How to Create Successful Instagram Ad Campaigns?
Are you looking to start an IG campaign?
This picture (and more recently, video) based social media platform has more than meets the eye. There are multiple ways you can make it big on Instagram and today we are sharing our tips and tricks to help you obtain the results you are looking for.
1 – How to do a campaign on Instagram?
In previous blog posts we’ve talked about S.M.A.R.T objectives and how they are the foundation of a successful marketing campaign. But, there’s a simpler way to determine what it is that you want to achieve and how you’ll do it.
We are talking about the 4 T’s:
- Total Spend or Budget
Your target is the people that you are trying to reach with your campaign. On the internet the bigger the budget does not mean the better results (more on this later) but how the message resonates with the audience. For people to assimilate, understand and empathize with your content it needs to speak to them.
There are multiple ways to achieve this: you can take the emotional route and appeal to their feelings or choose to be rational and showcase your product/services and how it solves their problems. There’s also a third one, in which you can mix both approaches, just make sure the message is clear.
How often are you going to post? Is it going to be a video or a picture? Here you’ll have to think about the strategy itself. Instagram (and most social media platforms) give you a great estimate on how your campaign will perform depending on your budget and how many posts you are including on your tactic. To learn more about this topic, you can read about the best times to post on social media.
Place your strategy one step ahead of itself by planning accordingly. A great timeline will give you a clear idea of how many days you need to work towards your goals. Your deadline is the campaign launch date, from that point on start planning backwards.
Many marketers agree that planning one month in advance is the best way to gain complete insight into your workload in generating amazing content that resonates with your audience and helps you reach your objective.
It is also important to note that a marketing plan for social media can be divided into 3 stages:
- Pre-launch: During this time you’ll need to get your creative juices flowing, define your target, tactics, timeline and budget to create amazing content.
- Launch day: This is where you start uploading your photos, videos, or reels.
- Follow up: Are you getting the results you hoped for? If yes, great! Your strategy is working. If the answer is no, it’s better to take a step back and see where you can make some adjustments and try again.
Keep these three stages in mind and plan accordingly. Remember, in digital marketing there’s no one-size-fits-all approach for uploading content. Nonetheless, you can refrain from posting a lot of content to avoid losing followers by being too pushy.
Total Spend / Budget
Again, nothing is set in stone when it comes to online advertising, and money is no different. However, there are some general guidelines on how much money you should allocate to your digital marketing budget (more specifically, advertising on Social Media).
According to the Business Development Bank of Canada, marketing budgets should be distributed as following:
- B2C companies should allocate 5-10% of their revenue to marketing.
- B2B companies on the other hand should only use 2-5% of their revenue to promote their business.
What should you consider when talking about a social media budget plan?
- Content Creation
- Software and Tools
- Paid Social Media Campaigns
But just how much does it cost to advertise on Instagram?
Take a look at the following table in which we display the average cost of a click on Instagram compared to Facebook. As you can see it is way more accessible.
|Social Network||CPC||CPM(cost per thousand impressions)|
2- What makes the best Instagram Campaigns… good?
You have everything on paper, your four T’s are covered and your mind is racing with ideas on how to become the next internet sensation. But great numbers do not come easy, fortunately you don’t need luck to make it big.
Here are some examples of what we consider to be great Instagram content:
Just like oberloapp, have a recurring theme (in this case inspirational quotes) and follow your brand’s design guidelines to ensure people will recognize your posts over millions of pictures and videos.
Jump on the bandwagon, there are many things going on around the world that are being discussed on social media, why shouldn’t your brand join the conversation?
We’ll never get tired of saying it. Social media users are looking for meaningful conversations. Encourage your followers to ask you anything related to your business and answer them, this will help you to increase engagement massively.
Which leads us to our next point.
3 – Understand your audience
To start creating a successful Instagram campaign it is crucial to have a thorough understanding of your target audience to successfully establish a connection between a potential customer and your brand. You must know exactly what they are looking for, how they communicate, and who they trust. These are known as insights.
If this isn’t your first rodeo in the Digital Marketing arena, chances are you know all of this already from past experience. However, it’s important to highlight that insights are the key behind forming a connection deep enough that it will drive your campaign forward.
Now, if you are completely new to this; this is the best way to dig insights on your target audience.
- Analyze your and your competition’s engagement: Engagement is the greatest way to start shaping your audience. The more likes, comments, or shares a post has means that it is content your target audience enjoys and it is more likely they’d like to see more of it. But the best part: It also works the other way around. If you see that your or your competition’s posts are not getting enough attention, try and figure out why they are not working.
4 – Give your brand a voice
Nowadays, brands are living entities with their own personality. It is easier for us human beings to relate with companies if they speak our language and understand our struggles. But how can something intangible as the likes of a brand be given life? Through words.
You know how every person speaks differently from one another? This is because we have differences in our personalities. This is the same for brands. Think of what your brand is about, its core values and what it wants to achieve. Once you figure it out, start developing a voice, choose words, discard others. Let your business do the talking without sounding like a business.
Before creating content, be sure you like your tone and make sure you stick with it. You want to be funny and witty? That’s great, the key for giving a brand a voice is that it needs to remain the same regardless of the channel it is published on or the media. Unless you’re a well-established business that requires a professional tone (such as a law-firm of a health related company) it is recommended to develop a more relaxed tone when talking on social media.
5 – Stand for something
The best campaigns have a bigger reason than just promoting a brand. Remember, your product or service satisfies a need, solves a problem, or mitigates a pain. There’s a reason why the people should buy your product, it is important to communicate it.
This is similar to voice and tone, but it goes one step further.
Making it big on Instagram (or any given Social Media platform) requires a mix between planning and creativity. In other words, failing to plan is planning to fail. Internet success requires hard work and originality to attract people. But it does not have to be a grueling process.