Advertising on Instagram: features and possibilities

Once a small application for sharing photos Instagram, created by developers Kevin Systrom and Mike Krieger have settled in our smartphones thoroughly. How can you use it for yourself and your business? Let’s try to find answers to these questions in our today’s article.

The following figures can convincingly tell you how effective advertising on the young and actively developing social network Instagram can be:

  • More than 400 000 000 users who actively use their accounts.
  • More than 80 million new photos every day.
  • 18 500 000 Russians every month look through the pages of the service.
  • 75% of users are residents of Europe and Asia.

At the same time, these figures are constantly growing and don’t even intend to stop. Let’s take a closer look, what is the format of advertising in this social network?

How does advertising on Instagram work?

As you know, at the heart of this social network is a user’s feed, represented by published photos or short videos, with which you can interact (comment, like or share them in private messages with other users). And it is the feed that will be the starting point for your advertisements, the types of which we will discuss further.

It is worthwhile initially to pay attention to the fact that advertising in social networks, especially in Instagram, doesn’t suit all companies. For example, when running a business in the b2b format or doing business related to industrial production, it is hardly possible to find the target audience even if representatives of such companies use social networks, it is most likely not to search for partners.

Useful article: Where to order advertising from bloggers on Instagram?

According to official statistics, the absolute majority of Instagram users are young people aged 17-35 years, more often women than men, who can quickly become successful and popular due to their natural beauty. But in practice, not everything is so unambiguous. Sometimes even serious products can be offered in such a way as to achieve excellent results.

The secret of success is in creativity, non-standard approach to solving simple at first glance tasks. It is important to present common for all products brightly, unusually. This can be an interesting video, a series of extraordinary photos. The main thing is not to act as a template, but to present an ordinary Chinese sports suit, for instance, in a way that no one else has done.

Types of Instagram advertising and their effectiveness.

The service offers advertisers the ability to place ads of several types:

  • Video clip up to 30 seconds. By the way, it’s 15 seconds longer than in the same Facebook or Twitter.
  • Photo + link. This is the easiest way to get traffic from Instagram, but you need a strong argument or a unique suggestion in order to lure the user to your company’s website. At the same time, we shouldn’t forget that it’s necessary to do it in order to maintain the loyalty of subscribers and not irritate them with intrusive offers.
  • “Carousel”. Advertising in the form of a few successive photos that allow the user to interact with advertising content and remember the brand at a subconscious level.
  • Direct advertising. The option of ordering advertising in Instagram-accounts is not available for advertising through the official network tools and this format works only through the advertising exchanges on Instagram, which contain a large selection of user accounts that are broken down into categories.

Here are current requirements for advertising formats on Instagram.

Advertising on Instagram: obvious and hidden advantages

One of the main advantages of this network is that the advertising campaign and the cost of the lead are much cheaper than in comparison with other popular resources due to the smaller number of competitors and loyal price policy. But with each quarter the number of companies launching advertising on Instagram is growing, therefore, don’t be surprised if at the time of reading this article the situation will change.

Let us highlight some other advantages:

  • High activity of users. According to research by Kenshoo, Instagram has 2.5 times more frequent clicks on advertising than users of other social networks.
  • Functionality of the service allows you to use a huge database, collected on Facebook for advertising on Instagram.
  • Users of Instagram are much more loyal to the advertised brands in comparison with the audience of other social networks.

Constantly growing number of active users with an already impressive database allows us to count the rapid growth in the number of subscribers – potential customers.

Instagram – an effective tool that allows you to relatively easily and inexpensively make your brand recognizable, help in the development of business and attract new customers, provides an optimal platform for promotion. Today there are often cases when the story of a great success begins with social networks. Why not use your chance?

23 August 2018
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