Have you heard the news?
You can now create Instagram Ads on Facebook for your business.
Instagram Ads were previously only available to a select number of big businesses using the Instagram Ads API, but now you can create Instagram Ads using the Facebook Power Editor, regardless of the size of your business.
Your Instagram ad will appear in people’s Instagram feeds along with images shared by their friends, family and other Instagram accounts they follow. They will be labelled “sponsored” in a similar fashion to how newsfeed ads appear on Facebook.
You Don’t Need An Instagram Account To Create Instagram Ads
You don’t need an Instagram account to create Instagram ads, but it is recommended, as if you don’t connect your Instagram account in your Facebook Page settings or via your Facebook Business Manager account, then your ads will appear with a greyed out handle and you won’t be able to view or respond to comments on your ads.
Connect Your Instagram Account To Your Facebook Page
You can connect your Instagram account to your Facebook Page by going to “Settings” on your Facebook Page, selecting “Instagram Ads” and then “Add Your Account”.
Once your Instagram account is connected, you will see it linked under “Instagram Ads” in your account settings. You can remove this account from here also.
If you use Facebook’s Business Manager for your Facebook Ads, you can connect your Instagram account as follows:
- Go to your Business Manager.
- On the left side of the page, click Business Settings, then Instagram Accounts.
- Click “Claim New Instagram Account”.
- Add your username and password, then click “Next”.
- To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and click “Save Changes”.
When you access Instagram Accounts from your Settings, you should be able to see all the Instagram accounts you’ve added as well as any ad accounts that are authorized to use the Instagram accounts.
You can only connect one Instagram account to your Page.
Use Power Editor To Create Instagram Ads
You must have a Facebook Ads Account in order to run Ads on Instagram and you will only be able to create and manage Instagram Ads using the Power Editor.
You can’t create or manage ads using the Ads Manager at this stage. It is unknown as to whether or not Facebook will integrate these ads within the Ads Manager in the future.
Instagram ads are gradually rolling out, so if you don’t have access to them yet, they shouldn’t be too far away.
Instagram Ad Targeting
You will be able to target Instagram Ads using the same targeting techniques and data that you currently use on Facebook.
Targeting options include location, demographics, interests, actions and more. You also have access to all of the custom audiences and lookalike audiences that you already use for Facebook Advertising.
Instagram Ad Formats
There are three formats for Instagram Ads:
- Images, with either square or landscape dimensions, depending on which format you choose when creating your ad.
- Videos, which can be up to 30sec in duration.
- Carousel, where users swipe to see additional images, similar to the carousel ads that appear on Facebook.
In addition to this, all ads will have a call-to-action button below the image or video.
Instagram Advertising Policies
Facebook’s Advertising Policies provide guidelines about which ads are acceptable and unacceptable on Facebook and Instagram. When you place your order for your ads, your ads will be reviewed against these policies, just as they are on Facebook.
See And Moderate Comments On Your Instagram Ads
You can see and moderate comments on your Instagram ads via the either Facebook Power Editor or Facebook Ads Manager.
Will You Create Instagram Ads For Your Business?
It will be interesting to see how Instagram evolves now that Ads will be available for all businesses to create. Instagram Ads will provide a [paid] solution to the issue of only having one clickable link per account (in the account bio) on Instagram.
The built-in call-to-action button will enable click-throughs directly from the post itself.
However, the success of Instagram Ads will depend upon the users and whether or not there is pushback from those that loved the platform because of it’s ad-free nature.
If advertisers use appropriate targeting and provide value in the content they are promoting, then the user experience should be a positive one.
Only time will tell…
Are you likely to create Instagram Ads for your business? If so, tell us about it in the comments below and let us know what you hope to achieve most from Instagram Ads for your business.