The Cost of Instagram Advertising in the UK: A Complete Guide

The Cost of Instagram Advertising in the UK: A Complete Guide

Instagram is currently one of the top mobile photo-sharing applications available on the internet. The application now has 400 million active users per month and was declared to be growing at a further rate of 1 million every day. These statistics make it very attractive to advertisers who want to generate more traffic for their business through the social networking platform.

Unlike other social media platforms such as Facebook, you do not need thousands of followers on Instagram to get results. If you can get the proper exposure, an Instagram ad can bring you a good increase in followers or customers. Instagram advertising is also a powerful tool for practically any niche and can be used for any type of product.

It is essential to know how does Instagram ads work because when you use them correctly, you can do some severe damage to your competition.

How do Instagram ads work?

Instagram ads are a form of paid social media. If you buy an ad on Instagram, then your ad will appear in someone else’s feed. Furthermore, when you pay to promote your content on Instagram, you place it in front of potential customers, who have the option of whether or not to engage with it.

How much do Instagram ads cost in the UK?

The average Instagram ads cost per click (CPC) is around £0.35- £0.75. However, in highly competitive industries, it can go up to £2.70 because more brands are competing for the audience’s attention. Moreover, just like other social media platforms, Instagram ad pricing is also influenced by multiple factors. These include the campaign objectives, desired audience size, length of time the platform will show the ad to target users, click-thru rates (CTR), and several other things.

How to set up an Instagram ad

Setting up an Instagram advertising campaign is quick and easy, and there are multiple ways to do it. The first and easiest among them is to turn one of your regular posts into a sponsored post. Here, you choose whatever organic post you have already published on your account and pay to promote it. Similar to Instagram ads, you can also choose to target a specific audience. You can adjust the specifics of the users you want your post to be seen according to age, location, and interests. However, the reach of this kind of advertisement is somehow limited.

The second way is to use your Instagram Business account to promote a post. In your account, a “Promote” button will appear after you shared a post. Pressing the “Promote” button will show you a pop-up menu where you can choose the site your ad will direct the users who clicked the post, the demographics of your target audience, how much you are willing to pay for the advertisement, and how long your ad will appear. Once your post is live, you can check Analytics for Instagram from within the app to see how it performs.

The third and final way is to use Facebook Ads Manager. As everyone knows, Facebook bought Instagram in 2012. Hence, users can now also use Facebook Ads Manager to generate their Instagram ads. You can create an ad in Facebook Ads Manager by clicking the “Create” button, which will prompt you to set the parameters of your campaign. After setting the parameters, select the “Manual Placements” option in the “Placements” box. Next, type in Instagram into the search bar and then select it from the drop-down. Now you can choose where you want your Instagram ads to show.

Benefits of Instagram Advertising

Targeted Audience

Instagram ads are entirely personalised, with the ad network drawing upon Instagram’s data on who the users follow, what they like and comment on, and their locations. This feature of Instagram ads helps you reach the right audience and help your posts be seen by the right people, increasing your sales and profit.

Better Engagement Rates

To establish a dialogue with the audience of your account, you need quality content and a professional advertising strategy.  An excellent example of an advertising strategy includes IG ads, which allow your content to resonate with eager Instagram users better. Moreover, Instagram is a dream of an advertising platform. If you have something to sell, it is as good as any other social network for getting people to notice your ad. The barrier to entry is low, and it is easy to get more engagement from Instagram users than on similar platforms.

Increased Customer Satisfaction

Instagram advertisements are a form of social listening advertising which are effective for user growth and sales. For Instagram ads to be effective, both the brand and its consumers must be comfortable with each other’s identity. Daily hashtag-based activity on Instagram allows users to create a sense of belonging to the same community and increases interactions between consumers and brands.

Real-time Tracking of your Campaign’s Performance

Instagram advertising analytics allow you to track how many people viewed your ad and the number of them who clicked on the link. This gives you more specific insight into your campaign’s overall performance than just tracking impressions and click-through rate alone. Such a feature makes it possible to manage and improve the performance of your marketing campaigns in almost real-time.

Affordable

Instagram has hundreds of millions of users who, on average, spend 21 minutes a day using the app. That’s valuable ad space. Furthermore, unlike most social networks, Instagram has more advertiser competition than publisher competition. What makes Instagram such an attractive ad platform is the relatively small amount of money and effort required to produce high engagement.

Types of Instagram Advertisements

Image Ads

This is your most basic option for Instagram ad creation, and it is one that you probably see all the time, no matter what page you are looking at. Image ads are your standard single image that appears as a native experience to your target lead as they scroll through their feed. Image ads are one of the most versatile ad formats since it takes up less space than text-based ads while still allowing you to reach a large audience.

Supported Objectives:

  • Reach
  • Traffic
  • Conversions
  • App Installs
  • Lead Generation
  • Brand Awareness
  • Post Engagement
  • Product Catalog Sales
  • Store Visits

Supported Call-to-Action Buttons:

  • Apply Now
  • Book Now
  • Call Now
  • Contact Us
  • Get Directions
  • Learn More
  • Get Showtimes
  • Download

Instagram Story Ads

This is similar to image ads, only that it will be shown in Instagram stories.

Supported Objectives

  • Reach
  • Traffic
  • Conversions
  • App Installs
  • Lead Generation

Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Contact Us
  • Download

Video Feed Ads

Your Instagram feed can be a great place to capture your audience’s attention, and video is a growing aspect of the platform. If you will be using video on your Instagram ads, it is good to ensure that they will have the same look and feel like the other videos you produce for your brand. While Instagram does not have any specific requirements for video files, they recommend having your video in square pixels, a frame rate of 60 fps, and an audio bit rate of 128 kbps or higher.

Supported Objectives

  • Reach
  • Traffic
  • Conversions
  • Lead Generation
  • Brand Awareness
  • Post Engagement
  • Store Visits

Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Call Now
  • Contact Us
  • Download

Video Story Ads

Story ads are a new form of video ad for Instagram. They combine the call-to-action features of a clickable link with artistic expression and motion graphics to capture your audience’s attention in a unique way.

Supported Objectives

  • Reach
  • Traffic
  • Conversions
  • Lead Generation
  • App Installs

Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Call Now
  • Contact Us
  • Download

Carousel Feed Ads

Instagram is testing carousel ad units within businesses’ Instagram feed to promote products and services, with the ads appearing between users’ photo grid. This is a great way to promote a brand with a unique visual aesthetic, such as design-centric brands, restaurants or food businesses, furniture providers and sellers, clothing options, or other similar retailers. The carousel feed advertisement could allow you to include up to 10 images in a single ad, each with its own link. You can also add a video in this ad format.

Supported Objectives

  • Reach
  • Traffic
  • Conversions
  • Brand Awareness
  • Lead Generation
  • Product Catalog Sales

Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Contact Us
  • Call Now
  • Download

Canvas Story Ads

If you are looking for the cutting edge of advertising, you can’t go wrong with Canvas ads. Canvas ads are a full-screen vertical video ad format that allows marketers to tell their stories in more detail. You can also insert your ad into a 360 VR experience for a truly immersive campaign. Canvas ads can be up to 10 seconds long and include a soundtrack, making them more engaging. They are ideal for showing behind-the-scenes content, such as product or service features or an inside look at your business.

Supported Objectives

  • Reach
  • Brand Awareness
  • Traffic
  • Conversions
  • Lead Generation
  • Post Engagement
  • Video Views
  • Store Visits

Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Contact Us

Tips for Creating Great Instagram Ads

Ensure that the first seconds catch the audiences’ attention.

It is crucial to evaluate if your video ad can generate enough interest to compel users to stop scrolling. Video ads work best when they are short, and therefore brands should focus on making ads that take less than a minute to view.

Present a solution.

As with other forms of content, it is essential to accurately describe a product or service and show how it will solve a potential customer’s problems. Identifying problems your potential customers have and offering a solution is what keeps them emotionally invested in your business.

Focus on one goal per advertisement.

Pay attention to the central theme, topic, and goal of each ad, so you can track what works and what doesn’t. Moreover, if you try to sell too many things in one ad, you might overwhelm your audience, and they will probably not click on it.

Don’t come across as an advertisement.

When you are creating Instagram ads, make sure that they fit seamlessly into the feed. When scrolling through their feeds, people are more likely to engage with video content that brings value to them. This engagement is less likely to transpire with ads the come across as being overly promotional.

Be consistent with your creative style.

The message of your video should align with your brand identity. Inauthentic messages will come off as trying to trick users, and they will avoid watching your videos in the future. Moreover, If there are inconsistencies between the themes in your video and your brand identity, users will associate your video with a variety of different companies, which will make it more difficult for your brand to establish a name for itself in the marketplace.

Contact an advertising agency.

Instagram ads work better when you have a plan. Like any other kind of marketing, an effective Instagram ad campaign will explore your target audience, inform the creation of quality content and provide proper targeting strategies to get more results. One of the many advantages of working with an advertising agency is that you will be assured you get a professional’s perspective when designing and implementing your Instagram ad campaign. Luckily, there are already competitive social media marketing agencies in London that you can work closely with and deliver top-notch results.