9 New Tips For Video Advertising On Instagram
Shane Yeager
Instagram is lucrative for video creative.
They may be disabling like counts, combating “fake” posts, etc but despite the press, it’s still a thriving social outlet.
There are billions of dollars generated through company advertising on the platform. Though Facebook has owned Instagram since 2012, it's not seen as much controversy as many of the other platforms and provides a safe sharing space.
Instagram hasn't received the negativity that Facebook has, but still has access to its optimized ad platform.
For that reason, many advertisers are choosing Instagram as their preferred space on which to advertise. With the number of users growing daily, there are over 1 billion active users currently on Instagram.
It's known for being extremely user-friendly and inclusive, with similar features to various platforms, all in one place.
It also features Instagram TV, which is their version of YouTube, and their story feature which is similar to Snapchat stories.
If you're planning on investing in video advertising, Instagram will deliver a solid return on your investment if thought through.
If you're on the fence and unsure about how it can benefit you, read on.
We've got answers to all your burning questions about video advertising on Instagram, including new optimization tips!
Video Advertising Options on Instagram
There are two distinct types of video advertising options to choose from, story ads and in-stream ads. Since they use Facebook's ad platform to function, you will have to have a Facebook page to run the ads.
You will also need a business profile on Instagram, as well.
(There are benefits for making the switch).
Story Ads
If you want your ad to run in the Instagram Stories section, then this is the one for you.
*They display in a vertical format, filling the whole screen.
Stories are short-form, and users can view each story for 24 hours before it disappears. Your ad will pop up while users are viewing content in Stories and act like a mini-commercial between videos.
Because the ads are the same format, it will blend in seamlessly to the other content and not feel pushy, If designed in a native way.
In-Stream Ads
Instream Ads will feature in users' regular Instagram streams.
They will appear just as other posts do, with the only difference being a call-to-action button at the bottom of the video.
You can post these video ads either square or landscape, and they can be a maximum of one minute in length.
Carousel
The last type of video ad you can choose on Instagram is the carousel. They are the same as the carousel ads you may have seen of Facebook.
You'll have the opportunity to feature between two and ten videos in a slideshow format. Each video in the carousel will also have a bespoke button underneath as well, calling the user to action.
There are multiple ways to purchase, run, and analyze video ads. You can do so through the ad manager or via a third-party Instagram partner.
You will use Facebook's ad manager platform to run the ads, which is very user-friendly and offers easy setup. Choose your objective, target audience, and which format you'd like to use. Then, you can pick your advertising budget and publish the ad.
Why Is Instagram better than YouTube, Facebook, or LinkedIn?
Instagram has an active user base of over a billion people.
That means you've got a ton of potential to reach your target audience. Although YouTube has over a billion as well, it took the platform two times longer to hit this user base than Instagram did.
Facebook has 2 billion users, but the active user count is on the decline.
Since Facebook has been surrounded in controversy lately, its user base will likely become a bit stagnant, while Instagram will keep growing. That doesn’t mean Facebook is weak, it just will change your tactics over time.
The best part about advertising on Instagram is its Facebook ad manager integration.
It will allow you to post simultaneously on both Instagram and Facebook, thus doubling your reach and stretching your budget further.
The analytics are understandable and provide you with an in-depth analysis of the success of your ads. (It’s much easier to use than AdWords, so don’t panic if you’ve had a bad past experience).
You'll also be able to see where you're getting the most views and how many click-throughs you receive on each platform. Beyond that, the ad manager will break down the conversion rate on those click-throughs.
It will allow you to tweak your ad spend to focus on the platform performs better and give a higher return on investment.
For visual brands, Instagram is the most personable platform.
It allows businesses to build genuine relationships with their audience.
Over 80 percent of active users on Instagram follow business accounts. Many of these users have also connected with these businesses through direct message, email, or telephone, as well.
The most important statistic is that 30 percent of users have bought products as a result of seeing them on Instagram.
⚡Fact
The age group that makes up the highest percentage of Instagram users is between 18 to 29 years old. Over half of the people in this age group use Instagram. It's also good to know that there is a higher percentage of female users than male users.
Using common sense, this age group doesn’t have the purchasing power of the above 40 group but can be a great way for service brands to get their foot in the door at larger companies or luxury brands to cultivate lifelong affinity and trust.
It’s not always about a direct call to action sale, buyers, in fact, are going further towards trust-building over time.
They will dictate if you are a satisfactory and timely solution to their needs, the trick is being in their feed every day to remind them… you are.
What Kind of Videos Do the Best on Instagram?
When making a video for any type of advertising, its crucial to identify what you are trying to achieve.
What is the end goal of this advertising campaign?
Here are a few examples of goals your business may have and what type of video content works best for each.
To Attract a Fresh Audience 📢
Your goal might be to reach as many people as possible and let them know who you are. It is to attract users who aren't familiar with your business and grab their interest.
Stories: The best story ads for this type of campaign will be a carousel that features educational video clips that tell the story of your brand. It is your opportunity to showcase what your business is and how you help your customers.
In-Stream: For in-stream video, you'll want to feature a short, 15-20 second promo video that is attention-grabbing. Time-lapse videos will work great here, showcasing the before and after of your clients' experience with your business.
Conversions 💰
If your goal is to get your audience to purchase your product or service, then you need to show value in your product. You'll want your campaign to focus on conversions, which will ensure you spend the least amount of money per action.
Stories: Through Stories, it's useful to showcase the success a customer has achieved through using your product. It will help viewers to see value in the product you offer. Another video type that works well is event-based, featuring a recent event that showcased your product/service.
In-Stream: Use in-stream video ads to answer any questions that your audience may have that are holding them back from purchasing. You can also use it as a snip-it of a full product review and use your call-to-action button to link them to the full-length video.
9 Tips for Video Advertising on Instagram
1. Copy Facebook
Statistically, well-performing Facebook content will also do well on Instagram. If you have ads running on Facebook that are working great, then run them on Instagram too.
2. Keep it Natural
You want your content to be genuine and natural. Ideally, it should flow well with the rest of the material that users are viewing to ensure it doesn't appear like an ad. For stories, make it personable and casual. For in-stream, you can be more commercial and professional.
3. Short and Sweet
Instagram users are not looking for long videos like you'd expect on YouTube. Keep your videos short and to the point to keep users engaged. You're looking at about 6 seconds for a story ad and 15 seconds for an in-stream ad.
4. Keep Captions Concise
Again, shorter is better here. Make sure your captions catch the viewers' attention but don't make them too long or drawn out.
5. Put Your CTA in the Middle
Using a call-to-action is essential to making your viewers, well, take action. They work best by sticking them in the center of your content, rather than the beginning or then end.
6. Use the Rule of GIFs
Viewers love GIFs. They are great for the fact that they can play over and over again, in a well-flowing loop. If your video is engaging, then it may play multiple times so ensure you design it to be rewatchable.
7. Keep Stories Vertical
Always make sure if you are using Instagram Stories that your video is shot vertical. They need to play full screen to make them the most engaging, so shooting square or landscape video will not work.
8. Make it Mandatory to Play on Wifi
You can set your ad to only play when a viewer is in Wifi. It will ensure your video plays seamlessly, and they don't have to sit and wait for it.
9. Run More Than One Campaign
Instead of running one massive campaign, it's better to create multiple smaller ones. Have each campaign target different viewers to ensure you get the best reach.
Don't put all your eggs in one basket.
Breakdown of Video Specs
When shooting a video for Instagram ads, you may not know which specs to use to optimize your content. We've got you covered.
Follow these guidelines to ensure the best video content for each type of ad.
Story Ads
Maximum Resolution – 1080x1920
Minimum Resolution- 600x1067
Aspect- 9:16
Maximum File Size- 4GB
Maximum Length- 15 sec
Ideal Format- .MOV or .MP4
In-Stream Ads
Square Resolution- 600x600
Square Aspect- 1:1
Landscape Resolution- 600x315
Landscape Aspect- 1:9
Vertical Resolution- 600x750
Vertical Aspect- 4:5
Maximum File Size- 4GB
Maximum Length- 60 sec
Ideal Format- .MOV or .MP4
Should You Use Instagram Ads?
If your business has already invested in ad spend on Facebook, you should be running those ads on Instagram as well.
You'll get a considerable boost in reach from the addition of over a billion Instagram users.
Having a dual-campaign running can allow you to see which platform is performing best in your niche.
Now, all you need to think about is the rest of the social media platforms you can use to optimize your reach!
One thing at a time, but once you dive into Twitter, LinkedIn, and of course, YouTube, you'll have taken over the social media world... well kinda.
Good luck!
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