Are you getting lackluster results from Instagram ads? Do you struggle to create ads that resonate with your target audience?
In this article, you'll learn how to create Instagram ads that generate more leads and sales.
#1: Use Long-Form Copy so People Click to Read Below the Fold
Whether you're starting from scratch or editing an existing ad, you might be wondering how long your Instagram ad copy should be. Although there's no ideal character count that works for every ad, the sales funnel stage you target can inform how much you should write.
When you advertise to Instagram users who are closer to the top of the funnel, for instance, longer copy often works better. Naturally, if you're writing for prospects with less knowledge of your business and the products you offer, it's a good idea to devote more copy to building trust and positioning your solution.
In many cases, that may mean your copy ends up below the fold so prospects have to tap the See More button to read the entire ad. To entice your audience to tap and convert, use conversational copy that engages and line breaks that boost readability, as shown in this example from @fitcoachpro.
#2: Don't Hide the Lede
While longer Instagram ad copy often works best for appealing to newer prospects, it isn't necessary for every ad or target audience. In fact, short and sweet copy tends to work better when you remarket to interested audiences.
In other words, you can keep copy super simple when you're talking to Instagram users who already trust your brand and know the solutions you offer. At this stage of the sales funnel, you don't have to introduce your brand or make a hard sale. Instead, you may be able to get more conversions with a concise pitch.
For example, the @redox Instagram ad below uses short ad copy and a simple text overlay to get prospects to tap through. The ad copy and text overlay work together to promote a downloadable white paper that offers what it takes to “pitch your product to a health system.”
#3: Use a Creative Play on Words
It's a decades-old debate: Is clear or clever copy more effective? In many cases, it's a good idea to err on the side of the former by writing copy that's as clear as possible. After all, making your pitch as straightforward as you can means more people are likely to understand it quicker, which may lead to more conversions.
But clear copy isn't always the answer. If you're targeting a niche audience, then creative copy may be better at driving results. That's because using creative wordplay, inside jokes, and lesser-known jargon can disrupt patterns and capture your audience's attention more effectively.
For example, the @shopifyplus Instagram story ad below leads with a play on words. The “unexpected ship happens” headline grabs attention by adding a humorous touch to a timely issue that's critical to the eCommerce platform's target audience. After drawing in prospects, the ad seamlessly prompts users to download a free playbook for managing supply chain disruption.
#4: Quote Industry-Specific Stats to Establish Social Proof
If clever copy doesn't make sense for your audience or offer, then clarity can work just as well at getting conversions. It's all about finding the right fit for your Instagram ads. When you want to grab attention instantly and drive action efficiently, numbers can be particularly effective. That's because numbers:
- Convey information quickly
- Make size and scale abundantly clear
- Stand out in a sea of text
For example, the @plaid Instagram ad below uses numbers to catch users' eyes and share a clear message quickly. The “$230B” figure successfully conveys the scale of the new market and piques users' interest. By tapping the Download call to action button, users can access a native lead form that collects their contact details in exchange for the fintech report.
In many cases, numbers can do more than grab attention and pique interest. If they provide social proof, then they can also boost your business' credibility. Naturally, when prospects see evidence that other customers and companies use your products, they're more likely to trust your business, too.
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Social proof can cultivate trust in a few different ways. Here are just a few things it can reflect:
- Tally of the customers and companies that have purchased your services
- Total of the revenue you've helped clients generate or money you've helped them save
- Sum of everything you've produced to date such as the number of messages your chat app has sent
For example, the @klaviyo Instagram story ad below positions an impressive number at the very beginning of the text overlay. Stating that “265,000+ brands use Klaviyo” effectively conveys that hundreds of thousands of brands already trust the platform. Sharing this social proof makes it easier for other companies to become customers, starting by swiping up to request a demo of the platform.
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#5: Help Customers Visualize the Improved Circumstances Your Product Delivers
When you offer a credit, discount, or sale price, it's relatively easy for potential customers to understand the value you're providing. After all, numbers translate value clearly, especially if you state the amount of the credit or compare the original and sale prices.
But if the value of the offer is highly dependent on the user, conveying this information is much more difficult. In that case, focusing on the benefits can help you make a compelling pitch—especially if you can encourage prospects to envision the value they'll receive.
Keep in mind that benefits are different from features. Features explain what a product or service can do, while benefits explore why the offer is so valuable, which can tip the scale in favor of a conversion.
#6: Offer an Irresistible Incentive
You can also use numbers to drive conversions when you offer irresistible incentives. For instance, you might offer a special discount during a limited time period, a credit for new clients, or savings for return customers, as in the ad from @TheAthleticHQ.
To maximize conversions from your Instagram ad, place the incentive in the copy and overlay. By repeating the offer, you can use all available opportunities to get customers to act.
#7: Get Customers to Opt in by Acknowledging Pain Points and the Solution
A great deal can certainly incentivize an audience that's already primed to convert. But what if your prospects need a bit more convincing first? By addressing your target audience's pain points, you can show that you understand their challenges, which can encourage them to trust your solutions.
Some classic copywriting formulas call for you to agitate customers' pain points so they'll be more likely to take you up on your solution. But that isn't always necessary. In some cases, merely touching on the issues your customers are dealing with is enough to form a connection and increase conversions.
For example, the @mindspace.me Instagram ad below asks, “Looking for a private office for your team?” This can be a common pain point for remote teams that occasionally need to collaborate in person. The copy seamlessly positions the co-working space as the solution, highlighting key features in the copy and the ad's text overlay.
Whether you opt to agitate potential customers' pain points, showcasing your offer as the obvious solution can help drive conversions. In your Instagram ad copy, highlight the many ways your company meets prospects' needs, even if you don't call out each pain point individually.
For example, the @industrioushq Instagram Reels ad below asks, “Do you need a new place to work?” using emojis and a line break to spotlight the question. Then the copy shifts to exploring the many ways the co-working space meets customer needs such as providing various types of spaces and having availability that aligns with remote workers' schedules. The linked landing page completes the conversion workflow by offering a free day in exchange for taking a tour.
#8: Proactively Address Objections
In your Instagram ads, you could pitch the most amazing offer or call out incredible benefits. But no matter how much value you provide, your target audience is likely to have at least a few objections and reasons not to convert.
If you want to increase conversions, it's essential to understand what those hesitations might be and how to address them efficiently. After all, if you want to win potential customers over, you have to show that you're attuned to their concerns. Here are a few ideas:
- For a product trial, you may need to clarify that prospects don't have to provide credit card details.
- For complimentary consultations, you may find it helpful to state that there's no further commitment required.
- If you offer a lead magnet, you may want to assert that it's completely free for prospects to download.
#9: Prompt Purchases With Time-Sensitive Offers
You can't necessarily expect prospects to convert the first time they learn about your company or see one of your ads. In most cases, you have to connect with your target audience more than once, creating multiple touchpoints before a conversion.
With Instagram ads, remarketing to interested customers is relatively easy. Using Facebook Ads Manager, you can build remarketing audiences based on engagement with your Instagram account, your ads, or even your website.
But what if you want to speed up the process and encourage prospects to act quicker? By creating a sense of urgency, you can prompt your audience to act sooner than they would otherwise.
When you add time or quantity limitations, you can also elicit fear of missing out. If your audience wants to take advantage of an offer before it disappears, they'll be more likely to convert before they miss their chance.
From highlighting solutions to offering incentives to providing social proof, there are plenty of ways to capture your audience's attention and drive more conversions with Instagram ads. Experiment with different tactics to find the ones that truly resonate with your audience so you can meet—or exceed—your Instagram marketing goals.
Get More Advice on Instagram Ads
- Spot, diagnose, and remedy ad fatigue on Instagram.
- Create video ads that convert on Instagram.
- Save time managing your Instagram ads.
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