How to Retarget Audiences With Instagram Ads

How to Retarget Audiences With Instagram Ads

Instagram is an incredibly valuable resource to marketers. Its user base is young, hungry, and growing, and it’s a great way to introduce yourself and your business to potential customers in a low-pressure, visually interesting way.

But did you know that you can also use Instagram for direct marketing? And if you’ve already got a Facebook Ads campaign, getting out the word on Instagram is remarkably easy, allowing you to retarget audiences for a more direct, personalized appeal.

Let’s talk about retargeting, and how you can start using Instagram to retarget your ideal audience.

What is Retargeting?

We’ve told you about retargeting, also sometimes called remarketing, before. It’s one of the tricky – and most effective – ways that Facebook Ads really work, allowing you to target users who have already shown an interest in your site.

If you have Facebook Pixel built into your website, you can track the unique visitors who spend time or engage with your site. Using that traffic data, you can then set up Facebook Ads to re-target these users, showing them your ads on their feeds to gently re-engage them, helpfully nudging them into completing their business with you.

To get started using Facebook Ads, check out our helpful explainer. Once you’re all set – and you’ve got a healthy Instagram account – here’s how to start retargeting users with Instagram.

How Do I Retarget Using Instagram Ads?

Once you have Facebook Pixel running on your site, you can create custom audience lists. Simply go to Pixel, then Create Audience, and select “Website Traffic” for the audience type. From there, you can get more specific, from selecting everyone who visits your landing page within a certain window to people who engaged with a specific page on your site.

Next, use Facebook Power Editor to create your campaign. First, follow the steps: Select your audience (the group that you’re retargeting) and your goals (clicks to website, website conversions, etc.).

It’s now time to build your ad sets. Start by setting your daily budget and schedule, then select your custom audience and set the ad placement to Instagram. Before you go any further, make sure that you’re actually retargeting enough users to make this campaign worthwhile. After all, many Facebook users don’t have Instagram accounts. A good rule of thumb is to wait for your Facebook Pixel to capture an audience of at least 20 Instagram users.

After all of this is set up, connect your business’ Instagram account to your Facebook by selecting Add An Account and supplying the requested information (generally just your username and password). You can run an Instagram ad directly from your Facebook account, but this tends to look a little unprofessional and won’t lead to the results you want to see, so we advise against it. Once you’re ready to design your ad, just select your Instagram account as the destination.

Once your audience and your ad set are to your specifications, design your ad as you would a Facebook ad, with engaging written copy and a compelling visual. There are a few design rules to keep in mind with Instagram; namely, limit text to 20% of your ad, and set the image size to 1080 x 1080.

Once your beautiful new ad is ready to get the word out, launch the ad by clicking Review Changes – in the top-right corner of Power Editor – and following the prompts.

With a little planning and a solid content marketing strategy, you now have a powerful new tool to guide your ideal audience back to your site.

Are you looking to boost your SEO or stand out on social media? Why not drop Geek a line? Our team is here and eager to help with all of your content marketing needs. 

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).