The use of Instagram in the Netherlands has been growing explosively in recent years, especially among young people and young adults. The number of active Dutch Instagrammers has doubled since 2016 and in the youngest target group (users up to the age of 19), Instagram is already more popular than Facebook, for example. No less than 4.1 million Dutch users, more than half of whom are active on the platform every day, make the photo app an undisputed platform for advertisers. Anyone who wants to reach people in the age category up to 39 years old with their advertisements, in the meantime, simply can't get around anymore Instagram Marketing away. But how do you approach successful advertising on Instagram?
Why advertise on Instagram?
Instagram is the social medium par excellence where your visual message is many times more important than your written message. Instagram users are sensitive to photos that they find beautiful, inspiring, or interesting for other reasons. If you manage to present your product or brand in a visually very attractive way, you will be pleased by these users.
Because Instagram is part of Facebook, when starting a campaign on Instagram you have the possibility to define your audience very specifically. This makes it easier to set up a targeted campaign. Furthermore, do not forget that Instagram, much more than Facebook, for example, is mainly used mobile. As a result, a campaign where you only show your content to users at a certain location can be extra interesting.
Advertising on Instagram: how do you approach that?
If you are convinced of the power of an Instagram campaign and you have succeeded in putting together your target group, the real work will only begin. Because what does a successful Instagram campaign look like? The best ads on Instagram fall under the heading sponsored content. This means that at first sight your advertisement does not deviate from the regular content that users share among themselves. With regard to your advertisement look & feel completely absorbed by user-generated content on Instagram, the average user will not realize that he is looking at advertisements. This is blending called: your content 'mixes' perfectly with other Instagram posts.
The most popular Instagram users are popular because they tell a clear story: a story. They do not take random snapshots, but take their followers into their lives or mission. It is almost a form of real-life fiction, in which an interesting story is told through visual impressions. A successful Instagram campaign does the same. So tell the story of your product or brand through visually strong posts. A simple photo of your product, or an illustration in which pieces of text are incorporated, are therefore absolute not done. Instagrammers are not crazy and will immediately realize that you want to sell them something. Not good for your image.
In addition to photos and illustrations, you can also choose videos in you Instagram campaign. You will have to see your audience hold longer - after all, they must watch your video - but a good video can be worth gold. You can close such a video with a thoughtful call to action.
Three tips for your Instagram campaign
- Do your homework well and beacon you target audience specifically off. Instagram offers the power of Facebook when it comes to defining your target audience. Take advantage of that!
- Update the story that you want to tell well and let them provide feedback. If desired, hire an Instagram marketer. A story that stands out among all other content is vital!
- Make sure you blendt. Look critically at your own content. Determine, or have determined, whether your campaign actually looks like inspiring, visual content. After all, the last thing you want is to end up with your audience straight into the digital paper bin.
Also watch this video with useful tips to get started with Instagram advertising: