How to advertise on Instagram: a simple guide for businesses

Two ways to advertise

1. Boost a post in the app. It's quick and easy. You choose a post, a budget and how long it should run. The downside is that you have little control over who sees it, and the goal is often just more views or profile visits.

2. Use Ads Manager (Meta Ads Manager). Here you create ads for both Facebook and Instagram at the same time, and choose your own objective – for example enquiries, sales or traffic to your website. You can target your audience precisely and test several versions. It takes a little longer to learn, but usually gives you much more for your money.

Which formats work?

• Reels. Short, vertical videos. They often get the most attention, especially when they look like normal content and not like advertising.
• Stories. Full screen between the stories people are watching. Good for offers and clear calls to action.
• Images and carousels in the feed. Good for showing products, before and after, or several variants.

Whatever the format: the first few seconds decide whether people stop or keep scrolling.

How to make an ad that stops the scroll

• Make it for mobile and for vertical format. Almost everyone watches Instagram on their phone.
• Show the most important thing straight away. The product, the face or the result should be visible in the first second.
• Use text on screen. Many people watch without sound.
• One message and one action. “Book an appointment”, “See the offer” or “Send us a message” – not all three.

We have written more about what makes a good ad.

Common mistakes

• Just tapping “Boost” and hoping for the best, without a clear goal.
• Using the same image for several months. People get tired of it, and the price goes up.
• Sending people to the homepage instead of the page about exactly what the ad is about.
• Judging the ad by likes instead of by enquiries and sales.

What does it cost?

You set the budget yourself, and the price is set in an auction. We have explained it in more detail in the article on what Facebook and Instagram ads cost.

FAQ