Table of Contents
Introduction 04
Section 1: Instagram Marketing Basics
Chapter 1: What is Instagram all about? 07
Chapter 2: What can Instagram do for your Business? 10
Chapter 3: Shocking Instagram Marketing Facts to Consider 13
Chapter 4: Instagram Walkthrough 16
Section 2: Marketing on Instagram – Step by Step
Chapter 5: Set up Instagram for business 21
Chapter 6: Your Instagram business settings 24
Chapter 7: Posting and Sharing 28
Chapter 8: Instagram Stories 32
Chapter 9: Instagram Advertising 34
Chapter 10: Types of Instagram Ads 39
Section 3: Advanced Instagram Marketing Strategies
Chapter 11: Instagram Insights 45
Chapter 12: Instagram Microblogging for maximum reach 47
Chapter 13: Shooting great marketing videos on Instagram 50
Chapter 14: Snapping great ma
rketing pictures on Instagram 53Chapter 15: Advanced Instagram marketing tips from the experts 55
Chapter 16: Using Instagram DIRECT for killer engagement 61
Section 4: Additional Tips to consider
Chapter 17: Dos and Don’ts 65
Chapter 18: Premium Tools and Services to consider 69
Chapter 19: Shocking Case Studies 74
Chapter 20: Frequently Asked Questions 80
Conclusion 83
Top Resources 84
Special Offer 85
1
Introduction:
Welcome to the latest and very easy to apply “Instagram Marketing 3.0”
Training, designed to take you by the hand and walk you through the process of
getting the most out of Instagram for your business.
I’m very excited to have you here, and I know that this will be very helpful for
you.
This exclusive training will show you step-by-step, topic by topic, and tool by
tool, what you need to know to dominate Instagram Marketing, in the easiest
way possible, using the most effective tools and in the shortest time ever.
This training is comprised of 20 chapters organized into 4 sections. This is exactly
what you are going to learn:
Section 1: Instagram Marketing Basics
In Chapters 1
through 4, we’ll talk about:
✓ What is Instagram all about?
✓ What can Instagram do for your Business?
✓ Shocking Instagram Marketing Facts to Consider
✓ Instagram Walkthrough
Section 2: Marketing on Instagram – Step by Step
✓ Set up Instagram for business
✓ Your Instagram business settings
✓ Posting and Sharing
✓ Instagram Stories
✓ Instagram Advertising
✓ Types of Instagram Ads
Section 3: Advanced Instagram Marketing Strategies
In Chapters 11 through 16, we’ll talk about:
✓ Instagram Insights
✓ Instagram Microblogging for maximum reach
✓ Shooting great marketing videos on Instagram
✓ Snapping great marketing pictures on Instagram
✓ Advanced Instagram marketing tips from the experts
✓ Using Instagram DIRECT for killer engagement
Section 4: Additional Tips to consider
In Chapters 17 through 20, we’ll talk about:
✓ Do's and Don'ts
✓ Premium tools and Services to consider
✓ Shocking Case Studies
✓ Frequently Asked Questions
Well, it’s time for you to start getting the most out of Instagram Marketing. I
know you'll love this training.
2
Chapter 1: What is Instagram all
about?
What Is Instagram?
We hope you enjoy and get the
most out of this training section.
Instagram is a photo sharing social
network. In practical terms, it is a
visual discovery platform focused
on user generated content and
with predominantly social media
oriented features. Contrary to other social networks, though, Instagram has
been designed from the ground up for mobile devices.
Its humble beginnings can be traced back to 2010, when it was launched as a
free photo sharing app for iOS devices, followed by Android versions as well as a
feature-limited desktop interface two years later.
Much like any other social network, Instagram allows its users to create a profile
from where they can upload and share visual media such as photos and short-
form videos to other users’ feeds. As you can see, the idea behind Instagram is
simple, yet elegant; So much so that Facebook acquired it in 2012 for $1 Billion!
3
What Can You Find On Instagram?
Instagram is mostly famous
because it allows its users to share
awesome visual content, and
because of that you will be able to
find basically any type of content
on the platform, which presents
great potential for content
discovery.
The first thing that you will find on Instagram are your friends, then you will
discover that you will be able to find all of your favorite things on Instagram:
Your favorite brands, your favorite musicians, your favorite actors, your favorite
fictional characters, even your favorite food!
That is why Instagram is so popular among active social media users, and that is
also the reason why it is so easily monetizable, because it is created towards
fostering massive engagement. Brands of all sizes and industries have been able
to use Instagram’s model to their advantage, and a new breed of marketers
called “Influencers” have been able to make six figure livings thanks to
Instagram!
4
What Can You Do On Instagram?
Instagram allows you to easily upload and share
photos and videos, to follow other users, to geotag
images with the name of the location where a photo
was taken, to connect your Instagram with other
social networking accounts, and to use hashtags to
make your content easier to find.
Besides those basic features, Instagram also allows you to use an “Explore”
feature that will enable you to find visual content according to popularity,
location and your own search criteria. You can apply filters on your posted
images to make them more stylized, and you will be also be able to upload 15
second long videos.
You will also be able to directly connect with other users via private messaging.
More advanced features such as Stories and monetization will be discussed in
the following sections, so let’s continue by telling you what are some of the
awesome benefits that Instagram offers for your business!
5
Chapter 2:What Instagram can do
for your Business?
So now you know what Instagram is
all about, and right after you learned
some stuff you probably didn’t know
about the platform, now it’s time to
start talking business. That is, the
benefits of using Instagram for doing
and promoting your business.
For most marketers, doing business on Instagram is kind of a confusing
endeavor. You see, doing business on Facebook, for example, is a no brainer, as
everybody knows how that platform works. But an app such as Instagram, with
very specific functions and a dedicated set of features, can be a bit more difficult
to tap into at first.
But the truth is that businesses of all sizes, from local brands, to family owned
shops, to large corporations, are driving results from being active on Instagram,
and their secret is in knowing how to implement their business practices into the
way the platform works.
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But their performance is also backed up by the numbers: 80 percent of
Instagram users follow a business on the platform. That said, it wouldn’t be
profitable for those business to be on the platform if it weren’t for their loyal
followers, and an engaging business on Instagram can easily:
✓ Drive and spread awareness of their business activities, their brands, their
products, and their services.
✓ Make potential customers get interested through visual discovery.
✓ Get new customers, which in turn will increase the desired conversions,
including product sales, app downloads, website visits, and visitors to a
local store, among others.
Instagram’s own built-in features will allow you to reach those milestones the
easy way as long as you put in the effort, because Instagram has also been
designed with business in mind, allowing them to:
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✓ Create an Instagram Business account, which allows companies of all sizes
to be recognized with a unique business profile, to gain insight about
their followers, to promote posts designed to drive business goals, and
giving visitors to your profile the right info such as your business address
and contact details. All within Instagram!
✓ Send full screen adverts to Instagram stories, which is a friendlier
approach to advertising compared to what other social platforms offer.
✓ Use business tools to get deep marketing insights, including reach,
number of impressions, replies and exits for each individual campaign.
More so, the visual nature of Instagram combined with the story driven
advertising model means that you will be offering an experience that far
8
surpasses the flat, impersonal feeling of marketing campaigns created on other
platforms.
Instagram has many other benefits for businesses that are too often overlooked
by marketers that focus their conversation on advertising, and in this training
you will become aware that Instagram is as diverse as diverse can get.
For starters, you can repurpose your Instagram photos on your business website
to create cross-platform engagement, and if your business has a physical
location, you can bet that customers have uploaded pictures of it on the
platform!
Even if you don’t have a physical location and only offer your products online,
customers have probably uploaded pictures of some of them as well! There is a
lot more to say about Instagram, so follow us to the next chapter for some
shocking Instagram marketing facts that you should know!
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Chapter 3: Shocking Instagram
Marketing Facts to Consider
As popular as Instagram is as a
platform, both for personal use
and for doing business, there is still
a lot of stuff that is under most
marketers’ radar. Here are some of
the most inspiring Instagram
marketing facts that you should
consider when creating your own
profit generating campaigns.
✓ Over 700 million people use Instagram on a monthly basis, with 400
million of those active on a daily basis, making it one of the largest online
audiences that any business can aspire to reach! (source)
✓ Instagram posts earn 58 times more engagement per follower than
Facebook posts on average, and 120 times more engagement per follower
than Twitter posts, making it a must in your social-networks-to-be-in list.
(source)
✓ Instagram users share an average of 95 million photos and videos on a
daily basis, with even more expected growth in the coming you.
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60% of Instagram users have said that they have learned about a new
product or service thanks to posts on the platform. (source)
✓ 80 % of Instagram users are from outside the United States, which
represents a big opportunity for businesses to reach a global audience
(source)
✓ 31% percent of American women use Instagram, outnumbering the 24% of
American men using the platform, which is great news especially if your
business targets the younger female demographic. (source)
✓ Currently, a whopping 48% of US based brands use Instagram for
marketing purposes, and that percentage is expected to grow to 70% by
the end of 2017 (source)
✓ 75% percent of Instagram users take action after seeing a promoted post.
Such actions are driven by calls to action on these promoted posts, such
as website visits, which means that, on average, your business has a
higher chance of converting followers into customers by being on
Instagram.
In this sense, “B2C” businesses, or “business to customer” businesses,
are the ones that benefit the most from being on Instagram. This is
mostly due to the fact that, buying a pair of sunglasses is an easier
decision to make for a potential customer after seeing a beautiful picture
of them on Instagram.
✓ Brands with Instagram accounts surpassing the 100,000 followers mark
have grown a whopping 163% in just two years! So make sure to take
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advantage of what you will learn in this training to make those numbers
grow for you as well! (source)
✓ The secret behind why marketing on Instagram is such a successful
strategy can be explained with science, as Instagram has devised a
platform that allows its users to process content 60,000 times faster
through image posts than, say, simple text ads, with people remembering
80% of your marketing message in your Instagram promoted posts.
(source)
✓ There is a very specific set of hashtags that have been determined to be
the best for marketing campaigns on Instagram, including
“#contestalert”, “#sweepstakes”, “#giveaway”, “#discount”, “#travel”,
“#deal” and “#smallbiz”. (source)
Chapter 4:
Instagram Walkthrough
Hey there dear friends! So far it’s
been an educational roller coaster,
as we are sure that there was a lot
of stuff that you didn’t know about
Instagram up until this point. And
now that you know what Instagram
is all about, it is about time that you
learn how to use it from the inside out, and there’s nothing better than an
introductory walk through to get you started.
Ok, so let’s start right on the app’s main login screen, where you will be asked to
either enter your phone number, your email address or your username as well as
your password to log into your Instagram account. In our case, we are going to
login with our username, so we enter it in the corresponding field, then enter
our password, and tap on the “log in” button.
Awesome! Now you are going to be taken to your Instagram feed. In your feed
you will be able to see what others are posting in chronological order by
scrolling down, and stories are featured on top as you can see here.
You can identify which account posted a post by looking at the profile icon on
the upper left above the post image, and by tapping on the three-dotted butto
on the right you will be able to “report” a post, to use “copy link” to save a
post’s link and share it, to “turn on post notifications” and to “share on
WhatsApp”.
Below the post image you will be able to see how many likes a post has, and
below the number of likes you will be able to see the post text and the
comments left by users on the post. Let’s now take a look at how you can
interact with posts in your feed.
On the lower left there are three icons. The heart shaped icon will allow you to
“like” a post. The dialog icon will allow you to leave a comment on the post, and
the paper plane icon will allow you to send a post to your Instagram contacts by
selecting them and then tapping on “send”. The bookmark icon on the lower
right will allow you to add posts to your “collection”.
Note that you can revert any of these actions by re-tapping over any of those
icons. Ok, let’s now check the features outside your feed, starting with the
options available on top. Tapping on the notification number on the right will
allow you to check your “direct” messages. Please note that once you are ready
to exit a section, you will simply have to tap on the arrow button located on
either side of the screen.
In this case we are going to tap on the arrow on the left to exit and move to the
next section. Right, now by tapping on the camera icon on the left you will be
able to either take a picture or film a short video that you can directly share on
Instagram. We are going to teach you how to use these features in detail in the
following section, so let’s tap on the arrow icon to go back to the feed for the
time being.
Ok, let’s now check the icons located on the menu at the bottom of the screen.
Let’s start from left to right by tapping on the profile icon, which will take you to
your user dashboard. The first things that you will be able to see are your
number of posts, your number of followers and the number of accounts that
you are following, as well as your uploads as a gallery below.
By tapping on the list icon you will be able to see your uploads as large images or
videos in list form. By tapping on the profile type icon beside the list icon you will
be able to check posts where you have been tagged in, and tapping on the
bookmark icon will show you your saved posts and collections.
Tapping on the three-dotted button on the upper right corner will take you to
your account options, from where you will be able to manage how you invite
friends and how you follow people. Here you will also be able to edit your
account and your settings.
In this section you will also be able to get support, to get detailed information
“about” Instagram, to “clear search history”, to “add account”, and to “log
out”. We’ll take a deeper look at these options in a later chapter, so let’s just go
back.
Tapping on the plus profile icon will allow you to discover more people on
Instagram. In this section you will be able to find suggested contacts, you will be
able to connect to Facebook, and to connect with people that you might already
know who are also on Instagram.
Ok, let’s now go back and tap on the icon on the left, from where you will be
taken to the “archive” section, where you will find a collection of your archived
posts. Let’s now tap on the “edit your profile” button.
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Section 2
Marketing on Instagram
– Step by Step
Chapter 5: Set up Instagram for
business
Ok, so to properly
market and promote
your business as well
as your offers on
Instagram you will
need to operate as a Business profile by switching from a personal Instagram
account to a business Instagram account.
Doing so is quite easy, and you will simply need to start by logging into your
personal Instagram account from your smart device of choice by either entering
your registered phone number, your registration email or your Instagram
username, entering your password and then tapping on “log in”.
In our case we are going to log in using our username. Then we will simply enter
our password and we’ll tap on “log in”. Ok, once you are inside your account
look for the profile icon on the lower right corner on your device’s screen and
tap on it.
Now, here comes the first step. Look for the three dotted button located on the
top right corner on your screen and tap on it. You will be taken to the “options”
section, from where you will be able to configure your Instagram account
settings.
So let’s move on to the next step by going to the “account” menu. There simply
look for the “switch to business account” tab. Tapping on this tab is what will
allow you to use Instagram as a business entity so you can access and use
Instagram’s business tools.
Before tapping on this tab though look at the “private account” option below
the “switch to business account” tab and tap on the switch button on the right
in case that it is set as on to make your account public and then tap on “ok”
when prompted, as you won’t be able to switch to a business account while your
personal account is set as a private account.
Cool, now that your Instagram account is public simply tap on the “switch to
business account” tab to get started and tap on “continue” in the next screen.
As you can see here, having an Instagram business account will allow you to add
a phone number, an email or a location so customers can reach you directly
using a button on your profile, it will allow you to see insights about your
followers and to learn how your posts are performing, and it will also allow you
to create promotions that will help you to grow your business.
Alright, so let’s tap on the last “continue” button to see what’s next. The next
step will require you to connect your business profile with your Facebook
business page. Start by tapping on the “choose page” tab.
First you will be asked to continue to Facebook using your account of choice. In
our case, we are going to continue using our default Facebook account, the one
that we are signed into on our device, so make sure to be signed into Facebook
on your device beforehand. Then simply tap on “continue”.
Next you will be asked to allow Instagram to post to Facebook for you, and
you’ll simply have to tap on the drop down menu to select “public” and then on
“ok” to continue. In the next screen you will be asked to allow Instagram to
manage your pages. Simply tap on “ok” here as well to continue.
Now, in the next screen simply select your Facebook page. In our case, we are
going to select the Facebook page corresponding to our business. In case that
you don’t have a business page on Facebook, you can always use the “create
one” link located at the bottom of this screen. Once you have made your
selection simply tap on the arrow button on the top right corner.
Now you will be instructed to set up your business profile. You will be asked for
your business email, your phone number, and your business address. If some of
this information is saved on your Facebook page, Instagram will pull it from
there.
Note that you will need to enter at least one piece of information to continue
from this step, and in our case we are going to enter our email address. You can
always edit this any time later on, and we will leave it as it is, so we can edit it in
our following chapter. So simply tap on the ok button on top to continue.
Congratulations! Now you have switched to an Instagram Business account.
There will be new features available so you can better promote and track your
business, and in the next chapter we are going to walk you through your new
business settings!
Chapter 6
: Your Instagram business
settings
Hey there everyone, and welcome
to the second chapter of section 2
of our Instagram Marketing 3.0
training. In this chapter we are
going to show you how to
optimize your Instagram for
Business account by customizing
your Instagram business settings.
There are two main business settings that you will be able to edit and customize
in order to complete your Instagram business account. The first set of business
settings that you can edit can be found by tapping on the profile icon located on
the bottom right corner of the screen and then tapping on the “edit profile” tab.
Now, the first few settings are the same that you were able to edit on your
personal Instagram account, including your name, your username, your website
and your bio. Your name and your username are fine as they are as long as
they’re correct and reflect your own business name.
In the “website” field you have to enter your main business website URL. In our
case, we are going to enter our “diabetescaremadeeasy.com”. In the “bio” field
you have to enter a brief description of your business, just like we are describing
ours as you can see here.
The next set of settings are your business contact settings. Your “Facebook
page” as well as the “category” are already set and cannot be edited from this
section, so simply tap on “contact options”.
In this section you will be able to edit your business contact settings. More
specifically these are the contact settings that you can show to your followers
and account visitors. First is your business contact email. We recommend you to
set up a dedicated email address with your website domain as your contact
email.
In our case, we are going to insert our support@diabetescaremadeeasy.com as
our business contact email. Then you have to enter your business phone
number. Start by selecting your country’s phone code, enter your number, and
then select whether you can be contacted by a “call” or by “text”.
Then you’ll enter your business address, which is as easy as entering your “street
address”, selecting your “City or Town”, and then entering your “Zip Code”.
Check that all of your contact information is correct and then tap on the
confirmation icon to save and go back.
Lastly, let’s take a look at the “private information” below. This is your private
account information, including your email address, your contact phone number
and your gender. You will need to confirm your contact number by entering the
confirmation code that Instagram will send to your phone.
This information can only be accessed by you. Make sure that everything in this
section is correct, such as by making sure that your “Name” is no longer than 30
characters, then tap on the confirmation icon on the top right corner to save and
go back so you can check the next business settings.
Let’s now go over the three dotted button on the top right corner of your
profile to go to your account settings. In this section you have to look for the
“business settings” menu, where you will be able to see three options.
The first one is the “payments” option. In this section you will be able to set up a
payment method which you will later use to pay for your advertisements. Your
default payment method will be the one that you are currently using on your
“Facebook Ad Account”, but you will be able to also set up two additional
payment methods by tapping on the “add a payment method” link.
The two payment methods available are “credit or debit card” and “PayPal”.
Before setting up a payment method, tap on the “billing country” tab to select
the billing country address corresponding to your payment method of choice.
To add a credit or debit card as your payment method of choice simply tap on
the “credit or debit card” link, and enter the credit or debit card information
that you will be asked, including your “card number”, your card’s expiration
date, your card’s “security code” and your card’s billing zip code.
Once you have entered the corresponding information tap on the confirmation
button on the top right corner to save it. If you want instead to add PayPal as
your payment method of choice, simply tap on the “PayPal” link from the
“select payment method” screen, login to your PayPal account when prompted
and complete the on screen steps that follow after.
Let’s now move over to the “branded content approvals” tab on the “business
settings” menu. You can turn the “require approvals” lever on or off depending
on whether you want other business accounts to tag you on their posts. We
recommend you to leave this setting off so other businesses can tag you, which
will help you to increase your reach.
The last option available on the “business settings” menu is the “switch back to
Personal Account”, which you can use in case that you decide to revert back to
your old personal accounts settings, but keep in mind that you won’t be able to
promote your content as efficiently if you go back to your personal account.
And these are your business settings! Remember that you can always edit them
by visiting their corresponding sections through your profile and through your
account settings. Follow us in the next chapter so we can show you how to post
and share with your new business account, the right way.
Chapter 7:
Posting and Sharing
Hello there friends! Let’s take a look
at how you can use Instagram to post
and share your awesome marketing
content. Posting and sharing stuff on
Instagram is fairly easy, and there are
several ways to do it, and in this
chapter we are going to walk you through them all.
You have to start on your Instagram feed, from where you will be able to access
all your account’s posting and sharing options. Let’s start with the easiest way to
post and share from your account by tapping on the plus icon located in the
middle of the lower screen.
From here you will be able to post from three sources. By default you will be
able to post from your “gallery”, which is the media gallery on your device. By
tapping on the “photo” tab you will be able to snap a photo that you can post
and share, and by tapping on the “video” tab you will be able to shoot a short
form video that you can post and share to your Instagram following and to other
channels.
Let’s now show you how you can create a post and share it with each option.
Let’s start with the “gallery” option. In this option you will be able to select an
image or video from your device’s media gallery.
Images and videos taken from your gallery need to comply with the following
requirements. First, images have to ideally be 1080 by 1080 in resolution,
otherwise you won’t be able to promote the post that you upload the photo to.
Videos have to be 15 seconds long at most, otherwise they will simply not load.
Ok, in our case we are going to select this high resolution image for our post. As
you can see here, there are some options that can give an extra oomph to your
posts. One is the “boomerang” companion app that will allow you to share mini
videos, and the other is the “layout” app, which will allow you to fit multiple
photos into one post.
In order to use them you will simply need to download and install them from the
app marketplace corresponding to your device. Alright, so once you have
selected your image or video, simply tap on the “next” button on the top right
corner.
In the following section you will be asked to select a filter for your image. It will
be “normal” by default, but there are many, many filters to select from. Once
you have made your selection you can tap on the “edit” link below to edit some
extra attributes on your image.
These attributes include orientation, brightness, contrast, structure, color
warmth, saturation, color, fading and highlights. Once you have edited your
image’s attributes, tap on the “next” button above to continue.
Now, in the next screen you will have to edit the content of your post. Start in
the “write a caption” field by entering your post text with its corresponding
hashtags. You can geotag your post by adding a location by tapping on “add a
location”.
Chapter 8: Instagram Stories
Awesome, let’s continue with our training.
This chapter is a logical continuation of the
previous lesson, where we showed you how
to post and share on Instagram with your
brand new business account, because this
time around we are going to show you how
to create a more customizable type of
Instagram post.
Yes, we are talking about none other than Instagram stories. Instagram stories is
a fascinating feature that allows you to share several moments through a single
media reel. In other words, it is a feature that allows you to add several separate
photos and videos that can be played in a specific succession.
These stories are then added to people’s feeds, in the “stories” bar on top of
any feed, as you can clearly see here. Ok, so how do you create an Instagram
story? Well, we’re glad to tell you that doing so is quite easy, and here’s our walk
through.
Start by tapping on the “you” profile icon in your feed’s “stories” menu. You will
be taken to your Instagram editor. There are several options available in here,
but the easiest way to add stuff to your stories from here is by tapping on the
square button located on the lower left corner of this screen.
In this section you will be able to individually select your most recent files so you
can add them to your stories, including images and videos. In our case we are
going to select one of the most recent pictures taken from our account.
Once you select a photo or video you will be able to edit it by using the buttons
available on the top right corner. With these buttons you can add nice effects
such as emojis, among other effects and text. Once you are done editing your
image or video simply tap on, well, “done”.
Now you can check your story by tapping on your profile icon in the “stories”
bar. And here it is! This is how others will see your story on their feeds. But one
thing that you will notice is that this story doesn’t look dynamic, because it has
only one image, so let’s add another image to our story to see how it looks in
action.
This time around we are going to take a photo with the circle button by simply
tapping on it. Once our photo is taken we are going to add some elements to it
to make it funnier, which will in turn increase our engagement.
Once we edit it we have to simply tap on the “add to your story” button on the
lower left. We’ll be taken back to our feed, from where we are going to be able
to check our newest addition to our story by tapping on our profile icon in the
“stories” feed.
Voila! Here’s our story in action! It looks great, and that is exactly how it will loo
like to our followers and to users visiting our profile. And as you can see, it
perfectly fits our day’s narrative, which is exactly its intended use.
Ok, so far so good, but how do you market these awesome posts then? Because
as amazing as Instagram’s organic reach is, there should be always room for a
Chapter 9: Instagram Advertising
Hey there everyone! Ready for
more awesome Instagram
marketing material? Well we
surely hope that you’re ready,
because we’re about to
educate you on one of Instagram’s most fascinating features!
Yes! Just like we promised you in our previous chapter, we are going to talk
about Advertising on Instagram, which is nothing but the act of promoting your
business by way of Instagram’s own paid advertising program.
But you already know that paid advertising platforms abound, so let’s talk about
what makes Advertising on Instagram so special, and let’s start by saying that
Advertising on Instagram is all about building your business on the platform.
Driving awareness, growing your customer base and sharing your story with one
of the largest audiences on any current social network is a seamless experience
because Instagram adverts appear in a bold, linear format that perfectly
matches the visual nature of the platform, making them look natural.
Instagram adverts are very diverse. Photo adverts for instance allow you to tell
your story through a simple and beautiful digital canvas that adapts to user’s
device screen orientations. Video adverts give ads an additional edge by adding
sight, sound and motion to the already immersive quality of photo adverts.
Carousel adverts are designed to add an additional layer to the Instagram advert
experience because they will allow you to insert several images or videos into a
single advert so users can swipe across them. Lastly, story adverts will allow you
to complement the content of any feed with awesome promoted stories, which
are very engaging to begin with.
Instagram adverts are designed to help you meet your business goals. No matter
if you are trying to increase brand awareness or increase the number of people
in your established customer base, because by advertising on Instagram you will
be able to get the results that are most important to your business.
In fact, business goals that you can achieve by advertising on the Instagram
platform are wide and specific, and they cover the three main stages of the
customer decision journey:
Awareness: You can drive awareness of your brand, business location or services
by way of the following goals:
✓ Reach
✓ Frequency
✓ Brand awareness
✓ Local Awareness
Consideration: making your potential customers aware of your specific offers is
easier through these goals:
✓ Website clicks
✓ Video views
✓ Reach and Frequency
Conversion: Lastly, you will be able to increase your sales, app downloads and
frequent shopping visitors by converting leads into actual customers through
the following goals:
✓ Website conversions
✓ Dynamic adverts
✓ Mobile app Installs and engagement
Awesome! But how can you actually get started? Well, getting started with
Instagram advertising is fairly quick and easy, as Instagram uses the same
powerful advertising tools as Facebook. If you are familiar with Facebook
advertising you’re already more than halfway through Instagram advertising
then, but if you’re new to advertising on both platforms it goes like this:
✓ You start by having an Instagram Business profile and a Facebook page
for your business, which you already have, as we walked you through the
process during the first two chapters in this section.
✓ You will then have to go to either the “adverts manager” or the “power
editor” on Facebook to create and run your adverts, which we will show
you how to do in the next chapter.
Chapter 10: Types of Instagram Ads
Hello there once again!
Let’s keep ourselves busy
by jumping right in and
showing you the types of
adverts available for
advertisers on Instagram and where you can go to create them.
Ok, the first type of ad that you can create on Instagram and, in fact, the easiest
one to create is “photo ads”. You can create a photo ad by taking a photo and
promoting it or by selecting a photo from your gallery and promoting it.
One thing to note though is that you will be able to set up a photo ad after you
have created a photo post. So let’s show an example by creating one from a
photo post that we’ve already published.
We will start by going to our profile so we can search for a photo post that we
can promote from there by tapping on the profile icon on the lower right. Once
Now, when you tap on that button you will be able to see what posts are
actually eligible for promotions, as there are certain conditions that a post must
comply with in order to be promoted, one of them being that images on the
post are 1080 by 1080 in resolution.
If your device’s camera is not able to take pictures at that resolution or higher,
you will need to snap your pictures from another device, save them to your
device and then upload them to your post through your gallery.
Alrighty then, with that out of the way, let’s continue by tapping on the arrow
icon on the upper right. Now, in this screen you will have to select a promotion
objective. You will have two options: to either “get more profile and website
visits” or “reach people near an address”.
The “get more profile and website visits” objective will allow you to show your
promoted post to the people that are more likely to click through your URLs.
The “reach people near an address” will allow you to show your promoted post
to people in a location that you want to target, for example in the case that you
have a business that you would like to promote in a specific area.
In our case we are going to select the “get more profile and website visits” as
our objective by tapping on it. Now you will have to set up your ad details. Let’s
start with the first options on top. We already selected our objective, so let’s
take a look at “destination” below.
In “destination” we are going to select the placement where we want to link
people to. We can select to either send people to our destination website or to
our business profile on Instagram, and we are going to select to send people to
Now, by tapping on the “action button” we will be able to select a call to action
button, and it will depend on what type of action we want people to take. There
are several actionable buttons including “learn more”, “watch more”, “shop
now”, “book now”, sign up” and “contact us”.
Because our objective is to send people to our website to generate more traffic
there, we are going to select the “learn more” button.
Next you will have to set up your target audience, your budget, and your
campaign’s duration. Let’s start with “audience”. There are two types of
audiences. Automatic audiences are target audiences that Instagram will set up
according to your own profile, with specific locations, gender and age set ups.
The other are custom audiences, which you can set up by tapping on “create
your own”. You have to start by giving your custom audience a name, as this
audience will be saved. Then you have to select a location or locations to target.
Then you’ll have to tap on interest to target people according to interests. In our
case, we are going to target people who like health care and healthy eating.
Then you’ll simply need to finish up by selecting an age group and target
genders. Once you are done here simply tap on the confirmation button.
Your new audience will be saved, and you will simply have to select it from the
“saved audiences” menu. Now you will have to select a budget and duration.
Here you can select Instagram’s own fixed budgets and durations or tap on “set
your own” to set up your own daily budget and duration.
We recommend you to set up a budget of $5 per day and to run your campaign
for a good 6 days, as that is the optimal way to learn if you will be getting back
