Advanced Instagram campaigns for companies

With more than 1 billion active users per monthand crowned as the social network with the greatest growth in recent years, Instagram has become one of the social networks of reference and in focus for companieswhich are increasingly betting on it as a way to reach their public and make their products visible. In fact, within the platform there are more than 25 million accounts of Instagram of companies and active businesses.

 

Users turn to Instagram in search of inspiration and with the aim of discovering content that is interesting to them, including that of brands and enterprises.

 

Therefore, it is not strange that 80% of users follow at least one company in Instagramand 60% claim to have discovered a product through it. 

 

In this post I tell you how to take full advantage of the potential of this social network and how to get the most out of it to grow your business. 

 

  • What can Instagram bring to my company?

    If your business already has a presence on other social media platforms such as Facebook, Twitter or Linkedin (link Gema), you are probably asking yourself this question. And since we know that the best arguments are those that are are based on dataHere are some of the reasons why you should add Instagram to your Digital Marketing plan.

     

    • In the last few years, your rate of growth has surpassed Facebook and Twitter. Thus, while in 2012 those connected to Instagram barely amounted to 30 million, today the figure reaches 1,000 millionand it’s constantly growing. 
    • It’s a social network governed by a a younger audience. 65% of its users are under 40 years of age. 
    • Compared to Facebook, Instagram has about 2 million advertisers per month. So, not only will you have less competition in Instagrambut also greater scope.
    • It is a place where companies can express themselves and sell their products visually. Video and images are at the heart of your strategy. This is why the type of audience that uses this social network seeks more inspirational content. The Engagement Rate in companies is higher in Instagram; while the average user of Facebook or Twitter has a participation rate of only 0.5 – 1.0%, the average Instagram account, however, has a participation rate of 3%.
    • It’s a social network sales-focused. The recent incorporation of shopping in Instagram (link Laura), makes it an important sales and product promotion channel. 
    • Instagram is mobile-centricIn 2018, more than 50% of traffic came from mobile devices.

 

    • In addition, 60% of Instagram users visit the platform on a daily basis and 1 out of every 3 stories viewed belong to enterprises

     

    As we have seen, to bet on the possibilities of Instagram in your company is to do it for a sure value, since its opportunities and options do not stop growing. If you have a company, you must be in Instagram. But How can I get the most out of my strategy in this social network?

     

    Instagram Strategy for Companies; keys to boosting your business

    The above statistics give us the reason why the most important brands in the world invest in their presence in this social platform. But if there’s anything more important than having a presence, it’s doing it right.

     

    Sponsored content is essential to increase your visibility on Instagram. As you know, Instagram Ads is controlled through the Business Manager platform. The first step in starting your strategy is to define what your objective is and what kind of audience we want to reach. Here you can see a example.

     

    Types of objectives

    • I want to make my company known
      • Range: Show your ads to the largest number of people.
      • Interaction: Promote your company and encourage interaction with your publications.
      • Traffic: Increase the number of clicks your ads can get
      • Brand recognition: Reach people close to your products.

     

    • I am looking for potential customers
      • Video ViewingPromote videos showing your products.
      • Generation of potential customersCollect information from users interested in your products through registrations.

     

    • I want to increase the sales of my products
      • ConversionsIncrease conversions of your website, which also brings traffic to it.
      • Application Downloads

     

     

    •  

     

    Types of Audiences

    • Hearing of InterestShow your ad to users who have shown interest in the pages you choose. 
    • Hearing of RemarketingImpact those users who have already visited your website or interacted with your publications.
    • Hearing of SimilarityLook for audiences similar to your saved interest or remarketing audiences.

     

    Besides, you can segment the audience demographically (Age and Sex) and of form geographical (Country, City…) depending on the product or service and target audience. We will also select the placement. Instagram allows us to display our ad in two locations:

    • Instagram Feed

    Instagram Feed is nothing new. It is very similar to the Facebook feed, with the dichotomy that there is a Call To Action, and less text underneath the visual creativity.

    When you see an ad for a business in the Instagram feed, the image occupies approximately 50% of the screen. The rest is occupied by the company logo in Instagram and the copy. 

    There are two types of measures:

    • Horizontal format: 1080 x 566 pixels
    • Square format: 1080 x 1080 pixels

instagram empresas

As you can see, in the format horizontal The copy becomes more importantas it occupies a larger place on the screen. While in the format squarethe creativity has more protagonism.

  • Instagram Stories

Instagram Stories was released in 2016, is a full-screen experience and disappears (unless saved) within 24 hours. The ideal size is 1080px x 1920px y can be improved with playful creative tools such as stickers, emojis and GIF. 

So what location will bring more traffic to my website?

Although both locations are on the same social network, the user uses them in different ways. In order to help the companies in Instagram to know what the consumer is looking for when browsing their Feed or Stories, Facebook carried out a study about it.

 

 

The fact that people opt for the Instagram Feed to discover products and brandsdoesn’t mean they don’t want to see branded content in the Stories. In fact, Brazil, the United States and the United Kingdom allocate greater value to content related to brands or products in the stories that in the feeds. Even if users associate the content of the Feed with the discovery of new brands and companies in Instagramthey also appreciate seeing new products in the stories. The Stories have been shown to have a level of Higher Engagement and lower CPCs when the creativities are adapted to the Stories format.

 

In the last section of this Post, Trends 2019, I tell you more about the future of Stories and how to take advantage of them. 

 

Types of ads

On the other hand, for each location, there are 3 types of ads that we can display: 

Image This is the oldest format of Instagram. It consists of a static image through which the companies in Instagram show their product.

Video: Videos can last up to one minute in landscape or square format. An important fact to bear in mind when making ads is that visual content is more persuasive and likely to be shared (more than 40% than image).

Carousel: The carousel is composed of several images that will allow you to form a small catalog with different products. You can also show the same product with different images. The engagement in this type of ads is greater, as the user can discover more about the company in Instagram with a single publication. 

 

How does the competition do it?

This is one of the questions we are most interested in when it comes to getting down to work with an Instagram strategy for our company. The theory’s fine, but what about the practice? Here I bring you examples of Instagram’s strategy of companies that carry out some business.

instagram empresas

Here we can see an image ad in the Feed. This is a remarketing ad, as I had already visited the website. Just as one of the claims of Stories is that they only last 24 hours, offering offers for a short period of time also works very well.

instagram empesas

I have never visited this website, so this ad belongs to a prospecting campaign. The vertical format indicates that its location is Stories. In addition, you can see that it is a carousel ad, as it has several images at the top of the main image.

Trends in Instagram for 2019 and how to take advantage of them

 

Stories are crowned as the star format:

The participation of the ad placements in Instagram is clear on the rise. It has reached 43% in March 2018, for example.

Your goal should be to offer a clear and powerful message. Keep in mind that, on average, more than 60% of Instagram Stories are seen with audio turned on, which is very important when designing video creativities. Here are some tips for create better Ads Stories.

 

Video ads:

If you haven’t included the video in your strategy yet, start thinking seriously about doing so for your 2019 social networking strategy. And if you already do, it’s recommended that you reinforce this type of content for your business strategy in Instagram.

 

Many studies predict that the video will represent 81 percent of all traffic of the Internet by 2021. A very evident trend in social networks. 

 

Micro-influencers:

They are those who have between 5,000 and 10,000 followers. Working with the right micro-influencers can help you as a brand when reaching new audiences. Plus, have very high engagement ratios.

 

More and more engagement:

Research shows that the creativities that show faces of people receive more “I like” and comments, and that the use of filters that increase warmththe exposure and contrast also increase interactions. Users are more likely to interact with images that represent few individuals compared to groups.



As you have seen, Instagram is a platform that no marketing professional can ignore, and predictions show that it will gain importance in the coming years. If you follow all the recommendations, I am sure that you will be able to strengthen your presence as a brand in social networks. 

Written by

Maria Soler

SOCIAL ADS · 01 / 08 / 2019

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