By Callum Coard
The pros and cons of Instagram advertising, how much it costs, what ad formats are available and how to set up your first campaign.
More importantly, Instagram boasts the biggest engagement rates in the industry – and by a large margin too. In the age of visual social media, Instagram is the most “future-proof” of the established networks. Merkle data suggests advertisers are increasing Instagram spend at X4 the rate of Facebook.
In this guide, you’ll learn the strengths and weaknesses of Instagram advertising and how to create your first campaign.
Who should advertise on Instagram?
The most important factor in choosing which social networks to advertise on is their user bases. You have to go where your target audiences are and this means you need to understand the demographics of people using each network.
The pros and cons of Instagram advertising
- Fast-growing user base
- Excellent targeting options
- High engagement
- Connects you with Millennials and Gen Z
- A great visual branding tool
- Creating enough visual content can be demanding
- Minimal organic reach
Instagram users vs Facebook
According to Pew Research (visualisation by SproutSocial), the biggest difference between Instagram and Facebook is the age of their user bases. Much like Snapchat, Instagram is more popular with younger users during a time when the average age of Facebook users is increasing.
So, if you’re primarily interested in reaching Millennials and younger audiences, then Instagram instantly stands out.
Unsurprisingly, this also means the average income for Instagram users is lower than Facebook. This is compounded by the high-consumer nature of Instagram (fashion, cosmetics, food, travel etc).
As a result, Instagram shines as a B2C advertising platform for promoting products and services with strong visual appeal. This doesn’t mean the network can’t be used for B2B campaigns but it’s important to remember there are simply fewer business decision-makers on Instagram compared to LinkedIn, Facebook and Twitter.
They are there, just in smaller numbers.
Instagram is all about visually engaging content
Instagram is famed for being one of the most engaging social networks, meaning a higher percentage of users are likely to interact with your ads. Research from Rival IQ finds that Facebook generates an average engagement rate of 0.09% across all industries while Instagram tallies up an impressive 1.22%.
This is Instagram’s biggest selling point – while Instagram advertising is generally more expensive (more details in the next section), it boasts some of the best engagement stats in the industry.
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Read more here:: B2CMarketingInsider