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To successfully promote through Instagram ads, your ads must be consistent with the channel's aesthetics. An obviously promotional visual will be seen as such by Instagram users, and won't produce your desired results. To start, determine your audience's interests and what moves them. Then create a visual appealing to those interests that appears natural and unstaged.
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Your Instagram ad should be carefully crafted to get attention. It won't gain those eyes if the photography isn't top notch. So pay attention to compositional and technical aspects of good photography when creating images. Carefully compose the shots, keeping in mind the "rule of thirds" dividing the frame. When shooting, keep the image simple by prioritizing a shot's focal point. Your photographs should never be too "busy." If possible, include vibrant colors that capture interest.
As these guidelines suggest, creating winning Instagram ads requires that advertisers walk a fine line. On the one hand, ad photos must be attention-getting. On the other, they should avoid blatant product promotion. Read on for several examples that aced that test.
- Inspirational or aspirational shots garner greatest attention from Instagram users. So emphasize experience over product. Levi's did that with an Instagram ad featuring a denim jacket-clad woman peering over the Grand Canyon's rim.
- Shoot real-life situations, and people using your brand, in photos which connect with your target audience. A fast food brand used this approach in a photo of young people savoring its breakfast offerings. This natural approach builds buy-in from Instagram users.
- Although Instagram ads should appear as natural as any other Instagram posting, marketers can still incorporate a call to action. The most effective Instagram ads use creative calls to action, like one's call to "tag your friends."
- Don't aim to do too much in your Instagram ad shots. This is one medium where clearer visual messaging and a "less is more" philosophy is best.
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