Video content is at the forefront of digital marketing, with 91% of businesses using video as a marketing tool in 2023, according to Wyzowl. But producing great video is just the beginning. If you're not actively promoting your video content, it risks getting lost in the feed. Instagram Ads offer a powerful platform to increase views, engagement, and conversions. Here's how you can leverage them effectively.
Why Instagram Ads Work for Video
Instagram is one of the most engagement-rich platforms, especially for video. With over 500 million daily active users and a 38% higher engagement rate for video posts compared to image posts, it's a natural channel for promoting video content.
Instagram videos drive 38% more engagement than image posts, making them a high-impact format for marketers.
Instagram's ad formats such as Stories, Reels, and In-Feed videos provide an immersive experience that aligns seamlessly with organic content, making it easier to capture users' attention without disrupting their scroll.
Choose the Right Ad Objective
The first step to a successful Instagram video campaign is selecting the right objective in Ads Manager. To boost video views and engagement, consider the following objectives:
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Video Views: Optimizes for users likely to watch your video.
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Engagement: Targets users likely to interact with your video through likes, comments, and shares.
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Traffic: Drives users to a landing page or product page after watching.
Choosing the correct objective helps Meta's algorithm show your ad to people who are most likely to respond to it.
Target the Right Audience
Refined audience targeting is crucial for video ad success. Instagram's integration with Meta's Ads Manager allows advertisers to leverage Custom Audiences, Lookalike Audiences, and Interest-Based targeting.
Design for Mobile-First Engagement
Over 98% of users access Instagram via mobile. Your videos should be optimized for vertical viewing (9:16 aspect ratio), with clear visuals and captions for silent autoplay.
Keep these best practices in mind:
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Hook your audience within the first 3 seconds.
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Use eye-catching thumbnails.
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Include subtitles for accessibility and comprehension.
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End with a strong call to action.
Use Retargeting to Maximize Engagement
Retargeting helps reinforce your message and push users down the funnel. Set up video engagement Custom Audiences to retarget viewers who watched a certain percentage of your video.
Test and Optimize Continuously
Optimization is key to improving performance over time. A/B test different video lengths, CTAs, visuals, and placements. Monitor metrics like:
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ThruPlay (video watched to completion)
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View duration
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Click-through rate (CTR)
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Cost per result
Track essential video ad metrics like ThruPlay and CTR to refine campaign performance.
Final Thoughts
Instagram Ads can dramatically increase the reach and impact of your video content when used strategically. By aligning ad objectives, using advanced targeting, optimizing for mobile, and constantly testing, you can turn your videos into high-performing assets.
For more tips on campaign success, explore LeadEnforce's Facebook Ad Optimization strategies to ensure every dollar you spend delivers value.
