Top 5 Instagram Ads Best Practices for Business

Instagram Ads Best Practices

“Top 5 Instagram Ads Best Practices for Business” written by Mike Marko.

If you’re reading this article on Instagram ads best practices, you’ve probably already gone through your own share of failed Instagram ads.

Now you’re here because you don’t want your next ad to fail too.

I’m here to tell you not to worry, because it doesn’t have to. Instagram marketing and advertising isn’t rocket science.

All you need to be successful is a bit of creativity and an understanding of both your brand and target audience. And knowledge of Instagram ads best practices, of course.

In this blog post, I’ll discuss in detail some Instagram ads best practices and how they can help you grow your business. You can use these to guide your own advertising campaigns on the platform.

So if you’re ready, let’s get started in our discussion of my Instagram ads best practices!

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5 Instagram Ads Best Practices for Businesses

As a quick reminder, there are currently several types of Instagram ads:

  • Picture ads.
  • Video ads.
  • Instagram lead ads.
  • Carousel ads (multi-photo ads that viewers can scroll through).
  • Slideshow ads (multi-photo ads that play as a slideshow automatically).
  • Instagram Stories ads (time-sensitive ads that may be either image or video).

As with other platforms, advertising costs vary based on topic, brand, audience, and more.

In general, though, Instagram’s median CPC (cost per click) tends to be a little higher than that on Facebook and Twitter.

That may be due to any number of things, including competition. But one thing to consider is that Instagram is also the social network with the highest user engagement rates.

So some advertisers might say you pay a little more for Instagram ads (on CPC, anyway), because they’re being shown to a more-likely-to-engage audience.

Whatever the case, it does serve to highlight why you need Instagram ads best practices. If you’re paying even just a little more for your ads on this platform, you need to make the most of every dollar.

So if you’re ready to learn how to do that, let’s get started on the Instagram ads best practices you should use. These can help you get the biggest bang for your buck when advertising on the platform.
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1) Tell a Story with Your Ad.

This is one of those Instagram ads best practices that you’d think would be obvious. Yet so many people fail to do it in their ads!

Remember the adage “A picture’s worth a thousand words”? Well, those thousand words aren’t random ramblings — they make up a story.

That’s what makes the most memorable pictures in history memorable. Carter’s Starving Child and Vulture, Bourke’s Gandhi at His Spinning Wheel, Eisenstaedt’s V-J Day in Times Square… all of them tell a story.

Your ads, whether they’re pictures or videos, should follow the same rule. Tell a story with them in order to lure your audience into viewing the ad and its message.

Tell the story well enough and your audience may even share it with others. If they’ve stayed to the end of the story/ad, they’re also likelier to follow your CTA (call to action).

This isn’t a call for you to use only Instagram Stories ads, by the way. The fact is, you can tell a story using any of the ad formats offered by the platform.

Want an example? Just look at National Geographic’s Instagram account. Even its regular posts illustrate this particular tip in my list of Instagram ads best practices.

That’s because every single photo uploaded by NatGeo tells a story. And Instagram users know that — NatGeo’s is the most followed business account on the social network.

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2) Know What You Want.

Another Instagram ads best practice is to clarify all of your ad campaign’s goals from the very start.

It’s crucial because if you don’t, the rest of your plans can easily go awry.

For example, you may end up investing in ads that only build more site traffic when what you really wanted was higher conversions. Or vice versa.

So before you start putting your ads together, ask yourself questions like the following:

  • What are your goals for this ad campaign? What do you want to achieve?
  • Are you trying to build brand awareness?
  • Are you looking to build more website traffic?
  • Do you want more conversions?
  • Do you want more content downloads?
  • How would you rank your goals in order of importance?

How you answer these questions can have big implications for your ad campaign. It can affect the format of your ad, the content of the ad, and even your budget.

That’s why articulating goals and designing your campaign with them in mind is one of my Instagram ads best practices.


3) Don’t Make Ads That Look Like Ads.

It sounds like a joke, but it’s not. Producing ads that don’t look like ads is really one of my Instagram ads best practices.

That’s because consumers actually tend to respond better to ads that aren’t too obviously ad-like. It’s not hard to see why.

To understand this one of my Instagram ads best practices, think about your own online or social media activity. When an ad comes up, doesn’t your brain tend to immediately discount it?

It’s the old oh-I-can-stop-watching-TV-while-the-commercial’s-on mentality.

Now if an ad comes up that doesn’t look like an ad, you’re less likely to ignore it. You’ll think it’s a real user post on the social media site.

Some people think this entry in my list of Instagram ads best practices means they shouldn’t create well-produced, clean-looking ads. Not at all!

Aesthetics are always important (add that to your list of Instagram ads best practices). Especially on a platform like Instagram.

All I’m saying is that your ad shouldn’t look like it’s beating the consumer over the head with your CTA — that’s something that always screams “advertising” to people.

It should also look relatable and human… not airbrushed to death where everything and everyone in it no longer looks authentic.

Authenticity matters. A 2017 survey showed 86% of people (and 90% of millennials) consider it important when choosing brands.

The same survey showed that 20% (and 30% of millennials) have unfollowed a brand on social media because of inauthentic content.

So keep that in mind as another of your Instagram ads best practices. Focus on authenticity for your ads — instead of on cold and corporate “perfection”.

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4) Be Consistent in Your Ads.

The fourth of our Instagram ads best practices is related to authenticity.

Being consistent is part of how you show authenticity as a brand. That’s why your ads, even if they’re from different campaigns, should always have a common thematic denominator in them.

As you create your Instagram ads, always pay attention to your visuals. The same for your ads’ messages.

For example, they should always represent your brand and what it stands for.

This is one of the more important Instagram ads best practices to remember in multi-ad campaigns. If your ads are consistent, people seeing more than one of them won’t be confused by your message.

They’ll also be more likely to act on your CTA. Remember, marketing is often about repetition.

Just remember the rule of 7 (you can even add it to our Instagram ads best practices). On average, a customer has to see an ad 7 times before taking action.

If he sees different ads for the same campaign, that satisfies the rule while also sustaining his interest — as long as they’re consistent in theme and message. But if your ads aren’t consistent, he won’t be likely to follow through.

5) Use Video Ads.

Yes, I actually listed all the ad formats on the platform before I started on my Instagram ads best practices. But video ads still deserve a special mention even among the others.

That’s because video advertising is bigger than ever. Even on Instagram, 25% of ads are now video ads.

If you don’t want to be left behind, you should start investing in it too.

Just remember that the other Instagram ads best practices still apply to it. Tell a story, make it authentic and consistent, and have a clear objective.

What’s more, try to keep your video short and sweet. Anyway, Instagram limits videos to under 60 seconds, so that restriction should help you keep content trim.

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Final Thoughts on Top Instagram Ads Best Practices

That sums up today’s blog post on the top 5 Instagram ads best practices. Advertising on Instagram could be one of the best things you do for your business.

But for it to yield results, you need to observe some Instagram ads best practices.

To recap, here are the Instagram ads best practices I discussed:

  1. Tell a story with your ad.
  2. Know what you want.
  3. Don’t make ads that look like ads.
  4. Be consistent in your ads.
  5. Use video ads.

Instagram is an incredibly powerful tool for your business. With it, you can get your business and brand in front of potential customers. Instagram ads in particular can do much to improve your brand visibility and increase conversions.

By applying these Instagram ads best practices, you can drive success to your business!

Have more questions about Instagram advertising? Leave them in the comments section below!

Be sure to also check out out this more comprehensive blog post: How to Market Your Business with Instagram And Get Results.

If you want help in building up the following for your social media accounts for business, feel free to contact me and we can talk about the different options we offer.

You can also check out Instagram Marketing Mastery by clicking here.

And always keep in mind… have fun!

By the way, if you need help in getting traffic to your website then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “Results in Advance” free consultation and let’s get started right away:

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Suggested Articles:
1. 5 Tips On How To Make Instagram Work For Your Business
2. The Essential Basics on How To Market With Instagram
3. How To Market Your Product On Instagram

Top 5 Instagram Ads Best Practices for Business - Mike Marko

Author: Mike Marko
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If you want help marketing online, then check out our services at IM Consultant Services.

Article: Top 5 Instagram Ads Best Practices for Business

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