We’re currently obsessed with Instagram Ads. It probably doesn’t hurt that our first test campaign earned an impressive 9 link clicks with a N110.56 cost per link click from a N995.00 budget.
We are obsessed because we are convinced Instagram Ads is one of the most powerful tools in the digital marketing industry right now. Whether you're looking to spend $200 a month advertising to a group of individuals daily, you can reach the ideal target audience for your organization with targeting criteria that no other ad network, search engine, or social network can match.
With that in mind, we are sharing 9 Things We Learn From Our 30+ Ads On Instagram to help you avoid some of the same mistakes.
Contents of this post
01. Using the paid ad features on Instagram is a good business move.
While these ads do require a financial investment, the benefits they offer can far outweigh the costs. Instagram's targeted advertising allows you to reach specific audiences that are more likely to be interested in your products or services, effectively generating leads without needing your direct, continuous input. This automation of lead generation not only saves time but also ensures that your marketing efforts are working around the clock, maximizing your business's potential reach and impact.
02. Having an ad running daily is a good thing.
Having an ad running daily is highly beneficial for your business. Continuous exposure helps build and maintain awareness among your target audience, leading to gradual improvements in important metrics such as comments, shares, saves, and follows. This consistent presence keeps your brand top-of-mind for potential customers, fostering engagement and interaction over time. As people see your ads regularly, they are more likely to engage with your content, which in turn can boost your brand’s visibility and credibility, ultimately driving more organic growth and long-term success.
03. There are different types of results.
Different types of Instagram ads yield different results, making it important to diversify your ad strategy based on your specific goals. Some ads, especially those directly placed on Instagram, may generate more likes, which can increase your visibility and signal popularity. Other ads might be more effective at encouraging comments, shares, saves, and follows, which foster deeper engagement and build a loyal community around your brand.
To maximize the benefits, it’s essential to engage in various types of ad campaigns at different times, aligning each with your current objectives. For instance, if your goal is to boost brand awareness, focus on ads that drive likes and reach. If you aim to increase interaction and build a community, prioritize ads that encourage comments and shares. By strategically rotating your ad focus, you can achieve a well-rounded and effective marketing strategy that caters to all aspects of audience engagement and business growth.
04. Comments, Shares, Saves & Follows are better KPIs than likes.
Comments, shares, saves, and follows are superior key performance indicators (KPIs) compared to likes when evaluating the success of your Instagram ads. These interactions represent a deeper level of engagement and a stronger testament to the value of your content. While likes are a superficial metric that indicates initial interest, they do not necessarily translate into meaningful engagement or business outcomes.
Quality interactions are more telling. Comments show that viewers are interested enough to share their thoughts. Shares indicate that your content resonates so much that people want to spread it to their own networks. Saves demonstrate that the content is valuable enough to be revisited later, and follows suggest a lasting interest in your brand. These actions are more likely to lead to inquiries, leads, and conversions.
For example, an ad might receive 700 likes but yield no inquiries or leads, reflecting a low return on investment (ROI). On the other hand, fewer likes accompanied by higher levels of comments, shares, saves, and follows suggest that your content is engaging and valuable, leading to better ROI. Thus, focusing on quality engagement over quantity ensures a more effective and meaningful assessment of your ad performance.
05. Improving stats like comments, followers and likes takes time and effort.
We are still working to crack this without dancing on your timeline.
06. Paid ads give more useful results than podding.
Our paid ads generally delivered more valuable results compared to podding (engaging in pods or pod-like groups where participants agree to like and comment on each other's posts to boost engagement artificially). Yes the paid ads involved a higher monetary investment upfront, the delivered more quality leads than podding ever could.
Our paid ads allowed us reach a broader and more targeted audience beyond the limitations of podding groups. This expanded reach increases the potential for genuine engagement from real users who were genuinely interested in our content or products. These interactions —such as comments, shares, saves, and follows— translated into meaningful leads and conversions compared to artificial engagement from podding.
Quality always surpasses quantity when it comes to evaluating the success of your advertising efforts. While podding may artificially inflate metrics like likes and comments, these numbers do not necessarily translate into real business outcomes. Paid ads, on the other hand, provide measurable results that directly impact your ROI, making them a more reliable and effective investment in your marketing strategy.
07. Podding can be useful in it’s own way.
Podding, despite its limitations and potential drawbacks, can still serve a purpose for businesses looking to enhance visibility and initial traction. While it may not provide sustainable, long-term engagement or genuine interest compared to organic or paid methods, podding can offer some benefits under specific circumstances.
One advantage of podding is its ability to boost visibility. When participants in a pod engage with each other's content—liking, commenting, and sharing—it can create a perception of popularity and interest. This social proof can attract additional views and engagement from other users who are more inclined to interact with posts that already show activity.
Moreover, podding can be particularly effective for brands that align closely with the financial demographics or interests of pod members. For example, if a pod consists of individuals who share a common interest in a specific niche or industry, their engagement can be more targeted and potentially more valuable for businesses operating within that niche. This targeted engagement may lead to increased visibility among a relevant audience segment, driving initial interest and awareness.
08. Paid ads are not a replacement for word of mouth marketing.
09. No ad is good enough without good visuals.
10. There is no magic one way to do it.
We’re all looking for ways to beat the algorithm, shortcut the success and do it all in record time. Our results showed that there is no one way to go about it but it is clear that:
i) Consistency is key!
ii) It’s a long game
iii) It’s multi-channel (social media is not enough)
iv) You have to have a reason for existing! – Unique Selling Point
v) Every ad is not guaranteed to succeed always
vi) You need a budget (controversial but true)
