Instagram Ads

This month we have Ethan Sigman in to share how you can build your list using Instagram ads. Yep, I said Instagram Ads. This is something we have been experimenting with here at Videofruit and are having very good results.

:08-Jeremy introduces Ethan

:24-Ethan talks about what his business does

1:13-Jeremy talks about the excitement around Instagram ads

2:30-Ethan talks about how he got started with Videofruit and used ads

3:57-Jeremy asks Ethan to share the results Videofruit got by using ads for webinars

4:30-Ethan talks about cost

-Cost per user to $1.80 an attendee on Instagram

-Facebook ads were averaging $5-7 per opt-in

-Since Instagram is so new, there wasn’t a huge audience

6:20-Jeremy asks if the results from the webinar ads are inline with ads for eBooks

-What would cause that ad spend to be so low?

7:05-Webinar opt-ins will usually cost you more

-On Facebook, most people are paying $4-6 per opt-in for webinars

-On Instagram for us, it was $1.80

-On Facebook, most people are paying $.70-3 per opt-in for eBooks

-On Instagram for us, we’ve gotten this down to about $.50-1.50

-The competition on Instagram is lower than on Facebook for right now

8:30-Are these results typical for someone just getting started?

8:50-Ethan explains that as long as you’re willing to test, then these can be typical results

-Limit variables

-Run optimization tests

10:33-Are there any key differences or key similarities between Facebook and Instagram ads?

11:13-The biggest difference is the image types

-Spend some time looking around Instagram to get an idea of good images

13:20-Instagram is more a magazine-style consumption

-People scroll through quickly and stop on pages...kind of like flipping through a magazine

-Instagram is no different than how we run our businesses in the sense that you need to have the audience first and you have to have quality

14:36-Ethan talks about and gives an example of how to target on Instagram

15:17-Jeremy talks about the time and resources this takes

16:05-Jeremy talks about the Instagram crowd

-Younger, looking for things that are interesting, culture of “if this is a photo that isn’t good or it’s not good quality”, they’ll unfollow that account

17:10-You don’t want to go into Instagram and rush running ads

-It can take up to 24 hours for an image to be approved

-Give yourself some time to get everything set up and images approved

17:53-What is step 1 if I’m just starting out?  What steps do I need to take to get started

18:40-Ethan talks about how to run ads and the different options

-Step 1: Have your Instagram account

21:34-Jeremy reviews what Ethan said

-Step 1-have an Instagram account

-Set up a profile photo

-Put a link to your landing page in your bio

-You want to make sure people have information about you, and a place to go to get more (like your link to your page)

-You want an Evergreen funnel link in your bio so that traffic has somewhere to go

23:12-What’s the next step?

-Identifying your offer

-You want to make sure that the landing page you’re sending the audience to is mobile friendly-Instagram is used on phones or tablets (optimize your landing page for mobile traffic)

26:16-Ethan shares his screen and shows a landing page that’s setup for Videofruit

28:40-Take some time to think through the entire process as someone who is signing up-Instagram is a mobile platform

-Does everything match?

-Is it mobile optimized?

30:12-Ethan shows another landing page they’re working on

-Easy to browse

-Not a lot of text

-One step opt-in

31:48-Jeremy reviews steps

Step 1-Set up Instagram account

Step 2-Identify the offer and make sure the experience is congruent all the way across.  Do a bunch of mobile testing to make sure everything is mobile optimized

32:19-Ethan talks about mobile testing and optimization

33:34-What is step 3?

33:40-Step 3 is identifying your target customer and mapping out their interest and where they might congregate

-Who is my target customer?

-What are they interested in?

-Where do they congregate?

-Make a couple of variations of those and test each one

34:18-Jeremy and Ethan talk about his agency and the eBook they’re creating

34:49-Jeremy asks Ethan to share who were the people they were targeting, where were they congregating, and how did they decipher those things

34:57-Ethan explains how they started and how he used Facebook ads to help

36:58-Jeremy talks about how helpful Facebook can be when you first start out with Instagram

37:35-Ethan shares his screen and dives into how they started and what they did

43:49-Jeremy does a quick review of the steps and asks what Step 4 is

-Set up a page

-Identified the offer

-We have our market and know what their interests are

44:04-Step 4 is create about 3 audiences

-After you’ve created these audiences, come up with your “MVP” ad (most viable product ad)

-Ethan would come in to ads manager and check the cost per conversion on each audience to see which one is converting better

-You want to test audiences

46:07-Jeremy talks about how critical testing all of this is

46:48-Ethan shows the first audience test that he did for Videofruit

48:47-Jeremy reiterates how important photos are on Instagram

-You’ll need to focus on the quality of your photos

49:17-Jeremy asks if there’s anything else to do or anything else Ethan would suggest to do while testing audiences

-The biggest thing about your testing is to look at what’s performing the best and see what differentiates it from the other ones you tested

-Try to find the common thread of what made it test better and perform better

50:58-Jeremy thanks Ethan and talks about how Instagram will become a big player

Lesson Resources: Example 1, Example 2, Example 3, Ads Manager, Landing Page