Instagram popularity probably makes you feel that the platform is overcrowded and it isn’t possible to stand out and arouse interest of your audience. However, many brands begin to understand the power of promoting their products or services via Instagram Sponsored posts.
Instagram Sponsored posts work in a sense that when you promote a post, Instagram shows it on the feeds of the new followers which would have otherwise never seen it.
And in this case, more people notice your brand and there is a chance that they will start following you, engage with your profile or even visit your brand’s website and purchase anything you have to offer.
Wondering how to start using Instagram Sponsored posts?
Then keep reading further and you will discover when your brand should use Sponsored posts, how to create them in the Ads Manager and tips that will help you to create an effective Sponsored post.
Let’s dive right into it!
What are Instagram Sponsored posts?
Instagram Sponsored posts that are also called as Promoted posts are paid organic content you use in order to promote your brand, its products or services.
If you use Sponsored posts, you shouldn’t create a completely new ad with the same creative. In this case, you will use a particular already existing Instagram post with its previously received engagement that you show to a much wider audience including some non-followers.
What is more, keep in mind that Sponsored posts look precisely like other types of Instagram ads.
However, there is a difference among Sponsored posts and other types of Instagram ads. For example, other types of Instagram ads don’t use the existing post as their creatives, they upload new images and texts. In this case, all received engagement will disappear once your ad is over.
When to use Instagram Sponsored posts?
There are specific cases when Instagram Sponsored posts can indeed work efficiently. Here are 4 suggestions when you may use Sponsored posts.
1. When you seek higher visibility and brand awareness
If you want to make your brand more noticeable and recognizable, then idea of using Sponsored posts is really great.
Due to the reason that your Sponsored post reaches Instagram users who aren’t even your brand’s followers, you will be able to present your brand and, consequently, boost its awareness and start building relationship with new audience.
2. When you need to promote Shoppable Instagram posts
Shoppable posts are considered as a powerful method for brands to sell on Instagram. They allow brands to tag products on their Instagram pictures and, accordingly, show products with more details and induce audience to make a purchase.
So, don’t miss a chance to use Instagram images with tags products in your Sponsored posts in order to receive bigger amount of clicks and views on your Shoppable content and most likely drive more sales.
3. When you want to show collected user-generated content
If you have content created by your brand’s audience and it looks engaging, then it is a great idea to use it in your Sponsored posts in order to generate more engagement.
As you perfectly know that social media users trust more real people advices rather than branded content, in this case, Sponsored posts which include user-generated content will perfectly work with other audiences who aren’t your brand’s fans.
How to create Instagram Sponsored posts in Ads Manager?
Actually the process of creating Instagram Sponsored posts is very simple and you will see for yourself now. It consists of only 4 main steps.
As Instagram is related to Facebook, you will be creating Sponsored posts through Facebook Ads Manager tool.
So, log in to your Facebook and from the drop-down menu at the top-right corner of your screen select the “Advertising on Facebook” option. In order to start, click on the “Create an Ad” button. After that, you will be transferred to an Ads Manager page where you need to choose exactly “Engagement” as your objective.
The following task is to select your targeting.
In this case, in the left side navigation menu click on the “Audience” section. Then you will be asked to choose an audience who you want to see your Sponsored post. You have an opportunity to limit your selection by audience’s age, gender, location, interests, behavior and other characteristics.
Actually, while setting your Sponsored post’s targeting you have two options.
Therefore, you can keep your audience broad and general or be more strategic and choose lookalike audience.
What is great about the posts, which have the “Engagement” as an objective, is that they work effectively with any audience as long as the post is suitable to them.
Once the audience is chosen, it’s time to decide on Sponsored post’s placement and its budget.
If you don’t change your Sponsored post’s placement settings, then your post will be shown on both Facebook and Instagram. However, if you want to run your Sponsored post only on Instagram, remove the ticks next to every placement except for Instagram.
When it comes to budget, there are 2 options: lifetime or daily. In this case, ensure that you choose the option that is the most suitable for your needs. Moreover, you have a chance to set additional options to maximize effectiveness of your Sponsored post in the “Optimization for Ad Delivery” section.
It’s time for the creatives.
Fortunately, the process of making creatives for Instagram Sponsored posts is easy and not requiring a lot of time. Why? Just because you don’t need to think what image and caption’s text to use, you are just uploading a post you have already shared on your Instagram profile.
However, you need to ensure that you have chosen the Instagram version of your post. Also you have a chance to add an action button.
That’s it! Now just review ad submit your Sponsored post.
3 tips to create a more effective Instagram Sponsored post
- Express emotions. Sponsored post needs to express emotions. Only in this case, there are more chances that Instagram users will be interested in what you have to say or show, rather than not paying attention and scrolling to other posts. Consequently, Sponsored post that includes emotions will provide your brand with a higher engagement level.
- Forget about texts on images. Remember,Instagram is a visual platform. So, the posts which include texts receive lower engagement from an audience.
- Use images that are bright and stand out from other newsfeed posts. While thinking which existing Instagram content to insert into your Sponsored post, it is advised to use more eye-catching, more colorful images. Why? It is more likely that these images will induce people to stop, go back and read what you want to say. Also they drive more engagement.
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Taking everything into account, Instagram Sponsored posts are a powerful method to boost your brand awareness, receive more engagement or even turn simple users who aren’t your brand’s fans into your customers. All of this achieved only if Sponsored posts are used correctly.
However, you will get more efficient results if you apply Sponsored posts together with traditional Instagram ads. While Sponsored posts are a strong weapon to increase engagement of organic existing content, other Instagram ads help to reach more particular goals in general.
What do you think about Instagram Sponsored posts? Do you use them? Please share your opinion in the comments below!