[W]ith over 284 million active monthly users you might also think about using Twitter to advertise your work. But don’t stop there, because Instagram is in the fight for your advertising dollars as well.
Social Media in general has added a new dimension to the marketing game, not just for the big brands, but for small-to-midsize [SMBs] as well. In the case of indie writers, this holds a lot of weight when you consider our usually less-than-beefy budgets.
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Indie authors who advertise on Instagram alone have the potential of 400 million users – and by utilizing Facebook’s ad technology, writers can easily choose whether or not to advertise on both platforms.
James Quarles, Head of Global Advertising at Instagram, said: “Having 200,000 advertisers gives us an ability to better tailor the ads that people see to their likes and interests.”
“The Facebook relationship has helped us grow our user base and attract advertisers,” Quarles continued. “People can be creative in using the two together and run things across both platforms. That really hasn’t existed much in the marketing world.”
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Facebook makes it fairly easy to set up a campaign on the photo app, as long as users have already created a “Business Facebook Page” and are using the Google Chrome browser.
On your “Business Facebook Page,” click Settings on the upper right of your page. A drop-down within Settings will appear in a column on the left side of your page. There you will see “Instagram Ads.” To start, simply click on this tab and connect your Instagram account to your Facebook page.
As the next step, it’s important to note that instead of using “Facebook’s Ads Manager,” you download their “Power Editor” tool instead. It is found at the top of the page, under the Ads Manager platform.
From that point forward, Facebook will prompt you through all of the remaining easy steps that are necessary to create your campaign.
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Many indie authors are already on Instagram and are self-promoting their work for free by simply posting regularly and building a following of fans. So, why start spending money advertising?
Mainly, because Instagram ads are inexpensive and can generate targeted traffic to your website. But there are other reasons, too. For instance, Instagram posts don’t allow a website link in the body of your posts. But Instagram ads do.
With a minimal $100 a month budget, you can easily test the waters. Just make sure you set clear goals and always include a “call to action” – whether that’s to sell books, build mailing lists or promote a new discount that only Instagram followers can benefit from.
A Salesforce report last October revealed the following stats:
- The overall click-through rate on its clients’ Instagram ads over was 1.5 percent, versus Facebook’s first-quarter-2015 figure of 0.84 percent.
- Instagram’s global cost per thousand impressions was $6.29, about 90 percent higher than Facebook’s first-quarter CPMs.
- The cost per click was $0.42 for Instagram and $0.40 for Facebook.
Link to the rest at Bookworks