for its placement using the same system as Facebook. Whether you use the manual or automatic bidding feature will partially determine how much you pay for an Instagram Ad.
Facebook and Instagram ads cost roughly the same amount, depending on the bidding process and the competition, but if you set a daily budget, you won’t exceed that budget. Setting a daily budget of just 1,000 THB per day is enough to provide you with significant results.
Whether you choose Stories Ads or Feed Ads also has a bearing on your costs. One study showed that Stories Ads were more cost-effective than Feed Ads, depending on the brand and product.