A Step-by-Step Guide to Advertising on Instagram

With 500 million active monthly users, Instagram provides a singular alternative for entrepreneurs to succeed in their goal audiences via advert campaigns.

The opposite perk of advertising on Instagram? The adverts can look nearly no completely different than common posts, making them a lot much less invasive than different advert sorts.

However establishing adverts on any platform requires plenty of thought: What ought to your audience seem like? What ought to your copy say? What picture must you use? There are a number of ads tools obtainable that may enable you to create your adverts and focused audiences, however there’s nonetheless the extra technical points to contemplate like what measurement your picture must be or how lengthy your advert ought to run for.

To simplify the method, we’ve put collectively a guidelines that will help you arrange a marketing campaign, one step at a time.

Create Instagram Adverts: A Step-by-Step Information to Promoting on Instagram

In the event you’ve ever set up a Facebook ad, you’re about 75% of the way in which there. After Fb acquired Instagram again in 2012, the platforms conveniently merged, making establishing Instagram and Fb adverts merely the distinction of a pair clicks. So although your intent is to run adverts on Instagram, the entire advert setup, budgeting, scheduling, and creation is finished via Fb’s platform.

To begin, log into your organization’s Fb portal and choose the account you want to use. (Word: To run adverts on Instagram you may want to make use of a Facebook Page. Pages are particularly for companies, manufacturers, and organizations, whereas common Fb accounts are for private use.)

1. Choose an editor and create your marketing campaign.

You may create Instagram adverts utilizing a couple of completely different instruments:

When selecting which instrument to make use of, you’ll wish to think about each your organization measurement and the variety of adverts you propose to run without delay. In the event you’re managing numerous campaigns, otherwise you’re searching for actually exact management over your campaigns, you would possibly wish to lean in direction of the Energy Editor. Nevertheless, the Advert Supervisor fits most entrepreneurs’ wants, so that is what we’ll use for the sake of this text. (For extra on the Fb Adverts API choice, check out this page.)

As soon as you have chosen an editor, you’ll see an choice to both view all campaigns, or create a brand new one. To get began with an Instagram advert, you may wish to create a brand new marketing campaign.Instagram Advertising Guide

2. Decide an goal.

You will discover that there are a number of completely different marketing campaign goal choices to select from right here. Nevertheless, to ensure that your advert to be eligible to seem on Instagram, you may have to select from a barely shorter record:

  • Increase your posts
  • Ship folks to your web site
  • Improve conversions in your web site
  • Get installs of your app
  • Improve engagement in your app
  • Get video views

Instagram Ads objective screenFor this text, we will choose: “Site visitors.”

When you choose this selection, you’ll be prompted to call your marketing campaign. This will likely appear to be a easy job (and it’s) but it surely’s a good suggestion to have some form of naming conference or set course of inside your organization. This can make it simpler so that you can maintain campaigns straight as you proceed to create them.

Right here at HubSpot, we like to call them on this format:

Firm Division | Content material/Provide/Asset Being Marketed | Date | Identify of Creator

3. Select your viewers.

In the event you’re simply beginning out with Instagram promoting, odds are you will not know precisely which viewers you wish to go after. This can include time, and you could simply should mess around with it at first. (If you’d like ideas that will help you select the precise viewers, check out this page.)

Throughout this step, you may discover that the platform’s built-in focusing on might be as easy or as intensive as you want it to be, with choices resembling:

  • Location
  • Age
  • Gender
  • Language
  • Relationship
  • Training
  • Work
  • Monetary Standing
  • House
  • Ethnic Affinity
  • Technology
  • Dad and mom
  • Politics (U.S. solely)
  • Life Occasions
  • Pursuits
  • Behaviors
  • Connections

You may create what’s known as a custom audience to succeed in individuals who’ve already interacted with your online business, or a lookalike audience to succeed in new folks on Fb who’re much like your most precious audiences.

Instagram Ads audience screen.

The adverts platform additionally means that you can save the viewers you create for use once more at a later time, which might be good should you’re experimenting and wish to keep in mind the precise viewers you used for sure campaigns.

When it comes to the target we chosen — “ship folks to your web site” — we’ll wish to goal a extra particular group of individuals: the kind of individuals who are literally going to have an interest within the content material we current.

To do that, you’d soar right down to the “Detailed Focusing on” part, and seek for completely different demographics, pursuits, or behaviors that apply to your audience. Right here’s an instance of a (very small) viewers, simply to point out you the alternative ways you may goal sure folks:

Instagram Ads detailed targeting.

To provide you a way of the viewers you’ve chosen, Fb supplies an “viewers definition gauge.” This provides you instant suggestions on how slim or broad your viewers is, in addition to the estimated attain variety of your advert. Since we didn’t add very a lot standards to our focusing on, you may discover that the viewers seems “pretty broad.”

Instagram audience size image

4. Set your placement.

This step is the largest differentiator between establishing Fb adverts vs. Instagram adverts. To maneuver ahead with the Instagram advert, you’ll wish to uncheck all of the bins aside from “Instagram.”

Instagram ad placement options.

5. Make your funds and schedule.

You’ve got the choice to pick both a day by day funds or a lifetime funds on your marketing campaign. The distinction is that this:

  • Every day funds units your advert as much as run constantly all through the day, which means that the algorithm will mechanically tempo your spending per day. Understand that there’s a minimal day by day funds relying on various factors in your marketing campaign, often round $1.00.
  • Lifetime funds units your advert as much as run for a specified size of time, which means the adverts algorithm paces your spending over that whole time interval.

The opposite side to setting your funds is setting your schedule. You’ll want to decide on precisely while you need your marketing campaign to begin and end working, right down to the minute. There are additionally choices to set parameters in order that your advert runs solely throughout sure hours of the day or throughout particular days of the week. You’ll find these choices within the “Advert Scheduling” part.

Instagram ads budget and scheduling options.

Then, you may set your advert up for supply. Right here, you could have three choices that can affect who sees your adverts. 

  • Hyperlink Clicks: Your adverts will probably be delivered accordingly to get essentially the most clicks to your web site on the lowest price. That is all based mostly on the platform’s algorithm.
  • Impressions: Your adverts will probably be delivered to folks as many occasions as doable. Ever see the identical advert in your newsfeed all day lengthy? That firm is more than likely utilizing this selection.
  • Every day Distinctive Attain: Your advert will probably be delivered to folks as much as as soon as a day. Individuals might even see your advert a number of occasions, however not less than not a number of occasions a day.

Then, after you select your supply methodology, you’ll have to work out your bid quantity.

This determines how successfully your advert is delivered. While you look “behind the scenes,” you’re competing with different advertisers attempting to succeed in an identical viewers in a continuing public sale.

You may select both Guide or Computerized. Computerized leaves it as much as Fb’s algorithm to ship your advert — ideally getting you essentially the most clicks for the bottom price. Guide means that you can set a worth for hyperlink clicks. If a hyperlink click on is price rather a lot to you, strive setting a better than recommended bid, and your advert will probably be displayed over a competitor with a decrease bid.

You may select to pay based mostly on impressions or hyperlink clicks. That is as much as you.

After that, you may schedule your adverts. Listed below are the choices you could have for supply:

  • Customary: exhibits your adverts throughout the day.
  • Accelerated: helps you attain an viewers shortly for time-sensitive adverts.

(Word: the accelerated supply choice requires handbook bid pricing.)

Lastly, you may have to call your advert set so you may determine it in Adverts Supervisor later.

6. Curate your advert artistic.

That is the place your creativity is available in. Right here you may resolve what you need your advert to seem like, which is able to rely in your unique goal, in fact.

(Psst — Wish to get a surprising Story auto-magically created on your model? Take a look at StoriesAds.com, a free Instagram Story generator from HubSpot and Shakr. Click here to get started.)

On Instagram, you could have a pair completely different choices on your advert:

Instagram ads format options

Single picture or video, carousel, or assortment.

Examples of Instagram ads.


As much as 5 pictures or movies for the viewer to scroll via, at no further price.



We really ran some exams to see which kind of advert carried out the perfect for various functions. Check out the results in here.

When you choose your advert sort, click on on it and also you’ll be prompted to browse and add your imagery, whether or not that be pictures or a video.

For any advert sort, the Fb adverts platform recommends you don’t embody greater than 20% of textual content. Beforehand, an advert with over 20% of textual content wouldn’t even be authorized to run, but it surely has not too long ago modified to extra of a suggestion than something. Be taught extra concerning the guidelines and tips here.

Some requirements for Instagram ad imagery:

File Type


  • Recommended: 125 characters
  • Maximum: 2,200 characters

Square Image or Video ad

  • Recommended Image Size: 1080 x 1080 pixels
  • Minimum Resolution Accepted: 600 x 600 pixels
  • Image Aspect Ratio: 1:1

Landscape Image or Video ad

  • Recommended Image Size: 1200 x 628 pixels
  • Minimum Resolution Accepted: 600 x 600 pixels
  • Image Aspect Ratio: 1:1

7. Build your page & links.

The next step is to build your page and set up links. Select the Facebook Page of the account you want your ads to come from, even if you’re not planning on running them on Facebook. (If you’ve made it this far in the Ads Manager, you are already logged into a Facebook account.)

However, since our intent is to post ads on Instagram, you’ll need to connect your Instagram account to your Facebook ad account. To do so, click “Add Account” (you’ll need your Instagram username and password to do so).

If your business doesn’t have an Instagram account, you can still run ads on Instagram — they’ll just come from your business’ Facebook Page instead. In other words, your Facebook Page name and profile picture will be used to represent your business within your ad as it runs on Instagram.

Next is a very important step: putting in the website URL to which you’re trying to drive more traffic. If you’re using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to make sure that you can maintain observe of site visitors and conversions from this advert.

(HubSpot clients: Be taught extra about creating a tracking URL here.)

Instagram Ads pricing screen

Subsequent, you may add a headline. This isn’t often exhibited to viewers of your advert on Instagram, but it surely’s at all times a good suggestion to finish it simply in case. Enter a short headline describing the place folks will go to.

After making a headline, you may add a caption. 

You’ve got as much as 2,200 characters — however you do not have to make use of all of them. Fb recommends you retain your textual content underneath 125 characters, which is the quantity that’s displayed without having to click on “extra.”

Choose a Name-to-Motion.

There are a number of completely different choices on your CTA button, relying on what the web page you’re taking guests to seems like. You may select to don’t have any button, or choose any of the next:

  • Be taught Extra
  • Apply Now
  • E book Now
  • Contact Us
  • Obtain
  • Hope Now
  • Signal Up
  • Watch Extra

For our sake, we’ll follow “Be taught Extra,” as we’re simply driving folks to our web site.

As soon as your picture is uploaded and your textual content is about, take a look at the preview of your advert to verify all the pieces seems proper.

At this level, you may have the choice to edit the “Superior Choices,” however solely if you want. Superior Choices embody including tags, altering your show hyperlink, getting into URL parameters, establishing sponsors, and opting in or out of pixel monitoring.

Then, you are prepared to position the advert! Click on the inexperienced button to verify, and your advert will probably be offered to the world. 

8. Report on the efficiency.

As soon as your adverts are up and working on Instagram, it’s vital to control how they’re doing. You may return in and tweak most points of the advert, so should you catch a mistake you made or your picture isn’t doing in addition to you’d prefer it to, you may go in and alter these items.

You may have a look at outcomes of your adverts in two locations:

  • The Fb Adverts Supervisor
  • Your advertising and marketing software program

Within the Adverts Supervisor:

There’s a classy and intensive dashboard that gives customers with an outline of all their campaigns. With out customizing any settings, you’ll discover information on attain, price per consequence, and quantity spent.

Within the higher right-hand nook, you’ll see a button that claims “Columns: Efficiency.” In the event you click on the drop down menu, there’s an choice to customise columns, which lets you select the particular information you wish to see. There’s information starting from CPC or CTR, to issues rather more particular like “Provides to Cart” for ecommerce shops.

Listed below are the classes that the obtainable metrics fall into:

  • Efficiency (attain, outcomes, frequency, and many others.)
  • Engagement (put up likes, put up feedback, put up shares, and many others.)
  • Movies (video views, common % of video considered, and many others.)
  • Web site (checkouts, fee particulars, provides to cart, and many others.)
  • Apps (installs, engagement, price per app engagement, and many others.)
  • Occasions (occasion responses, price per occasion response, and many others.)
  • Clicks (distinctive clicks, social clicks, CTR, CPC)
  • Settings (begin date, finish date, advert set title, supply, bit, advert ID, and goal)

Instagram Ads customizable categories.

Along with your advertising and marketing software program:

With so many metrics to trace, it may be straightforward to lose sight of the massive image. To really observe your success, make the most of your advertising and marketing software program and the UTM codes you utilized in your adverts to measure your adverts’ full-funnel effectiveness.

Trying on the particular monitoring codes via your advertising and marketing software program will enable you to maintain observe of what number of leads (or higher but, clients) you really generated via your Instagram promoting marketing campaign. This ROI info can then be used to tell different campaigns down the road.

In the event you’re a HubSpot buyer, you may create distinctive monitoring codes on your Instagram marketing campaign by following the instructions here. All you’ll have to do is plug within the URL, connect a marketing campaign, and select the supply you need the URL to be attributed to in your Sources Report.

As soon as your advert launches and also you begin getting site visitors and conversions to your web site, you’ll be capable to simply observe what number of visits, contacts, and clients you’re producing.

Have you ever seen success with Instagram adverts? Tell us within the feedback part under.

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