Instagram claims to have an intensely involved user base and asserts that its advertisements aid in promoting brand recognition. The service provides a variety of advertising possibilities such as static image advertisements, slideshow-style ads, as well as dynamic video ads situated within Instagram Stories, all of which utilize visual, aural, and auditory elements to engage and connect with users. It is commonly acknowledged that video is in high demand at the moment.
According to Connor Voss, a social media strategist from Veterans United Home Loans, those who plan on using Instagram Stories for their brand should take the time to engage with the platform first. Doing so will help them gain insight into its interactive features, current trends, and what type of content is expected.
According to the speaker, Instagram Stories viewers anticipate video content and frequently expect to engage with it. As a result, advertising through video in Instagram Stories can effectively reach users who are receptive to watching videos and are likely to navigate to additional products or articles by swiping up. In contrast, users browsing through their feed are used to swiftly scrolling and browsing, rather than actively engaging or clicking through to external web pages.
Furthermore, Vivien Conway, who is a co-founder of Ace the Gram, an agency that specializes in Instagram, noted that users do not curate their Stories to the same extent as they do their feeds. This fact makes it more feasible for advertisers to distinguish themselves. No matter which video ad format you opt for, the following are ten pointers to help you optimize their impact.
1. Make the first seconds count
To grab the attention of Instagram users, brands must create video ads that can make them stop scrolling through their feeds, whether it’s a regular Instagram video ad or an Instagram story ad. Natasha Courtenay-Smith, CEO of digital marketing company Bolt Digital recommends including movement in the initial three seconds.
According to her, there is absolutely no time to seize someone’s attention. She advised against using artistic and slow introductions, instead, suggesting a snappy and attention-grabbing approach.
Voss emphasized the importance of ensuring that the ad is easily recognizable as a video for the consumers.
“It’s important to have enough movement in the first second of your video so that viewers can immediately tell that it’s a video even without sound,” she advised. “If the beginning is not dynamic enough and looks like an image, people will scroll past it without realizing they’ve missed something.”
2. Add text
Jonathan Jacobs, partner of digital agency Digital Natives Group, advised that brands need to prioritize visuals and/or text since Instagram audio is muted by default.
Chuck Cotterman, a specialist in social media marketing at G2 Crowd, a firm that reviews business software and services, suggested that one can attract attention and effectively communicate their message by doing more than just incorporating captions. He recommended using apps such as Apple Clips to generate dynamic text effects that emphasize essential points and prevent viewers from missing them.
According to Ehud Basis, who holds the position of senior online acquisition manager at discovery platform Outbrain, this type of text can indeed strengthen a brand’s key messages. Nonetheless, Veronica Romney, president of digital marketing agency LoSoMo, advised against excessive use of text.
According to her, incorporating a small number of captions in the video can generate curiosity among your viewers, leading them to watch the entire video and possibly listen to the audio afterwards. Nonetheless, overwhelmingly extensive text may cause confusion and create a chaotic impression.
Conway suggested Rev as a fast and simple option for creating video captions, but Vincit-Lee Lloyd, CEO of Lloyd Media Solutions, advised to also prioritize having good audio quality.
3. Solve a problem
To effectively utilize Instagram video ads, it is important to illustrate a dilemma and demonstrate how a specific item or service provides a solution.
Tom Caulton, a digital growth specialist from digital agency Dijitul, stated that pinpointing an issue that your potential clientele faces is an effective way to establish a connection with them on an emotional level. Consequently, their curiosity towards your offerings will naturally pique. Once you have captured their attention, demonstrate how your products or services can resolve their problems.
If you’re searching for inspiration for your video ads, we have a post that might interest you.
4. Focus on a single goal
According to Natalie Athanasiadis, who holds the position of Head of Digital at the marketing agency Digital Visibility Group, it is important to center each advertisement around a unifying theme, topic, and objective.
“Don’t attempt to include brand awareness, product education, and ‘buy now’ options all in one advertisement as it would overwhelm the audience and cause them to simply scroll past it,” she advised.
The founder of Avex Designs, John Surdakowski, consented to concentrating on a single task at a time.
He advised that if there are too many products or selling points in your video ad, it will come across as a sales pitch. Instead, he suggested focusing on your target audience and producing video content that fits their interests.
5. Look less like an ad
Athanasiadis recommended that video ads should seamlessly fit in with Instagram feeds for optimal engagement and avoid being excessively self-promotional. Surdakowski concurred with this advice, emphasizing the importance for advertisers to ensure that video ads blend organically into feeds.
To attract users’ attention while scrolling through their feeds, Lloyd suggested posting video content that provides value and is more likely to have engagement. Additionally, Lloyd recommended using drones to capture content that impresses audiences.
6. Shoot in the right dimensions
Voss advised that, unlike Facebook, in-feed videos cannot be expanded to occupy the whole phone screen on Instagram. Therefore, it is important to acknowledge that viewers will watch a video advertisement within an Instagram post. On the other hand, in Stories, the video will completely fill the screen. It must be created and recorded vertically.
Olumide Gbenro, the founder of the media marketing agency Globo Media Marketing, believes that the most effective advertisements are those that occupy the entire space. He advises abandoning horizontal videos and instead opting for an editor format with dimensions of 600×600, which he claims has a unique appearance that is more likely to capture the viewer’s interest.
Basis suggested a 1:1 aspect ratio of either 1080×1080 or 1080×1920 for Stories.
7. Think about thumbnails early on
One distinction pointed out by Elizabeth Venanzi, who serves as the online marketing manager for the Sparq Designs marketing agency, is that on Facebook or YouTube, advertisers have the option to customize thumbnails, but for Instagram ads, brands must utilize the thumbnails from their videos.
“Be mindful of the importance of the thumbnail when shooting or creating your Instagram video ad,” she advised. “It can determine whether viewers will play the video with sound, visit your profile, or bypass your post altogether. Therefore, to save time and boost engagement, include your preferred thumbnail in the video.”
8. Optimize your landing page for mobile
According to Surdakowski, brands must ensure that landing pages are mobile-optimized if a video ad’s call to action directs viewers to them because the majority of Instagram users access the platform from their mobile devices.
He added that it is extremely frustrating to click on the ‘Learn More’ button and find that the page you are taken to is not properly optimized for your device.
According to Reuben Field, who is the creative director at Lights Camera Business, advertisers will aim to facilitate a convenient execution of the desired action by consumers on their mobile devices.
He added that once you start making things difficult for users, you will lose them.
9. Test, measure, and optimize
The ultimate goal for any online brand is to achieve social media conversions. To ensure that your advertisements are leading to these conversions, it is crucial to regularly conduct tests, measure the results, and optimize your ad campaigns.
By utilizing the Ad Manager on the platform, you can assess whether your campaigns are achieving their desired outcomes. Through consistent testing and measurement of these campaigns, you can effortlessly pinpoint opportunities to enhance your content, target audience, budget, and additional factors.
Enhance your overall output by utilizing the promotional utilities provided by this particular social networking site.
10. Construct a narrative with Instagram video ads
To ensure a successful conversion at the end of your advertising campaign, create a narrative for your Instagram video ads that will captivate your audience and maintain their interest throughout each discreet advertisement. Utilize Stories or carousel posts to guide viewers through an intriguing tale and encourage them to take action.
11. Add closed captions to your video content
When a user scrolls past your videos on this platform, they will automatically play without sound. It’s important to include closed captions in your video content so that users can read them and not dismiss your post right away.
It is crucial to bear in mind that certain potential customers may have hearing difficulty. Therefore, ensure your content is accessible and inclusive by incorporating closed captions in your Instagram video advertisements.
12. Always test different ad formats
There is a vast array of Instagram Ads available for you to discover, encompassing various formats such as:
- Story ads;
- Photo ads;
- Video ads;
- Collection ads;
- Carousel ads;
- IGTV ads;
- Explore ads, and;
- Instagram Shopping ads.
There are limitless opportunities available on this comprehensive visual platform. In case your brand is unfamiliar with this application, it is recommended that you try out various formats to determine the most suitable approach for your business. Locate the one that is most effective for you to ensure that your campaign objectives and constraints are aligned.
13. The focus is on the visual
Since visuals are a crucial feature for this prominent social media platform, it is imperative that you give special attention to this element while designing your ad.
It’s important to ensure that your visuals, whether it’s a photo, video, story, or advertisement, stand out among the other content on this platform. Emphasize this aspect to effectively communicate with your audience and display your brand in a fresh, distinctive manner.
14. Make sure your ad copy complements your images
If you are prioritizing the visual aspect, how can you improve your ad copy? One effective strategy for Instagram Ads is to align your copy with the objective of your image. To encourage users to purchase a product, for instance, ensure that your copy prompts them to take that specific action.
Put yourself in your audience’s shoes and ask: What would you want to feel when you see the ad? Would you want to purchase the product in just one click? Would you want to learn more about what you’re seeing? By making sure that your copy complements the image, you can direct potential customers to become conversions with a single click.
15. Keep a strong focal point with your chosen brand element
Make sure to prioritize your chosen brand element when creating content for video advertisements, in addition to showcasing your brand, product, or service within the first three seconds.
To improve your conversion rates, it’s crucial to have a consistent and prominent element that catches the viewer’s attention in all your ads on this app. Whatever it may be – your product, service or logo – make sure it’s clearly highlighted, and the focus remains on your unique selling proposition.
16. Write actionable captions
As mentioned previously, it is important to emphasize that you should consistently create Instagram ad captions that prompt action. By adding a clear call-to-action (CTA) in your posts, you will successfully entice viewers and increase conversion rates.
An effective CTA contains brief and clear language that directs prospective clients towards fulfilling their requirements. Its intention is to capture the attention of your target audience and motivate them to act swiftly. Ensure your ad campaign’s goals are reflected in its CTA by composing captions that suggest a call to action.
17. Get inspiration from other brands
To keep up with the velocity of online marketing, examine your competitors’ ads for inspiration. This approach will assist you in comprehending what your shared audience desires from your business as a whole.
It’s okay to take cues from your rivals for ideas. Have they been incorporating user-generated content to attract their audience? Have they been advertising sales or discounts? Stay on top of the digital game by examining their Instagram Ads strategies.
18. Engage with your audience
It’s important to remember that your audience can also be a valuable source of inspiration for your campaigns. Engaging with them to learn about their changing needs can help you address those needs in your campaign.
One can effectively captivate their audience through Instagram Ads by motivating them to like, comment, save, or follow their brand’s account via the advertisement. Furthermore, by utilizing features such as conducting polls on stories or asking them questions, there are infinite opportunities to interact with potential consumers on this visually-driven platform.
19. Get better with every ad
It is now undisputed that this platform has significant impact and extensive coverage. Boasting more than one billion active users this year, it has facilitated interactive social interactions for both you and your audience using a range of dynamic Instagram Ads.
Improve your advertising outcomes by optimizing your objectives in each advertisement. Employ the data gathered from previous campaigns to achieve superior outcomes with new ads. You can enhance your advertising proficiency and achieve outstanding success on this superb platform by utilizing comprehensive guides similar to this one.
Side notes
Whether you’re a novice in the digital world or an experienced advertising professional, following the best practices for Instagram Ads can guarantee your online marketing success. In summary, this comprehensive advertising guide provides 14 tips to help you achieve your goals.
- Instagram advertising adds so much value to your online business. Don’t miss out on the marketing opportunities this platform has to offer your brand.
- The focus is on the visual for this platform. When making a campaign on this platform, focus on visuals while engaging customers with effective calls-to-action.
- With so many Instagram ad options available, never hesitate to think out of the box. Feel free to play around with the different formats this platform offers so that you can engage audiences in new, exciting, and conversion-focused ways.
