Optimise Instagram ads for audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 24, 2021, 1:10 PM UTC

Brands should be familiar with the eight audience types on Instagram to create effective campaigns for the platform. 

While finding relevant ad audiences to target on Instagram, marketers should consider audiences’ awareness level. Consider top of the funnel (TOFU), middle of the funnel (MOFU) and bottom of the funnel (BOFU) audiences separately.

In the initial stage, use Facebook Ads Manager to build high-value audiences and start creating a new ad campaign with Instagram placements. Use buyer persona to guide TOFU “Saved audiences” through the funnel to turn them into valuable audiences.

Leveraging Instagram data can help marketers target the social platform’s account-based custom audiences. This would involve audiences that have interacted with the brand earlier in some form on Instagram. Use these insights and narrow ads funnel to reach audiences at each stage of the Instagram funnel.

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