How to create a lead generation campaign on Instagram and make it work

The use of social media is critical in any strategy.You can create your lead generation campaign from scratch on Instagram. It is a digital platform that has a high reach and visibility that can be useful when looking for new prospects.

This social network is a great channel not only to promote your products or services, but also to find potential customers. And this is because many users already use it as a way to search for companies or brands that offer something that might interest them.

Therefore, it is an excellent strategy to launch a lead generation campaign on Instagram, especially if you are starting your own business. The idea is that you can advertise your brand and at the same time find interested consumers.

Steps to create your lead generation campaign on Instagram
To start creating your lead generation campaign on Instagram, it is essential that you keep in mind a few steps to follow. These will help you structure your strategy from scratch and in case you are just starting out will serve as a guide:

1.- Set up your profile

If you want to post ads you will need a Facebook Page and a professional account on Instagram. This is about making the conversion of your personal profile to a business profile, so you need to do the following:

• Go to your profile options and choose “Go to business profile.”
• Then you will see the “Link your Facebook page” screen, in it you will see all the pages of which you are an administrator.
• Select the one you want to associate with your Instagram business profile.
• In the “Set up your company profile” option, you should review your company’s contact information.

With these simple steps you will have a professional Instagram account and have the ability to access Statistics. It will also help you promote directly from the app publication.

2.- Create a Business Manager account.
The next step to start your lead generation campaign on Instagram is to create a Business Manager account. In this case you need to follow these simple instructions:

• Log on to the official page: business.facebook.com.
• Click on “Create Account.”
• Choose what your home page will be and enter your name and business email address.
• Once Business Manager is set up, you will be able to add your Instagram account.

3.- Associate your professional Instagram account.
Have you already created your account in Business Manager? Then what you need to do is associate your professional Instagram account like this:

• Enter the Business Manager.
• Select the “Instagram Accounts” option.
• Then click on “Request Instagram Account.”
• Finally, add a username and password.

4.- Create an ad on Instagram.

Having already created and associated your account, the next step is to create the ad on Instagram. To do this you need to follow these simple steps:

• Log in to ad creation and select the “Create New Ad” option.
• Choose an Instagram-approved goal: brand awareness, coverage, traffic, app downloads, video views, conversions, and lead generation. This last option is the one that will help you attract leads.
• Then select the audience for your ad: age, interests, and more.
• In the positions you will choose Instagram and remove Facebook.
• You need to edit the positions to select Instagram in Facebook Business Manager.
• Choose a daily budget or a campaign budget.
• Finally, in the format you will be able to choose the media format you want to use for the ad. Keep in mind that it will depend on the target you have chosen.

5.- Choose the ad format

Do you want to be successful in your lead generation campaign on Instagram? Then you should focus on one of the most important aspects, it is nothing more and nothing less than the ad format. Therefore, the following tips will be of great help in this process:

A.- Image design tips.
The first thing you need to consider is that the size of the image is 1080 × 1080 pixels. While in the caption, 125 characters are recommended for the text text.

Technical requirements
Now you know how to design images in Instagram ads. What follows are the technical requirements you need to have:

• Image ratio: horizontal format (1.91: 1), square format (1: 1), vertical format (4: 5).
• Minimum resolution: 600 x 315 pixels (1.91: 1 horizontal format) / 600 x 600 pixels (1: 1 square format) / 600 x 750 pixels (4: 5 vertical format).
• Caption: text only, with a maximum of 2,200 characters.
• Limited compatibility: horizontal format.
• Maximum resolution: 1936 × 1936 pixels.
• File type: must be .jpg or .png.
• Maximum size: 30 MB.
• Text percentage: the image cannot contain more than 20% text.

B.- Tips for designing videos.
Just as there are tips for designing images, there are also tips for video format. One of these is H.264 video compression, which should preferably be high profile. Also, square pixels, fixed frame rate, and progressive scan.

Technical requirements
Regarding technical requirements in the lead generation campaign on Instagram in video format, you need to consider the following:

• Video proportions: horizontal format (1.91: 1), square format (1: 1), vertical format (4: 5).
• Caption: text only, the recommended one is 125 characters, however it has a maximum of 2200 characters.
• Audio comprehension: stereo AAC, preferably greater than 128 kbps.
• Minimum duration: there is no minimum duration.
• Maximum duration: 60 seconds.
• Minimum resolution: in horizontal format (1.91: 1) 600 x 315 pixels; in square format (1: 1) 600 x 600 pixels; and in vertical format (4: 5) 600 x 750.
• File type: .mp4 with initial MOOV atom preferred.

C.- Carousel format
When you go to create your lead generation campaign on Instagram, you will also find the carousel format. It is the one that allows you to add more images, so you can show more details of the product you are offering. In this case you have to take care of these aspects:

• The file type: include .jpeg or .png. with a maximum of 30 MB per image.
• Legend text: like the previous ones, only 125 characters and a maximum of 2,200 is recommended.
• Image size: recommended 1080 x 1080 pixels.
• Minimum resolution: 600 x 600 pixels and the maximum is 1080 x 1080 pixels.
• Number of cards: you can use a minimum of 2 and a maximum of 10.

D.- Advertisements in stories

And finally, you have the ad format in Stories, it has great potential because of its high reach and daily viewing. Remember that you can take advantage of this full-screen experience to showcase your products, with images (5 seconds by default) or video (15 seconds).

The following details need to be taken care of in this type of ad format:

• Vertical format: it is full screen 9:16.
• File types: when it comes to video it must be .mp4 or .mov, and in the case of images .jpg or .png. Maximum size of 4 GB for videos and 30 MB for images, and the recommended resolution is 1080 x 1920 with a minimum of 600 x 1067.

6.- Create the advertising form

After selecting the ad format you wish to use in your lead generation campaign on Instagram, the next thing to do is to create the ad form. Keep in mind that this is the most important element in any lead generation strategy.

You need to look for the “Ad Form” option, there you will click on “New Form.” Then you have to set up the welcome screen, although it is not mandatory, it is a relevant factor to better explain your ad. But if you consider that it is already perfectly understood, you can omit it.

Next, you will select the questions you want to send to users. For this, it is important to think in advance what data you want to know. When you are sure of the questions, go to the “Add relevant questions” section.