Advertising On Instagram- Everything You Need to Know!

With 800 million monthly active users, Instagram is a great platform for connecting with audiences and building your brand. More than two million companies are already using Instagram ads to reach audiences, engage followers, and promote their products. According to a survey, 70% of Instagram users take an action after watching an Ad on Instagram, while 60% of Instagram users claim they have discovered new products on Instagram.

If you are still not leveraging this platform to advertise your products, you are definitely missing on a big opportunity. Here’s a step by step guide that will help you with advertising on Instagram.

How to Advertise on Instagram?

For those of you who are familiar with advertising on Facebook, creating ads for Instagram is going to be a walkover!

Advertising On Instagram

If you have a Facebook Business Page and have been using Facebook Ad Manager:

Method 1: Go to your Facebook Business page and click on settings. On the next screen navigate to Instagram Ad accounts in the left sidebar. Enter the details of your Instagram account and click on confirm.  Next time you create an Ad on Ads manager, your  Instagram account will be automatically available.

Connecting Instagram to your Facebook Business page
Connecting Instagram to your Facebook Business page-2

Method 2: If you have been using Facebook’s Ads manager, begin by creating an Ad, just as you would for Facebook. When you get to the Ad level, you will be prompted to add your businesses Instagram account. Click on Ad account and enter the username and password for your Instagram account and click on confirm and continue creating the Ad.

Ad placement on Facebook

In case you have not used Facebook for advertising, here’s a step by step guide.

You can create ads on Facebook through the Facebook Ads Manager. The first step is connecting your Instagram account to a Facebook Business Page.  If you do not have a Facebook business page, you will need to create one and connect it to the Facebook Business manager and link your Instagram account to it.

Step 1: Creating a Facebook Business page

Log in to your Facebook profile- You can use your personal Facebook profile as Facebook keeps business pages separate from your profiles. (You can interact with your fans as a business from a business page linked to your personal account. Only when you navigate to the homepage of your personal profile will you be able to take actions as yourself. Only administrators and the owner of the page can see other page admins. ) However, it is usually better to create a separate profile that you use strictly for business for creating or adding business pages.

Once you have logged in to Facebook, the next step is to click on Pages Tab in the left-side bar. You will be led to the next window, where you will find a create page button on the right-hand corner. Click the Create a Page button and select the type of page–Local Business or Place, you want to create. Enter details such as your business category, name, and address in the appropriate fields and click on the get started button.

Creating a Facebook Business page

Facebook will guide you through the rest of the setup process, step by step. Once you have completed the necessary step, hit publish and viola your business page is good to go.

Once your Facebook business page is published, your first option is to connect your Facebook Business page to you Instagram Business handle and start creating ads from Facebook Ads Manager. ( as described above) If you want to exercise this option- you can skip the next part and jump to- How to advertise on Instagram using Facebook Ads Manager? 

The other option is to create Ads through Facebook Business Manager- This is the recommended option, if you multiple business pages and would like to manage them centrally. In case, you choose this option – you need to follow the steps below.

Step 2: Setting up Facebook Business Manager

Setting up Facebook Business Manager

#1. Create an Account

Go to and click the Create Account button at the top left of the screen. Enter your business name and click continue. On the following screen, enter your name and the business email address you want to use to manage your Facebook Business Manager account before clicking on Finish.

Creating Facebook Business Manager Account
Creating Business Profile on Facebook Business manager

#2. Add your Facebook Business Page(s)

You can add an existing Facebook business page or create a new one.

On the Business Manager dashboard, click on Add Page. Enter the name of your Business page in the pop box that appears and click Add Page. If you have administrator access to the page you’re trying to add, your request will be approved automatically. You can follow the same steps to add all your business pages to the business manager.

Add your Facebook Business Page(s) to Business manager
Add your Facebook Business Page(s) to Business manager-2

If you manage Facebook pages for clients or other businesses, it is not a good idea to add these pages and ad accounts to your Business Manager as this would make you the owner of those ad accounts. Your client will have limited access to these business accounts, which may not be appreciated by them. The best way to proceed in such a scenario is to request access to these pages from the owners.

#3. Add your Facebook ad account

If you don’t have a Facebook ads account, here’s how to set one up.

From the Business Manager dashboard, click on Add Ad Account, then Create Account. Enter your account details, then click Create Ad Account. Each business can create one ad account initially. Once you have started running ads from your first ad account, you can add up to four more. You cannot add more than five ad accounts in the Business Manager.

Creating Ad accounts on Facebook Business manager

If you’re already using Facebook ads, you can link your existing ad account as follows:

From the Business Manager dashboard, click Add Ad Account and then enter the ad account ID. You can find your ad account id by clicking on the drop-down menu on the right-hand side of your Facebook business page and selecting manage ads from the available options. When you click on manage ads you will be led to the next screen where you will be able to see your business pages and the connected ad account Id.

Completing Setting on Facebook Business manager

#4. Adding Team Members and Assigning Roles

Facebook Business Manager allows you to add team members who may be helping you to manage your Facebook business page and ad campaigns. Here’s how to set up your team.

For doing this, head over to the settings icon at the top of your Business Manager dashboard.

  • Click on People and Assets tab, then select People in the left-hand column.
  • Click on Add to start adding team members.
  • Enter the business email addresses of team members, you want to add.
  • You can decide whether to give these individuals limited account access or full access. Once you have added your team members, you can choose to assign each person as a Page admin, Page moderator, Page analyst, Page editor, or Page advertiser. The various roles have different degrees of control over your Facebook page and the Instagram account linked to your Facebook page.
Adding Team Members and Assigning Roles on Facebook Business Manager

In the next step, you can assign ad accounts to your team members along with roles they’ll have for each account (account analyst, ad account admin, or ad account advertiser). As with pages, you have several choices based on the degree of control you want to assign.

Each of your team members will receive an e-mail to accept your invitation to the assigned roles, only after they have accepted would they be included in your Facebook Business Manager team.

Once you have completed setting up the Facebook Business Manager the next step is to link it to your Instagram account.

Step 3: To add an Instagram account to your Business Manager:

  1. Go to your Business Manager.
  2. Click Business Settings on the left side of the page and navigate to  Instagram Accounts
  3. Click on ‘Add’. and enter your username and password, then click Confirm.
  4. To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and click Save Changes.
add an Instagram account to your Business Manager

When you go to Instagram Accounts from your Settings, you should be able to see all the Instagram accounts you’ve added as well as any ad accounts that are authorized to use the Instagram accounts.

Once you are done with this, you can start setting up your ads.

How to advertise on Instagram using Facebook Ads Manager?

There are two ways to create Instagram ads in Facebook Ads Manager: Guided Creation and Quick Creation.

Guided Creation walks you through each step of creating an ad. If you’re just getting started with Instagram ads, you may want to follow this route.

Step 1: Choose Your Objective

Facebook Ads Manager offers a list of ad campaign objectives.

  • Brand awareness is more targeted to users who are more likely to recall your ad or brand.
  • Reach is different from Brand Awareness in that it allows you to reach a larger audience,
  • Traffic (for clicks to your website or to the app store for your app)
  • App installs
  • Engagement (this relates to engagement in ad post  only)
  • Video views
  • Conversions (for conversions on your website or app)
Choose Your Objective- advertising on Instagram using Facebook Ads Manager
Choose Your Objective- advertising on Instagram using Facebook Ads Manager
Brand awareness objective

Once you’ve selected your objective, you’ll be prompted to name your campaign. The default name will just be the objective you’ve selected but you would want to give it a detailed name to help you keep track of your campaigns.

Step 2: Identify Your Audience

The next step is to decide your target audience or the customers you are looking to reach with your ads. Facebook offers advertisers a ton of options when it comes to identifying your audience.

Identify Your Audience- advertising on Instagram using Facebook Ads Manager
  • Locations– you can target people based on a location (e.g. a country, county, state, province, city, ZIP code or postcode). For instance, those in the vicinity of your store.
  • Age.
  • Gender.
  • Languages.
  • Detailed targeting: You can include or exclude people from an audience based on demographics, interests and/or behaviours,  for instance, if you are promoting a kids meal, you would want to exclude people without children.
Detailed Targeting- advertising on Instagram using Facebook Ads Manager
  • Connections: You can include or exclude people from your audience based on connections to your Pages, apps or events.
  • Custom Audiences: Custom Audiences are target audiences of people you have created either from your own resources such as customer files or from information generated on Facebook’s products like  Facebook pixel, the Facebook SDK and engagement on Facebook.
Custom Audience- advertising on Instagram using Facebook Ads Manager
  • Look-Alike Audience: A Lookalike Audience is a target audience that you create from a “root”. For example, You can choose to create a lookalike audience derived from your custom audience. In this instance, Facebook will find other people on Facebook who are similar to your custom audience.
Audience size parameter- advertising on Instagram using Facebook Ads Manager

 While you are defining your audience, you must keep an eye on the Audience size gauge chart as it determines the effectiveness of your ads. This meter in the right-hand column lets you know if you target audience is too wide or too narrow.  Once you have defined your audience, click on Save Audience to retain this audience profile for future ads.

Step 3: Select Your Ad Placements

You can decide where your ads will appear on Facebook and Instagram. If you select Automatic Placements, your ads will be shown to your audience wherever they’re likely to perform best. It’s generally recommended to run your ads on both Facebook and Instagram. However, if you want to limit your ads to Instagram Stories, Instagram Feed, you may select the appropriate settings in this section.

Ad Placement- advertising on Instagram using Facebook Ads Manager
image source: Hubspot

Step 4: Choose Your Budget & Schedule

Next, you need to decide how much you want to spend on your promotion, and how long would you like to run your ad.

Daily budget – if you set a daily budget Facebook will spend this amount on delivering your ads each day you choose to run your campaign. Depending on its discretion, Facebook  may spend 25% more or less than your daily budget

Lifetime budget – This determines the maximum amount that you are willing to spend over the life of your ad. Facebook will try to divide the total campaign budget evenly across the dates you have chosen to run your Ad on.

You can’t change an ad set’s budget type after the ad set has been created.

Facebook allows you to choose which goals are you most interested in. You can do this in “Optimize for Ad Delivery” section. You can optimize your ad delivery for

  • Link Clicks.
  • Conversions  to website
  • App installs

Facebook also allows advertisers to set up custom ad delivery schedules. This means you can choose the days and the time at which you want your ads to run. If you running an ad for the first time, it is best to go for “Run ads all the time” option. When you have data from 2 or 3 campaigns, you can use it to determine the best time to run your ads.

You would also have to make a selection between

  • Standard ad delivery – Facebook will deliver your ads at an optimal speed.
  • Accelerated ad delivery – Facebook will deliver your ads as quickly as possible. This may result in higher ad costs.
Budget and schedule- advertising on Instagram using Facebook Ads Manager

Step 5: Create Your Ads

  • Select the images and videos for your ads. The Ads Manager prompts you about image size requirements. You can also refer to Facebook ’s guide to Instagram ad formats for more details.
Creating Your Ads- advertising on Instagram using Facebook Ads Manager
source: Social Media Examiner
  • Add a headline and description. Ensure that you remain within the designated character limit. You can also choose a call-to-action button, and the destination URL to lead people to your website or landing page.
  • Check the preview to ensure everything is in place before you publish the Ad.

Types of Instagram ads

Instagram offers five Ad formats:

Types of Instagram ads- advertising on Instagram

Photo Ads

Photo ads allow businesses to tell their story and showcase their products through compelling images.

Photo ads- advertising on Instagram

    Supported Call-to-Action Buttons

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

Video Ads

In the recent past, we have seen most platforms shift their focus towards videos, this may be Video is by far the most popular kind of content on the internet. It consumed 2.5 times more than simple photos.

Instagram provides you 60 seconds of video time for showcasing your products through video ads. However, it is always a good idea to keep your videos shorter and make an impact within the first few seconds.

      Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Contact Us
  • Call Now
  • Download
Photo ads- advertising on Instagram

Carousel ads

Carousel ads allow you to feature a series of images or videos, with a call-to-action button leading them directly to your website. You can use carousel ads to highlight multiple products or provide detailed information about a single product or service in up to 10 images or videos.

Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Contact Us
  • Call Now
  • Download
Carousel ads- advertising on Instagram

Stories Ads

300 million Instagram users view Stories every day, so it is a great medium to reach your target audience! Instagram Stories Ads are full-screen ads that appear while users are watching Stories. Advertisers can take advantage of all the features of Instagram Stories to create interesting ads, however, your story ad will only be available for 24 hours. You can use the swipe-up feature to take audiences directly to your website from your Stories ad.

Earlier you could create Instagram stories ads in a static photo or video format, however with the new updates you can create stories ads in carousel and canvas formats also.

Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Contact Us
  • Call Now (video only)
  • Download
Stories ads- advertising on Instagram

Canvas Story Ads

Canvas story ads were launched by Facebook to provide a more engaging experience for customers accessing sites and viewing ads from mobile platforms. According to Facebook-“Canvas helps advertisers achieve any objective by giving businesses a fully customizable digital space on which to build multimedia stories. Canvases open from Facebook ads in News Feed to reveal a full-screen experience where advertisers can use a mix of video, still images, text and call-to-action buttons to build beautiful and effective brand and product experiences on mobile.”

Canvas Stories ads- advertising on Instagram

       Supported Call-to-Action Buttons

  • Apply Now
  • Book Now
  • Contact Us

How to Create Promotions within the App

You can also create simple promotions within Instagram. If you have a post that’s performing well and getting lots of engagement, you can choose to promote it from the app itself.  You can do this by clicking the Promote button beneath the post you’d like to boost.

You will be prompted to log in to your Facebook account for authentication. Here, you can select a goal and choose to add a call-to-action button, like Shop Now or Sign Up, which will appear below the image or video in your post.

Create Promotions within the App- advertising on Instagram
  • You can choose a default audience for your ad or create a target audience on basis of interests, location, and demographics.
  •  Choose your budget and ad duration.
  • Once you have boosted a post,  you can monitor the results in your Facebook Ads Manager.

Analyze and Optimize:

Measuring the performance of your ads is as important as writing a good copy and creating stellar images. It helps you to understand what kind of ads generate more interest and optimize your future campaigns accordingly. You can view the performance of your Instagram ads in Facebook Ads Manager.

Analyze and Optimize- Advertising on instagram