You want to learn how to use Instagram video ads for your business well in this
video we're going to cover step by step everything you're going to want to know
about Instagram video ads so stay tuned
alright welcome back and thank you for joining me my name is Jordan Steen also
known as Cereal Entrepreneur and at this channel we talk all about starting a
marketing agency building a personal brand or really just building any type
of online business using digital marketing so if you're interested in any
of those topics make sure to hit that subscribe button and the notification
bell over there in the bottom right hand corner of this video so you get updated
with all of our future trainings resources guides templates giveaways
that we do every single week here at my channel oh and really quick make sure to
stay tuned to the end of todays video for two reasons number one if you do
we'll give you a step-by-step guide on using Instagram stories to boost your
sales and revenue and secondly I want you to make sure to stay tuned to the
end of the video so that way you can leave a comment on what you learned and
what we're gonna do is we're gonna pick the best comment and give them three
months of the mentorship program for free okay so make sure to stay tuned to
the end and just leave a comment on what you learned so before you start you want
to actually go ahead and start referring to any of your campaign Maps that you
might have created for any of your other platforms like Facebook or if you
already had a campaign map created for Instagram that's gonna help a lot
because it's gonna tell you and kind of guide you in picking what types of
videos you're going to want to run and when like whether you would want to do a
feed ad versus a store yet so you want to make sure that you're doing proper
planning if you're not planning your ads if you're just going in and building an
ad or going in and shooting a video you're doing it the wrong way really you
guys need to look into campaign mapping it is super super important for anything
that you're going to be doing with AD platforms once you figure out where a
video is going to be placed in your campaign map or in your actual overall
campaign the next thing to do is to try and figure out okay what is the actual
goal of this video what is the message what call to actions you plan on placing
in the video when do you want to place those call to action should we do it in
the first 5 seconds 10 seconds you know so you want to actually think and
structure out the video so that way it delivers the right message and
asks for the right things at the right time some of the biggest mistakes I've
seen have been people will create a video ad you know talk about their call
to action or the offer they're trying to get these people to take until the very
end of the video when in reality you only have 15 seconds or 60 seconds or 45
seconds depending on the style of ad that you're actually going to set up on
Instagram to deliver that message right so we want to make sure that we get that
hook and then that call-to-action out really quickly and then repeat it again
at the end usually so there's a structure to creating the videos that
you're going to want to basically perfect in your own way because it's
different for every style of video or every client now there's a ton that goes
into marketing on Instagram so if you want a full walkthrough go from beginner
to advanced on using Instagram as a marketing tool then you'll want to check
out this video up here in the top right hand corner or come back to it at the
end of this video and check it out then so let's talk about some of the metrics
that you're gonna want to be aware of really quick so with stories you
actually only have 15 seconds to deliver a message so what I would actually
suggest you doing is figuring out a way to deliver a short blast message to
someone that is also super engaging and enticing outside of that 15 second story
option you can extend those stories a little bit longer if you like and the
way that you're going to do that is by creating an Instagram carousel story
okay and so what you're doing is you're actually stringing three different
videos together into one so this is actually going to give you up to 45
seconds on a video so it's a little bit longer it's still a very quick message
so make sure that you plan it out properly the biggest mistake most people
make is they don't plan their message out properly
or they don't give enough information in a 15-second video to get someone to
click seriously if you're going to run stories they need to be well done and
well planned out next is your Instagram feed right because that's another place
that you would run ads and ads in the Instagram feed have to be a minimum of
three seconds and up to 60 seconds long so it's a little bit longer and it's in
that natural more organic placement of the feed in Instagram so they do have a
different effect but stories are the most cost effective currently just
because it is a newer form of advertising and not all of the local and
small medium-sized businesses have started taking advantage of it really if
you guys have looked on Instagram stories you'll notice that most of it is
the larger businesses and corporations using it so if you use stories you
actually have an upper hand on a lot of the local competitors for your
clients alright so now that we've discussed a little bit of the intro
material let's go ahead and jump in and look at what campaign mapping looks like
okay guys so as you can see in front of you we have what is a campaign map
template okay this is my template no we're not giving this away I'm sorry you
will just have to use and we do have some video trainings on it which we're
gonna talk about in a second but take this visual seriously because it is
something that you need to start planning when you run any type of it any
type of campaign if you're gonna run campaigns on Instagram Facebook YouTube
wherever you need to be planning out what your ad series look like most
people where they mess up as they come in they create one ad and that's it they
have no follow up process they have no remarketing incorporated and as you know
if you've heard me talk about dr. Jeffrey Lantz rule of seven you have to
touch base with someone at least a minimum of seven times in a period of 18
months for them to be able to recall your brand meaning if you don't touch
base with them at least a minimum of seven times in 18 months when it comes
time for them to buy they're not gonna think about your business right so
that's why this is important but also it gives you some structure it allows you
to actually see visually what these potential customers are going to be
doing along their journey down the path of potentially buying that product or
service right and so guys what you can see here is we'll have an ad and then
where the ad is directed to along with the campaign goal and then the
audience's that we plan to remarket to so as you can see in this audience right
here we have a blog that we were sending people to in this ad right here
what we did was we took a custom audience that's what CA stands for and
then we made it for the last seven days basically every anybody who visited this
URL in the last seven days and this is what you're going to want to do with
your Instagram video ads as well yes this is for Facebook but Facebook and
Instagram are both managed on the same platform so it is very very useful guys
and if you're not doing this you don't know what your goals are you don't know
what the message is your call to actions your audiences you don't have a
big-picture view of what your campaign should look like and I guarantee you if
you're not getting results with your campaigns ninety-five percent of the
time this is the issue because you didn't create a map and you didn't
create a plan with all your audience loop audiences listed out what types of
conversion or ad objectives you were going to use
what the message and copy and goal of each individual ad was and then what
comes before it and then what comes after it right you can see here visually
what ad comes first what ad comes next what have they done here for example if
you guys are trying to join my marketing agency course you might see an ad on how
to start a social media marketing agency which will drive you to our blog article
we're gonna remarket those people with something else that will drive them to a
lead magnet so hey do you want our free training on how to start a digital
marketing agency cool they go to that lead magnet they sign up then what we're
gonna remark it with them even more hey did you know we had a product right so
this is where people mess up though understand the importance of campaign
mapping and make sure that you're doing it for any campaigns that you create
okay now that we understand what campaign mapping is and hopefully now
that you're doing it for your ads the next thing we want to look at is the
different types of video ads for Instagram and we're gonna start with
some examples yay so we have a product feature ad which is gonna be your first
one and this is how you show your followers what products you carry and
why those products are unique right this is an example actually right here from
stitch fix that shows different styles of men's clothing and then at the end it
lists three benefits that sets it apart from the competitors so you can see
right here it's a very quick and easy video there's nothing complicated about
this there's my it's not even really a video it's actually more just images in
a slideshow form right but this took no time for them to create because they've
probably taken these photos of their all their apparel way in advance and now is
showing some benefits right personalized style free shipping all of those
benefits this is a product feature it shows what products they have and gives
reasons why this product is better than others next I want to show you a product
in action video or ad and this is actually one by GoPro showing why it's
the best camera for outdoor video right there is no shaky video it's showing you
buy the product was great and you have $50 off when you buy that hero 7 black
now right so it is a great product in action that's showing the product in use
and what it actually can do these are great videos for products next is a
sneak preview style of video and this one is actually showing a different
textile that's being brought in or it's really a different type of material that
they're going to be using in a new line of clothing so guys it can be used for
pretty much anything you can you can do a sneak preview of any new product or
service that you're to incorporate into your business if
it's not something you previously had and you're bringing it out you should
promote it number four is going to be a behind the scenes style ad and this is
just showing what goes on at this clothing factory it kind of looks like
yeah they make dresses so that's all they're doing they're making dresses and
they're showing what the steps of the dress making process look like what are
what their equipment looks like what their factory looks like right it's just
showing people about the business and people love to be able to relate to a
business but they can't if they never get in with the business itself right if
they never go inside right so this is showing people that they're actually
real people they're here doing the work by hand themselves that's why those
tables are sitting there great version of a video number five and
then this is something I know that you all have seen by now especially with all
these makeup freaks out here and and just kidding but you guys know what I'm
saying it's just a product tutorial all right and it's showing step by step what
a product or how you should use that product really a big issue that a lot of
people have with buying a product or services they might not feel comfortable
using it either because they don't know how to or they've never seen it before
or it's brand new and nobody's ever used it right so these types of videos allow
people to see okay it is super easy for me to use now that they feel comfortable
with it they might buy it finally is going to be a series of videos and you
can see right here we have one talking about Kentucky Fried Chicken & Waffles a
product that they're coming out with right and they're just drizzling syrup
over it slowly and it replays right next we have another one with miss
Butterworth's because they are actually partnering on this venture with Miss
Butterworth so you can see it's a series of different ads right now we have
another one and you can see he's actually going in and about to kiss he's
kissing the syrup bottle so that's great miss Butterworth's is getting kissed by
the colonel so guys you can see a series of videos it kind of tells a story it
makes it to where it's not just one video it's a series of three videos
showing an entire story building up to the whole fact that they're partnering
with Miss butter miss butter works for their new chicken and waffles meals
right so this is a really great way to tell a story and to get people who
engaged with one video to watch the next video right so you can with this video
specifically you wouldn't definitely create an audience of people who viewed
this video and send them next video right people who are viewing
the first video you want them to see the second one and then you want those
people to see the third one right so these types of videos are really really
great and I recommend looking at all six obviously these are not the only styles
of videos to create but these were just a few ideas for you to get started so
cool question I want you to leave it right below this video are you using
Instagram video ads at all either for your agency or for a client or have you
used them in the past before have you even started using them to get a feel
for what the like if so right yes or no below and right what's been struggle or
what you've been struggling with when creating video ads okay guys so now
let's talk about setting up your video ad very quickly it is not difficult to
do the cool thing is like I mentioned Facebook and Instagram do their ads on
the same platform on business manager right so all you need to do is go to
business facebook.com and you can actually set up your business manager
account and get your Instagram account connected there once you get that done
then you're actually going to come in you're gonna go to ads manager you're
gonna click create and this is again once all of your video is completed and
edited your copies ready your goals are all set up your lead magnets landing
pages valued two offers that you're gonna go with all of that set up then
once you do that you're going to select your objective okay so with Instagram
you can't use all of these objectives it actually only works for brand awareness
reach traffic engagement app installs which are right here video views which
is gonna be right here sorry I'm already on it and then you have conversions
right over here you alright guys so next we're going to choose our Instagram ad
objective all you have to do guys if you're not sure which objectives you can
use for Instagram whether it be feeder stories you can just go to Google type
in Instagram add objectives and click on the link for Facebook go to the help
document in shows rehear brand awareness reach you can't do engagement stories
you can't do messages for stories you can't do catalog sales for stories and
you can't do store traffic for stories but that's really everything else you
can do so pick wisely so now that you've selected an ad objective we're just
gonna name it you know name it and then we're going to click continue once we do
that then we're just going to set up our audience or
our ad set name I usually like to wait until after I select all of my different
audiences unless I already know what it's going to be ahead of time so
usually if you're using a cold audience and you're gonna make some adjustments
you would want to name it after if you already know it's gonna be a remarketing
audience and you know which audiences you're gonna use you can just go ahead
and name it all right then you're gonna set up your objective where you want it
to go so whether it's the website to app messenger or whatsapp you can miss it
advertise on whatsapp messenger now you're gonna want to select whether you
want to do dynamic creative or not I would prefer not prefer I would
recommend that you guys just if you don't sell products on your
website and you have you don't have the pixel setup you don't need to do dynamic
creative dynamic creative is going to show people things that they've already
visited or seen in the past right so if they go to my store and they check out a
pair of flip-flops that I have on my website and they look at you know a
specific kind of flip-flops well in that dynamic ad it's going to show those
flip-flops to that person as long as we have our products and catalogs uploaded
into Facebook so if you want to do that you can it's kind of up to you once you
do that then you're going to actually set up your audience whether you're
using a custom audience or whether you're going to create one in here using
interests again this depends on where the video is being placed is it in the
top of the funnel middle little funnel are we remarketing or are we trying to
drive traffic cold traffic totally up to you what you're gonna do right there and
it's different for everybody so I can't give you an exact example but you guys
get exactly what I'm talking about right so create your custom audience or create
your detailed targeting selections right down here once you get done then you're
going to select your placement so you'll click Edit you'll click out of all of
the other ones and then you'll select whether it is a feed or a story you
can't do them both at the same time I mean you could but really it's just
ineffective to do it that way so if it's only a story or if it's a really a 9 by
16 video only do it as a story if it's a 16 by 9 only do it in your feed it's
just my recommendation you can test it if you like but it's a waste of time in
my opinion after you get done there you will set up your budget very simple
right whether you do a daily or a lifetime budget up to you if you're
gonna do a daily budget you'll really you can set to set it to run
continuously or you can set a start and end date whether it's a daily or a
lifetime budget then you'll so your optimization for a delivery whether
that's on landing page views or other options right so what does this mean
basically landing page views means did they make it to the page that you told
them to click through to write that Instagram ad it's usually driving them
to another page is that your website is that a landing page what is it right so
is that what we want to optimize for people who are going and visiting that
site do we want to send it to more people like that or do we want to do
people who click on a specific link or just an impression people who saw the ad
or our daily unique reach they'll deliver it to up to people once a day
meaning they're not gonna see it any more than once a day usually I just
recommend doing landing page views or link clicks those are gonna be the best
two options for you there from here you're just gonna click continue we do
need to add a location before I can continue this or just add the United
States and back in here now we'll move to the next section from here guys it's
very simple are you running a carousel or a single image or a video a carousel
again it's gonna give you more time to get a message across usually right
especially with stories you're gonna have up to three that you can string
together simultaneously so if you're doing a story ad and you need a longer
message I would recommend doing a carousel story if not then you can just
do a single image or video right and then same for your feed posts are you
gonna do a carousel a single image or video so we're just gonna leave it as a
single image or video for now we would click and upload an image right here
then we're gonna come down and we would just add in our copy all right so it
wanted me to upload a video so that way I could add enter in the caption for
some reason if wouldn't let me enter the caption without a video so or an image
up here so I put an image up here yay it's just a picture of me then we have
our website or Facebook event right where are we trying to send them to the
website or that event usually it's just gonna be a website could be a Facebook
event if you guys are hosting an event and trying to promote it on Instagram
then you'll just add your caption and this is where you want to make sure it's
something captivating something that's gonna get them to click on learn more
right or to click like or something right to get them to engage you'll add
your URL in right here and then you'll set up your button if it's signing up
for something you're gonna select sign up make sure that it makes the most
sense to whatever it is that you're trying to actually get them to do you
can put in your display link boom we'll add that there at the bottom and then
we're ready to go really even for Instagram you don't even have to enter
display link because you don't even see him on this make sure that your you turn
your pixel on and then you're ready to go you just click confirm and your ad is
good it's no more complicated than any other Facebook ad that you've ever tried
to set up ever finally guys all you're going to want to do after you get your
video ad set up is actually going and look at some of the data make sure that
people are actually watching your videos so look at the view through rate and see
how much of your video people are watching if they're not watching at
least 20% of the video then I would recommend either creating a new video or
just getting rid of that ad altogether and maybe trying a different goal or a
call to action or something like that also if you notice that people aren't
clicking through on the video that you create to go to your landing page or
wherever it is that you're trying to get them to go and it also is probably an
indicator that that video isn't giving them the information they need to
actually make that click or it just might not be valuable to begin with so
make sure that you're actually looking at if people are clicking on videos and
if they click are they watching the videos so if you're not getting people
to actually click you could be targeting the wrong audiences it might not be the
content it might just be the audience's you're targeting aren't vibing with the
message that they see before they even begin to watch the video right so make
sure that all of those things line up properly and if so you should have a
good Instagram video campaign alright guys that's it for this video thank you
so much for watching so do me two things number one make sure you leave a comment
right below this video describing what you learned in this video we'll pick one
person to be the lucky winner of three months of the mentorship program just by
giving a comment about what they learned the best answer wins number two is since
you stayed till the very end make sure to check out this video on the top right
on creating Instagram story ads that are very high converting we promise you
you'll love that video too but I'm gonna get out of here guys make sure you hit
that subscribe button and the notification bell in the bottom right
hand corner if you haven't done so already hit that thumbs up button right
below so that way other people just like you get the help they need until next
time guys Cereal Entrepreneur out bye guys ready to start living the
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