Advertising on Instagram – the easy way

• #How To
• #Instagram
• #Social ADs

– Let´s see how Social Ads work

Did you know that Instagram is one of the top social media platforms in the world with over 1 billion monthly active users? This impressive figure alone shows how important Instagram can be for your marketing. But how do you make the most of this platform to drive your business forward? Advertising on Instagram can be a real game changer. With targeted ads, you have the opportunity to put your brand in front of millions of potential customers and increase your reach enormously. But how do you use Instagram ads properly? What strategies work best? We’ll give you valuable tips on how to take your social advertising on Instagram to the next level. Stay tuned and find out how you can unlock the full potential of Instagram for your business.

What are Instagram Ads?

Instagram Ads are paid posts on Instagram that companies and brands use to advertise their products and services. These ads appear in the user’s feed, in Stories, in the Explore section and in the Reels tab. There are different types of Instagram Ads, including photo ads, video ads, carousel ads and story ads. Each of these ad formats offers different ways to interact with your target audience and make them aware of your offer.

Instagram also offers a variety of targeting options that allow you to show your ads to the exact users who are most likely to be interested in your product or service. You can select audiences based on demographics, interests, behaviours and even specific activities on Instagram and Facebook. This precision in targeting makes Instagram Ads a powerful tool for any marketing objective, be it brand awareness, traffic generation or direct sales.

Why should you use Instagram Ads?

Have you ever wondered why so many companies rely on Instagram Ads? The answer lies in the unique combination of reach, engagement and targeted advertising opportunities that Instagram offers. With over one billion monthly active users, Instagram is one of the most popular social platforms worldwide. This means that your potential target audience is already active on Instagram and just waiting to be discovered by you.

Another reason why Instagram Ads are so effective is the high level of user engagement. Studies show that the interaction rate on Instagram is higher than on many other social networks. Users are not only active here, but also willing to engage with content, like, comment and share. This willingness to interact makes Instagram an ideal place to build your brand and create a loyal fan base.

Another advantage of Instagram Ads is the precise targeting. With Instagram’s comprehensive targeting options, you can show your ads to the exact people who are most likely to be interested in your product or service. You can define target groups based on age, gender, location, interests and many other criteria. This precision ensures that your advertising budget is used efficiently and your adverts have maximum impact.

Not forgetting the visual nature of Instagram. As Instagram is a platform that relies heavily on visual content, you have the opportunity to design creative and engaging adverts that will immediately grab the attention of your target audience. Whether it’s photos, videos, carousel ads or stories, the variety of ad formats allows you to showcase your brand in a diverse and creative way.

What kind of ads are available on Instagram?

Photo ads

Photo ads are the most basic form of Instagram advertising. They consist of a single image and can appear in the user’s feed. These adverts are ideal for presenting visually appealing content and conveying a clear, concise message.

Tips for photo ads:

• Use high-quality, professional images.
• Make sure your imagery is clear and simple.
• Integrate your branding subtly but recognisably.
• Use a clear call to action (CTA).

Technical details:

• Image size: 1080 x 1080 pixels (square) or 1080 x 1350 pixels (vertical).
• Maximum file size: 30 MB.
• Supported file formats: JPEG, PNG.

Video ads

Video adverts offer the opportunity to tell stories in a dynamic way. These adverts can be up to 60 seconds long and are ideal for showing products in action, offering tutorials or telling brand stories.

Tips for video ads:

• Keep the video short and concise.
• Make sure the first few seconds are captivating.
• Use subtitles for users watching without sound.
• Use movement and visual effects to increase attention.

Technical details:

• Maximum length: 60 seconds.
• Recommended resolution: 1080 x 1080 pixels (square) or 1080 x 1920 pixels (vertical).
• Maximum file size: 4 GB.
• Supported file formats: MP4, MOV.

Carousel ads

Carousel ads allow you to present multiple images or videos in a single ad that users can swipe through. These adverts are ideal for presenting different products, functions or stories.

Tips for carousel ads:

• Tell a coherent story about the different cards.
• Use each frame to present a different element of your message.
• Use a mix of images and videos to gain maximum attention.
• Integrate clear CTAs on each card.

Technical details:

• Maximum number of cards: 10.
• Image size: 1080 x 1080 pixels.
• Video length per card: up to 60 seconds.
• Maximum file size per image: 30 MB.
• Maximum file size per video: 4 GB.

Collection Ads

Collection ads combine a main video or image with several product images underneath. These ads are particularly effective for e-commerce companies as they offer users a quick way to buy products directly from the advert.

Tips for collection ads:

• Choose a strong main image or video that attracts attention.
• Showcase your top products underneath.
• Use clear CTAs that encourage people to buy.
• Use high-quality images for the product presentation.

Technical details:

• Main image or video size: 1080 x 1080 pixels.
• Maximum length of the main video: 60 seconds.
• Product image size: 1080 x 1080 pixels.
• Maximum file size per image: 30 MB.
• Maximum file size per video: 4 GB.

Explore Ads

Explore Ads appear in the Explore section of Instagram, where users discover new content. These adverts reach users who are searching for new content and can therefore achieve a high reach.

Tips for explore ads:

• Use visually appealing content that looks good in a variety of contexts.
• Keep the message universal and appealing.
• Use trending hashtags and topics to stay relevant.

Technical details:

• Image size: 1080 x 1080 pixels (square) or 1080 x 1350 pixels (vertical).
• Maximum file size: 30 MB.
• Maximum video length: 60 seconds.
• Maximum file size per video: 4 GB.

IGTV Ads

IGTV Ads appear in the longer IGTV videos and offer the opportunity to share longer advertising messages. These adverts are ideal for detailed product presentations or deeper insights into your brand.

Tips for IGTV ads:

• Tell a detailed story or present a detailed product demonstration.
• Use the longer running time to build a deeper connection with your target group.
• Make sure that the quality of the video is high.

Technical details:

• Maximum length: 15 seconds.
• Recommended resolution: 1080 x 1920 pixels.
• Maximum file size: 4 GB.
• Supported file formats: MP4, MOV.

Benefits of Instagram advertising

1. High reach
   • Instagram has over one billion monthly active users. This immense reach gives you the opportunity to reach a large and diverse audience. Whether you are a small local business or an international brand, Instagram Ads will help you spread your message far and wide.

2. Targeted approach
   • Instagram offers detailed targeting options that allow you to show your ads to the exact people who are most likely to be interested in your product or service. You can select audiences based on demographics, interests, behaviour and even specific activities on Instagram and Facebook. This precision ensures that your advertising budget is utilised efficiently.

3. High engagement rate
   • Users on Instagram are highly interactive and willing to engage with content. Studies show that the interaction rate on Instagram is higher than on many other social networks. Users like, comment and share posts more often, which increases the likelihood of your adverts being noticed and acted upon.

4. Visually appealing
   • Instagram is a visual platform that relies heavily on images and videos. This gives you the opportunity to design creative and eye-catching adverts that immediately grab the attention of your target audience. With high-quality visual content, you can evoke emotions and build a strong connection to your brand.

5. Versatility of the ad formats
   • Instagram offers a variety of ad formats, including photo ads, video ads, carousel ads, story ads, collection ads and explore ads. This variety allows you to present your advertising message in different ways and try out different creative approaches to achieve the best possible results.

6. Integration with Facebook
   • As Instagram is part of Facebook, you can manage your Instagram Ads campaigns via the Facebook Ads Manager. This offers seamless integration and advanced options for managing and analysing your ads. You can also benefit from Facebook’s comprehensive targeting options and analytics tools.

Challenges of Instagram Ads

1. Costs
   • Instagram Ads can be expensive, especially if you want to reach a broad target group. The cost per click (CPC) or per thousand impressions (CPM) can vary greatly depending on the industry, target audience and level of competition. It’s important to define a clear budget and keep an eye on costs to ensure the campaign remains cost-effective.

2. Competition
   • Due to the popularity of Instagram as an advertising platform, competition for user attention is intense. Many businesses use Instagram Ads to promote their products and services, which can make it harder to stand out from the crowd. It takes creative and well-thought-out strategies to stand out in a crowded market.

3. Ad blindness
   • Many users tend to overlook or deliberately ignore adverts, especially if they are frequently confronted with adverts. This so-called “ad blindness” can reduce the effectiveness of your campaigns. It’s important to create engaging and relevant content to capture users’ attention and avoid ad blindness. – But with a high level of creativity, your ad can become an eye-catcher.

4. Complexity
   • The multitude of options and settings for Instagram Ads can be overwhelming for beginners. From choosing the right ad format and precisely defining your target audience to budget management and campaign optimisation, there are many factors to consider. Without sufficient knowledge and experience, it can be difficult to create and manage a successful campaign.

5. Rapid changes
   • The digital advertising landscape and the platform itself are constantly evolving. New features, changes in algorithms and changing user habits require constant adjustments and updates to the advertising strategy. Companies must be flexible and willing to regularly review and adapt their approaches in order to remain competitive.

6. Dependence on visual content
   • As Instagram is a highly visually orientated platform, the images and videos used need to be of high quality and engaging. This can require additional effort and resources.

Was kostet es, Werbung auf Instagram zu schalten?

Die Kosten für Instagram Ads variieren stark und hängen von verschiedenen Faktoren ab, darunter Zielgruppe, Zielsetzung der Kampagne, Anzeigenformat und Wettbewerb. In der Regel bezahlst du für Instagram Ads pro Klick (CPC) oder pro tausend Impressionen (CPM).

• CPC (Cost Per Click): Der Preis pro Klick kann zwischen 0,20 € und 2,00 € liegen.
• CPM (Cost Per Mille): Die Kosten pro tausend Impressionen können zwischen 5,00 € und 10,00 € variieren.

Um die Kosten zu kontrollieren, kannst du ein Tages- oder Laufzeitbudget festlegen und Gebotsstrategien verwenden, die zu deinen Zielen und deinem Budget passen. Instagram bietet auch detaillierte Analysen, mit denen du die Leistung deiner Anzeigen überwachen und optimieren kannst.

How do I create an ad campaign on Instagram?

Follow this step-by-step guide and nothing will stand in the way of your ad campaign on Instagram:

1. Create an Instagram business account
   • Open your Instagram profile and go to the settings.
   • Select “Account” and then “Switch to a professional account”.
   • Select “Business” and follow the instructions to set up.

2. Open the Ads Manager
   • Go to your Instagram profile and open the Ads Manager via the “Create” menu

3. Select the goal of your campaign
   • Select the goal of your campaign from the available options (e.g. “Reach”, “Traffic”, “App installs”, “Video views”, “Lead generation” or “Conversions”).
   • Benenne deine Kampagne und wähle die passende Kategorie.

4. Define your target group
   • Select the target group based on criteria such as location, age, gender, interests and behavior.
   • Create customised target groups or lookalike audiences if required.

5. Set your budget and schedule
   • Define a daily or duration budget for your campaign.
   • Determine the duration of the campaign and select the start and end date.

6. Create your advert
   • Select the desired format: photo ad, video ad, carousel ad, story ad or collection ad.
   • Upload the visual elements (images or videos).
   • Add ad text, headline and call-to-action (CTA).
   • Check the ad preview.

7. Run the advert and monitor performance
   • Check all details and start the campaign.
   • Monitor the performance in the Ads Manager and optimise your campaign based on the data received.

Conclusion

Instagram Ads offer an outstanding opportunity to increase your company’s reach and engagement on one of the world’s leading social media platforms. With over one billion monthly active users, Instagram enables targeted advertising that reaches exactly the right people. The variety of ad formats, ranging from photo and video ads to carousel and story ads, give you plenty of creative ways to get your message across. The precise targeting options ensure that your adverts are shown to those most likely to be interested in your product or service. If you’re willing to invest creativity, a little extra effort and resources, Instagram is an indispensable marketing tool. Take advantage of the many opportunities Instagram Ads offer to achieve your marketing goals and position your brand successfully.