Write Instagram In-Feed Ads
Instagram in-feed ads are advertising essentials. Here are three simple tips to writing the perfect one.
The in-feed ad is ubiquitous to the Instagram experience. And, like most social media advertising, it burrowed its way into our platforms and populated our feeds like a well-strategised vermin. One day, we were scrolling through the platform, barely noticing as we came across the occasional advertisement telling us how we can get shredded in just two weeks.
Fast-forward another month and advertisements appear every few scrolls. People don’t usually put up with this level of advertising but are more likely to do so with Meta’s platforms because it is targeted to the user and relevant to their usage.
So, given that well-targeted Instagram story ads are more likely to win over your target audience, here is how to write the perfect in-feed advertisement to grab their all-important attention:
1. Set your objective
What are you trying to achieve with your in-feed advertising? You need to know your objectives in order to catch your audience at the right part of the sales funnel. Are you a new brand looking to increase awareness and win followers?
Or, are you a reputable brand who already has an established audience and can make quick sales? Once you know what you want to achieve you can then begin developing work on your Instagram story ads.
For example, if you are a new organic produce delivery store called Green Goodness looking to win customers you can start with a quick hook asking your audience if they are looking for high quality, organic produce delivered right to their door. Your CTA can then include a “Learn More” tab which then leads to your website, profile, lead form or messenger.
Conversely, if you already have a reputable brand, you can simply post an image of your product with a “Shop Now” tab that will take the user directly to the advertisement’s corresponding product page. Yes, it’s that easy for pre-existing brands, whilst newer ones have to take the longer route to get where they want on the Gram.
2. Hook your audience with the first sentence
The most important thing you can do for your Instagram story ads copy is address the user’s pain point. Let’s use our organic store Green Goodness for another example. Green Goodness is a new brand looking to increase awareness and build engagement. Here, you will be targeting people who have likely searched for organic produce before and would like to get away from the supermarket stuff.
You can start your Instagram story ads with curiosity-based hooks like, “want to know why organic produce is so much better than the chemical stuff?” or problem-solution hooks like, “sick of buying dodgy supermarket produce? Try Green Goodness instead”.
This way, you will be addressing common pain points for people thinking of making the switch to organic produce (i.e. health benefits and subpar supermarket produce). This method can and should be applied to any brand seeking to win their audience with a sharp hook that entices curiosity and demands engagement.
3. Introduce the hero (aka your brand)
It is now time to introduce the hero. The hero is the one who is going to address the paint points and resolve the problem that has brought the customer to your Instagram story ads. The hero is your brand and in this case we will use Green Goodness again.
The perfect example of solving the organic produce being better question is to answer it with a positive statistic i.e. “organic produce contains significantly lower synthetic pesticides than supermarket produce”. This is always going to be a winning fact given that a major reason for people seeking organic produce is to avoid chemical consumption.
Complete your advert with a clever call-to-action (CTA) directing your audience to find out more or buy online through your bio and you have written a well-crafted in-feed advertisement.
