How To Run Instagram Ads In Singapore: A Complete Guide For Success

How To Run Instagram Ads In Singapore

Instagram has become a cornerstone of digital marketing, especially in markets like Singapore, where over 3.28 million people actively use the platform as of 2024. With users aged 25 to 34 making up the largest demographic and women accounting for 55.1% of the audience, the potential to reach a highly engaged and diverse group is immense. 

For businesses aiming to capitalise on this vibrant market, learning how to run an Instagram ad can unlock opportunities to build brand awareness, drive sales, and foster customer loyalty. This article explores the steps to create impactful campaigns tailored to Singapore’s unique audience.

Key Takeaways:

  • Instagram ads are powerful marketing tools for businesses. They can enhance visibility and target specific audiences with various ad formats, including images, videos, carousels, and collection ads.
  • An effective Instagram ad strategy requires setting clear campaign goals, identifying the target audience, allocating a budget to maximise return on investment, and measuring campaign success through precise analytics.
  • Cost-effective Instagram advertising is achieved through optimising ad placement and targeting, continuous testing, leveraging the platform’s e-commerce features, and staying updated with new ad formats to enhance user engagement.

Understanding Instagram Ads

Understanding Instagram Ads

Image Credit: Forbes

In the digital marketing era, Instagram ads have carved a niche for themselves by offering businesses an opportunity to enhance brand visibility and expand their consumer reach. They may resemble regular posts, but Instagram ads are a sophisticated marketing tool packed with advanced features, standing out with their sponsored label. Here’s a comparison table between regular posts and Instagram ads:

Aspect

Regular Instagram Post

Instagram Ad

Visibility and Reach

Appears in followers’ feeds and may reach others via hashtags or the Explore page. Reach is organic and algorithm-dependent.

Specifically, it targets users beyond followers using defined criteria such as demographics, interests, and behaviours.

Cost

It is free to publish but relies on organic methods for increased visibility, which can be unpredictable.

Paid promotion costs depend on budget, bidding strategy, and audience size.

Targeting

Relies on hashtags, geotags, and organic follower engagement to attract users with shared interests.

Advanced targeting options allow businesses to reach specific audiences based on detailed parameters.

Call-to-Action (CTA)

Limited to captions and in-app interactions, as links in captions are not clickable.

It includes clickable CTAs, such as “Shop Now” or “Learn More,” that direct users to websites or product pages.

Analytics

Basic metrics like likes, comments, shares, and impressions are limited to organic performance.

Detailed performance data, including click-through rates (CTR), conversions, and return on investment (ROI).

Intent

Focuses on engaging followers, building community, and showcasing brand personality.

Designed to achieve specific goals like driving traffic, increasing sales, or generating leads.

Instagram ads are essentially sponsored posts, subtly blending into users’ feeds and stories while providing more features than regular posts. They can target specific audiences based on demographics, interests, and behaviours and offer additional features such as:

  • Promoting feed posts
  • Carousels
  • Videos with product tags
  • There are various ad formats, including Instagram image ads, stories ads, video ads, carousel ads, collection ads, explore ads, shopping ads, and reel ads.
  • As paid content, businesses invest in these ads to ensure their promotional messages reach the appropriate audience.

Visibility of Instagram Ads

Instagram ads stand out due to their high visibility in an Instagram ad campaign. They seamlessly blend into users’ feeds, stories, and explore pages, appearing in the same format as organic content from other accounts. However, they are easily identifiable with a ‘Sponsored’ label, making it clear to users that they view an ad as part of an Instagram ad campaign.

This seamless integration allows the ads to enhance visibility and engagement without disrupting the user experience.

Types of Instagram Ads

Instagram offers a variety of ad formats designed to suit different marketing goals and engage users effectively. Here are the main types of Instagram ads, along with examples and tips for using them successfully:

​​1. Photo Ads

Run Instagram Ads - Photo Ads

Image Credit: Picmonkey

Photo ads are the most straightforward format, showcasing a single high-quality image alongside a caption. They are ideal for promoting a product, service, or event visually appealingly.

Tips:

  • Use high-resolution images that align with your brand aesthetic.
  • Include a clear CTA in the caption, such as “Shop now” or “Learn more”.
  • Highlight your unique selling point to stand out in a user’s feed.

2. Video Ads

Run Instagram Ads - Video Ads

Image Credit: SocialPilot

Video ads allow for more storytelling. They can contain up to 60 seconds of content in users’ feeds (and up to 120 seconds in some cases). They are perfect for product demos, tutorials, or behind-the-scenes glimpses.

Tips:

  • Capture attention within the first few seconds with engaging visuals or text.
  • Use subtitles, as many users watch videos with the sound off.
  • Focus on a single message to avoid overwhelming viewers.
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3. Carousel Ads

Run Instagram Ads - Carousel Ads

Image Credit: SocialMediaExaminer

Carousel ads let users swipe through multiple images or videos in a single post. They are excellent for showcasing a range of products, features, or process steps.

Tips:

  • Ensure each image or video tells part of a cohesive story.
  • The last slide should include a strong CTA, such as “Swipe up to book your dream holiday.”
  • Maintain consistent branding throughout the carousel.

4. Story Ads

Run Instagram Ads - Story Ads

Image Credit: WordStream

Story ads appear between users’ Instagram Stories and are full-screen, immersive experiences. They can include photos or videos lasting up to 15 seconds per frame.

Tips:

  • Use vertical content that feels native to the Stories format.
  • Include interactive elements like polls or quizzes to boost engagement.
  • Keep the content visually dynamic to prevent users from skipping.

5. Reels Ads

Run Instagram Ads - Reels Ads

Image Credit: TechCrunch

Reels ads tap into Instagram’s short-form video platform, appearing between organic Reels content. They’re highly engaging and ideal for brands connecting with younger audiences.

Tips:

  • Use trending music or sounds to increase discoverability.
  • Focus on creative and entertaining content, as users expect fun and informal videos in Reels.
  • Leverage hashtags and trends to align with current user interests.

6. Explore Ads

Run Instagram Ads - Explore Ads

Image Credit: Meta

These ads appear in the Explore tab, where users discover new content tailored to their interests. They can be static photos, videos, or carousels.

Tips:

  • Use eye-catching visuals to draw attention to a grid of diverse content.
  • Tailor the ad to the posts users commonly engage with in Explore.
  • Test different ad formats to determine what resonates best.

7. Shopping Ads

Run Instagram Ads - Shopping Ads

Image Credit: MarketingWeek

Shopping ads allow businesses to tag products directly in their posts, making it easy for users to shop without leaving the app.

Tips:

  • Use clean, well-lit images that highlight the product.
  • Ensure the product pages linked are mobile-friendly.
  • Regularly update product tags to feature your latest inventory.

8. Collection Ads

Run Instagram Ads - Collection Ads

Image Credit: Newsfeed.org

Collection ads combine a featured image or video with a catalogue of products below. These are excellent for e-commerce brands aiming to drive sales.

Tips:

  • Use lifestyle images or videos to show the products in context.
  • Ensure the products displayed are consistent with the ad’s theme.
  • Optimise your website for fast load times, as users may browse multiple items.

How to Run Instagram Ads: Crafting Your Winning Strategy

How to Run Instagram Ads - Crafting Your Winning Strategy

Image Credit: WeAreSocial

Now that you know the basics, the next step is formulating a strategy to run an Instagram ad. An effective Instagram ad strategy goes beyond creating visually appealing ads. It involves setting clear campaign goals, identifying your target audience, and allocating a budget that aligns with your objectives and resources.

This strategic approach will set the foundation for your Instagram advertising efforts and guide you in making informed decisions that maximise your return on investment.

Identifying Campaign Goals

Setting clear campaign goals is crucial in any advertising endeavour. It provides a roadmap for your Instagram ad strategy and enables you to measure success. Whether you aim to:

  • Increase brand awareness
  • Drive traffic
  • Generate leads
  • Boost engagement

A well-defined goal will steer your campaign in the right direction. Understanding your campaign objectives will also guide your decision-making process regarding selecting ad formats, setting a budget, and defining your target audience.

Target Audience Selection

Pinpointing your target audience is pivotal to creating your Instagram ad strategy. Understanding your potential customers allows you to tailor your ads to resonate with them and drive engagement.

To pinpoint your ideal audience, various methods, such as building buyer personas, analysing Instagram Insights, and examining your current followers and customers, can be used.

By refining your ad targeting, you can ensure that your ads are served to the right people, ultimately leading to lower costs and higher returns.

Budgeting for Your Ads

Establishing a budget forms a crucial part of your Instagram ad strategy. Here are some tips to consider:

  • Start with a minimum budget.
  • Select more than six days.

The budget you set will directly influence your ad’s reach and overall performance. Whether you opt for a daily or lifetime budget depends on your advertising objectives and preferences.

With the basics, strategy, mechanics, and creative elements covered, let’s delve into the financial aspect of Instagram advertising. The cost of Instagram ads depends on various factors, including the chosen ad format, targeting approach, and level of competition. The average price per click (CPC) typically ranges from $0.40 to $0.70.

Factors that Affect Instagram Ad Costs

A multitude of factors can influence the cost of your Instagram ads. These include:

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By understanding these factors, you can make informed decisions on allocating your budget effectively and getting the most out of your Instagram ad spend.

How Much Do Instagram Ads Cost?

The cost of Instagram ads can vary greatly depending on factors such as your target audience, ad placement, industry, and competition. Instagram ads are typically charged on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis. 

Below is an overview of general costs:

  • Cost Per Click (CPC): On average, businesses spend approximately SGD 0.70 to SGD 4.20 per click. The exact price depends on your industry and audience. More competitive industries like fashion or technology may have higher CPC rates.
  • Cost Per Thousand Impressions (CPM): CPM rates generally range from SGD 7.00 to SGD 20.00, meaning you will pay this amount for every 1,000 views of your ad.
  • Daily Budgets: Instagram allows advertisers to set daily budgets, starting as low as SGD 7.00 to SGD 14.00 per day. This is ideal for businesses that want to control spending or experiment with ads before committing to more extensive campaigns.
  • Overall Campaign Costs: Small businesses often allocate between SGD 700 to SGD 2,100 per month for a moderate-scale campaign. Larger enterprises with expansive campaigns may invest significantly more.

By monitoring your ad performance and adjusting your budget accordingly, you can optimise your ad spend and maximise your ROI.

Continuous Testing and Optimization

Regular testing and optimisation are key to enhancing the ROI of your Instagram ads. Here are some steps to follow:

  • Conduct A/B testing to test different ad variations.
  • Regularly review and analyse ad performance.
  • Make data-driven decisions and adjustments to optimise effectiveness.

By following these steps, you can improve the performance of your Instagram ads and maximise your ROI. This continuous optimisation based on insights and data enables advertisers to maximise their ROI and achieve improved results over time.

Getting Ready to Run Instagram Ads

Getting Ready to Run an Instagram Ad

Instagram advertising is a powerful tool for businesses to connect with their target audience, enhance brand visibility, and drive growth. This marketing strategy offers endless opportunities, from understanding the basics of Instagram ads to crafting a strategic ad campaign, mastering the mechanics of advertising, harnessing creativity, understanding ad costs, maximising ROI, and exploring advanced techniques.

With the right strategy and creative approach, your Instagram ads can help your business reach new heights. So, are you ready to make a splash on Instagram? You don’t have to run an Instagram ad unthinkingly. We’ve developed a foolproof strategy to help Singaporean brands run their first ad on social media platforms. Call us today to learn how we can work together. 

Frequently Asked Questions

Is paying for Instagram ads worth it?

If your target audience uses Instagram, paying for ads can be highly effective. For Singaporean businesses, ads can help boost brand visibility, drive website traffic, and generate leads, especially with well-targeted campaigns.

How do I know if my Instagram ad is approved?

Once you submit an ad, Instagram reviews it to ensure it meets their advertising policies. You’ll receive a notification in the app or Ads Manager once your ad is approved or if changes are needed.

Is Facebook ads cheaper than Instagram?

In many cases, Facebook ads are slightly cheaper than Instagram ads due to differences in audience behaviour and engagement. However, the cost depends on your campaign goals, audience targeting, and ad competition.

Do Instagram ads work to gain followers?

Yes, Instagram ads can help you gain followers by increasing your visibility to your target audience. To achieve this, create ads encouraging users to visit your profile and engage with your content.

How do I create an Instagram ad campaign in Singapore?

To create an Instagram ad campaign, start by defining your goals—whether it’s brand awareness, lead generation, or sales.

Next, set up a Facebook Business account, as Instagram ads run through Meta’s Ads Manager. Choose your audience based on factors like age, interests, and location (e.g., Singapore), and select the ad format, such as photos, videos, or carousel posts. Create compelling visuals and captions that resonate with your target audience. Finally, set a budget, schedule the campaign, and track its performance for optimization.

What are the best practices for running successful Instagram ads in Singapore?

For success in Singapore’s competitive market, use high-quality visuals tailored to local preferences. Incorporate hashtags relevant to your niche and Singapore’s audience. Leverage Instagram Stories and Reels ads to boost engagement. Experiment with A/B testing to identify what works best and optimize your ad campaigns based on data. Additionally, ensure your call-to-action aligns with your campaign goals to maximize conversions.

About the Author

tom koh seo expert singapore

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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