The introduction of social media in the digital marketing landscape has transformed the field of advertising. Social media platforms like Instagram are now at the core of most marketing schemes. Brands aiming to boost their sales can employ Instagram’s ad features to reach more customers than ever before.
Established businesses and startups are directing their advertising efforts on social media. Instagram’s business features make it one of the most popular platforms for brands to launch their digital shopping experience. Instagram ads have a significant reach of over 1 billion people.
Instagram ads are paid features that appear on users’ feeds, reels, and stories. Marked by a special “sponsored” label, Instagram ads typically include an image or video of the product accompanied by a link to the brand’s website or in-app store.
To make the most of Instagram ads, brands must know how to produce their advertising content. They need to carefully design each post based on the product they’re advertising. For example, simple in-feed ads are ideal for products that people can easily identify through a single image or video. Although Instagram allows video ads of up to 60 minutes, ideally, they should be short snippets rather than full commercials.
On the other hand, Instagram stories ads provide a more immersive experience since they appear in full-screen mode. Their design can include add-ons like stickers. Incorporating any element that adds movement is a plus. Even if the ad is not in video form, it can engage more audiences through the use of gifs. Additionally, brands can benefit from the story’s direct swipe-up link feature, which redirects users to landing pages, online stores, booking websites, or app installs.
Carousel ads are among the most versatile Instagram ads. They can appear on feeds and within stories. Their visual storytelling differs from single-image advertising since they can incorporate up to 10 images, thus allowing brands to showcase various products or tell multi-part stories. An effective carousel ad starts with a call-to-action or question to drive users to continue swiping.
With such a wide range of advertising options, brands need to make strategic decisions during their content creation process. To benefit from Instagram’s advertising potential and impact, ad design must be tailored to target audiences.
When designing Instagram ads, brands need to keep in mind that over 98 percent of users rely on the mobile version of Instagram. Therefore, creative assets must be optimized for mobile viewing. For instance, brands should film video content in vertical format with a maximum runtime of 15 seconds. The text should be kept to a minimum and, if used, needs to be legible, so large font sizes are recommended.
Despite their short runtime, videos are not necessarily catchy, and users may easily swipe and miss the ads. The first two to three seconds of the video ad must be attention-grabbing so that users get hooked and watch the entire ad.
Studies show that almost half of social media users watch videos on mute. Sound is an important factor to consider when conveying key information. Rather than rely on narration or catchy jingles, brands should prioritize visual storytelling with purposeful text overlays or captions when necessary.
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