Instagram has emerged as a formidable platform for brands looking to engage with their audience and drive growth. With over 1 billion monthly active users, Instagram offers a vast audience that can be leveraged to build a loyal following. One of the most effective strategies to grow your followers on Instagram is through the use of Instagram Ads. This blog post aims to provide a comprehensive guide on using Instagram Ads to increase your followers, supported by relevant statistics and insights from reputable sources.
Why Instagram?
Before diving into the specifics of Instagram Ads, it’s crucial to understand why Instagram is a powerful tool for digital marketers. According to Statista, Instagram has over 1 billion monthly active users, with over 500 million of them using the platform daily. This level of engagement presents a significant opportunity for brands to connect with potential followers.
Moreover, Instagram’s user base is diverse, with 71% of its users under the age of 35, according to a study by Pew Research Center. This demographic is particularly attractive to brands looking to target younger audiences with high purchasing power.
Understanding Instagram Ads
Instagram Ads are paid posts that brands can use to reach a wider audience. These ads appear in users’ feeds, stories, explore pages, and more. They come in various formats, including photo ads, video ads, carousel ads, and story ads. Each format has its unique advantages and can be tailored to meet specific marketing objectives.
Types of Instagram Ads
- Photo Ads: These are the simplest form of Instagram Ads, featuring a single image with a call-to-action (CTA). Photo ads are ideal for showcasing products, services, or any visual content that can grab the audience’s attention.
- Video Ads: With the increasing consumption of video content, video ads are a powerful way to engage users. These ads can be up to 60 seconds long and are perfect for storytelling, demonstrations, or sharing customer testimonials.
- Carousel Ads: These ads allow brands to share up to 10 images or videos in a single ad, each with its link. Carousel ads are excellent for showcasing a collection of products or highlighting different features of a single product.
- Story Ads: Appearing between users’ stories, these full-screen ads can be photos or videos. Story ads are highly engaging and can include interactive elements like polls or swipe-up links.
- Explore Ads: These ads appear in the Explore section, where users go to discover new content. Explore ads can help brands reach users who are actively seeking new accounts to follow.
Setting Up Instagram Ads for Follower Growth
Step 1: Define Your Objectives
The first step in setting up Instagram Ads is to define your marketing objectives. For follower growth, your primary goal is to increase your Instagram follower count. However, you may also have secondary objectives such as driving website traffic, increasing brand awareness, or boosting engagement.
Step 2: Identify Your Target Audience
Understanding your target audience is crucial for the success of your Instagram Ads. Instagram’s ad platform, integrated with Facebook Ads Manager, allows you to define your audience based on demographics, interests, behaviours, and more. Use insights from your existing followers to create a detailed audience profile.
Step 3: Choose the Right Ad Format
Selecting the right ad format depends on your content and objectives. For follower growth, story ads and explore ads are particularly effective due to their high visibility and engagement rates. Ensure that your ad creative is compelling, visually appealing, and includes a clear CTA encouraging users to follow your account.
Step 4: Set Your Budget and Schedule
Instagram Ads operate on a bidding system, where you set a daily or lifetime budget and bid for ad placements. Determine your budget based on your marketing goals and the estimated cost per follower. Instagram Ads also allow you to schedule your ads to run at specific times when your target audience is most active.
Step 5: Create Engaging Ad Content
Your ad content should be captivating and resonate with your target audience. Use high-quality images or videos, concise and persuasive copy, and a strong CTA. Highlight the benefits of following your account, such as exclusive content, special offers, or community engagement.
Step 6: Monitor and Optimise Your Ads
Once your ads are live, continuously monitor their performance using Instagram’s analytics tools. Track metrics such as reach, impressions, engagement, and follower growth. Use this data to optimise your ads, adjusting your audience targeting, ad creatives, or budget as needed.
Best Practices for Instagram Ads
Leverage User-Generated Content
User-generated content (UGC) is an effective way to build authenticity and trust with your audience. Encourage your followers to share their experiences with your brand and feature this content in your ads. According to a study by Nielsen, 92% of consumers trust UGC more than traditional advertising.
Collaborate with Influencers
Influencer marketing can significantly boost your follower growth. Partner with influencers who align with your brand values and have a strong following within your target audience. Influencers can create sponsored posts or stories that promote your account, driving their followers to become your followers.
Utilise Hashtags Strategically
Hashtags are a powerful tool for increasing the visibility of your ads. Use relevant and trending hashtags to reach a broader audience. According to TrackMaven, Instagram posts with at least one hashtag have an average 12.6% more engagement than those without.
Create a Compelling Bio and Profile
Your Instagram bio and profile are often the first impression users get of your brand. Ensure that your bio is clear, concise, and highlights the value of following your account. Use a high-quality profile picture, preferably your brand logo, and include a link to your website or a landing page.
Engage with Your Audience
Engagement is key to building a loyal follower base. Respond to comments, like and comment on user posts, and create interactive content such as polls or Q&A sessions. Building a community around your brand encourages users to follow and stay engaged with your account.
Measuring the Success of Your Instagram Ads
Key Metrics to Track
- Follower Growth: The primary metric for measuring the success of your ads is the increase in your follower count. Track how many new followers you gain during and after your ad campaigns.
- Engagement Rate: Measure the engagement on your ads, including likes, comments, shares, and saves. High engagement indicates that your ads are resonating with your audience.
- Click-Through Rate (CTR): CTR measures the number of clicks on your ad compared to the number of impressions. A high CTR indicates that your ad is effective in driving users to take action.
- Cost Per Follower (CPF): CPF is the total amount spent on ads divided by the number of new followers gained. This metric helps you understand the efficiency of your ad spend in acquiring new followers.
- Return on Investment (ROI): ROI measures the overall value generated from your ad campaigns compared to the cost. Calculate ROI by considering the long-term value of new followers, such as increased brand awareness, website traffic, or sales.
Analysing and Optimising Campaigns
Regularly review your campaign performance and use the insights to optimise future ads. Experiment with different ad formats, creatives, and targeting options to identify what works best for your audience. Continuously test and iterate your ad strategies to maximise your follower growth and return on investment.
Case Studies: Successful Instagram Ad Campaigns
Glossier
Beauty brand Glossier leveraged Instagram Ads to build a strong follower base and drive engagement. By using a mix of photo and video ads featuring user-generated content and influencer collaborations, Glossier successfully grew its follower count while maintaining high engagement rates. Their focus on authentic and relatable content resonated with their target audience, resulting in a significant increase in followers and brand loyalty.
MVMT Watches
MVMT Watches utilised Instagram story ads to boost their follower growth and drive website traffic. By creating visually appealing and engaging stories with a clear CTA to follow their account and visit their website, MVMT Watches achieved a 75% increase in followers over six months. Their strategic use of Instagram Ads helped them reach a broader audience and establish a strong online presence.
Airbnb
Airbnb used Instagram video ads to promote their unique travel experiences and inspire users to follow their account. By showcasing captivating travel stories and destinations, Airbnb successfully attracted a large number of new followers. Their video ads were designed to evoke emotions and create a sense of wanderlust, which resonated well with their target audience.
Conclusion
Instagram Ads offer a powerful and effective way to grow your followers and build a strong online presence. By understanding the different ad formats, defining your objectives, and creating engaging content, you can leverage Instagram Ads to reach a wider audience and attract loyal followers. Remember to continuously monitor and optimise your ad campaigns to maximise your results.
Investing in Instagram Ads not only helps you increase your follower count but also enhances your brand’s visibility and engagement. With the right strategy and execution, Instagram Ads can be a game-changer for your digital marketing efforts, driving long-term growth and success for your brand.
References
- Statista. (2021). Number of monthly active Instagram users from January 2013 to June 2018. Retrieved from Statista.
- Pew Research Center. (2021). Social Media Use in 2021. Retrieved from Pew Research Center.
- Nielsen. (2015). Global Trust in Advertising. Retrieved from Nielsen.
- TrackMaven. (2016). The Instagram Hashtag Report. Retrieved from TrackMaven.
By following this guide, digital marketers can effectively use Instagram Ads to increase their followers, enhance brand awareness, and drive engagement. Happy advertising!
