With over 1 billion monthly active users and500 million daily active users, Instagram is a great place to advertise your business or services to a global market that cuts across different age groups and demographics.
However, most business owners have no clue what is Instagram
Video ad or how to create an Instagram Video ad to promote their businesses. In
this post we’ll highlight these and show you how to create your first video ad,
In layman terms, Instagram video ad is a type of traditional
video advertisement designed to a mobile-first standard as specified by the
social network. Instagram video ads are standard video ads whose lengths could
be anywhere from a few seconds to 60
In-Feed Video Ads
With Instagram video ads you can combine the power of sight,
sound and motion (in either landscape or square format) to promote your
business to the 500 million + daily active users. In-Feed Video ads make video
advertisement organic since it fits naturally into social media app layout.
Instagram users engage these video ads as they would every other in-feed
Carousel Video Ads
The introduction of carousel ads by Instagram provides
another layer of depth to video advertisement campaigns, allowing users view
layers of photo or video ad with a simple swipe. Carousel ads give business
owners opportunity to upload more than one video in a single advert.
Instagram Stories Ads
Instagram Stories affords the option of complementing your
feed content with ads on Instagram Stories. With Instagram Stories, you can
connect with over 500 million accounts using stories daily. Usage of Instagram
Stories Ads has gained traction as50% of businesses on
Instagram worldwide created at least one story during a typical
Some Other Interesting
Over1billion monthly active users
Over 500 million daily active users
50 billion + photos shared since so
25 million businesses registered on Instagram
Over 4.2 billion Instagram likes per day
Users upload over100 million photos and videos
Instagram presently has over2 million monthly advertisers
Over 200 million Instagram users visit at leastone business profile daily
1/3 of the most viewed stories are from businesses
Thepotential reach of advertising on Instagram is 802 million
70% of shopping enthusiasts turn to Instagram for product
31% of internet users between the ages of18 and 24 use Instagram and 32% of internet users between theages of 25 and 34 use Instagram
Instagram user-generated content has a4.5% Higher Conversion Rate.
Instagram projected revenue in 2019 is$14 billion.
How to Set Up and Run Your
First Instagram Video Ad
Here’s a step-by-step guide to setting up and running your
first Instagram Video Ad.
Step #1: Research
This is a strategic step towards creating an engaging video ad campaign. Before you begin creating or setting up your Instagram video ads, you should invest quality time researching and exploring your competitors ads. What types of ads are they running? What call-to-actions do they use? How muchengagement are they getting?
One productive way to do a competitive research is to visit
two or more competitors Instagram page, their mobile website, product and
landing pages and click on specific products. Some of your competitors may use
Facebook Pixel for Remarketing (an advertising form where users who have
previously visited your website are targeted with ads).
Carrying out Instagram competitor research is a great way to
get some amazing insight and generate ideas for your own unique Instagram video
Step #2: Set an ideal
Instagram Campaign Objective
Just as in every traditional business, setting up and running
your first Instagram video ad begins with setting clear goals and objectives.
By answering the what, why, when, where, who and how questions, you’d have a
clearer picture of what your video ads should look like.
Though there are similarities between Instagram andFacebook Campaign objectives, not all campaign objectives
available for Facebook can be used on Instagram. A campaign objective is what
you want people to do when they see your ads. It is how you want users to
engage your ads when they see it.
Instagram features default campaign objectives that you can
select from. Whatever objective you choose will influence your ads optimization
and how you pay for them. The following are the campaign objectives you canchoose from on Instagram:
Brand awareness: targets people more likely to pay attention
to your ads and increase your brand awareness.
Reach: This shows the maximum number of people your ad may
reach or who may see your ad.
Traffic: Sends people to your website or to your app.
App Installs: Takes people to the store where they can
purchase or download your app.
Engagement: measures how people interact with your ads by way
of comments, likes, shares, etc.
Video Views: Promote videos that display product launch or
customer stories so as to raise your brand awareness.
Conversions: This objective
allows users make a purchase or add payment info on your website or app.
To maximize a conversion objective or remarketing campaign
for users who visit your website, you will have to create and install Facebook
pixel first. AFacebook pixel is a small
piece of code that you can place on your website to track visitors and
When you have clear objectives from the onset, it helps you
tailor your campaign video content, target audience and format to these goals,
and you are better able to measure the impact of your Instagram video ads with
Step #3: Set Up Your
Instagram Video Ad Target Audience
Having done your research and set clear campaign objectives,
the next hurdle is getting your video ads in front of the eyes – people who are
most likely to convert..
For example, if your business sells gender-specific products,
your video ads will be targeting this gender primarily, and those of other
gender who may likely shop for their partners.
Instagram ads, like Facebook, has targeting based on
demographics, location, behavior, interests etc. There’s alsoCustom Audience which allows you reach users who have already
interacted with your business, or aLookalike Audience.
custom audience settings as you wish.
can also create lookalike audiences,
Using the duo ofFacebook’s Audience
Insights which lets you collate insights (geography, demographics, purchase,
behavior etc.) about your target audience, andGoogle
Analytics, you can narrow your target even further by collecting targeted
information about your audience’s interests, location, behaviour, and
The trick here is: the
more narrow the target is, the greater the conversion rate.
Step #4: Build a Creative
Instagram Video Ad
This is the melting pot where the first three steps outlined
above meet. Instagram allows you to make a video ad up to60 seconds long. However, the
first 3-8 seconds of a mobile video ad matters most, according to data fromFacebook IQ. It is also important to note that video ads
under 60 seconds recordhigher video completion rates, and keep audiences engaged.
In creating your Instagram video ad, consider the following
Instagram Video Ad Technical
Video Format: MP4 or MOV
In-feed Instagram video ads length: 1 seconds – 60 seconds
Stories video ads length: 1-15 seconds
Stereo: AAC audio compression
at 128kbps or higher
Max Size and length: 4GB/60 seconds.
Aspect Ratio: 4:5
Resolution: 600 x 750
Max Size and length: 4GB/60 seconds.
Aspect Ratio: 1:91:1
Resolution: 600 x 315
Max Size and length: 4GB/60 seconds.
Aspect Ratio: 1:1.
Resolution: 600 x 600
For more on specs for other Instagram video ads such as
Instagram Stories Ads, Instagram Carousel Ads and Instagram Canvas Ads.
With these in place, you’re set to run your first Instagram
How to Create Your First
Instagram Video Ad
Link your Instagram
account to your Facebook Page.
If you have an existing Facebook page, link your Instagram
account to it. Go to settings on yourFacebook page and click
Afterward, click “Add your Instagram to get
started”. Fill in your login details and continue to:
Create a Campaign
Go toFacebook Ads Manager and click on ‘Create Campaign’ at the
top left corner of the screen.
Set Campaign Objectives
Set clear, pre-determined campaign objectives as discussed in
step #2 above).
You’ll need to install a conversion pixel if your objective
is to increase conversion. To do this, select ‘Create a Pixel’ on the Create
New Ad Set page.
Create Your Ad Set
Once your campaign objective has been created, you’re good to
create your Ad Set. This is where you decide and define who you want to see and
engage with your video ads, and how much money you’re willing to expend.
Set Your Budget
You have two options for your budget – daily budget and
lifetime budget. A daily budget sets your video ad to run throughout the day.
Thus your spending is paced per day. For a starter, this is a good place to
start. Start with a low budget, and increase your spending if your ad performs
Next, decide whether you want a single image or video in your
ad or multiple images for a Carousel ad. After uploading your video you can add
text to your ad. You are at liberty to pick yourheadline and text caption.
You will also be able to customize the call-to-action in your
link button if your campaign objective is either conversion or traffic.
Now you can preview how your ad will appear on Instagram – to
the right of the text editor. Once you’re satisfied with what you’re seeing,
Step #5: Track Your Ad
This is where you see how users/people are interacting with
your Instagram video ads. Tracking your video ads shows you how it is
performing, and also helps you optimize your performance by adjusting or
editing your Instagram ad campaign as it runs.
You can use:
Power Editor: This is useful in managing
large scale campaigns, as it gives greater control over your campaigns.
Business Manager: This is ideal for a large
Facebook Ads Manager: Are you just starting out
with Instagram advertising? If yes, this is perfect for you.
Your Instagram ad metrics are available at the Ads Manager.
Simply go to the Ads Manager and click on the name of your Instagram Ad
campaign. There you would see a section at the top right that showsPerformance, Audience, and Placement Data.
When creating Instagram Video ads, spy on your competitors
and learn what works. Also, since you’ll be spending money, make sure to target
your ads properly as much as you can.
With a good video thumbnail and intro you will attract more
eyes and clicks, this is very important since Instagram Videos are muted by
default. Above all, try not to be too salesy, offer real value with a clear
call-to-action at the end of your ad.
Amos Onwukwe is an AWAI trained Business and Ecommerce
Copywriter featured in Huffington Post, Dumb Little Man, Self-Growth, Ecommerce
Nation, eCommerce Insights, Understanding Ecommerce, Result First, Floship,
WeCan, Grow Map, Small Biz Club among others.