As far back as we can find in history, and even in prehistoric times, stories have been a major part of every culture on every continent. We have used stories to convey religion, mythology, and even “folk history”; stories are ingrained in our DNA.
Naturally, the human psyche responds very well to stories, and so brands that have learned to tell stories are usually much more successful! You don’t have to go too far to find some awesome examples of how brands use stories to advertise, just check out the latest ad from Chase with Serena Williams
And what better place to tell stories than Instagram???? Right?
Instagram stories have been a huge success and are so popular that 400 million people view them daily! Yes, that's right, every single day 400 million people view an Instagram story. That’s a quarter of a million people EVERY MINUTE!
And Instagram stories are an excellent place to have your ad. This is because your ad will be on the screen by itself, not competing with anything else for attention. Unbelievably, one-third of the most viewed stories on Instagram are posted by brands (both ads and organic posts). This clearly demonstrates that the potential couple is open to consuming your ads in Instagram stories.
So, what’s the secret? Well, the secret is in being able to tell effective stories visually and quickly.
One of the most important concepts in social media advertising is to remember to make our ads look native to the platform and behave in a similar (or identical) way to organic posts. Ads that don’t look like ads, but rather look like regular posts convert the best!
With this in mind, think of an organic Instagram story, it lives only for 24 hours, so if you run an ad that is there for two months and it keeps coming up over and over, couples will just get irritated…
This does not mean that you have to stop advertising, it simply means you need to refresh the photo and copy often. A good rule of thumb is to keep the ad from being shown to the same person more than twice within Instagram stories.
The advise I am about to give you will make any professional wedding videographer cringe, BUT, it works wonders for improving your conversion rate… so, we need to give the public what numbers clearly show the public wants.
What is that I am talking about, yeah, vertical videos… Now, before you get all upset and navigate away, hear me out on this one.
Instagram stories are consumed on the phone, right? And the phone is being held vertically, right? So if you have a traditional 16:9 video, it is taking up only a small portion of the screen, leaving the rest either blank or cluttered with text. However, if your video was vertical, it could be taking up the whole screen, creating an immersive experience that looks impressive. This again, just like the first tip, is simply adhering to the rule of creating ads that look and feel native to the platform.
Even though you only have 15 seconds to introduce your brand, that is plenty of time to show an immersive short video/slideshow that will clearly and loudly convey your message. Some of the best performing ads of all time were even shorter than 15 seconds. Don’t think so much about what words you want to say, think more about what emotions you want to trigger.
But while keeping your ad as short as possible in Instagram stories, make sure that you don’t forget to have a call to action. An ad that does not have a call to action, will usually perform poorly because people that see it do not know what they need to do next.
If you have been advertising or even just posting organically on Instagram feed, or on most other placements on Facebook, you have probably learned to do without. This is because most videos on both Facebook and Instagram feed are played on mute.
However, you will be delighted to hear that according to Facebook, as much as 60% of Instagram stories ads are played with the sound on, so go ahead and make sure your sound is taken care of.
Having the sound, allows you to add extra depth to the ad experience, which can help you convert your ads even better than you already have so far. Think of a sound that would evoke the emotion you are trying to evoke with the video. Don’t be afraid to spend a couple of dollars and purchase usage rights to a good song!
One of the coolest features of an Instagram stories ad is that you can make them interactive by polling them or asking a question. By getting them to use their thumbs, you are making sure they are actually paying attention to your ad. Plus it creates a more interesting experience for them too!
Think of questions you may ask that would start a conversation that will bring them one step closer to booking you. Ask meaningful questions.
Mastering Instagram and Facebook ads may sometimes feel a bit daunting since there are so many options for placement, types of ads, the requirement for your creatives, and copy, and on and on the list goes.
Both Facebook and Instagram ads are very easy to create with a click of a button, but can you create one that converts well and actually books you weddings? Are you able to track and say with 100% certainty, how many weddings you booked from the money you spent on Facebook or Instagram ads?
If you are not sure, or if you haven’t even tried advertising on Facebook and Instagram, you definitely need to! Photographers just like you are getting solid booked with Facebook and Instagram ads and the best part is they get solid booked with only the type of couples they want to work with!
If you are not sure about Facebook ads, or just want to see if they are for you or not, take my simple online test “Are Facebook Ads For Me” to see if you should or shouldn't explore this option.