In April 2012, Facebook bought Instagram for a reported $1 billion dollars. Since then, the two social media platforms have pretty much stayed two separate
social media platforms, both serving their own unique purpose. While each year Facebook makes billions of dollars off of small and corporate businesses
advertising, Instagram has only recently allowed companies like Adidas, Lexus, PayPal, and other big brands to run ads. But that all is about to change.
In June, it was announced that Instagram would be allowing Facebook advertisers the option to place their ads on the Instagram platform and last week we
got our first glimpse at this change. While you can check out their resources here we will give you the rundown of what you need to know to get started (since Facebook is still being hush hush).
1 – “Instagram ads are gradually rolling out and may not be available to you right now.”
First off, you may not even be able to use this feature yet. You can check by going into Power Editor, clicking on an ad set within a campaign, clicking
edit and scrolling down to the placement section:
If you select “Instagram,” you are unable to choose any of the other placements. So it appears that you will have to set up additional ad sets for traditional
Facebook ads if you still want to run those types of ads.
If this feature is available to you, you will have to connect your Instagram account
to your business manager account. You can also assign different Facebook accounts to separate Instagram accounts to make it easier if you have multiple
clients or pages.
From there you can create a campaign and pick from a “Clicks to Website” or “App Install” ad objective. Then, create an ad set like you would normally
do and pick the placement “Instagram.” The good news is, you are able to use ALL of Facebook’s targeting including custom and lookalike audiences and
can even use conversion tracking with exisiting pixels.
Now what are the requirements for the actual ad you ask?
- Image size: 1200×1200 pixels recommended
- Caption character length: 175
- Aspect ratio: 1:1
- Best practice: do not use URLs in the text. The call-to-action button (Shop Now, Sign Up, Install etc.) will link to a URL or app store.
Once you have your campaign, ad set and ad created, you can upload those changes and you are on your way to running ads on Instagram. Happy advertising!