Targeted advertising on Instagram: trends of the visual media market in 2021

According to the data of the international agency GlobalWebIndex for the first half of 2021, 60% of the global audience of consumers of goods have a positive attitude towards advertising. At the same time, 25% of the global buyer community prefers to choose branded goods on commercial platforms of social networks. As for the dynamics of development, the protracted pandemic due to COVID-19 brought even those who actively promoted online detoxification to the social network in 2019. In this context, the statistics of GlobalWebIndex are as follows: 46% of Internet users say that they plan to buy more often on Internet sites even after the end of the global outbreak of the covid-19 virus. Due to the situation that has developed in the global society, it is not at all surprising that advertising on Facebook and Instagram began to appear more often.

Instagram advertising: statistics, possibilities, prospects

Over the past few years, the growth of Instagram users in Ukraine has been so dynamic that we are ahead of the Czech Republic, Poland, Romania and Moldova in terms of penetration. Now, the probability of meeting a fellow countryman who uses a globally popular visual application is equal to the chance of meeting a German or a Frenchman with an Instagram account.

Few numbers that demonstrate the unprecedented growth of the visual social network (according to the digital agency PlusOne):

• mid-2017 — early 2018, the number of Instagram Ukraine users doubled: a growth rate of 92%, a jump from 3.8 million to 7.3 million people
• in 2018, the number of fellow citizens using the Instagram application increased by 51%: the total number of personal Instagram accounts was 11 million
• in the 1st quarter of 2021, the audience of the Ukrainian Instagram segment increased by half a million and reached 11.6 million people

Agree, the scale is amazing. That is why the visual social platform is becoming more and more attractive for business owners in the field of trade and services every day. Given that access to the site is provided free of charge for users, the income of the “parent” company Facebook Inc. brings, in particular, targeted advertising on Instagram. By the way, payment for commercial paid posts on Facebook and Instagram is the main source of income for the social media giant. In general, income is provided by paid posts on FB, Instagram, Facebook Messenger, WhatsApp and Audience Network.

How does the advertising office work if you need Instagram advertising?

Newbies usually wonder which tool is better, advertising on Instagram via Facebook or directly. We remind you that the central control panel for all Facebook programs is the Facebook Ads advertising cabinet. At the same time, there is also an opportunity to launch an advertising campaign (RC) in the Insta application. There are several key differences that inform your choice of toolkit.

So, Instagram advertising directly VS Facebook Ads:

• The functionality of the FB advertising cabinet gives much more options for setting up and running the RK
• The insta interface is suitable for quick setup when solving tactical tasks of increasing brand communication with CA

We choose the way how official Instagram advertising will be configured, guided by the tasks:

• the Instagram interface is perfect for SMM advertising

To create activity and build interaction with a larger audience, increase engagement and promote individual stories/posts, the less precise targeting of the simplified app does the job effectively.

• for marketing tasks – attracting / increasing traffic to the site with a high percentage of conversions – we strongly recommend using Facebook Ads

To find out how advertising works on Instagram, first of all you need to connect the necessary functionality:

• Create a business page on Instagram
• Link a new Instagram page with a Facebook business account

Advertising from Instagram bloggers

According to a study by the communication agency PlusOne, in 2019, among Ukrainians registered on Instagram, 3 million owned expensive smartphones Samsung (Galaxy S9, (Galaxy S9+, (Galaxy S20)) and iPhone ((X, XR, XS, XS Max), respectively and 2.5 million users In 2021, taking into account the continuous growth of Instagram Ukraine and the first place in downloads among other social networks, these numbers have increased, taking into account the high paying capacity of the audience, which means demandingness/demandingness/increased need for goods of well-known brands, promotion in visual social network should include a whole range of measures, in particular, targeted advertising on Instagram can be combined with the support of trendsetters and advertising posts on their channels.

Most likely, you have noticed that Instagram advertising is often presented in an indirect form, when the opinion leader casually mentions a product or service in a post. Of course, it is possible that a blogger or celebrity liked the novelty, and the influential person decided to share the experience with their subscribers (because they also need to write about something / shoot a video) to diversify their personal channel. But most often mentions are not accidental and are paid for by the advertiser “behind the scenes”. The key to success and a profitable partnership here lies in tactful and thoughtful communication with an influential person in the social network: in this case, it does not matter how much official advertising on Instagram costs, because the prices here are determined by the demand and the personal level of the famous advertiser. It is also important to choose the right trendsetter – a rating user who sets trends and influences the opinion of your target audience.

How to find a thought leader for your business niche and build partnerships:

• We are compiling a list of LOMs in our business segment. You can conduct a survey among subscribers who they think is the most authoritative expert.
• From the options proposed by you / subscribers, we choose the one whose presentation of information is most impressive from the point of view of the set business tasks.

Rank the opinion leaders already in your friend list by familiarity. Let’s say, if you know each other personally and you have developed a respectable relationship, you can give a scrap of the product/certificate for the service and properly ask to protest. If a blogger writes a post review, consider that his audience already knows about your product. This is how you will expand the reach of the insta audience. The main thing is to be ready to confirm the quality, make profitable offers, strengthen communication with new active representatives of the CA already directly. At the same time, you can use targeted advertising on Instagram.

Always pay attention to one key rule: hidden advertising on Instagram through famous bloggers on the social network is effective only if you are 1000% sure of your product. If the quality of the product/service causes you the slightest doubts, then it is better not to start a partnership with LOM. Owners of influential accounts value their reputation very much – both in life and online, so they will definitely not defend your failure.

As for the reward for the influencer’s work, there can be several options. For a blogger, the price of advertising on Instagram may vary depending on his interest. So, motivation and payment can be embodied in the following forms:

• post per product

If LOM really uses such products, and the cost is high enough, with a high probability, an expensive “tester” will be enough.

• monetary fee

A materially motivated person, even if it is a celebrity, will definitely fulfill his obligations under clear agreements — again, every leader values his reputation.

How much does Instagram advertising cost in Ukraine?

For each individual case, the parameters of Instagram advertising, the price and the final cost will be different. Pricing for paid impressions on Facebook sites is based on an auction model. In other words, the manager of the advertising office (SMM employee, company employee) determines the rate themselves. And there is a fine line that a professional can feel. So, if the parameter of advertising on Instagram, the price in RK is set to the minimum, most likely, FB will show such advertising on the cheapest platforms / at an inconvenient time. But you can’t raise the rate too much, otherwise you will very quickly spend the budget for promotion in social networks.

So that the business owner does not check expenses every hour, calculating how much advertising on Instagram costs at the moment, the developers prescribed a number of limiters. Yes, the advertiser is given the opportunity to set a spending limit for the entire campaign and daily. Knowing your minimum budget for the day, you can not worry about the uncontrolled use of finances.

Do you still have questions about Instagram advertising? Do you want advertising in Instagram stories to lead to the site? Contact the Grom agency – we will calculate the cost of advertising on Instagram for your project and guarantee that you will like the result of our SMM!