Paid campaigns on Instagram

What are campaigns on Instagram all about?

It is said that one picture is worth more than 1,000 words. And this is exactly what Instagram’s strength is: the visual message. The advertising system also benefits from this, offering advertising formats based on images and video. For this reason, Instagram will work perfectly for brands and products for which the visual sphere is important. This is why clothing brands, photographers, artists, jewellery manufacturers, automotive and interior design brands like to run campaigns on Instagram.

Does this mean that there is no room for others? Of course not! Photos and graphics do not have to be the axis of an ad – they can also be an accent element, an additional element or simply an illustration of other content, for example travel-themed adverts with extensive text content. Photos can also be used to illustrate the life and activities of a company, foundation, person or project, and then they don’t have to be as visually refined as product photos of jewellery (sometimes they shouldn’t even be).

Campaigns on Instagram can really have many different facets – but the important thing is that they are tailored to the nature of the brand.

Campaigns on Instagram – advantages

For a long time, Instagram was perceived as a lifestyle portal where you insert holiday photos and selfies. This is a thing of the past. Today, Instagram is a platform on which completely serious business is conducted across a wide range of industries. Managing an effective Instagram account requires a professional approach, and brand and influencer accounts are simply stunning in their aesthetics, so more and more people are not only browsing through their friends’ photos on Instagram, but also looking for inspiration on what to buy for themselves or for a gift, how to decorate their home, how to dress or where to go on holiday.

However, it’s not all about passively looking for inspiration – the number of purchases made via social networks, including using smartphones, is growing year on year (in 2019 it was already 61% of all transactions on the Polish internet). On Instagram, it is 61% of the more than 7.6 million users, as this is how many there were in the second half of 2020. This is also confirmed by Facebook statistics: as many as 46% of users buy a product after seeing it on Instagram. So it is definitely worth promoting your products on this platform. As if that were not enough, you can also already run your online shop on Instagram. There is even a special type of ad that displays products below the photo, which can be purchased with just a few clicks.

Collection advertising: a great solution for e-commerce. This type of advertising involves publishing a photo or video with smaller graphics with products underneath. Of course, it can also be used for purposes other than selling products (traffic, website traffic and more).

Video advertising on Instagram: if a photo is not enough for you and you prefer to present your product or service through short videos, use video advertising. It offers completely different possibilities – and not only in terms of presenting your product, but also in terms of telling a story about it (for example, using storytelling techniques). Of course, the video can also have a soundtrack – a voiceover or attractive music.

Advertising in Instagram Stories: Insta Stories is a very popular type of post on Instagram. It is worth taking advantage of this and including your ad in it – it can be in the form of a photo or graphic, as well as a video. This type of ad uses a vertical format, adapted to mobile devices.

Ads in the ‘Explore’ section: according to Instagram itself, this section is used daily by up to 50% of active accounts. It involves displaying suggested content based on users’ previous interests – and we can place your ad there. The ad can be in the form of an image or a video, and essentially works in a similar way to standard ads on this platform. You already know that Instagram is the place for you, but you’re not sure which type of ad would be best for your brand? Write to us – we’ll advise you based on our experience with many brands and products.

Campaigns on Instagram – advertising objectives

Instagram is a mature business social media platform and has an extensive and powerful advertising system. Campaigns on Instagram generate not only high sales but also huge reach. They help to build a professional image and gather people who are interested in a particular topic. On Instagram, we can not only sell, but also build an image or simply reach people who are interested in our brand or product with information about it. There are various advertising objectives for this, which you can choose depending on your needs.

How much does it cost to advertise on Instagram?

The exact cost of advertising on Instagram is, of course, dependent on the budget you can allocate to it. The price is therefore flexible and the advertising system works in your favour. This is because successive campaigns on Instagram and ads are becoming more and more optimised – you could even say that they are ‘learning’ how to be more effective. In addition to this, you can choose how you want to charge your ads on Instagram in order to manage your budget well. There are two ways: per click and per display.

Charge per click: ads with a photo or graphic, directing to an external website (generating Traffic) are billed per click of the ad. So someone may see your ad, but if they don’t click on it, the budget is unaffected.

Billing per view: video adverts are billed per view. You will only be charged if someone watches your video for more than 2, 10 or 15 seconds (more than 15 seconds counts as watching the whole video). You can manage your advertising budget even better by dividing your budget into daily rates or indicating it as the total budget to be spent in a given stretch of time. Of course, campaigns on Instagram do not have to be on 24 hours a day – you can choose days and times when your target audience is most active on the portal.