The growth of Instagram from a social image-sharing platform into having an influential hold on the digital sphere has revolutionised online branding and the way we shop.
With 500 million people flicking through their Instagram stories daily and 130 million users tapping on shopping posts every month, it’s no surprise that more and more brands look to the platform for advertising.
Plus, thanks to Instagram’s constantly evolving e-commerce features—namely the Shop function alongside ad placements weaved through stories—there's never been a better time for companies to advertise through the app.
A 1.44% click-through rate on Instagram ads, when compared to a 0.90% rate on Facebook ads, indicates that users are more receptive to Instagram ads and are happy to shop directly through the app. And when 60% of Instagram users say they discover new posts on the platform and 75% of users take action after being inspired by a post, it points to the need to create content that does just that.
So what makes a successful Instagram ad? We’ve rounded up a few advertising tips you can adopt to best capture audiences.
USE HIGH-QUALITY IMAGES
The ultimate channel for showcasing aesthetics, Instagram is the best place to visually show off your brand. Whether through colours, filters, or prop-use, developing a signature visual style is a great way to set yourself apart. Create a moodboard, work out your style and use this as a model when creating your ads. Keep each post consistent, eye-catching, and stick to high-quality resolutions, ensuring your content looks sharp and striking on the feed. Luckily, there are a ton of editing apps available to help you elevate your images.
SHOW THE PRODUCT IN ACTION
Instagram's platform offers a wide range of features that allow for brands to showcase their creativity. Whether through a quick reel, a carousel, or a static post, you can draw attention to a post by simply showing off the product in action.
Snap a video of the cleanser being lathered; show the homewares styled in a tablescape; emphasise the benefits of your service; Encourage the audience to visualise how your product or brand will fit into their lifestyle.
SHARE USER-GENERATED CONTENT
User-generated content (UGC) is simply content about your brand or product that’s been created by other users. There are a number of benefits to sharing UGC posts on your platforms and ads—it’s an informative post, fresh content, a testimonial, and a free placement on feeds all at once.
It’s also a great way to build authenticity around your brand, so once you’ve been granted permission from the original content creator to use their post, find a way to incorporate these into your ads. Sharing UGC encourages existing followers to create their own posts about your product, connects audiences with like-minded creators, and highlights the customer experience.
BE CREATIVE IN YOUR COPY
Playing with the tone of voice in your copywriting can be one of the most effective ways to craft brand personality. Create short and snappy captions to capture your audience quickly, drawing them to learn more about your product. Polish off the ad with a call to action that creates an urgency to click through your post.