Top Tips for Instagram Sponsored Posts
Instagram is one of the best platforms to promote and advertise your business. Its focus on visual elements makes it different to the other social media platforms, so it stands apart from the likes of Facebook, Twitter and LinkedIn.
However, advertising on the platform can be tricky, especially with so many rules and regulations set by Facebook. You could post something you think will get thousands of likes, and it only ends up with twenty or thirty. There are many ways to advertise on Instagram, but today, we will look at one of the most popular forms of promoting on the social media platform – the Instagram sponsored post.
What is a sponsored post?
As defined in our article on Facebook sponsored posts, Instagram sponsored posts, are posts that were originally shared on a business Instagram’s feed, that a company has put money behind to deliver to a larger and more diverse audience. Facebook and Instagram posts are the same, but instead of the post staying on a business’s Facebook page, the content stays on the Instagram profile, long after the promotion has finished. They are easy to make and easy to get the hang of.
Remember the rules and regulations
As Instagram uses the same policies and regulations as Facebook, you are limited to what you can and can’t post. It’s important to read up on the guidelines that the social media platform have provided to make sure you aren’t going against their rules. For example, posts that contain third-party infringement, personal attributes and sensational content are all prohibited by Facebook. Whereas, posts about political issues, alcohol, and subscription services, are all restricted and come with extra precautions and rules you should follow. Always stay-up-date with the regulations too, as you not only risk your sponsored post getting rejected, but your whole ad account could be in danger as well.
Only post high quality and interesting images
As Jeff Bullas states, ‘Instagram is becoming one of the top channels for marketers, likely due to the fact that visual media is far more useful for engaging audiences than other traditional marketing channels online.’ Your audience do not want boring, repetitive images shared to their feeds every day, and they definitely do not want blurry, poor quality pictures. Ensure every image you share and promote is high resolution, relevant and hasn’t been posted a thousand times before.
Also, Instagram follows the same 20% text rule as Facebook, so make sure your image doesn’t have too much text in and run it through the overlay tool if you’re worried it does.
Vary up your content
People will switch off from spammy content and images they’ve seen tens or thousands of times before. Make sure each sponsored post has a different picture and copy. Promote different things happening in your business, new members joining the team, office days out, inspiring quotes, new products or an improved service. Make sure each promotion is different so you can see what content works the best with your audience.
Think about doing a competition to maximise the amount of likes you’ll get too. Asking your audience to like, comment and tag their friend is a great way to get the most out of your sponsored posts in terms of engagement. It will also help with reach too.
Hashtag the right way
Hashtags are a great way to find new audience members, but they are also useful for users to find you – especially since Instagram have introduced the feature that allows users to follow hashtags. You can conduct research and see what the most and least popular hashtags are in your industry – you can then aim for mid-range hashtags that mean your posts will be seen but won’t be lost in the array of images and videos.
Put your hashtags as the first comment on your post to keep the copy neat and tidy for promotion, while still maximising the amount of engagement and reach it can get.
Use videos in your sponsored posts
Video content is a great asset to a business’s marketing strategy because of the engagement it can produce. Promoting video content through sponsored posts is a useful way to generate more engagement and interaction too! Remember to include subtitles on your videos too, as lots of Instagram users watch videos without sound.
Promote what works best
If you see a post working well organically, then sponsor it to do better. The post is already working great with your audience so it’s likely to work well with people you want to attract.
Add a call-to-action button
A sponsored post should be directing your audience to do something. Thus, a call to action button could be ‘Learn more’, ‘Get directions’ or ‘Shop now’, all of which will encourage users to click through to your website or a product description. You can add a call-to-action button at the last stage in ads manager, so don’t forget to do it! It’s a nifty tool that will at least get potential customers to see what you have to offer and maximises the efficiency of your sponsored post.
Target specifically, but don’t limit your audience
Ads manager will allow you to narrow down your target audience, but you don’t want to target people so specifically that it barely reaches anyone. Keep an eye on the meter on your right of the screen to ensure it doesn’t go too low and won’t reach enough people, or too high and will go out to people who may not be interested in your products or services. Try to add enough interest targeting so the meter hits the middle.
Keep up to date with features
Always make sure you’re keeping on top of new updates and features that come out for Instagram that may help your Instagram sponsored posts. For example, Instagram Stories can help you boost more engagement on your post if you share the link to it as a story.
At Giraffe Social Media, we specialise in social media and have helped supported over 300 businesses in achieving their goals. We’ve also spent half a million on social ads, so we know what we’re doing! If you need any help with your social media advertising, Instagram sponsored posts or want any more information on any of the topics discussed in this article, get in contact today.