Instagram has grown to become almost as dominant a force in social media as its parent company – Facebook. Like Facebook, the vast power and universal reach that Instagram has achieved can be utilised by an Instagram ads company or individual looking to expand their visibility in the digital world far beyond their organic customer base. And let’s be clear, their reach is extensive, as of now they boast more than 1 billion monthly active users, with over 14 million of them in Thailand.
The Instagram Ads platform allows marketers to post sponsored content on the Instagram ecosystem with a high chance of reaching users primed to convert as it can be precisely targeted to the right people at the right time. Instagram advertising is particularly good at growing brand exposure, increasing website traffic, generating new leads and moving leads down the purchase funnel. Best of all, Instagram marketing really works. According to Instagram, 60% of people say they discover new products on the platform and 75% of Instagrammers take actions (visit a website, get directions, call, email or direct message) on a post.
One of the big selling points for an Instagram agency, private company or individual advertising on Instagram is that they can now use Facebook data to target their ads as effectively as Facebook ads. However, Instagram works differently than Facebook in the way it structures its advertising features and functionality. This is to do with the different, visual nature of Instagram. The platform has six formats you can use to place your ads. Four are called Instagram Feed Ads, and two are called Instagram Stories Ads.
According to your strategy (incorporating your goals, budget, timeline, resources, etc.) you must first choose between Feed Ads and Stories Ads as they have different technical specifications, for example, you can’t run the same video in both formats. Instagram Feed Ads are further divided into four categories: Photo Ads, Video Ads, Carousel Ads and Slideshow Ads. It is slightly complicated, but don’t worry, Facebook Ads Manager (which runs Instagram Ads) will automatically recommend the correct size of images and videos for each category.
There are some subtle differences between Feed Ads and Stories Ads that may help you decide which format is right for your campaign. Stories Ads are considered more of an 'immersive' experience. The length of these single videos demands attention from the viewer. It's up to you to determine whether the more natural style of the format will work better or worse for your brand and message. Well-known brands like fast-food and car manufacturers tend to favour Feed Ads. Everyone knows who they are, and they can focus on new products and experiences.
For smaller, less-known brands, the Stories Ads option can give them the introduction they need to register with a new audience. In many ways, Stories are also viewed as less invasive than Feed Ads and often resonate more with users. They also offer a better format for creativity and experimentation. They are certainly a good option for less mainstream and more edgy brands or campaigns.
Once you’ve created your ad, you bid for its placement using the same system as Facebook. Whether you use the manual or automatic bidding feature will partially determine how much you pay for an Instagram ad. Facebook and Instagram ads cost roughly the same amount, depending on the bidding process and current competition; but if you set a daily budget, you won’t exceed that amount. Setting a daily budget of just ฿1,000 per day is enough to provide you with significant results.
Whether you choose Stories Ads or Feed Ads will also have a bearing on your costs, with the former considered slightly more cost-effective. But there are so many factors – targeting, industry, time of year, demographics – that ultimately go into determining the final cost of your ads. Whether or not they are expensive is a matter of perspective, if your CPC (cost-per-click) is ฿20 and brings in 1,000 new customers with a high spend rate, you can consider it a successful ROI and a worthwhile investment.
Primal is an award-winning Instagram advertising agency, headquartered in Bangkok, that has the expertise and experience to conduct an Instagram ad campaign that will deliver results far beyond your expectations. Our ability to understand and articulate what does and doesn’t work in the Instagram marketing ecosystem is one of the many reasons why Primal has become the top Instagram advertising company in Thailand.
Primal makes the decision to advertise on Instagram a worthwhile endeavour for your brand. If you’re ready to harness the considerable advertising potential that Instagram represents, and you want to pursue Instagram advertising in Bangkok, contact us today. Our experienced team will be able to advise you on every facet of your campaign and maximise your budget for the best possible results. If you’re looking for the best Instagram marketing agency in town, look no further than Primal.
Instagram allows marketers to post sponsored content (image, video, text, link) on the Instagram platform to reach a large and targeted (age, sex, gender, interests, etc.) audience of online users.
Expect pay between ฿6.5 and ฿650 per click (CPC) on an Instagram campaign. Conversely, on a cost per mille (CPM) basis, it’s approximately ฿170 per 1,000 impressions.
While Instagram ads can, and should (for ease of use, monitoring and billing) be run via Facebook Business Manager, beyond that, you should view them as entirely independent marketing platforms.
A user is shown ads based on the people they follow and things they like on Instagram; along with their information/interests on Facebook (if applicable); and websites/apps they visit.
Instagram Stories allow users to share photos and short videos (>15 seconds) via their ‘Story’ feed, which is visible to followers of their Instagram account for up to 24 hours.
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