How to Create Instagram Sponsored Posts Campaigns

How to Create Instagram Sponsored Posts Campaigns
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How to Create Instagram Sponsored Posts Campaigns

How to Create Instagram Sponsored Posts Campaigns

Instagram was the fastest growing social network in 2015, with 400 million monthly active users liking and sharing 2.5 billion of photos every single day the photo-sharing platform is still growing and as expected when it was acquired by Facebook, you can make Instagram Sponsored Posts (A.K.A. their advertising platform).

But why Instagram is so big right now? Being a mobile app that allows you to share photos with special photo features like filters and also 3 sec to 1 minute videos it has a huge organic reach compared to all social networks.

49% of Instagram users check the app daily. Take in mind that more than half Instagram users are 29 years old or younger and 62% of these are actually teenagers. Instagram is an attractive option for those who want to target millennials.

These numbers let us know that Instagram could represent a great social media opportunity for any advertiser since Instagram ads are something relatively new and unlike Facebook, not everyone knows how to advertise on Instagram yet and the platform is still growing fast with new upcoming releases.

For all these reasons, if you have a brand or business you should be testing Instagram campaigns right now. In this post I’ll show you how to get sponsored on Instagram.

How to Advertise on Instagram?

If you want to know how to advertise on Instagram you must know that it is like advertising on Facebook, since the ad platform of Instagram is integrated on the Facebook Ads Manager and some Instagram sponsored posts share features with some of the several types of Facebook Ads.

Take in mind that if you want to create Instagram campaigns you must have a Facebook Page first and you can easily learn How to create a Facebook Fan Page.

As Instagram campaigns are created from Facebook, you need to start from your Facebook Ads Manager:

  1. Log in on Facebook and find a drop down menu at the top right with a facing down arrow icon.
  2. Click on the option “Create Ad”

You’ll be shown all the Types of Facebook Ads by objective, some of them are also objectives for Instagram sponsored posts.

nstagram sponsored posts objectives

Types of Instagram Sponsored Posts

As Instagram Sponsored Posts are created and managed from Facebook Ads Manager. Some of the Facebook Ad Types have also an Instagram version.

The following are the types of Facebook Ads that are available on Instagram by objective:

  • Boost your Posts for Page Post Engagement
  • Send People to your Website for Website Clicks
  • Increase Conversions on your Website for Website Conversions
  • Get Installs of your App for App Installs
  • Increase Engagement in your App for App Engagement
  • Get Video Views for Video Views
  • Increase Brand Awareness for Brand Awareness

Take in mind that, like Facebook Ads, there is a new guideline for the amount of text that should appear in your image, basically the more text the less exposure your ad will get.  You can learn more about it in the Guide for using Text in Ad Images. You can also check the text percentage of your images with the Text Overlay Tool.

Page Post Engagement on Instagram

Page Post Engagement Ad is designed to boost your posts on Instagram to reach more people depending on your budget.  It is shown in the Instagram feed and looks almost the same as a standard post, it also shows likes and comments and you can upload images or videos from 3 to 60 seconds.

Design Requirements:

  • Recommended Image Size: 1080 x 1080 px .
  • Size: Maximum 30MB
  • Caption: Text only. 125 Characters Recommended. Maximum 2200 characters

instagram sponsored posts page post engagement

Website Clicks on Instagram

This is one of the most useful Instagram Sponsored Posts because it works sending people to specific pages of your website. It helps you to accomplish specific strategies like growing up your email list and get more customers by sending people to your online store. You can promote your website with an image or a video.

A Call to Action button is integrated just below your image inviting people to open your website to do specific actions like:

  • Watch More
  • Book Now
  • Contact Us
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Apply Now

Design Requirements:

  • Recommended Image Size: 1080 x 1080 px .
  • Size: Maximum 30MB
  • Caption: Text only. 125 Characters Recommended. Maximum 2200 characters

instagram sponsored posts website clicks

Website clicks on Instagram also include the Carousel version which allows you to showcase from 3 to 5 images, each one with a different link if you want.

instagram sponsored posts website clicks carousel

Website Conversions on Instagram

The Website Conversions Ad is very similar to Website Clicks Ad, it actually looks almost the same but works slightly different. This ad also works as a link to an specific URL, but it is designed to work together with the Facebook Retargeting Pixel, which is a line of code that you must add to your website HTML code.  It is very useful because it can help you to reach your website visitors that have a profile on Instagram and also it is designed to measure specific actions done by your visitors inside your website. These actions, called Standard Events, can be identified and measured in order to create a Custom Audience of each action.

This ad helps you to increase your website conversions because it shows your ads to the Instagram users that have already shown interest in your brand or business by visiting your website. Also, you can group your visitors and make a Custom Audience of it by the type of behavior they had on your website.  e.g. When a group of people make a purchase on your site, you can actually show them with an ad an image of a new release product, product offers or a discount code.  This way, you can target people that really cares what you have to offer.

The Facebook Retargeting Pixel track the conversions done in your website when you add a specific code extension on each webpage.

There are 9 specific actions called “standard events” that you can measure:

  1. View Content
  2. Search
  3. Add to Cart
  4. Add to wishlist
  5. Initiate Checkout
  6. Add payment Info
  7. Make Purchase
  8. Lead
  9. Complete Registration

The Facebook Retargeting Pixel shows you which actions are made by the people that clicked your ad and navigated inside your website.

You can measure how much people that entered your website from Instagram actually bought something, or even started the purchase process but left it before buying.

Learn more about How to setup Facebook Remarketing to set up your Pixel and Standard Events.

App Installs on Instagram

With App Installs Instagram Ad, you can promote your mobile app for installs. You choose the people you want to see your ad on Instagram by setting a specific audience. It comes with a Call to Action button below your image or video which works as a link to the app page.

When someone clicks on the Call to Action button, it will highlight the button in blue to confirm the intent to go offsite.

These are the App Installs on Instagram Call to Action buttons:

  • Install Now
  • Use App
  • Book Now
  • Download
  • Learn More
  • Listen Now
  • Play Game
  • Shop Now
  • Sign Up
  • Watch More
  • Watch Video

Design Requirements:

  • Recommended Image Size: 1080 x 1080 px .
  • Size: Maximum 30MB
  • Caption: Text only. 125 Characters Recommended. Maximum 2200 characters

instagram sponsored posts app installs

This is one of the Instagram Sponsored Posts that include a Carousel version, which allows from 3 to 5 images.

instagram sponsored posts app installs carousel

App Engagement on Instagram

The App Engagement on Instagram Ad is designed to increase engagement and get more activity on your mobile app.

It also comes integrated with a call to action button below the image that works as a link to your app. You can incite people to engage with your app by choosing one of the following:

  • Use App
  • Open Link
  • Shop Now
  • Book Now
  • Play Game
  • Listen Now
  • Watch Video
  • Watch More
  • Download
  • Learn More
  • Sign Up

 As App Installs, when someone clicks on the Call to Action button, it will highlight the button in blue to confirm the intent to go offsite.

Design Requirements:

  • Recommended Image Size: 1080 x 1080 px .
  • Size: Maximum 30MB
  • Caption: Text only. 125 Characters Recommended. Maximum 2200 characters

instagram sponsored posts app engagement

Video Views on Instagram

With Video Views Ad your video can reach your target market in order to get views of those people that really matter your business. You’ll actually be able to choose the thumbnail for the ad. Also, this ad shows a “Call to Action” button that appears full width below your video. You can choose different call to action buttons that will link offsite.:

  • Watch More
  • Book Now
  • Contact Us
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Apply Now

Design Requirements:

  • Length: Minimum 3 seconds Maximum 60 seconds
  • Size: Maximum 4GB
  • Caption: Text only. 125 Characters Recommended. Maximum 2200 characters

For technical requirements about the video format click here.

instagram sponsored posts video views

Brand Awareness on Instagram

The Brand Awareness Ad helps you to showcase your brand and products to your target market. Make people aware of your brand is the objective of this type of ad. Be sure to showcase catchy images and videos. This is also one of the type of Instagram Sponsored Posts that includes a Carousel format, besides the standard single image format and video format.

Design Requirements:

  • Recommended Image Size: 1080 x 1080 px .
  • Size: Maximum 30MB
  • Caption: Text only. 125 Characters Recommended. Maximum 2200 characters

<h3>Brand Awareness on Instagram</h3>

How to Create Instagram campaigns?

If you have already chosen the types of Instagram Ads according to your goals, now it’s time to run some Instagram Campaigns.

  • Go to Ads Manager
  • Choose the type of Instagram Ad
  • Set a Campaign Name

how to advertise on instagram objectives

Remember that for Instagram Sponsored Posts as well as all the types of Facebook Ads you’ll always be asked to set:

  • Audience
  • Placements
  • Budget and Schedule
  • Format
  • Media
  • Page and Links

The audience must be your target market; the people who cares about your business. By this moment, you must know your target market, and if you haven’t defined it yet, you’ll be able to define it with the results and stats of your Instagram Campaigns.

The people who is really interested in your business will be engaging will your ads and you’ll be able to get valuable information about your target market in order to create a Custom Audience from it.

To set your audience, you’ll be asked to select:

  • Specific Location: Countries or even specific cities, individual or bulk
  • Age range from 13 to 65+
  • Language
  • Detailed Targeting: Specific interests and demographics
  • Connection Types like “Friends of people who like your page” or “Exclude people who like your page”.

how to advertise on instagram set audience

Set the placement by selecting the “Instagram” option, otherwise you’ll be running your ad in Facebook too.

how to advertise on instagram placements

To set Budget and Schedule you’ll be asked to set the amount to be spent and also the start and end date of your campaign. You can choose to run your Instagram Campaigns continuously if you want.

how to advertise on instagram budget

Click on the “Continue” blue button at the right bottom to design your ad. Depending on the type of Instagram Ad, you’ll be able to choose from:

  • Single Image
  • Carousel
  • Video

how to advertise on instagram format

In the Media section, you’ll be asked to upload your images and videos. You can actually choose from older images you have used before for past Instagram Campaigns.

You’ll be shown a thumbnail of your chosen image, which you can move and crop to create a better design for your ad just by clicking on the crop icon located at the right bottom of your image thumbnail.

The final step is to fill your ad with a catchy headline and a creative description as well as selecting the right “Call to Action” button according to your business goals. You’ll also be asked to write your website URL and some advanced options that you may require.

how to advertise on instagram ad campaign

To start running your ad, click on “Place Order”, it usually takes some minutes for your ad to be approved by the Facebook Ads Team.

Remember it’s very important to review your ad settings before placing your order, for that reason Facebook added a “Review Order” button before the “Place Order” button to make sure you don’t miss any setting and to correct some often mistakes.

Rates for Instagram

Something you must know is that Instagram rates as well as Facebook rates are not regular and can be affected by several factors such as the day and time you start running your ad, your budget, your audience, the season, and overall the competition itself. The more people running ads with similar audience as you will also affect your Instagram rates.

That said, you’ll notice is hard to find stats of Instagram rates that fit your business goals, but it is always good to analyze others results to learn more about how does rates on Instagram perform for different settings.

The firm Nanigans published its Instagram Advertising Benchmark Report of 2016 where we can find valuable information about the rates for Instagram and it’s performance compared to Facebook.

One relevant fact to highlight is that ecommerce advertisers have raised their ROI from 2015 to 2016 with Retargeting. The report shows that the top-spending ecommerce advertisers have driven 62% higher return on Instagram ad spend from August 2015 to April 2016.

rates for instagram

Now that you know how to how to advertise on Instagram and how does all the different Instagram sponsored posts work, you better start running your own Instagram Campaigns to measure your own results.

Quick question: Is anybody of you running Instagram ads or at least growing Instagram accounts related to your niche, blogs, services or products? if so, how is it doing vs. other social networks so far? I’d love to hear your comments below 🙂

How to Create Instagram Sponsored Posts Campaigns

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