Initially in social network For SMM promotion on Instagram, only guerrilla methods could be used: commenting on photos, liking, adding as a subscriber. At first, all this was done manually, then special programs appeared to facilitate this monotonous and largely ineffective activity.

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With the growing popularity of the network - and its popularity grew exponentially - since 2016, targeted advertising on Instagram has also become available, that is, the launch of advertisements that are targeted to a specific audience in order to inform about goods and services.

Before we tell you how to place ads on Instagram, let's determine which brands, in principle, need this social network for promotion. To understand this, it’s worth answering two questions: “Who is your target audience?” and “Can you provide users with colorful content?” Since the main audience is women 25-30 years old, and the network itself is designed specifically for photo exchange, any company that meets these requirements can promote.

Therefore, first of all, it’s good to promote on Instagram:

• Online stores;
• Bars, restaurants;
• Baby products;
• Handmade goods;
• Fashion industry;
• Psychology, pedagogy, medicine (including target audience);
• Mobile applications;
• Leisure: flights, hotels, entertainment;
• Design from graphic to interior;
• Household products;
• Events, concerts;
• Training programs.

If you don't find your business on this list, don't worry - there are always exceptions. From our experience, we can say that even a product such as bolts and screws can be perfectly promoted on Instagram if you approach it with imagination and really love your product. Although this will be more of an image promotion than a promotion designed to attract new customers and sales.

The cost of advertising on Instagram depends on a number of factors: the type of advertisement and the characteristics of the audience to which it is targeted. On social networks, ads are shown on an auction basis - the higher the bid, the more often your ad will be broadcast. Since the competitive situation is constantly changing, it is convenient to use the optimization function, when the social network itself will lower the rate whenever possible. The price of an ad is also lowered when users are really interested in it and they click on it often.

In order to activate this function, in the “Optimization and Pricing” section, you need to select “Optimize for” - and select the “Get more clicks on best price" Then the transition price will automatically decrease when possible, and you will be able to spend your advertising budget wisely.

It’s difficult to answer unequivocally how much advertising on Instagram costs; in each case, the rate is determined individually. It can start from $0.01 and go up to several dollars. In our example, it is about 30 cents per transition.

Advertising on Instagram carried out through Facebook Business Manager. This free program, which allows you to create separate accounts for different clients and projects and provide access to them to any users, replenish your advertising account different ways, group campaigns for convenient reporting.

You can log in using your Facebook username and password. Next, in the “Settings” section, you need to select “create an Instagram Account”. After entering your login and password, you can proceed to creating ads.

Advertising on Instagram requires decent budgets. Therefore, an indicator of effective promotion is the organic growth of subscribers, that is, users who do not join because of advertising. Possible channels for attracting such users: friends, search engine. Let us share with you an interesting mechanic for increasing organic users.

Very interesting way – round-robin competition. Its essence is that a number of bloggers on similar topics agree on cross-promotion. These can be agreements taking into account the subject of the product or taking into account the parameters target audience. So, in the first case, the pediatrician negotiates with a children's osteopath and a number of children's stores about mutual advertising on Instagram. In the second case, Starting point It is the audience, its demographic, social and psychographic characteristics that serve. For example, a psychologist is launching a joint competition with cosmetics and personal care stores, that is, the products are different, but their audience is related - mainly women aged 25+.

The mechanics of such activity are as follows: prizes are announced, which, as a rule, are provided by each of the organizers. To participate in the drawing, users must subscribe to each of the activity organizers. To do this, each of them indicates in the announcement who exactly to subscribe to. The user goes from one account to another and as a result returns to the one from which he started. That is why the competition is called circular.

The advantages of this competition are the rapid increase in the number of subscribers from the target audience. Disadvantages of activity - users are motivated by the prize and often subscribe without delving into it, and then unsubscribe just as quickly.

Therefore, first of all, the result of activity is contact with the user at least at the time of subscription and at the time of unsubscription. Some users will stay with you due to inertia (too lazy to unsubscribe), others - because they are interested in you. During the competition period, it is especially important to pay attention to your content and make it truly useful for the user.

The cost of such advertising on Instagram is determined by the value of the prize; as a rule, it is in the range of 1000 – 5000 rubles. In order to be able to launch such a competition, it is important to have either a wide network of acquaintances with similar topics or products, or to be able to search for and negotiate with the right people, or contact an SMM agency for help.

As with other social networks, it is important to be able to combine the growth of organic subscribers and users joining via advertising.

Recently, targeted advertising has become possible on Instagram, all thanks to the company’s launch of the official advertising system Instagram ads. Previously, it was only available to large brands with crazy budgets

But now mere mortals have the opportunity to experiment. You no longer need to search for various exchanges and manually negotiate placement in the feed with individual bloggers.

I decided to study how it works and prepare step by step lesson, it’s still impossible to ignore the fastest growing network, which has overtaken Twitter in terms of audience and will soon be approaching 500 million users if you are in one way or another connected with Internet marketing.

This is a huge channel for attracting clients and customers.

Who benefits from advertising on Instagram?

To answer this question, you need to look at the number and composition of the audience of this network - according to TNS (early 2015), there are more than 10 million Instagram users in Russia, the demographic profile leans towards the female audience - 77%, significantly fewer men, only 23%. For the most part, this is a young audience, usually no older than 25-30 years.

The maximum effect will be received by:

• Restaurants, cafes and other local establishments.
• Online stores of clothing and accessories.
• Beauty industry: salons, hairdressers, etc.
• Mobile applications and games.
• Niche of furniture, interior and design.
• Leisure: hotels, airlines, tourism.
• Promotion of events and concerts.

In principle, Instagram can be a good advertising platform for any campaign, the main thing is to be able to create high-quality visual content.

What does advertising on Instagram look like?

Typically, advertisements are presented in photo or video format. On the right top corner advertisements are identified by the Sponsored tag and may be shown to you even if you do not follow the advertiser.

The person who is shown this ad can follow the advertised brand's account, like it and/or be active in the comments. Below is an example of a promotional video that pops up on my Instagram from time to time:

Instagram Ad Formats

As part of these goals, you will have 3 advertising formats: images, videos and carousel.

• Images

Usually they are an attractive image with a clear call to action like “Install now”, “Subscribe”, “Buy!”, “Learn more”.

• Promotional videos

This is an advertisement in the format of a 30-second video that allows you to talk about the subject of the advertisement, show all the advantages and attract the attention of potential buyers. Videos can be uploaded in both portrait and landscape formats.

• Carousel

In March, Instagram announced the introduction of carousel ads, which can display multiple images at once with the ability to swipe. You can also install a CTA button here that takes users to your website.

How to set up an advertising campaign

Below, I want to tell you how to create your own Instagram ad and launch advertising campaign using a tool Facebook Power Editor. Actually, there is no other way, you can’t run ads directly on Instagram, it’s not for nothing that Facebook bought this network for $1 billion in 2012 😉

1. Business account on Facebook

First of all, you need to create a . If you have more than one page of this type, you can use the Facebook Business Manager Tool, a tool that allows you to work on several accounts at once.

You can link your Facebook business page to your Instagram account in your account settings. However, this is not at all necessary to start advertising on Instagram.

If you went to link your Instagram profile to Facebook, to complete it you need to link it with an advertising campaign:

By the way, when you use a Facebook page to create advertisements for the FB social network, the same advertisements can be published on Instagram. If you don't have the ability to edit and create ads, this feature will become available soon.

2. Create a campaign in Facebook Power Editor

After logging in Facebook Power Editor, select the account you want to use, from now on you can start creating a new campaign.

Let me remind you that there are three actions that can be applied to advertising on Instagram: transitions to the site, installation mobile applications and video transitions. Select the option that best suits your needs.

Don’t forget to select the “Auction” option in the “Purchasing” type item to buy advertisements of the required duration for the target audience you have chosen. Enter a name for your campaign, ad group, and new ad, then click Create.

3. Set up an audience and determine a budget

When choosing your campaign settings, be sure to make sure you are in the “Manage Ads” section and go to the “Ad Groups” tab by clicking on the middle block in the left navigation menu. Check the box next to your campaign name. In our example, the name “Alt” is used. Then press the edit button located at the top center of the screen to open the settings.

Specify a budget, ad display schedule, set optimization and pricing settings, advanced delivery, and the most fun part - the audience. Here are individual targeting options that will allow you to determine your maximum target audience.

Most Facebook ad targeting options are also available for Instagram ads. These include location, demographics, interests, habitual actions and much more. To begin with, you don't necessarily need to use all of your targeting options at once. We are most concerned about location, age and gender.

When you get to the Placement section, check the Instagram box. Please note that this option cannot be used in conjunction with other options presented. You can also specify which mobile devices the ad will be shown on (iOS or Android only, or all available devices).

In the future, you can return to editing the audience groups that you created earlier; to do this, you need to go to the “Tools” section. Don’t be lazy to experiment with the demographic parameters and interests of your audience; the effectiveness of the entire campaign depends on this.

The main thing is to choose the right target audience and focus on providing quality and relevant content. This is the only way it can bear fruit.

3.1 Retargeting

In addition to attracting new clients and customers, you should also focus on how to return those users who were already on your site and took a certain action or, on the contrary, were inactive. The system offers a special tool for tracking your website visitors and collecting data about them, it is called an “audience pixel” and is a code that needs to be placed in a website template.

Think carefully about which pages this code should be placed on, for example, you can generate two versions of the code and, accordingly, two audience groups, place the first code on pages that are visible only after payment or order confirmation - then you can “catch up” with these visitors using advertising and offer additional products to achieve repeat sales. Insert a second “audience pixel” onto the cart page to track those who left without completing the purchase - they can be reminded of the items in the cart and offered additional discounts.

4. Payment model

In the “Optimization and Pricing” block, I recommend checking “Optimize for” - Pay for impressions, and selecting “Get more clicks at a better price.” Then you will have a chance to get clicks at low rates if your advertising really arouses the interest of the audience.

As for the average cost of traffic, give some universal prices complicated, in each case the rate is determined individually and depends on many factors. The bet can start from $0.01 and go up to several dollars. Personally, I got about 30 cents per transition.

5. Create an ad for Instagram

The last step is to create the ad itself. In the left column, go to the “Ads” tab, select the current ad and click “Edit”. Once you get to this point, you will need to select a suitable Facebook page and link it to your Instagram account. Here, you can even create a new Instagram account if necessary.

Next, you will need to enter the content of your ad (up to 300 characters), and indicate the URL (the page that the user will go to when clicked). Select an image and a CTA (call to action button). Among the available buttons are: Reserve; Contact us; Download; More details; Buy; To the store; Register; See more.

If you want an ad that will deliver results, be sure to take the time to create attractive illustrations. Select images in square or horizontal format; a resolution of at least 628px on each side is recommended. It is important to motivate people to do what you need. Let it be posting a selfie, clicking on a link, subscribing to a newsletter, or tagging a friend in the comments under a photo.

WITH right side A preview window is provided, so you will always be aware of how your ad looks. Facebook is very strict about the quality of images used. For example, I had to replace the image with another one, since Instagram does not allow images with captions on them if they occupy more than 20% of the image. Familiarize yourself in advance

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is one of the most effective services for promotion own business . You can make money by advertising products, but you will need a well-promoted and popular profile with a “live” feed. After ordering a paid publication, the conversion and sales increase exponentially. Payback occurs immediately or over time, but income almost always covers expenses.

• per month - 400 million active users in the world, of which 18.5 million Russians;
• 80 million new photos appear every day;
• 75% of users are from Europe, Asia and the CIS countries;
• The largest share of the audience is girls aged 17-35 years.

Advertising on Instagram attracts new customers and allows you to build business connections with other private enterprises, mainly small businessmen. You can advertise your own products directly in Instagram app, on Facebook pages, in the profiles of famous bloggers. Leading large accounts sometimes earn staggering earnings on Instagram from advertising, so not everyone can afford their services.

A few tips on how not to make a mistake with advertisements:

• There is no place for selling expensive specific equipment here. There are exceptions, but generally combines, trucks, expensive server machines, etc. are not popular with the general public.
• If a non-standard product is offered, you will have to use maximum creativity to attract users. Ideally, it should be interesting and attractive.
• For a small advertising budget, it is better to stick to standard promotion methods. The following will help you get the most out of your investment: using high-quality images, attractive prices for goods, providing evidence of the benefits of purchasing a service or product from the company.
• It's better to use targeted advertising. With the help of targeting, you will be able to attract the target audience and not waste money on useless banner displays.

1. Set the main task: promoting a name, increasing the number of sales, attracting users, increasing the number of subscribers, likes, etc.
2. Determine your target audience. Targeted advertising on Instagram is much more effective.
3. P imagine and implement fresh interesting idea.
4. Prepare your profile and website in advance for a large influx of users. Advertising a service is half the battle, since you still need to retain your audience.
5. Create a business account on Instagram and create a profile on Facebook, all manipulations are carried out through Facebook.
6. Choose a content format: photo, video, carousel.

Types and costs

All types and prices vary:

• targeted advertising on a blog or commercial page. It is impossible to say exactly what different advertisers pay, as the cost fluctuates greatly depending on numerous factors. Very approximately, but for one click you will have to pay 15-20 rubles;
• displaying ads in thematic groups;
• accommodation advertising company through the exchange.

Advertising with bloggers is inexpensive, if the account has few subscribers, such profiles can be purchased very cheaply (starts from 30-50 rubles), but promoted accounts will cost a penny. How much advertising in a group costs is determined by the administrators and sometimes reaches a million rubles. In order not to search for public pages on your own and negotiate the cost of displaying publications, you can use the exchange. It makes it easier to choose a suitable group and find out about the cost of an advertising campaign.

Before you can make money by displaying paid ads, you need a set of active subscribers, active account management, the presence of copyright photos, etc.

Typically, a post is customized before you put it on your Facebook profile. Basic settings:

• On the page " Audience» the display region, user age, gender, spoken languages ​​are set;
• on the " Types of placement» select the method of displaying ads;
• « Budget and schedule» is a page where the ad display time is indicated and the company’s optimal budget is selected;
• on the " Media» It’s easy to change the ad type and content.

What is targeted advertising

Targeted advertising refers to an official method of advertising products, in which only users with a certain lifestyle, age, income, gender, place of residence, etc. fall within the target audience.

Instagram advertising exchange

There are a lot of exchanges where advertisers and owners of platforms for displaying commercial posts upload their offers. It is easier for both parties to find each other and agree on advertising products or services. Additionally, exchanges are needed to provide a guarantee of payment for goods and fulfillment of the terms of the transaction, this helps to avoid fraud.

In the fall of 2015, Facebook opened up the possibility of creating and launching targeted advertising to users on the Instagram social network. In this article you will see step by step instructions how to set up this advertising through Manager Facebook advertising.

What does advertising look like on Instagram?

It looks like a regular Instagram post, plus there may be a call-to-action button at the bottom that leads to an external site, and there is always an “Advertising” label in the top right corner.

What can you advertise on Instagram?

• link to an external site (including using a video instead of a photo)
• link to an external site with conversion tracking
• video
• mobile applications

Facebook is also promising to add the ability to advertise any post from your Facebook Page, but my account doesn't have that option yet.

Step-by-step instructions for setting up advertising for Instagram

Preliminary actions.

Step 1. Connect your Instagram account in advance to the fan page that you will use for advertising.

To do this, go to Fan Page Settings, open the “Instagram Advertising” section on the left and click the blue “Add Account” button.

Result:

Important feature!
1 Instagram account can only be linked to 1 fan page. You can remove it from the Page and relink it to another at any time.

Question: Is it possible to do Instagram advertising without connecting an account? Yes. What does this affect, read further in the article.

That is, I select the Goal “Redirect people to the website.”

Note! On the right you are shown the approximate reach of people per day for the budget you specified. Moreover, the reach on Facebook is less than the reach on Instagram. This means that advertising on Instagram is now cheaper.

Step 5. Scroll down and proceed to the final step - Setup appearance ads.

If you select video, you again have the choice of uploading your video from your computer or creating a video based on your slides.

Facebook suggests to the right the parameters that the video and slide show must meet:

Remember: Facebook skips images where the text takes up a maximum of 1/5 of its area (that is, 20%).

The aspect ratio for Instagram can be 1:1 or 1.91:1. IN in this example I use the exact same image that I use for Facebook News Feed ads on computers. Its dimensions are 600 by 315 pixels.

Even lower in the left column you configure only 3 options:

- select the same fan page to which you linked your Instagram account,
- write the advertising text yourself,
— and choose what will be written on the button (I chose “More details”).

Now on the right you can see a preview of what your ad will look like on Instagram. To do this, click on the horizontal “block” where it says “Instagram new”:

To disable unnecessary ones, click Remove to the right. Leave only Instagram.

All you have to do is click the green “Place an order” button.

How to see an ad on Instagram itself?

Go to Ad Manager. Open your campaign, Group, and ad within it. There will be an “eye” icon on the right. Click it. A pop-up window will appear. In it, click the link below “View Instagram Permalink with Comments.”

The disadvantage of this preview: it is impossible to test the operation of the button leading to an external site, since it is displayed only in mobile version Instagram.

All other functions for editing an ad, targeting, budget, stopping and restarting an ad are exactly the same as with any Facebook ad.

Now you know how to create Instagram ads using Facebook Ads Manager. Share your results in the comments, please.

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IN Lately promotion on social networks is gaining momentum, and companies of various directions see this as great opportunities to advertise your products and services. One of the most relevant platforms today is Instagram, the number of users of which, according to mid-2016, exceeded 500 million people.

Back in 2012, Instagram was absorbed by Facebook, and the price of the agreement was a tidy sum - $1 billion.

This platform provides the opportunity to use targeted advertising, which consists of various types of advertisements shown only to a group of people united by common criteria that are determined by the target audience itself, in other words.

Initially, the service could only be used by representatives of large businesses, companies with multimillion-dollar turnover. Now targeted advertising is available to anyone who wants to arm themselves with it. There is no longer any need to ask different bloggers to post on their accounts.

As for the Russian-speaking Instagram audience, it is about 10 million people. Interesting feature is that 77% of it refers to females, men show slightly less interest in this social network - 23% of the total number of users. As for the age range, these are often young people under 30 years old.

Instagram is a photo gallery where users show their lives by posting photos and sometimes with short videos. Therefore, here you can advertise everything that can be photographed.

The best results in promotion are achieved by:

• fast food establishments;
• online stores and services;
• IT industry products;
• promotion of media personalities and artists;
• hotels and other organizations working in the tourism sector.

This is far from full list areas of activity where targeted advertising will be useful and bring results.

How to advertise on Instagram

Advertisements contain an image or short video. In the upper right part of the post you can see the inscription “Sponsored”. To come across such an ad, it is not at all necessary to be a profile of a brand that is an advertiser. The target audience is determined not by subscribers, but by age, gender, place of residence and other criteria set by the customer.

There are 3 options for how the alert will look:

1. The image is usually bright photo, which encourages a person to buy a product or install an application. Often pictures are used to inform potential clients, especially when we're talking about about the new trademark, which has not yet won the trust of consumers;
2. Video content – ​​small commercials (no more than 30 seconds) that have much in common with advertising on television or, for example, on YouTube;
3. Carousel – makes it possible to place several pictures at once, successively replacing each other. In addition, you can install a link to the advertiser’s website or other resource.

It all starts with Facebook, then Instagram

First, a business page is created on FB through the user's personal profile. For those who need several similar pages, the Facebook Business Manager Tool service has been developed, which makes it possible to manage several similar profiles simultaneously.

After creating a page, an Instagram profile is linked to it in the settings, although this step is not necessary for placing targeted advertising.

But if you have already linked your Instagram account, you need to link it to the campaign.

This approach provides some advantages, namely the ability to publish sponsored posts on Instagram that were posted on Facebook.

Creating a campaign for Instagram

Upon completion of registration in Facebook Power Editor, a profile is selected that will be used in the future.

It is worth mentioning once again that among the targeted advertising tools, clicks to the site, installation of applications and videos are available. You need to choose the most suitable option.

In the “Purchase Type” column you need the “Auction” item. This is necessary to set the timing and target audience. The name and other parameters are indicated here. After filling out the form, you need to click “Create”.

You need to check the box next to the campaign name (in the example in the photo the campaign is called “Alt”). Then you should select the edit item in the upper central part of the form.

Here you configure the parameters of not only the budget, but also the target audience, based on the parameters provided by the service. The main ones are age, gender and place of residence.

In the Placement section, you need to check the “Instagram” box. It is important to note that it is not possible to use other items with it. In addition, it is possible to select the operating system on which advertising will be broadcast (for example, iOS or Android).

The above settings can be changed after the campaign is launched, for which you need to select “Tools”.

After the work has been done, you need to use the “Upload Changes” button at the top of the screen. The advertising post will be reviewed by moderators within 24 hours.

P.S. I am attaching screenshots of my earnings in affiliate programs. And I remind you that everyone can do it, even a beginner! The main thing is to do it correctly, which means learning from those who are already making money, that is, from professionals.

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