10 tips for creating effective Instagram Ads

Do you have your business and want to advertise? But where to invest your budget in 2022? Facebook ? TIC Tac? Youtube ? Google ? The local press, the radio perhaps? SEO too? PRs? Not easy to decide. But in this article, we give you the keys to creating effective Instagram Ads. According to the social network, 50% of Instagrammers have visited a website to buy a product/service after seeing it in a story. Advertising on Instagram works, and above all, you can consider different formats to give free rein to your creativity, and above all, to do your A/B tests.

A quick overview of 10 strategies to help your copywriter create a great Instagram ad that engages…and converts.

1. Get your designs in the right format

It works and it is reflected upstream. Instagram is no longer simply the home of early square formats. Competed by Snapchat and TikTok, all formats are now possible. The square format 1:1, 16/9 and 4/5. Each format corresponds to an intention, each format corresponds to a distribution location! Are you more into stories? News ? Reels?

This first tip allows you to write a clear brief for your Creative. This is the first question to ask yourself: where will this content go? ” so ” what are the correct dimensions? “. “Tips: don’t ignore the ⅘ format, it takes up space on the surfer’s surf. »adds Clément Platteau, CEO of PICKERS.

Photo credit: Canva

2. Apply the 3V rule

Do you know the 3V rule? Video, video and video! This is the watchword if you want high performance. Even if your video is just a GIF, it’s still video. The numbers prove that video generated better performance than static content. According to figures from promo.com, video posts and video ads generated 38% more interactions. Additionally, 91% of respondents active on Instagram say they watch videos weekly on the platform, according to Business Instagram. Our advice: go to the video!

“Often delayed by BTOB actors, video is also a great way to perform. We favored the video format (GIF or recording) for the advertiser Room Saveurs (actor of the meal tray). The video format records the best results from campaigns. » explains Clément Platteau.

3. An Instagram ad? Yes, but for what?

Have you ever seen simple photos in your feed, a square photo that redirected to an influencer profile? With nothing to sell? He was an influencer who spent money on “boost a post”, with the simple goal of getting more exposure and getting more likes. But as a marketer, what is your goal? Do you have a notoriety objective? The conversion? Direct selling? Click? Once you start creating your Instagram ad, you’ll need to choose your campaign objective from the tool.

Depending on the lens, the creative angle can be completely different. For example, for the advertiser Les Petits Bidons, we set up campaigns with a traffic objective on specific creatives “Blog”. The intention: to generate qualified traffic at low cost which will then feed the sales campaigns with data. According to the digital marketing agency PICKERS, it is at this point in the creation of an Instagram campaign that everything can go wrong, and that the budget can be badly spent. Before you go headlong, name your goal!

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Photo credit: Pexels / Clément C

4. A multitude of possibilities

Over the years, the tool for advertising Instagram has become more complex, but above all has offered more and more possibilities to companies. Variety of formats, variety of locations, calls to action, and variety in what you can display on screen. Do you know about interactive ads? For example, brands can now insert polls within a creative to increase creative engagement.yearnonceur Leclerc used it to help promote organic products. The survey helps to highlight an affordable offer VS a consumer perception that describes organic products as targeted products. » specifies Clément Platteau, CEO of the social ads agency mentioned above.

5. The hardest? Create an effective scroll stopper!

If you’re like most Instagram users, you’ve already been caught up in endless scrolling. We connect and ten minutes later, we are still scrolling. A good Instagram ad stands out from others because it puts a stop to the scroll: it is captivating, it is intriguing, it stands out in colors, in tone, in form. And this, from the first 2 seconds if it is a video. Example of the Funky Veggie advertiser with PICKERS who bet for Candlemas on a creation that highlights the gourmet aspect of its product “OUF”. A scroll stopper that makes you hungry and values ​​the product well. What strategy can you put in place to stop the infinite scroll?

6. Your media buyer is one of the pillars of your Instagram campaign’s success

Good advertising is created for a specific audience: there is no point in trying to aim wide for an ad for dentures, for osteoarthritis or for cleaning products for aquariums. try to contextualize your creations as much as possible, and above all, target your prospects well: repeat your target carefully! The role of the media buyer is key, because it is he who will optimize your targeting and your expenses. Example of the Les Nouveaux Affineurs advertiser with PICKERS and the implementation of specific creations “cholesterol” for cholesterol hearings. Simple but effective.

7. Test all new formats

There was a time when Instagram launched IGTV. The stories. The coils. The social network is alive, adapting… and we advise you to do the same. As in politics, we talk about the trickle-down theory: Instagram is making big marketing efforts with the biggest influencers to adopt the new formats. If the largest accounts settle there, the rest will follow. Similarly, many observers have sensed a slowdown in certain formats in favor of reels, Instagram’s latest short-video tool. ” go with the flow », and you will be rewarded! Why ? Because the new formats are generally less bottled up in terms of advertisers, and you will have a great opportunity to make your creations perform.

As proof, the words of Adam Mosseri, the CEO of Instagram: “Instagram is no longer a photo-sharing app. People go to Instagram to be entertained, the competition is tough, and we need to do more about it. And that means there will be change. »

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Photo credit: Unsplash / Malte Helmhold

8. Best practice to adopt: create your advertising monitoring file

Seeing the advertisements pass is good. But archiving them, to find them faster, is even better! Screenshots, recorded video: the more you practice on a daily basis, the clearer your briefs to Designers/Editors and Art Directors will be! The PICKERS digital marketing agency even offers its clients an exclusive social ads monitoring file.

9. Always test!

This is the rule of all those who have read the classic of advertising, Scientific Advertising by Claude Hopkins. Advertising is not just art, beautiful visuals and magic words. It is above all results, analyzed in a scientific way. Does visual A perform better than visual B with the same text? Does text A convert better than text B with the same visual?

And what happens when we try a C visual and a C text? The Instagram ad creation tool lets you track results, analyze them, and see what your ” winner “. And when you have a winner… it’s time to test a D version! The rule is to constantly iterate to avoid ad fatigue as much as possible (that moment when prospects don’t to see even more your ads). Surprise them, test new formats!

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Photo credit: Georgiadelotz / Unsplash

10. A good, well-stocked fridge is always useful!

A sick Designer/Editor. Summer vacation. Changes of positions. Your organization is turned upside down for a reason X or Y, and suddenly, you have no more new products to test online? Or worse: your new creations convert really badly? In this case, always keep “fridge” creations. At PICKERS, teams always recommend having 1-2 media kits in advance. Every 6 or 9 months, you can rebroadcast them for a week or two, to ensure a minimum of sales, traffic, notoriety (depending on the objective chosen).

Want to be accompanied by Instagram experts? Find the social ads agency PICKERS, on its dedicated page.

PICKERS agency page

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