Instagram has over 2 billion active monthly users worldwide, and it’s particularly popular among younger demographics. In fact, around 67% of users are aged between 18 and 34, making it an ideal platform for targeting Millennials and Generation Z. The platform is also known for having a highly engaged audience, with users spending an average of 30 minutes per day on the app. This high level of engagement makes Instagram an attractive option for businesses looking to connect with active, attentive users.

Instagram is a visually driven platform, which makes it ideal for businesses that rely on strong visual content to capture attention. Ads on Instagram can include photos, videos, carousels (multiple images or videos), and even Stories, all of which can be crafted to align with your brand’s aesthetics. This visual emphasis allows businesses to showcase their products, services, and brand identity in a way that is engaging and memorable for users.

Like Facebook, Instagram allows for precise targeting based on:

• Demographics: Age, gender, location, language, etc.

• Interests: Users' interests based on their activity on Instagram and Facebook.

• Behaviours: Purchase behaviours, browsing habits, and device usage.

• Lookalike Audiences: Targeting people similar to your existing customers.

• Custom Audiences: Re-target people who have already interacted with your business.

These sophisticated targeting options ensure that your ads are seen by the most relevant audience, increasing the likelihood of conversions.

Since Instagram is owned by Facebook, advertising on both platforms can be managed through Facebook’s Ads Manager. This makes it easier for businesses to create, monitor, and optimise campaigns across both platforms. Additionally, you can target users on Instagram and Facebook with the same campaign, giving you more flexibility and reach while saving time and resources.

Instagram Stories are short, full-screen images or videos that disappear after 24 hours. They offer a more casual and authentic way to interact with users, and businesses can use them to showcase behind-the-scenes content, promotions, or product launches. Stories are one of the most popular features on Instagram, and they provide high visibility, as they appear at the top of users’ feeds. Ads in Stories are immersive, full-screen experiences that can significantly boost brand awareness.

Instagram is the hub of influencer marketing, with many influencers having large, dedicated followings. Businesses can partner with influencers whose audience aligns with their target market to promote their products or services. This can result in authentic promotion, as followers often trust recommendations from influencers. Instagram ads also allow you to amplify these collaborations by turning influencer content into paid ads, reaching even more potential customers.

Instagram is predominantly a mobile app, with most users accessing the platform via smartphones. As a result, Instagram ads are optimised for mobile viewing, making it easier for businesses to reach users while they are on the go. The mobile nature of Instagram also supports impulse purchases, as users can interact with ads directly from their devices, whether that means visiting a website, clicking a link, or making a purchase.

Instagram offers a feature known as Instagram Shopping, which allows businesses to tag their products directly in their posts. Users can tap on a product within an ad and be taken directly to the product page to make a purchase. This seamless shopping experience reduces friction in the customer journey, making it easier for users to buy products without leaving the app.

Instagram ads provide businesses with access to in-depth analytics, allowing them to track important metrics such as impressions, reach, engagement, website clicks, and conversions. These insights can help businesses refine their ad strategies to maximise their return on investment (ROI). Whether your goal is to increase brand awareness, drive traffic, or generate sales, Instagram provides tools to measure success and optimise your campaigns accordingly.

Instagram’s visual nature allows businesses to craft a strong and consistent brand identity. Through regular posting, Stories, and ads, businesses can build a loyal following and foster a community around their brand. Engaging with users through comments, direct messages, and interactive Stories features (such as polls and quizzes) can help strengthen relationships with customers, building trust and increasing brand loyalty.

Instagram ads are relatively cost-effective, particularly when compared to traditional advertising methods. With a range of bidding options, businesses can optimise their campaigns to get the most value out of their ad spend. Instagram’s ability to target highly specific audiences means that businesses can spend their budget more efficiently, ensuring they reach the right people at the right time.

Instagram supports video ads, which can help convey more information and create a deeper emotional connection with your audience. Video ads often generate higher engagement compared to static images, as they can showcase products in action, tell a story, or provide tutorials. Video content on Instagram is especially effective for demonstrating how products work or for highlighting the lifestyle associated with your brand.