Instagram stories ads have become more goal-oriented by including a series of marketing objectives that are designed to drive more conversions.
When Instagram stories ads were first introduced, you could not include a link in it. It was displayed only with the objective to create a visual impression on the audience and because these ads used to disappear after their first appearance, they had to be highly appealing to be able to create a long-lasting impact on the viewer’s mind. Your ad image should be capable enough to create brand awarenessto a level that the viewer would look for it after seeing it.
But now, the story of Instagram stories ads has changed. The story ad format now has some additional objectives with the help of which you can send traffic to your site and optimize your conversions. Some of these additional objectives include:
- Video views
- Traffic in the form of website clicks
- Mobile app installs
Your story ad must be engaging enough for them to click on your call-to-action in order to turn them from visitor to lead. These new objectives make your Instagram marketing more result-oriented; like before, you do not have to wait for your user to take the initiative to come back to you. Because Instagram stories has a very high engagement rate, you can connect with your potential customers in a more concrete way now.
Now, let’s see how can we create an Instagram Story Ad:
You can create Instagram story ads by following the normal procedures of the Facebook Ad manager or power editor just like any regular Instagram or Facebook Ad. Then, you can choose the objective for your story ad from a number of options, namely, reach, installs, mobile app, video views, traffic, or conversions. Once you have selected your option, you can edit placements and select the ad only option in your story ad format.
Then, you come to the ad designing process where you need to choose between the single image option or single video option. Whatever option you choose, remember it has to be in vertical view so that it can be easily viewable in all devices, especially mobile phones. Videos must be under 2.3 GB and cannot exceed a run time of 15 seconds. Video files that are accepted here are .MOV, .MP4, and GIF. Once you are done with creating the ad, it’s time to add the exact URL you want your visitors to be directed to. So, make sure, you don’t goof up there.
The final action is choosing an effective call-to-action for your ad. It depends on what you want out of your campaign. You want your users to visit your website and sign up there, download a subscription package, drop in a query, or anything else, you will find options too choose from.
You need to be alert and effective in your strategies to get your audience do what you want them to do. For that, you can consider the following tips:
Grab your audience’s attention tight so that they do not go anywhere once your Instagram ad is over. Address their pain points; let them relate their life with your product. You can do it by pointing out a generic problem and then offer your product or service as solution to it. Stories thrive on creativity. Hence, use designs, texts, images, graphics into your ad instead of just photography.
Another interesting point is, do not feed your customer everything at the first shot. Just let them view a 2 second video of your ad and ask them to click on to know more. This is how you can actually drive your viewers to your website. Include something interesting in your CTA. And, it’s never too bad to make it appear larger in bold texts than the rest of the ad. Your goal is to bring your visitor to click on your CTA, so highlight in the best possible way without hampering its aestheticism.
Instagram story ads has a very promising potential in the world of digital marketing and if you can follow and implement the practices we discussed above, you can certainly see desired results.