Which Instagram advert placement is more cost effective: Reels, Feed Posts or Stories?

It’s time to rethink how you utilize Instagram’s promoting instruments for your enterprise. With the platform’s persevering with improvement, new advert placements and algorithm modifications, the creatives, captions and CTA that labored previously may not ship the identical CPC, attain and engagement within the close to future.

Brands are rising involved about the place to spend their important social media advertising and marketing budgets. Over 50% of social media advertising and marketing budgets are spent inefficiently due to poor creatives, blended messaging, restricted advert sorts and unlucky advert captions.

With this text, I wish to discover how we optimized advert methods on Instagram for GLAM LAB London, which permits freelance magnificence professionals within the U.Okay. to register and listing their companies, which shoppers can guide. The objective of the advertising and marketing marketing campaign on Instagram was to lift consciousness in regards to the service and generate leads.

Test 1

Image or video advert creatives?

At first, I used to be hesitant about testing picture advertisements simply to see how they carried out and evaluating them with the efficiency of our video advertisements.

Quick analysis confirmed that video advertisements generate three times extra engagement than different codecs. I nonetheless ran a fast marketing campaign for a few days with a picture advert, amongst different codecs, and located that Instagram’s algorithms had been reluctant to push picture advertisements:

I due to this fact determined to as a substitute use video advertisements. I began with two video creatives that went viral on Instagram Reels (producing 21,000 and 5,000 views) to check the algorithms and targets. We ran one six-second video of a woman that first confirmed her with none make-up after which transitioned to her post-makeup to music, and a 13-second video displaying a shopper fighting make-up and ordering our service ultimately.

I used a common advert description with a CTA to guide the service on our web site, concentrating on a generic viewers — ladies from London, aged 18-55. I selected all three Instagram advert placements (Reels, Stories and Feed Posts) and the typical outcomes had been:

Image Credits: GLAMLAB

I had already heard that Instagram Reels may very well be dearer than different placements however didn’t anticipate such a giant distinction. The identical creatives can carry out at nearly half the associated fee if used on completely different advert placements.

Test 2