There is no doubt that Instagram has taken social media by storm. Its unique platform sharing abilities have users growing by the second. Instagram campaigns are the way forward. For as little as $2 a day, you can increase impressions, engagements, likes and more so that your business gets the exposure it needs.
If you’re reading this blog, you’re probably trying to figure out how to make Instagram campaigns work for your business. Well, strap in, because the potential of Instagram for your business is immense. Not only that, it doesn’t come with an expensive price tag.
How to find the right target audience
There are a lot of social media platforms out there and depending on the size and industry of your business, you need to be savvy on which platform you choose.
If you are targeting a younger demographic and are selling a product or service that is visually appeasing, you definitely need to be on Instagram. This is simply because Instagram prides itself on its visual accessibility and of course, it has a highly younger audience.
That being said, there is no limit on the type of industry that can utilise Instagram; law firms, insurance brokers and other – let’s say – less aesthetically inspiring business sectors have already started to join the Instagram bandwagon.
But ensure you know your audience. That is important for any campaign, including Instagram. Even if you’ve been working in your industry for a while, you can always go a step further to better understand your target audience.
Here are some examples of tools that can assist you in getting closer to your audience:
(Sprout Social). This tool is extremely comprehensive and even shows you the strategies your competitors are using. You can use the tool to track engagements from your previous posts and see exactly what your followers are engaging with and in fact, having fun with.
SocialRank. With SocialRank, you will be able to find the most valuable followers your brand has. This is a great piece of information as you can see who is actually adding value to your campaign. You can also use this tool to get an idea of the location of your followers and general trends.
Crowdfire. This app allows you to find new users with interests that are similar to your existing follower base and in turn, get your ads seen by them too.
It never hurts to know your audience just a little better. All successful campaigns, Instagram or the like, rely on getting the target market right.
What ad formats are available on Instagram?
So, if you’ve decided to become an Instagram guru, you need to first understand and be aware of the ad formats that Instagram currently has. You can then use the relevant format for a truly effective campaign.
At the moment, there are six ad formats available on Instagram:
This is probably the most common format and you may already be aware of single image ads. This particular format enables you to create six ads with the same image at no additional cost so you can test and optimise accordingly.
Video. The most engaging form of content at the moment is video. Instagram videos are no different. They are extremely well-received.
But remember, for the video to be popular, you will need to ensure that it captures the viewer’s attention from the get-go and must make sense even with the sound off.
Carousel. This type of Instagram ad allows the viewer to scroll through multiple images in the one. Most appropriate for tutorials or a step by step tester guide, it’s important to keep them short and sweet as the modern viewer has a very short attention span.
Slideshow. By combining multiple single images, the slideshow ad also incorporates music to give the viewer a sense of the product or service. You should note that this is the least used format.
Story – image. Instagram stories are becoming increasingly popular, with more than 250 million people viewing them on a daily basis. That is huge.
Research also shows that images are more effective in gaining engagement than videos, especially if you are looking to target a very young demographic.
Story – video. Although not as popular as images in Instagram stories, Instagram videos are also a great ad option, especially if you are looking to get a message across quickly.
As you can see, there are several ad options available for you on Instagram, waiting to assist your business.
How much do you need to spend?
This is obviously an important question when embarking on any campaign idea.
Similar to Facebook, you can choose a daily budget on Instagram that you want to spend for your campaign.
So, it is entirely up to you as to how much to spend. This daily budgeting option is very useful, especially in the beginning when you are testing your campaigns.
But, rest assured, you don’t need a big budget with Instagram campaigns.
For as little as $2 a day, you can find massive uplifts for your brand on Instagram.
In fact, with just $2 a day, you can increase your likes to over 1000.
You want to know how, read on.
How to make the most of your Instagram campaign’s budget
Instagram has several different features that enable you to tailor your ads so you can make your money work harder for you. You’ll be truly surprised how inexpensive Instagram advertising can be.
And by making some slight adjustments, you’ll be maximizing your brand’s exposure with just a few clicks!
Here is what you need to know:
Take advantage of targeting
Everything about marketing is targeting. And Instagram is no different.
By strategically targeting your audience, you will be able to maximize your return on Instagram, with, yes, as little as $2 a day.
Without paid advertising, of your intended audience. But, with just $2 a day, you can ensure that your ad is being seen by those who want to see it or are interested in your particular business.
Like Facebook, for a small fee, Instagram allows you to set features so that you target the relevant audience for a particular campaign or post. You can target as much or as little as you like.
To do this, you essentially set up the campaign with who you want to reach. For instance, if you’re in the travel industry, you may want to focus on users with interests in travelling, exploring new destinations, looking for a cheap holiday, and so on.
You can set all this on your Instagram campaign and assign a daily budget – like $2.
So, with targeting, you will ensure your posts are seen by those people who are most likely to be interested in your brand and what you have to offer. Once you have this in place, you can then focus on the actual features of the Instagram post.
Because, even if you get the targeting right and budget right, but your post itself is lacking, you may get impressions, but you won’t get the engagements and likes you desire to give your brand the social credibility it deserves.
This is a good starting point when you make Instagram campaigns. A post with at least one hashtag average 12.6% more engagement than posts that have no hashtags.
You could say hashtags are a USP of Instagram, being the feature that stood out when it initially launched. And the importance of hashtags has not changed.
By using relevant, targeted hashtags, you will be able to find new audiences and with the targeting feature, gain even more engagement for your brand.
You can use as many hashtags as you like (up to 30). From experience, 11 seems to be a good number. In your stories, you can add up to 10 hashtags.
You may want to include your hashtags as a separate comment instead of in the post itself to keep your caption looking smart and professional.
Over time, you will be able to pick out the hashtags that are most relevant to your brand and capture even more new audiences.
The more frequently you post, the more engagement you will create. But you need to have a strategy with your posts. And they need to also be engaging. Quantity over quality does not work with Instagram. A post a day is a good frequency level to be at and can easily fit into a daily budget of $2.
As you are utilizing the paid advertisement of the Instagram platform, your quality post will be seen by those who are most likely to be interested. However, if you are in an industry where your clientele wants multiple posts a day, go for it. Just remember to keep it engaging.
When creating Instagram campaigns, consistency is paramount and is tied closely with frequency. While frequency will be highly related to budget and how much time your company wants to allocate to the Instagram campaign, you need to ensure that whatever frequency you decide, you keep the consistency with the posts.
That is, ensure that you consistently post at the frequency you have determined. For example, if you decide to post once a day, you need to keep that frequency. If you suddenly drop off, you are going to lose your impressions and in turn, your engagements.
With Instagram, the visual is critical. You need to capture your viewer’s interest immediately. To do this, it can be helpful to know what kind of posts gain the most traction.
Here is a tip for you – food and animals.
For whatever reason, a post with food or an animal like a cute puppy tend to be the most engaging and receive a higher proportion of likes and followers.
If you are not in the food or pet business, don’t be disheartened. There are ways for you to incorporate a delicious plate or an irresistible furry companion in your posts.
For instance, say you all go out for a team lunch; take a photo there, make it look visually alluring and off you go.
You can then follow the attractive image with a clever caption, CTA and of course, hashtags.
But remember to adhere to the 80/20 rule. This rule requires your overall posts to be 80% engaging and only 20% selling.
Setting up an Instagram campaign
So, are you ready to set up an Instagram campaign for just $2? Let’s get to it.
To set up Instagram campaigns, you can do this through Ads Manager in Facebook. If you want to get into more detail on Ads Manager, you can check out our Facebook Ads Mastery course, which takes a step-by-step approach to campaigns on Facebook.
First and foremost, you want to set up the Campaign Name and Objective:
Next, you can select the Budget and Schedule. In this case, you can put in a daily budget of $2 and then set up the date you want the campaign to begin:
After that, you will be given the option of Feed Placement, that is, whether you want your Instagram campaign to be in the Feed or appear as a Story – you can choose the option you prefer:
Lastly, you will be able to select the most exciting part of the campaign – your target audience. By selecting the criteria most applicable to your brand, you will be able to ensure your Instagram ad is seen by those audiences most likely to be interested in your selling proposition.
In the example below, you can see the target audience chosen:
Now you have the campaign all set and ready to go – for just $2 a day.
Who does it well?
When trying to master anything, there is nothing better than examples. It’s always interesting to see what other brands are doing, both in your industry and out.
With Instagram, users want to see what it’s like inside the life of your brand. To put it more simply, they want to get to know your product. Because, in a world where information is so instantaneous, people will only buy when there is trust.
So, lifestyle images are an excellent way to drive trust to your brand.
Take a look at this example from Google – fair warning – cuteness alert.
Now, don’t forget the 80/20 rule but also, you can’t always be posting cute doggies. You’re here to sell a product that you believe is excellent. So, when you make Instagram campaigns, you don’t want to lose the opportunity to showcase your product in all its glory.
Again, it depends on which industry you are in, but here is an example from Forever 21, combining professional photography with style.
Instagram stories are a powerful tool and can make your campaign go from excellent to epic. Because, everyone loves a good story. For this reason, stories are also much more memorable.
More and more businesses are using the approach of including user-generated content. In this era of sharing and believing, user-generated content builds your relationship with your customers and increases trust.
Canadian outdoor outfitter MEC provides a good example.
Don’t miss the opportunity to inspire with your Instagram campaigns. After all, this is was the objective of Instagram when it first launched. Inspirational posts on ‘the gram’ get a lot of traction as people like to be inspired and empowered.
To illustrate this type of post, we have used one from yours truly.
There you have it, effective Instagram campaigns.
With as little as $2 a day, you can start increasing the exposure for your brand.
Pay attention to your targeting, hashtags, frequency, consistency and content – and you’ll be well on your way to exploding your engagements and Instagram follower base.
If you want to learn more about Instagram campaigns, take a look at our blueprint 0-10K Instagram followers.
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