With over a billion people now using Instagram each month, it’s no wonder the app is becoming a rapidly growing powerhouse for purchase decisions.
The aspirational and highly visual nature of this platform makes for a seamless interaction with your products or services. So when you’re thinking about starting a campaign on Instagram, which ad type is ideal? Let us decode the options for you.
Ideal for: Sharing products and services in a simple yet effective way and introducing your content to new audiences.
Photo ads are the OG of IG advertising. Their simplicity means they’re cost-effective and they’re perfect for sharing appealing product shots, arresting visuals or meaningful quotes with your target audience. Aim for appealing or distinctive imagery that’ll stop viewers in their tracks.
Here's a recent photo ad showcasing a luxury Crown Group property, developed by our Instagram ad specialists. With imagery this lush, a simple photo ad can go a long way.
Ideal for: Sharing how-to videos, product demonstrations and quick narratives.
It’s estimated that mobile video accounts for 78% of total mobile data traffic. You have a 120 second limit for video ads on Instagram, but that’s more than enough time to provide a quick, useful and immersive experience for potential customers.
We recently created a fresh video ad campaign for booking platform Rezdy, providing helpful and timely support for tourism operators.
Ideal for: Sharing updates from your team, behind-the-scenes experiences and playful content.
With 500 million daily users, the Instagram Stories feature provides a fantastic way to reach an engaged audience and add interactivity through videos, polling stickers and the ability to swipe up for more information. Though Stories ads can be a little more complex to create, the returns can be great.
A Stories ad provides the opportunity to cover your products or services in closer detail, as with this example from Udemy.
Ideal for: Providing an overall sense of a product, service or theme.
A Carousel ad includes multiple photos or videos in one post, which allows the viewer to swipe through and experience the topic in greater depth. These ads can be used in really creative ways, from explaining a concept via text slides to showing off all the different ways a product could be used or worn.
We were excited to tell the world about our recent wins here at Rocket Agency, so we used a carousel ad to highlight these various awards in an interactive way.
Ideal for: Promoting specific retail products and inspiring spontaneous purchases.
130 million Instagram users tap on Instagram shopping posts every month, and you’d better believe they’re effective for on-the-spot conversions. Your image, video or Stories ad can include product tags that lead users directly to the relevant product page, so they can complete the checkout process right there on their device.
Shopping ads are a sure-fire way to capture the curiosity of spontaneous shoppers – have back-up stock at the ready!
Ideal for: Highlighting a product collection or range from every angle.
Collection ads are specifically product-focused and combine the best features of a Carousel and Shopping ad. A Collection ad can incorporate images, video and product listings in one smooth and comprehensive experience that has massive potential for instant conversions.
Collection ads also offer a sophisticated environment to showcase premium and high-value products, as this example shows.
Ideal for: Building your follower base and engaging with actively curious users.
More than half of Instagram users use Explore every month to serendipitously discover new accounts and content. Your ads will be shown to people actively exploring outside of their feed but within their interests, so it’s a great chance to capture their attention with something really intriguing.
Creating ads in Explore is all about standing out from the mix. Go for bold, dynamic and distinctive to attract those roving eyes.
Ideal for: Reaching viewers while they’re actively watching related creative.
IGTV has been around for some time now, but Instagram is currently testing the ability to show ads during creators’ longer-form video content. Time will tell how effective this option is, but it could provide the opportunity to reach people when they’re actively engaging with an account they love – and therefore capture a high level of interest for your brand or offering.
IGTV ads could provide opportunities to gain new visibility amongst targeted audiences. We anticipate these ads will need to be watchable, highly relevant and most importantly – feel authentic – to gain maximum impact.
You can create Instagram advertising within the app, through Ads Manager or by working with an experienced social media ads agency to optimise your strategy, creative and results. If you’re thinking about launching a new campaign and want to get more out of your marketing spend, talk to us here at Rocket!
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