Instagram is a social network with high advertising potential, in fact, it is considered by many as the best. That’s why there are so many businesses that are advertising on Instagram, however, when we advertise on this platform for the first time, it is imperative to fall into the most common Instagram mistakes when advertising. Therefore, in this post, we have prepared a list of the most common mistakes we usually make on Instagram advertising, so that you know them and if you did it once, do not do it ever again. But first, it is important to understand a little bit about Instagram and what it is based on to choose who to show advertising to.
What is Instagram based on to choose who to show advertising to?
Instagram’s algorithm has always been a riddle, how does it work and what is it based on? These are some of the questions we have asked ourselves most often trying to understand.
However, despite how difficult it is sometimes to decipher it, and because the purpose of this post is to identify the most common Instagram mistakes when advertising to avoid them, I must tell you that although we do not know all the secrets of Instagram’s algorithm, we do know some aspects that Instagram takes into account when showing us advertising.
So you should take them into account to avoid those mistakes we make when advertising on Instagram.
For Instagram, segmentation is fundamental. According to the characteristics that your target has, Instagram will decide who are the users that meet those requirements and will show your advertising.
Instagram segments the users of its platform according to the content they watch, the products they buy, the pages and applications they visit, web searches and even by information from other platforms or third parties, and by some data such as email.
Instagram also takes into account when displaying advertising, the ad preferences created directly by users in its help service, but this is not definitive since the platform always decides how much ad it shows to a user on a particular topic.
Instagram also allows likes to appear visible in the ads of people users follow. That way they incite the user to interact with the ad or to buy if it is the case because an acquaintance already did it.
Remember these details about how Instagram works with advertising, because each aspect does nothing but highlight how important it is to segment and know your audience, so the algorithm knows who to reach more easily. In the meantime, take a look at our list and if you prefer, write down all these mistakes so you don’t repeat them in your next campaigns.
Common mistakes we make when advertising on Instagram
1. Wrongly defining your buyer persona
Do you really know which people you want Instagram to show your ads to? This is one of the worst mistakes we make when advertising on Instagram. People think that reaching a broad audience is better so they don’t properly define their buyer persona, but the right thing to do is to reach the audience that will actually be interested.
Therefore, segmentation is key to generate a campaign on Instagram, do not skip it, otherwise, your campaign will not have a defined audience and Instagram will take it to everyone, you will spend more money and you will have fewer results since your budget will go the wrong way.
2. Not choosing your target properly
What do you want to achieve with Instagram advertising? Do you want to increase traffic, conversions, interaction, leads… whatever your goal is you must set it properly. Be careful when choosing options so that your ads don’t end up in the wrong place.
Once again remember that Instagram relies on all that information to get your ads to the people who are most likely to meet your ad’s objective(s). Not having clear objectives for your advertising is one of the mistakes you should not make on Instagram.
Hashtags or tags should not only be used in publications that do not correspond to advertising. It is one of the first mistakes we make when advertising on Instagram, but hashtags are also necessary for your ads. Remember that tags increase the reach of your publications and advertising is no exception, besides, it is another way in which users can find you and interact.
Of course, keep in mind that you must choose the hashtags that best relate to your ad and, of course, also add the tags specific to your campaign and product.
4. Do not choose only Instagram as the location of the ads.
Facebook owns Instagram and the process to develop advertising campaigns is done through the Facebook platform; during the process and by default, advertising for Facebook, Messenger, Instagram, etc. is activated. Being beginners, it is common that we make mistakes and keep some or all of the options checked; it is one of the mistakes we make when advertising on Instagram and it happens frequently.
Therefore, at this point, it is necessary that you deactivate the rest and keep only the Instagram option activated before continuing because Facebook and Instagram are platforms with different formats and dynamics so it is more difficult to adapt your ads to both platforms.
Also consider that if you are inexperienced or have little experience, it is best to create ads in only one location within Instagram and make sure you choose that option. Instead of choosing Stories, Feed, Reels and IGTV, select, for example only Stories or Stories and Reel; it is simpler when creating ads and Stories and now also Reel are the most popular locations.
5. Leaving aside the quality and optimization of ads.
Sometimes we may think that because it’s a paid ad, Instagram will make sure that the people to whom it is directed like it just because, and we leave aside the quality; both the quality of the image and design as well as the quality of the text. It’s terrible but it still happens and it’s one of the most common Instagram mistakes when advertising.
Create quality designs for your ads, optimized based on your audience and the medium you will use to spread them. Remember that an ad for Stories must have different characteristics than ads in the Feed, carousel, Instagram TV and of course Reels.
6. Not using relevant calls to action
Calls to action help your target perform the action you need to accomplish your goals. And whatever your objective is, it is always necessary to make a relevant call to action, otherwise, users will look at your ads as just another publication and will move on. Activate buttons on the image with the action words that best accompany your objective, such as; Buy, Learn more, Go to Instagram profile, etc.
7. Your message is wrong
The message is everything and is directly linked to segmentation. And it’s not just about the text you’re including in the image or video, it’s the whole, what you’re conveying when you put all the elements together. Therefore, a message can be wrong if you are using a random image that has nothing to do with your ad or that does not adequately convey the message.
It is also wrong when the message you are conveying in your ad is not in line with the segmentation, i.e. it is not related to the age, sex, location, among others, of your buyer persona. Remember that all mistakes become losses, avoid repeating these mistakes we make when advertising on Instagram.
8. Not establishing an adequate budget (daily budget, total budget).
Plan your budget and make sure that at the time of creating the advertising you are properly establishing the daily and total budget. With that Facebook will know how to manage your money according to the time you decide to have the campaign active.
Many people after creating their first campaigns on Instagram complain because they receive charges from Facebook for advertising that they did not make and the problem is that they make mistakes when setting budgets so it is important to be thorough and plan.
9. Not allocating budget to remarketing
In Instagram ads as well as on the web there is always an audience that was very close to perform some action on our site but finally, it did not happen. They leave and if we leave them, they never come back, but with remarketing there is a high probability that they will come back and perform the action we need, because if they were so close, maybe they just need a push.
The important thing when performing remarketing is to leave aside the audience that converted, the buyers and customers, so you do not spend money unnecessarily, your customers already are. Also, check your call to action, maybe it is not the right one.
10. Not measuring results
It goes without saying that measuring is essential to know not only the results of advertising campaigns but also the next steps to follow. But sometimes both for inexperience and for other reasons we leave aside metrics when advertising on Instagram, and if we do not measure, how to know what has worked and what has not. Is advertising really working?
At the end of the day, we are investing time and money; in doing so we must evaluate whether our objectives are being achieved in order to change or rethink what does not work, keep what does work, so as not to waste time and that the money invested can really come back, otherwise it will only be losses.
Tips for advertising on Instagram
- Associate your Facebook account on Instagram, this gives, among other things, authenticity to your business on the platform.
- The stories and now also the Reels are the best spaces to place ads on Instagram because they have greater visibility than the publications of the feed.
- Write persuasive texts that complement the call to action.
- Make your ads go along with trends, be it hashtags, memes, music, etc.
- Draw a strategy and plan, this will allow you to carry out your campaign in an organized way and the results will be the desired ones.
- Make messages adaptable to each ad.