This presentation discusses the role of advertising on Instagram.

1. Social Media
Advertising
Tristan Hauck, Roscoe Cliatt, Emily Smith, Taylor Thompson, Kristo Tomasic

2. Instagram
Social Media Advertising 2
Pre-Advertising
Process
A company should have a well-
designed landing page for their CTA
button.
Landing Page
A company should have clear and
definite goals and design structure for
their Instagram Ad prior to posting it.
Goals & Design
Contrary to popular belief, a
company isn't required to have an
Instagram account to advertise on
Instagram. However, they are
required to have a Facebook page. It
is a good idea to have an Instagram
account to increase company
background and foundation.
Social Media Requirements
The company must have a distinct
brand and product to sell.
Brand & ProductMarketers should do their homework
on how the Instagram platform
operates prior to their advertising
endeavors. Studies show that the
best time to start Instagram
advertising is when a company has a
clear idea of what they want their
advertisements to achieve.

3. Instagram
Social Media Advertising
The first element to creating something to advertise is to know the goal of the advertisement.
This helps you know what type of content should be created (a photo or video), what should
be included in the content, and how you can tell if the advertisement was successful.
3
Goal of
Advertisement
First Ad
• Simple objective
• Large progress at the beginning
• Can easily track progress
• Easy engagement
1
Creating Leads
• Takes longer to see progress
• Less impressive results
2
Examples of Goals
• Certain amount of likes
• Certain amount of follows
• # of clicks on the website
• Video views
• Clicks on the offer given
3

4. Instagram
Social Media Advertising
• Posting an image is ideal because Instagram is known
as a photo-sharing social network.
• Post photos that are not seemed to be an advertisement
at the first glance. Don’t crowd a users feed with
images of products, instead use authentic pictures.
Doing so will drive more attention to the content and
cause users to stop and look instead of swiping
through.
• The image cannot contain more than 20% text.
• Videos can be useful for storytelling or for brands who
benefit from showing more visuals than a single photo.
• Advertisers need to make sure that the video is
appealing and can be understood without sound.
• Showing a video of a product being used can generate
better results than a simple photo.
4
Type of Content
Photo Video

5. Instagram
Social Media Advertising
The way you target your ad on Instagram will vary
depending on the the specific offer being made, and the
location of your business. You can give your ad greater
reach by simply selecting more countries, but the more
specific your ad is, the more effective your cost per click
will be for that ad. The budget that you set for an ad will
be based on the ad itself. Whether you wish to run the ad
for a specific period of time, or simply run a
lifetime budget for that ad. Facebook recommends the
lifetime budget option, as it offers a better opportunity to
have your ad exposed.
Targeting &
Budgeting

6. Instagram
Social Media Advertising 6
Performance
Measurement
Click Through Rate
This stat refers to the users that clicked on the advertisement in relation to the
number of impressions. Particularly on Instagram, this analyzes how the ad is
framed and if it compels customers to act on it.
Lead to Customer Conversion
This metric shows the amount of leads who become customers due to the
advertisement on Instagram.
Cost Per Click (CPC)
This allows marketers and company to determine what they are getting out of
the investment to advertise and whether it is appropriate. This is key metric to
marketers because it determines how much it cost the company to acquire a
new customer.
Number of Clicks
This metric refers to the number of clicks an ad has on it. .In the case of
Instagram it means the ad is appealing enough visually to look into the ad
and not ignore it.
Marketers need to utilize the statistics that Instagram provides
to understand the effectiveness of advertising. The usage of data
helps analyze the advertisement and enables the marketers the
opportunity to make changes. These metrics allow for marketers
to justify change and conduct experiments to measure
performance.
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1600 Likes