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Hot: These tips are meant for marketing experts.
Bottom Line: If you’re using Instagram and are already used to Facebook’s Ad Manager, paying for Instagram ads could be a good way to grow your reach.
Do This: Seriously look into what you’re getting for your Facebook ad spend and your existing Instagram reach to see if shifting some of your ad spend to the ‘Gram makes sense.
Boost listings, advertise open houses, and get your smiling face in front of more people with Instagram ads. We’ve talked a lot about paid options on social media. Specifically, Facebook. We’ve also talked a whole lot about the ongoing issues that come with Facebook ads, platform changes, and ongoing issues specific to real estate. While Facebook has been the main source of social media leads for marketing pros and newbies alike, the platform’s recent turmoil has led lots of people to look elsewhere. Lucky for them, they didn’t have to look far.
Enter Instagram. The Facebook-owned platform is a natural fit for marketers. You can use Facebook’s Business Manager to run ads on both platforms. That means you don’t need to learn new targeting and setups. They also have been stepping up their paid options like crazy.
For large and small businesses alike, Instagram has become an increasingly important organic lead source. So why not invest in paid options?
Let’s start with the obvious: why would you pay on Instagram? As Facebook’s organic reach has plummeted, lots of businesses have turned to the ‘Gram. If you did, you know that your organic reach was way better...like, Facebook circa 2015 better. So why pay when you don’t have to?
To put it bluntly, you’re going to have to. Facebook’s takeover of Instagram has come with lots of Facebook-style changes. Algorithm tweaks are already leading to less organic reach. And like Facebook before it, Instagram has been more than happy to up their paid offerings as they’ve been shrinking your organic options. In the last year alone the platform has doubled the amount of ads shown in the app. Seriously.
In other words, Facebook isn’t going to let you save money by switching to their other app. The good news? If you’re finding that Facebook’s paid traffic isn’t working for you, no matter what you try, Instagram might give you more for your money.
First, like we mentioned already, your Instagram ads are integrated with Facebook’s Ad Manager. That means you get all of the targeting you’ve come to know and love. And like Facebook, Instagram has quite a few ad styles and placements to choose from.
Your Insta options include:
All of these options have added benefits you don’t get from organic posts, like links, CTA buttons, etc. In other words, paying for Instagram ads comes with a lot of options and benefits to fit any goal and budget.
Short answer: maybe.
Long answer? You should start by auditing your current social efforts - paid and organic. Look at where you’re getting the most benefit. If you’re paying for tons of Facebook ads and getting poor-quality traffic from it, while seeing your organic Instagram presence flourish, then paid ‘Grams are a no-brainer. If your Facebook (or Google, or any other platform) ads are all doing well and you don’t have much of a following on Instagram, it might not be a good move.
One thing to keep in mind: Instagram’s audience is generally younger than Facebook’s. So if you specialize in retirement or senior living, Instagram’s paid options may not be right for you.
Another thing to consider: Instagram sets the bar high for visual content. Things have to be pretty and vibrant. So take the time to get high quality, full resolution photos of dreamy properties, nicely staged living rooms, or even yourself. Dark, grainy, or unprofessional photos will get skipped over so fast.
We’ve seen realtors use ads for a variety of reasons:
We don’t think Instagram will do too much for commercial realtors. It’s probably a better fit for residential. But hey, we’re open to testing and learning if you are!
Like anything else online, there’s no one-size-fits-all answer. Before jumping into Instagram ads, look at your social media strategy and see what’s working for your business. Don’t worry about what anyone else is doing - just focus on your own goals. If Instagram is already an important part of your social efforts or you’re looking to branch out from Facebook without learning a whole new ad platform, Instagram is a natural fit.
And if you’re looking for more ways to grow your ‘Gram, check out our next post on these Instagram trends you should know about.
Working with ListingManager allows Jess to explore an alternate reality where she could one day own a house instead of renting. When she’s not focused on her daily to-do lists, Jess enjoys HBO binges, gourmet lattes, and playing with her dog. How did you like this article?
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