Skip to content
Contact us
All posts

Level Up Your Gram: The Kiwi Guide to Instagram Advertising

Picture of Jeff Edbrooke By  Jeff Edbrooke  ·  4 minute read

Instagram has evolved from a simple photo-sharing app into a powerful marketing platform, especially for ambitious New Zealand businesses. With over a billion active users, it's a goldmine of potential customers, regardless of your industry.

This guide dives deep into Instagram advertising strategies tailored for medium-sized businesses in New Zealand. Whether you're a seasoned marketer or just starting, you'll learn how to leverage both the Instagram app and Meta Ads Manager to reach your target audience, boost brand visibility, and drive sales.


Why Instagram for NZ Businesses?

Kiwis love Instagram. With over 2.7 million users in New Zealand, it's a platform where you can connect with your audience on a visual and engaging level. Here's why it's a marketing must-have:

  • Highly Visual: Showcase your products or services in stunning ways that resonate with your audience.
  • Engaging Community: Foster genuine connections with customers through comments, likes, and direct messages.
  • Targeted Advertising: Reach the right people in the right place, at the right time precise targeting options based on demographics, interests, and behaviour.
  • Influencer Marketing: Collaborate with local influencers to expand your reach and build trust.

Setting the Stage: Your Instagram Business Profile

Before diving into ads, ensure your Instagram profile is optimized:

  • Switch to a Business Account: Access analytics, run ads, and add contact information.
  • Craft a Compelling Bio: Clearly communicate your brand, highlight your unique selling proposition (USP), and include a call to action (e.g., "Shop Now," "Visit our Website").
  • Choose a Professional Profile Picture: Use your logo or a high-quality image representing your brand.
  • Curate High-Quality Content: Post consistently, using a mix of photos, videos, and Stories that showcase your products, services, and brand personality.

Instagram Advertising: Two Powerful Approaches

Instagram offers two main avenues for paid advertising: promoting posts directly through the app and creating highly targeted campaigns through Meta Ads Manager.

  1. Boosting Posts within the Instagram App

This is the simplest way to start with Instagram advertising.

  • Choose a Post: Select a high-performing organic post that you want to give extra reach.
  • Set Your Goal: What do you want to achieve? More profile visits, website clicks, or post engagement?
  • Define Your Audience: Target by location, interests, age, and gender.
  • Set Your Budget and Duration: Decide how much you want to spend and how long you want the promotion to run.
  • Monitor Performance: Track key metrics like reach, engagement, and website clicks.

Pros:

  • Easy to use: Ideal for beginners.
  • Quick setup: Launch campaigns in minutes.
  • Affordable: Start with a small budget.

Cons:

  • Limited targeting options compared to Meta Ads Manager.
  • Less control over ad placement: Your ad may appear in the main feed or Stories.
  • Basic reporting: Fewer insights into campaign performance.
  1. Unleashing the Power of Meta Ads Manager

For more advanced campaigns and granular control, Meta Ads Manager is your go-to tool.

  • Campaign Objective: Choose from a wide range of objectives, including brand awareness, traffic, engagement, app installs, lead generation, and conversions.
  • Detailed Targeting: Refine your audience based on demographics, interests, behaviours, and even custom audiences (e.g., people who have visited your website).
  • Ad Placement: Control where your ads appear: in the feed, Stories, Reels, Explore, and even across other Meta platforms like Facebook and Messenger. Note, you will need to make sure that your ad layout is suitable for each placement you select.
  • Creative Options: Experiment with various ad formats, including image ads, video ads, carousel ads, and collection ads.
  • A/B Testing: Test different ad creatives, headlines, and calls to action to optimize performance.
  • Comprehensive Reporting: Access in-depth data on campaign performance, audience insights, and ad delivery.

Pros:

  • Advanced targeting: Reach the most relevant audience.
  • Full control over ad placement: Maximize visibility.
  • Diverse ad formats: Engage users with creative options.
  • Detailed reporting: Gain valuable insights for optimization.

Cons:

  • Steeper learning curve: Requires more time and expertise.
  • Can be more expensive: Advanced features and targeting options may increase costs.

Crafting High-Performing Instagram Ads

Regardless of which platform you use, compelling ad creatives are crucial. Here are some tips:

  • Grab Attention: Use eye-catching visuals and captivating headlines.
  • Highlight Your USP: Clearly communicate what makes your brand unique.
  • Include a Strong Call to Action: Tell users what you want them to do (e.g., "Shop Now," "Learn More," "Sign Up").
  • Keep it Concise: Instagram users scroll quickly, so get your message across succinctly.
  • Use High-Quality Images and Videos: Ensure your visuals are professional and engaging.
  • Consider Vertical Formats: Optimize for mobile viewing, especially for Stories and Reels.

Instagram Advertising Strategies for NZ SMEs

Here are some proven strategies to maximize your Instagram advertising ROI:

  • Retargeting: Show ads to people who have already interacted with your website or Instagram profile. This is a highly effective way to re-engage potential customers and drive conversions.
  • Lookalike Audiences: Target users similar to your existing customers. Meta's algorithms identify shared characteristics to find new potential leads.
  • Location Targeting: Focus on specific regions or cities in New Zealand. This is particularly useful for businesses with physical stores or those targeting a local customer base.
  • Interest-Based Targeting: Reach users interested in specific topics related to your business.
  • Influencer Marketing: Partner with relevant influencers to promote your products or services to their engaged followers.

Performance Marketing and SEO

While Instagram ads primarily drive traffic within the platform, you can leverage them to boost your overall online presence.

  • Website Traffic: Use Instagram ads to drive traffic to your website. Ensure your landing pages are optimized for conversions.
  • Lead Generation: Run lead generation campaigns to capture contact information from potential customers.
  • Brand Awareness: Increase brand visibility and recall through consistent and engaging ad campaigns.

By aligning your Instagram advertising strategy with your broader performance marketing goals, you can improve your website's SEO. Increased traffic, engagement, and brand mentions can positively impact your search engine rankings.

Working with a Digital Marketing Agency

If you're feeling overwhelmed or lack the time and resources to manage your Instagram advertising effectively, consider partnering with a digital marketing agency. They can provide expert guidance, manage your campaigns, and optimize your results.

When choosing an agency, look for one with:

  • Proven experience: A track record of success with Instagram advertising.
  • Industry expertise: Knowledge of your specific industry and target market.
  • Transparent reporting: Clear and concise reporting on campaign performance.
  • Strong communication: Open and responsive communication throughout the process.

A reputable agency can help you develop a comprehensive Instagram advertising strategy that aligns with your business goals and drives measurable results.

Conclusion

Instagram advertising is a powerful tool for medium-sized businesses in New Zealand to reach their target audience, build brand awareness, and drive sales. By understanding the different advertising options, crafting compelling ad creatives, and implementing effective strategies, you can unlock the full potential of this dynamic platform.

Whether you choose to manage your campaigns in-house or partner with a digital marketing agency, remember to track your results, analyse your data, and continuously optimize your approach. With a strategic and consistent effort, you can leverage Instagram advertising to achieve your business objectives and thrive in the competitive New Zealand market.

Need help with your social media marketing?

ROAS Performance Marketing are here to help, with the knowledge, experience, and expertise to help you get started today. 
Fill in the form below, and we'll be in touch to help you get started.