Introducing Instagram Ads
As a mobile marketer you know there are many popular ways to promote an application. One of the most effective ones is considered Instagram Ads. Instagram is a social network based on visuals. People post images and videos that are appreciated or criticized by others. This way they express their thoughts reaching the feelings of millions of users. If you already have a profile on Instagram and your target audience is concentrated on this platform then this should be the solution for you to create an amazing ad campaign.
Instagram Ads Formats
To understand better how this method will provide you the best results, we will cover the three types of ads available on Instagram.
Photo Ads
Photo ads look just like regular photos on Instagram. The only differences are the “Sponsored” tag and the Call To Action button.
Video Ads
Video ads on Instagram are also similar to the videos posted by users. In the same manner video ads start in the moment they appear on the screen. Their maximum length is 60 seconds and you can use sound for a more powerful experience. On the other hand don’t rely on voices, since you are not sure that users has their unmute option selected. You can use an overlay text to be sure about the potential of the ad.
Carousel Ads
Carousel ads allow you to combine more photos and videos. They start with one element and the other ones are available after user is swiping over the current one.
Instagram CTA Campaigns For Mobile Ads
There are various Call To Action buttons that can assure your campaign the appropriate solution in every possible case. You can understand their utility by their name and you can choose the ones that are more suited for your strategy.
Image Source: https://www.facebook.com/business/help/587674254642386
Some of them are recommended for inviting users to install your app, like: Download, Play Game or Install Now. You can choose them according to your app category and your goal.
Before You Start Spending On Instagram Ads
Although Instagram is considered a success in promoting a mobile ad, there are some things you must consider in order to tell a good story afterwards.
Make Sure That Your Audience / Customer Base Is On Instagram
If you are certain that your users are available on Instagram then there is no doubt that you are driving an effective campaign. It would be a waste of money, time and effort to invest in a platform not so appreciated by your users. If your target audience is dominated by older persons or very busy ones, then probably Instagram isn’t the best solution for your strategy. But if you own a recipes app or an app that describes travel destination, you may take in count this method of advertising your product through visuals.
Make Sure That Your Photo Or Video Should Be Eye Catching And Stand Out
You can’t just throw a random picture hoping that will be effective enough. Your ad should tell the story of your app and it has to match your brand. Otherwise, you need to consider other methods for promoting your app.
Don’t Make Your Video Ad Too Long
This one is so obvious; it doesn’t need to be mentioned. People don’t have time for anything, nowadays. Why do you think they should be patient to watch your clip until it will be finished? Concentrate your main idea at the beginning of the video and intrigue them for later, so they will be curios enough to tap the Call To Action for more.
Use A Strong Call To Action
Although Call To Actions are optional, they are strongly recommended, because you can’t let people hanging in air if they loved your ad. You must show them what to do further. Choose a button that represents the purpose of your campaign and its text need to be meaningful for the next steps.
Image Source: http://www.apptamin.com/blog/instagram-video-app-install-ads/
Don’t Forget The Thumbnail
A thumbnail represents the main theme of your ad. Always choose quality especially when dealing with visuals and make sure that Instagram adepts understand the entire concept of what you want to express. Another thing to remember is that thumbnail and video dimensions must match.
Obviously Test Your Ad!
Of course, you can’t figure out the effects of your ideas, unless you test them first. Don’t be so sure that viewers will receive your ad as you think they would. In the same time, make sure that your ad is well seen on mobile. You might be surprised by their reaction and to realize that you need to change the entire approach for more engaging visuals.
Why Instagram Ads Have Success?
If you gathered only positive responses from the section above then you need to know the reasons why you should invest in a campaign which follows the Instagram design.
Mobile – First Platform
Being a mobile – first platform, Instagram is concentrated mainly on users. The secret is to attract users in the well-known manner of Instagram images. It is more suited for promoting mobile apps, since it is a short path from ad to app store.
Focused On Visuals
We all know that images are more irresistible than plain text. In this way, users are invited to press the Call To Action button without other efforts. Ad some images from your app to make users understand better what you are talking about. And again, we mention the high standard of visuals.
Advanced Targeting
We go back to the previous advertisement. The main requirement is to be sure that your target users are Instagram adepts. If you choose this kind of advertising then your users will enjoy it as they are accustomed with Instagram style. For better results you can use their Power Editor, a more improved tool than Ad Manager which will help you create professional ads for your app.
Growing And Engaged Users
Every day new users are caught by the effects of visuals reaching a community of more than 500M of users. Images are more engaging then written content and they can express in a more natural form all the thoughts of the person who uploads the pictures or videos.
Millennials User Base
Another motive to use Instagram is to follow the Millennials’ interest in this platform. It is known the fact that young people are Instagram adepts. As you can see in the Infographic bellow, 90% of Instagram users are less than 35 years old. So, if you target this category, there are bigger chances to increase your app installs if you promote it through Instagram.
Image Source: http://www.retailcustomerexperience.com/articles/insta/
Native Style Advertising
Each format available in Instagram Ads offers the same style generic for Instagram design. Their native mode will assure their integration in the rest of the content, without bothering users.
Relatively New Feature: Instagram Story
Another new feature added by Instagram this year, in August, is Instagram Story. As its name states you can tell your story, in this case your app’s story through images or live videos, but this will last just a day. The idea is borrowed from SnapChat and you can make your images more interesting with some filters and colors. There is an entire guide for creating an amazing Instagram Story. You should give it a try to see if it fits to your strategy for driving awareness to your users.
Image Source: http://blog.business.instagram.com/
Final Thoughts
If you make use of your creativity and your users prefer Instagram as their favorite social platform then you can be sure that your campaign will reach its purpose. All your efforts will be rewarded if you consider to invest in visual ads and you choose representative images for your brand.
