When to advertise on Instagram?
Written by Merle Andringa
Digital Marketing & Design
Advertising on Instagram can be a powerful way to reach a target audience in a focused way and present your brand in a visually appealing manner. But when is this platform really the right choice, and when is it not? And how does Instagram differ from other marketing channels such as Google or Bing? We are happy to walk you through the nuances of Instagram ads and how a holistic approach delivers maximum impact.
The fundamental differences between push and pull marketing
To properly understand the concept of push and pull marketing, it is important to look at the function that sets a platform apart. A search engine such as Google or Bing offers a different service from a social media platform. Because people are already searching in a search engine, we call this pull marketing.
Instead of convincing someone, a web user is already searching with a purpose. And that person is in a different phase of the customer journey. A web user on social media is in the mood for entertainment and relaxation. To target that audience, they are shown ads that are triggered in the algorithm by interest preferences. This means the ads cause as little interruption as possible, and the web user is not driven away from the platform.
That is why this is called push marketing. Although relevance is an important part of both strategies, the algorithm within each strategy works with different triggers to reach the right target audience. In short:
- Push marketing, such as Instagram ads, focuses on actively promoting your message to a target audience. Here you interrupt the user in their daily interactions with attractive visuals and messages. The aim is to grab attention and arouse interest.
- Pull marketing, such as search engine advertising (SEA), responds to an existing need. Users are already actively searching for your products or services. SEA strategies are aimed at drawing in customers who are about to make a purchase decision.
How do push and pull strategies complement each other?
- Push strategies such as Instagram ads increase your visibility and brand awareness among a broader target audience. This helps you, for example, in the awareness phase of the marketing funnel.
- Pull strategies, such as Google Ads, convert this interested audience when they are actively searching for solutions (consideration and decision phase).
The data from Instagram campaigns can also provide insights that strengthen your pull campaigns, such as demographic information or new interests within your target audience.
When advertising on Instagram does work
At BE Digital, we would advise advertising on Instagram if the following conditions are met:
1. Your target audience is visually oriented and relatively young
Instagram is popular with users up to 45 years old. If your ideal customer falls into this group and appreciates visually oriented content, this platform is perfect.
2. Your brand has a strong visual component
Products or services that are visually appealing lend themselves excellently to storytelling via posts, stories and reels. High-quality visuals and videos are a must to attract attention on this platform.
3. Your marketing objectives are broad
Instagram is suitable not only for brand awareness, but also for engagement, website traffic and direct sales. This makes it a versatile platform for a combined strategy.
4. You have an e-commerce business
Thanks to the integrated shopping features, Instagram is a powerful tool for e-commerce businesses. Users can discover, view and buy products without leaving the app.
5. You have access to detailed targeting data
Instagram makes use of Facebook's advanced targeting capabilities. This allows you to tailor ads to specific demographic and behavioural data, and even use remarketing.
When advertising on Instagram is not the best choice
At BE Digital, we are also realistic about the situations in which Instagram ads are less suitable:
1. Your target audience is actively searching for a solution
When your target audience is already searching for a specific product or service, SEA campaigns (in a search engine) are more effective. Searches in Google have a higher intent, which means you can convert straight away. You can of course still post organically.
2. Limited budget for content production
High-quality visuals and videos are a requirement on Instagram. If you cannot invest in this, your ads will have less impact.
3. Complex products or services
Instagram is less suitable for products or services that require complex explanation. In such cases, platforms such as LinkedIn or informative SEA ads work better.
A holistic approach to data-driven strategies
One of the biggest advantages of advertising on Instagram is the valuable data it generates. This data can also improve your SEA strategies:
- Demographic insights: Discover who responds to your ads and use this information to sharpen keywords and ads in SEA.
- Interests and behaviour: Instagram user interactions can reveal new interests and keywords.
- Cross-channel remarketing: Use Instagram data to make retargeting campaigns on Google or other platforms more effective.
A successful marketing strategy combines push and pull marketing seamlessly. An example:
- Awareness phase (Push): Use Instagram to visually introduce your brand and products to a broad audience.
- Consideration phase (Pull): Draw interested people to your website via SEA campaigns and offer additional information.
- Decision phase: Remarketing campaigns via Instagram or SEA convert the undecided into buyers.
By using both strategies together, you reach a broader target audience and increase the chance of conversions.
Find out when advertising on Instagram is the right choice
Advertising on Instagram is a powerful tool for businesses that want to reach a younger, visually oriented target audience. It is effective in the awareness and engagement phase of your funnel, and the data collected can strengthen your pull strategies such as SEA. But without the right target audience or visual content, the platform is less suitable. Choose a holistic approach in which Instagram and other channels complement each other.
Want to know how an integrated push and pull strategy can make your business grow? Contact us for tailor-made advice. Or request a BE Digital scan so that we can map out the opportunities for you.