Instagram may still have good (comparative to Facebook) organic reach, but if you really want to 10x your sales, you need to reach individuals outside of your existing customers. How do you do that you ask? In that lies the art and the science of Instagram ad campaigns.
Instagram is a unique social media platform for running ads for numerous reasons.
The most energetic demographic on Instagram has changed radically in the last 5 years. 5 years ago, 45-year-olds were hardly on Instagram and the under-25 crowd controlled the platform. Now, the under-25s are on TikTok and 45 plus people are all over Instagram.
Aside from a huge demographic shift, user behavior can make Instagram a perplexing network to convert buyers or leads—namely, individuals who aren’t in the habit of clicking off of IG. Organic content on Instagram almost always keeps folks on the platform.
Sure, accounts that have 10,000+ followers and a swipe-up link on Stories. Sure, folks can climb a mountain, or hop on a zip line to get to an account’s “link in bio.” But that link-clicking behavior happens on a smaller scale on Instagram.
Facebook owns Instagram so IG and FB share an ads platform—the Ads Manager. It makes running Instagram ads as easy as checking some of the right boxes. (If you’re using in-app boosts and want to use IG ads for conversions, you’ll need to start using Ads Manager to form your ad campaigns.)
FIVE KEY ELEMENTS (LISTED IN ORDER OF SIGNIFICANCE) DETERMINE THE SUCCESS OF ANY INSTAGRAM AD CAMPAIGN:
All of these important elements can be tested but you don’t have to test them all at once.
In reality, you can’t, so go one step at a time. It’ll take some time to work your way through all of these essentials, but with each round of analysis, you’ll get a clearer understanding of what makes your target customers tick, so you can really scale your Instagram ads.
If advertising budget is a worry, do this testing just on your retargeting campaigns first. Then when you have IG ads you know convert well, you can increase the delivery to cold target audiences.
Remember, the key factor to testing is changing only one ad variable at a time. If you change too many variables all at once, you won’t really know why one ad outperformed the other. Just like in science class, you need control and a variable.