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Want better results from your Instagram ads? Wondering how to optimize your top-performing Instagram ads?
In this article, you’ll find a comprehensive process to test your Instagram ads campaigns and scale your results.
Instagram Ads Are Different From Facebook Ads
Instagram may still have great (relative to Facebook) organic reach, but if you really want to scale, you need to reach people outside of your existing audience. How do you do that? Therein lie the art and the science (mostly the science) of Instagram ads.
Instagram is a unique platform for running ads for several reasons.
The most active demographic on Instagram has changed dramatically in the last 5 years. Five years ago, 45-year-olds were barely on Instagram and the under-25 crowd dominated the platform. Now, the under-25s are on TikTok and 45-year-olds are all over Instagram.
Aside from a massive demographic shift, user behaviour can make Instagram a challenging platform to convert buyers or leads—namely, people aren’t in the habit of clicking off of the platform. Organic content on Instagram almost always keeps people on the platform.
Sure, some accounts have 10,000+ followers and a swipe-up link on Stories. Sure, people can climb a mountain, cross a fjord, and hop on a zipline to get to an account’s “link in bio.” But that link-clicking behaviour happens on a minority of content on Instagram.
Ninety-nine percent of the organic content people engage with on Instagram keeps them on the platform. Conversely, on Facebook, Twitter, LinkedIn, and Pinterest, people regularly click off of the platform to read articles, explore products, or opt into free offers.
Instagram ads require different behaviour than organic content, and whenever you have this discrepancy, you’ll have a lower click-through rate. This is the challenge of Instagram.
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