How Do Instagram Collections Ads Work?

Instagram has recently developed a new way to help e-commerce businesses promote and sell their products: Instagram Collections Ads. This marketing feature is the latest way in which Instagram is showing support for e-commerce businesses. Instagram Collections Ads utilize a fun, engaging format that combines video, images, and product catalogs into one polished advertisement.
The fact that over 200 million Instagram users  follow fashion accounts shows how large a role the platform plays in influencing customers. Many people love to browse for new products on Instagram. According to research, 130 million Instagram users tap on a shopping post to learn more about products every month. Considering the prevalence of online retailers on Instagram, this tool – designed specifically to help those businesses grow – is much needed.
So, are Instagram Collections Ads the next big thing in social media marketing? Let’s learn what this feature has to offer and then it’s up to you to decide.

What Are Instagram Collections Ads?

Instagram Collections Ads are a type of advertisement available to registered business
accounts on Instagram. Once posted, they appear in users' news feeds. This new type of
advertisement is just one of the many feed ads available on Instagram. Other popular feed ads
include:
● Photo Ads
● Video Ads
● Carousel Ads
● Branded content Ads
Instagram Collections Ads allow brands to catch the eye of users with entertaining videos and
images that promote an assortment of different products together in the same place, but also
allows them to look separately at any one of the products for more details.
This type of ad is perfect for brands that are promoting products from a collection. Take Ashley
HomeStore as an example. In their Instagram Collections Ad, the brand featured one main
image previewing the whole collection, with individual images of the separate products
underneath.

By also presenting the individual products within the collection, the ad looks more appealing. Additionally, showcasing each item separately will encourage sales for each one. Collection Ads can benefit your business in numerous ways:

  • Increasing conversions
  • Spreading brand awareness
  • Introducing a new collection
  • Driving traffic
  • Increasing the sale rate
  • Improving the number of store visits

James Willis, a digital marketer and content strategist at Studicus, explains how this ad format helps with social media marketing: “Instagram Collections Ads seem like the best of both worlds. They allow you to mix an attractive ad with the product catalog. Consequently, the cover image or video attracts the users and directly leads them to browse for featured products. It’s brilliant!”

How Do They Work?

As mentioned earlier, the Instagram Collections Ad consists of two components:

    • A cover (or hero) image/video
    • Product images (product set)

    When users click on a Collection Ad, it will take them to the Instant Storefront – a full-screen display of the products with the purpose of driving engagement and nurturing
    interest

    500 pixels is the minimum for both the height and width of the images. The cover image takes up the majority of the ad, and the ratios you can use for it are:

    • Square* (1:1)
    • Full landscape / horizontal (16:9)
    • Slideshow

    *A ratio higher than 1:1 can’t be used.

    The images below this header can be hand-picked or you can let the software choose them automatically. If you want to use video as your cover, here are some recommended characteristics you should consider:

    • Aspect ratio – 16:9 or 1:1
    • 264 video compression
    • High profile is preferred
    • Square pixels
    • Fixed frame rate
    • Progressive scan
    • Audio: stereo ACC audio compression, 128 kbps

    The product set needs to have at least 4 different items. However, inside the Instant Storefront, the product minimum is 12 products.

    Collection Ads are available on both Instagram and Facebook. Although you can add a headline (up to 90 characters) to your ad, it won’t appear on Instagram. The headline is only visible on Facebook. Additionally, on Instagram, you are unfortunately limited to one of the four post-click Instant Experience templates available on Facebook: the Storefront template.

    The Storefront template is composed of one main image or video displayed alongside product images in the product catalog form. The products are shown in a grid for a seamless browsing experience. This template is perfect for presenting collection products separately and driving traffic to the website.

    The other Instant Experience templates for Facebook Collection Ads are:

    • the Lookbook template
    • the Customer Acquisition template
    • the Storytelling template

    If you decide to launch a Collections Ads campaign on Facebook, these are the options you’ll be able to choose from.

    Setting up Instagram Collections Ad

    Bringing your Collections Ad to life is a pretty simple process. All you need to do is follow these four steps:

      1. Go to Facebook Ads Manager; this is where you manage all Instagram advertising.

        2. Pick one Collection Ad objective. The options are the following:

          • Traffic
          • Conversions
          • Catalog Sales
          • Store Traffic

  • For the ad’s placement, choose Instagram Feed.
  • Keep following the ad creation process and Facebook Ad Manager will walk you through each step until the ad is completed. Along the way, you’ll need to establish your Collection Ad’s destination, audience, budget, and schedule. You’ll also have to choose the template (only one option for Instagram) and set up Instant Experience.A helpful feature is that you’ll be able to preview your ad, allowing you to make changes until you are satisfied with the final result. It is best to have both your mobile phone and your computer with you so you can review the ad in both formats.

Some Final Thoughts

Instagram has really stepped up its game when it comes to e-commerce advertising. The variety of ad formats explains why more and more brands are rushing to this platform to promote their products. In addition to having access to a wide audience, you can create aesthetically pleasing ads that aim to increase your traffic and sales. With Instagram Collections Ads, you can wow the users with an on-point ad and lure them into a dynamic shopping experience.

BIO:

Nicole Garrison is a freelance writer and a contributor at TrustMyPaper, GrabMyEssay andBestEssayEducation. She works as a consultant for several startups to help them develop efficient marketing strategies. In her articles, she talks about her experience working with these companies as well as shares her insights on what constitutes a great marketing strategy.

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