Is Investing in Instagram Paid Advertising Worth It?

Maximizing the number of visitors to your website while increasing the time they spend there is crucial to getting the best return on your paid advertising investment. One of the best ways to do this is through well-crafted PPC advertising campaigns on popular social media platforms like Facebook, Twitter, Pinterest, and Instagram.

In this post we’re going to focus on Instagram for business and how it can help increase online opportunities, turning visitors into customers.

Instagram for Business Strategy

How popular is Instagram? Started in October 2010, it was the last of the giants to join the social scene. However, Instagram is now the second most popular platform available and has come a long way from its photo-sharing beginnings.

Topped only by Facebook (which owns the platform), Instagram currently has more than a billion active users, with over 2 million monthly advertisers. It first introduced advertising for select brands in 2013, but didn’t open up advertising to all until September 2015.

As an engagement tool, Instagram shines.

• The mobile-exclusive platform makes it easy for people to use while on the go and its in-the-moment experience naturally attracts more people. It also doesn’t hurt that it’s simple to use with minimal posting options.
• Humans are visual creatures and no other social platform appeals to that trait quite like Instagram. The scrollable stream of eye-catching images presented in the same square format make the site refreshingly straightforward and effortless. This simplicity makes it particularly attractive to younger audiences who appreciate its high energy environment.
• It’s functionality, including a superior control of spam and followers, naturally encourages users to interact more often.

Tapping into the unique passions of Instagram’s huge following can undoubtedly help your business grow.

How Paid Advertising Works

Instagram for business works similarly to other PPC campaigns on Google, Facebook, and Twitter. You get the same control as with these platforms to target specific genders, locations, interest, age ranges, and behaviors. Keep in mind, too, that since Facebook owns Instagram, the platform uses its parent’s demographic data to serve up ads to the appropriate parties.

All the major social networks offer paid advertising options but not all are a great fit for every business. Facebook ads are great for achieving awareness, consideration, or conversion. Twitter ads tend to work best at gaining followers and increasing brand awareness. Instagram ads are like Facebook’s, but with fewer options.

No matter which platform you use, paid ads are meant to generate leads and build revenue. Done correctly, Instagram for business ads are a cost-effective and scalable form of online marketing designed to connect ads with people actively seeking the products or services your business provides.  

Creating Instagram for Business Ads

There are a number of ways to create Instagram ads; here are three of the easiest.

1. An Instagram business account lets you easily create promotions within the app to boost the visibility of a profile post. One click on the “Promote” button and choosing some options is all it takes.
2. Facebook’s Ads Manager helps get the most out of your Facebook and Instagram ads by letting you create Instagram ads there.
3. Use Ads Manager to also create Instagram Stories ads. These mobile-placement only ads appear at the top of a user’s feed and are available to view for just 24 hours. Because they’re seamlessly integrated into the platform, they offer businesses some great advantages. This includes getting your brand’s message across quickly, promoting special offers, and letting people know how to find you.

How much will this all cost?  Everyone’s specific outlay will be different, but the average cost per click for Instagram Ads is 70 to 80 cents. Remember, this is just an average. Your ads may end up costing less or more depending on which factors you choose to target.

Instagram Ads as Part of an Overall Marketing Strategy

Knowing who uses the site and how they interact on it can help your business craft its best Instagram marketing strategy. As we mentioned above, Instagram does skew towards a younger audience—the largest percentage of users falls in the 18 to 29 age range. But while older adults—those over 50—make up only about 15% of users, it’s important to note Instagram isn’t a site solely used by selfie-taking teenagers or millennials looking for furniture hacks or recipes. Experts predict that, like Facebook, more mature audiences will make their way to the platform as its popularity continues to grow.

The bottom line? Investing in Instagram for business ads is a great addition to your overall online marketing strategy. Atkins Marketing Solutions is uniquely positioned to help you build successful Instagram ads that raise your brand’s awareness while gaining a solid ROI. To learn how, contact us online today or call us at 714.904.4453.

Stuart Atkins