In the world of digital marketing, no education brand can afford to ignore the power of Instagram.
With over 1 billion active users globally, Instagram is a vibrant platform for connecting with potential students, showcasing your offerings, and driving enrollments.
This post will walk you through a beginner-friendly, step-by-step guide on how to run Instagram Ads for education brands to captivate more students.
Whether you’re a seasoned educator or an education brand new to Instagram marketing, this guide will help you navigate Instagram’s advertising landscape.
Understanding Instagram Ads
Before delving into the mechanics of running Instagram Ads, it’s important to understand what they are and their potential for your education brand. Instagram Ads can appear in users’ feeds or stories, and they look like regular posts but have a “Sponsored” label. With Instagram’s sophisticated targeting capabilities, you can reach a wide range of potential students based on their demographics, interests, behaviours, and more.
Step 1: Set Up Your Instagram Business Account
The first step to running Instagram Ads is to set up an Instagram Business Account. Here’s how to do that:
- Download the Instagram app on your device and sign up.
- Go to your profile and tap on the three lines in the top right corner, then tap ‘Settings’.
- Tap ‘Switch to Business Profile’, then ‘Continue’.
- Fill in your business details and tap ‘Done’.
Step 2: Connect Your Instagram Account to Facebook Business Manager
Instagram Ads are created and managed using Facebook’s advertising platform, Facebook Business Manager. To run Instagram Ads, you need to connect your Instagram Business Account to your Facebook Business Manager account. Here’s how:
- Go to your Business Manager Settings.
- Under ‘Accounts’, click ‘Instagram Accounts’, then ‘Add’.
- Enter your Instagram login details.
Step 3: Create Your Instagram Ad Campaign
Once your Instagram account is connected to Business Manager, you can create your ad campaign. Here’s how:
- Go to ‘Ads Manager’ in your Facebook Business Manager.
- Click ‘Create’.
- Choose your objective. To attract more students, ‘Lead Generation’ is a suitable option.
Step 4: Define Your Target Audience
Defining the right audience is a vital step to ensure your ad reaches potential students. Instagram offers detailed targeting options:
- Location: Target potential students within your locality or broader regions if you offer online classes.
- Age and Gender: Select appropriate age ranges and genders.
- Interests and Behaviours: Target individuals who have shown interest in ‘education’ or ‘learning’.
- Custom Audiences: You can also target people who have interacted with your business before or lookalike audiences who share characteristics with your existing customers.
Step 5: Choose Your Ad Placement
After defining your audience, choose where your ad will appear. You can let Instagram automatically place your ad where it’s likely to perform best, or you can manually choose where your ad appears. For the latter, select ‘Edit Placements’ and choose ‘Instagram’.
Step 6: Set Your Budget and Schedule
You have control over how much you want to spend on your Instagram Ads. You can set a daily budget (the average amount you’re willing to spend each day) or a lifetime budget (the total amount you want to spend for the duration of your ad campaign).
Next, set a schedule for your ad. You can choose to start your ad immediately, or you can schedule it for a later time.
Step 7: Design Your Ad
The content of your ad plays a crucial role in attracting potential students. Create a compelling headline and description, and use high-quality images or videos that resonate with your target audience. Instagram offers multiple ad formats:
- Photo Ads: Share your story through a clean, simple canvas.
- Video Ads: Share videos up to 60 seconds long.
- Carousel Ads: Showcase multiple photos or videos in a single ad.
- Stories Ads: Complement the immersive, full-screen experience of Instagram Stories.
Don’t forget to include a clear call-to-action (CTA) like ‘Sign Up’, ‘Contact Us’, or ‘Learn More’.
Step 8: Review and Submit Your Ad
Once you’re satisfied with your ad, click ‘Review’ to ensure everything is as it should be. Then click ‘Confirm’ to submit your ad. Instagram will review your ad, and once it’s approved, it will run according to your set schedule.
Step 9: Monitor Your Ad Performance
Use Instagram’s Ads Manager to track your ad’s performance. Monitor metrics like impressions, reach, clicks, and conversions to understand what’s working and what’s not. This insight allows you to tweak your ad strategy for better results.
Wrapping Up
Instagram is a powerful tool for education brands looking to expand their reach and attract more students.
Though Instagram advertising involves a learning curve, the potential return on investment makes it a worthwhile endeavour.
Remember, Instagram Ads are about more than just reach – they are about reaching the right people with the right message.
Crafting targeted, compelling Instagram Ads can put your education brand in front of individuals who are likely to become your students.
Happy advertising!
P.S. Click here if you want to read more about how to market your tuition business as a whole.
