Photo Ads | Instagram Advertising
What is a Photo Ad?
Instagram is a photo and video social networking platform. So the real question here is why choose photo advertising? Photo ads are a great way to create a simple, efficient advertisement which utilizes all the same objectives as their Facebook counterparts. These ads can even run in conjunction with Facebook. As we previously stated, objectives of Instagram ads fall into three main categories: awareness, consideration, and conversion. These include building brand awareness, reach, and traffic. Other objectives for photo ads include app installs, engagement, and conversions.
Keys to a Successful Photo Ad
Subject Matter
Subject matter matters. Paying to use a poor ad will still work, however will cost you. Not only will performance suffer but so will the price per conversion. How do you make a high performing ad? Well, showcase the benefit of the product or service you provide. Give the potential consumer a visual representation to help them understand problems they may not even know they have. As the adage goes, show don’t tell.
Single Focal Point
Instagram’s photo ads need an image that is simple and direct, after all that is the foundation of the ad itself. Imagery should be crisp and clear at high resolution. Not only that, the viewer should be able to identify the message in as little time as possible. Organize the information and keep the visual stimulating to peak interest.
Copy Guidelines
As we previously stated, show don’t tell, but no ad is complete without copy. The key is to apply K.I.S.S., or keep it simple stupid (article to come). Research shows that a captivating image with simple text and a clear call to action drives conversions. The image should do the talking and the text should only be supplementary. Utilizing a short, attention grabbing headline mixed with a succinct description with proper keywords to drive conversions.
Consistency
Photo ads require consistency. Consistency in branding, consistency in visuals, and consistency across the campaign. Keeping things consistent in theme and messaging allows consumers to easily identify the brand and message on a subconscious level.
A/B Testing
Remember optimization is a key component to any ad, and Instagram, through Facebook’s ad manager, allows you to a/b test any advertisement. Utilizing a small spend to see what works within the target audience and how they respond can save. Experiment and see how your audience reacts with different visuals to the same message. Maybe the target market responds better to a smiling person over a product image.
