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Want to target high-value audiences with your Instagram ads? Looking for new ideas?
In this article, you’ll discover eight valuable Instagram ad audiences and find out how to leverage them in your campaigns.
Why You Need to Know Your Audience’s Awareness Level
The first step toward improving your Instagram ads targeting is knowing your audience’s awareness level. Are they hearing about your brand for the first time? Or are they already loyal customers?
Your target audience should fit into one of these groups:
Top of the funnel (TOFU): These prospects have a low level of awareness and may not have engaged much with your brand’s content yet. They might even be entering your conversion funnel for the first time. Demographic-, interest-, and behaviour-based targeting often works best for TOFU prospects, especially when you pair this audience with one of Instagram’s Awareness ad objectives.
Middle of the funnel (MOFU): These Instagram users already know about your brand but need a bit more information about your services before considering a purchase. They’ve already interacted with your brand, perhaps by watching a video, saving a post, or clicking through to your website. With remarketing audiences and Consideration ad objectives, you can successfully retarget these prospects.
Bottom of the funnel (BOFU): These customers typically have purchase intent and are ready to book a service. They just need a gentle nudge from your ad campaign. Users who have already completed high-intent actions—such as filling out a lead form—are great candidates for this type of audience, especially with a Conversion objective.
Once you know how to target each group effectively, you can build a successful Instagram ads funnel. From here, you’ll continually add new people to your TOFU audiences and guide prospects toward high-value conversions at the bottom of the funnel.
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