Instagram advertising

to be modern

Instagram is the channel that gains the most popularity among the people of age 18-35. At Digital Marketing Group we know how to successfully transmit your message and creative to the people who have mastered the selfies and the hashtags.

What is Instagram advertising?

Instagram is generally the fastest-growing social media sharing channel. It consists mainly of pictures and videos, with a strong emphasis on visual perception. You will find selfie and food photos from the everyday routine of people from all over the world. It is important to note that Instagram is owned by Facebook, but that should not scare anyone. The platform algorithm builds and expands the performance of Instagram ads. Actually Instagram ads are more effective for some business types than Facebook. Here are the popular so-called influencers, people with many followers, who have the “power” to influence the users who follow them. But keep in mind that Instagram advertising is more effective when managed at the campaign level by an agency or internal marketing department than by an influencer only.

Instagram is a great way to showcase and highlight certain positive features of a product or service, visualized through interesting photos, captivating the look and skillful use of the various types of ad formats. Instagram’s advertising is growing steadily and firmly consolidating its position as one of the leading digital advertising channels not only in Bulgaria and Europe.

How do Instagram ads work?

The Instagram ads are based on the algorithm of another well-known social network – Facebook. Instagram has different screens in which users interact with content – own or else. These are their own profile, a custom feed based on the indications that users leave in the platform. They can be – liking and / or commenting on a post to another user or brand, followed by another user and / or business profile. The third place is called Stories – posting content (photo or video) that is active and visible only for 24-hour, and is not available to the general public after that.

Instagram ads are broadcast only in certain locations, with the aim of not bothering and the advertisements to have much more natural look exactly where they are positioned and the places are:

– in your own feed

– in the stories.

Our statistics and experience as an agency show that people are more responsive and accept ads in Instagram much easier, and advertisements do not burden the experience. Trust in the channel is greater from the people who use it, and hence the confidence in the ads is also significantly greater.

What are the targeting options?

Setting up ads is an important process and requires a good understanding of the opportunities that the platform provides. Considering the different places where the ad is appearing on this channel, one must also take into account the way people interact with these ad slots. This is important to highlight, as the ability to target advertising in Instagram is closely related to the interactions and online behavior of the Instagram platform.

It is possible to target ads by different metrics, for example:

– Consumer interests – ranging from business industries, entertainment, family and relationships, fitness, food, hobbies, online shopping and technology. These distinct core units are further broken down into more closely related subcategories, allowing for a better description of the profile of potential clients.

– Behavior of users – there are again main ad targeting units here. The algorithm records every action users make and classifies them, allowing advertisers to target users with a prominent social networking behavior. Some examples are:

traveling people
online orders of goods
type and type of mobile device, and more

Ad formats

Instagram ad formats are indistinguishable, typical of any digital ad channel known to us. Taking into account the locations where ads appear, the Instagram ad formats also vary. As mentioned, advertisements are broadcast at their own feed and stories (the place where the photos and videos are visible only 24 hours). In both places, the formats vary and give a relatively large scope for creative expression of the graphic layout.

By default, one of the ad formats is a well-known static post. Another well-known format from another social network is the carousel, and last but not least the video. In addition to their diversity, the Instagram ad formats are the dimensions and sizes. They differ drastically. This is consistent with the whole platform design, and that’s what makes ads in Instagram perceived with greater trust from the users.

An important ad format on the Instagram platform is where the content is visible for only 24 hours – the stories. This format is widescreen, vertical, and allows better display of the message across the phone screen, which changes the quality and the way an ad is presented.

Price models

In Instagram, you’ll find standard digital ad pricing models as well as other platforms, such as CPC, CPM, CPA, and video viewing (CPV) advertising. The Instagram ad platform allows for easy and convenient campaign monitoring and analysis, which makes it easy to test different models according to the set goals.

Positioning

Instagram ads are an ideal positioning tool for the audience, ranging from 18 to 35 years. This opens a new beginning for dialogue and business goals for every business. The distinctive formats, which are naturally displayed and merged with the rest of the platform, create better recognition and trust in the brand.

How it can help in your business development?

Depending on the goals and type of business you are in, Instagram advertising will help you grow your business among the younger target group. That is why we need to plan in detail the channels and ways of advertising in any known digital advertising channel. The main aspects in which Instagram advertising will be useful for the development of your business is the increase in sales. There is a special focus of online stores in Instagram, which allows the purchase to take place in the business account without having people to be redirected to another website. Shortening the distance and user path to an action is a major focus of the platform. The goal is to get a few clicks to get the attention and the sale to take place.

Another beneficial impact of Instagram advertising is its strong recognition, as advertisers are not presented so much in Bulgaria as in other social networks. Instagram can be seen as a useful tool for generating potential customers through so-called lead forms, and then the sales team takes the communication closer and more directly to customers. Instagram has the power to positively develop every business, as long as more strategy, creativity and optimal use is made of the resources of this digital channel.

We are very pleased of our joint partnership with DMG! As starting business in 2016, we were impressed by their vision for positioning of a new service in Bulgaria and also by the innovative approach in the implementation of the marketing plan through digital channels. We count of them to grow together!
MARTIN BOGDANOV, CEO at Paysera Bulgaria

How can we support you?

At Digital Marketing Group we always keep track of the trends and innovations in digital advertising. Permanent studying, testing and monitoring always gives us the most valuable and accurate analyzes of the nature of the working specifics of an advertising channel – both strong and weak sides. In the case of Instagram advertising, it requires a specific knowledge of the online user behavior that is increasing every day but also the opportunities for targeting and describing ad campaigns.

We mentioned that this channel, like everyone else in digital advertising, is not always suitable for any type of business or audience. That is why our team has the full competence and experience to identify the need to use this channel and to accompany each business to the achievement of business goals.

At Digital Marketing Group we always apply an individual approach to each customer and business model.

It is important to keep in mind the nature and industry in order to determine the strategic steps and the proper structuring of an Instagram ad. We can successfully identify the right tools in planning Instagram advertising and communicate in an innovative and intuitive way the advertising message for a truly successful advertising campaign at Instagram.

During strategy development

We will help you define the objectives of the Instagram advertising campaign in a way that suits the needs of your business;
We will assist you in segmenting collected databases and managing them;
We will determine how best to reach consumers;
We will assist in building an effective remarketing campaign budget;
We will develop relevant and clear ads (text, display, video).

During strategy implementation