Instagram, the globally renowned platform celebrated for its visually engaging content, has become an essential tool for businesses seeking to reach and engage audiences in creative ways. Originally a space for users to share personal moments through photos and videos, Instagram has evolved into a powerful marketing platform, offering unique advertising opportunities for brands of all sizes.
With over 300 million active users worldwide, Instagram has outpaced Twitter in both size and user engagement. Its highly visual format drives deeper connections between users and brands, creating an environment that fosters trust and loyalty. In South Africa, Instagram is one of the top three social networking platforms and continues to experience rapid growth. From 680,000 users in 2013, the platform has expanded to 2.68 million active South African users today—a remarkable 133% growth. This surge in popularity means Instagram now boasts more active users locally than Mxit, once South Africa’s largest social platform.
This rapid rise in user adoption was a significant factor behind Facebook’s decision to acquire Instagram for $1 billion in 2012. Since the acquisition, Instagram has undergone several transformations, introducing innovative features and scaling its commercial capabilities. In 2015, the platform unveiled advertising options for businesses, initially catering to large brands. By late 2015, Instagram democratized its ad capabilities, making them available to all businesses, including small and medium-sized enterprises.
Why Instagram Advertising Is Perfect for Retailers and Shopping Centres
The question arises: Is Instagram advertising the right fit for the retail and shopping centre industry?
The answer is a resounding YES!
Instagram is inherently visual, making it ideal for brands to showcase their offerings in a creative, high-quality format. Retailers, malls, and shopping centres can take advantage of this platform to highlight promotions, showcase new collections, and promote tenant offerings in an engaging way. However, to ensure success, it’s crucial to have a well-thought-out strategy in place.
Here are a few questions to guide your planning:
- Do you have a strong content strategy in place? A consistent and cohesive plan is key to driving engagement.
- Are you leveraging in-centre promotions and tenant offerings? Highlighting these unique selling points will attract your audience.
- Do you have measurable objectives for Instagram advertising? Clear goals will help you assess your campaign’s success.
- Can you produce visually appealing, high-quality content? Instagram is a visual platform, so this is non-negotiable.
- Is Instagram already part of your broader marketing strategy? For retailers, the answer should always be yes!
If your answers to the above are affirmative, Instagram advertising is likely to deliver real value for your business.
How to Launch Your Instagram Ads
If you’re ready to take the plunge, here’s a step-by-step guide to launching your first Instagram ad campaign:
1. Link Your Instagram Page to Facebook
To run Instagram ads, you’ll need to connect your Instagram account to your Facebook Business Page. This integration ensures seamless ad management and access to advanced targeting tools.
2. Choose the Right Ad Type for Your Objectives
Instagram offers three main ad objectives:
- Clicks to Website: Drive traffic to a specific landing page.
- Mobile App Installs: Promote downloads for your mobile app.
- Video Views: Engage users with video content (up to 30 seconds).
Within these objectives, you can select formats like Image Ads, Carousel Ads, or Video Ads. Both square and landscape formats are supported, allowing you to tailor your ads to your content style.
3. Understand Your Audience
Instagram leverages Facebook’s robust targeting tools, enabling you to define your audience based on demographics, interests, behaviors, and more. Use custom audiences and lookalike audiences to refine your targeting strategy. For retailers and shopping centres, it’s crucial to understand both the niche and broader communities your business serves.
4. Create High-Quality Visual Content
Visual content is the heart of Instagram advertising. To stand out, avoid generic stock photos and invest in creating original content that reflects your brand’s identity. For shopping centres, this might include vibrant images of tenant stores, in-centre promotions, or seasonal decor. Remember, the goal is to tell a story through visuals.
5. Focus on a Single Call-to-Action (CTA)
While Instagram doesn’t impose text limits like Facebook’s 20% rule, simplicity is key. A single, clear CTA is more effective than a cluttered message. For example, instead of saying, “Participate in our contest by visiting the mall, shopping at your favorite store, and taking a photo,” simplify it to “Take a selfie with your BFF in our mall!”
6. Leverage Popular Hashtags
Popular hashtags like #ThrowbackThursday, #MotivationMonday, and #RetailTherapy can significantly increase your visibility. Pair these trending hashtags with branded hashtags to create a unique identity for your campaign. For example, a mall could use #ShopAt[YourMallName] alongside broader hashtags to foster both niche and mainstream appeal.
Benefits of Instagram Ads for Retail and Shopping Centres
Instagram ads aren’t just another box to tick—they are a powerful tool for driving meaningful engagement, fostering brand loyalty, and achieving business objectives. By committing the necessary resources and adopting a strategic approach, you can:
- Increase Foot Traffic: Highlight in-store promotions and events to draw customers to your location.
- Boost Engagement: Create a two-way conversation with your audience through interactive content.
- Drive Sales: Promote specific products or tenant offerings to encourage purchases.
- Build Community: Showcase the unique elements of your shopping centre that resonate with your audience.
Final Thoughts
Instagram advertising offers endless possibilities for retailers and shopping centres to stand out in today’s competitive market. With its visual-first approach, advanced targeting options, and growing user base, Instagram can help you reach your audience in innovative ways.
To make the most of this platform, invest in quality content, understand your audience, and set clear objectives for your campaigns. If you’re ready to elevate your marketing strategy, reach out to FGX for expert guidance in setting up and managing your Instagram ads.