Advertising on Instagram - is it worth it and how much does it cost?
Reklama
30 August 2025
Advertising on Instagram is very popular among companies in many industries. Through promotional activity on the network, it is possible to gain new audiences and achieve various marketing goals. How do you advertise with a post, a testimonial or yet another content format?
Advertising on Instagram - what does it involve?
Nowadays, marketing activities can be carried out using many different communication channels. It is no longer just television or radio that are used for promotion, but also the internet, led by social media. Advertisements on Instagram in particular are very popular. What do they consist of?
Promotion on Instagram is aimed at increasing the recognition and reach of a particular user, building traffic to the website or attracting new customers. To achieve this, you can purchase the promotion of selected posts, testimonials or other formats. These options are available to business account holders on Instagram.
If you have a regular profile, you can easily switch it to a corporate profile in the app settings. Once you have done this, you will get access to a professional dashboard with promotion tools. In addition, you will see a button next to each of your posts that says 'Promote post'. Once you select this option, you will start to plan an advertising campaign that will be displayed to a selected group of Instagram users at a time and frequency you specify.
You can also carry out all of these activities using the Ad Manager, which additionally serves Facebook activities. For this reason, this application is more extensive and offers more solutions than the Instagram dashboard.
Is advertising on Instagram a good idea?
You already know how to set up advertising on Instagram, but do you realise why you should do it? Above all, such actions make it easier to promote your business, as well as to meet your marketing goals and reach a specific audience.
When creating a campaign in this social medium, you can determine which effects you care most about. Do you want to increase the number of visits to your profile, establish relationships with potential customers or gain more visits to the website you are promoting on Instagram? The portal's advertising tools will enable you to achieve the results you want - all you have to do is select the desired promotional objective.
Using Instagram adverts has a measurable effect, as promotion in this medium is targeted to specific users who fit the target customer profile. When creating a campaign, you can let the app carry out automatic audience selection or you can set your own expectations of the people who are to see the ad.
In the latter case, you will need to provide the preferred age of the recipient, as well as their gender and interests. This information will make it possible for the Instagram Ad Manager to better match users from its base with your expectations. When typing the target group, it is also worth specifying the location of its representatives. Such data will come in handy when you advertise a service that operates in specific locations. For example, if the InPost company promotes its Parcel Machine® on Instagram, it would be good for the message to be targeted at people from localities where there is access to such a machine. By specifying any necessary audience information, the medium will do the work for you in selecting accounts to target potential customers.
The ability to target the audience of an ad in this precise way is very beneficial for the person promoting his or her business, as it shortens the path to reach consumers interested in a particular service or product. Thus, advertising on Instagram can generate real financial returns.
How much does it cost to advertise on Instagram?
There is no single answer to the question "how much does it cost to promote on Instagram?". All because the price of advertising on social media depends on many factors. When pricing such a promotion, considerations include the budget and time allocated to the campaign, the relevance rate of the adverts in the context of your defined audience or the estimated probability that the ad will increase conversions.
The cost of promoting on Instagram also depends on the billing method chosen. In the case of the CPC (cost per click) model, one pays between $0.20 and approximately $2 for each user click on an ad. With CPM (cost per mille) billing, the entrepreneur pays a fee per 1,000 ad impressions. The cost of such a promotion is approximately $6.70.
By contrast, with the CPE (cost per engagement) model, Instagram does not charge for the mere display of marketing content, but for the user's interaction with the ad. This form of promotion costs between $0.01 and $0.05 for each viewer who takes the expected action.
The price of the promotion also depends on its placement. The campaign can be displayed to users both in the news when viewing the homepage and in Insta Stories. It is also possible to advertise through Reels.
In general, the price of advertising on Instagram is personalised and individually tailored to the needs and expectations of each client. However, as a rule, it is not a huge expense. Therefore, it is worth investing in promoting your own brand in this social medium. 
How do you create effective advertising on Instagram?
How do you make advertising on Instagram so that it is effective and produces the desired results? You should certainly focus on creating engaging promotional content. You can use a single graphic to advertise, as well as a video, a carousel (a compilation of 2 to 10 tiles with content) or an Insta Stories account. Ads in the form of a collection, i.e. a creative similar to a landing page on a website, can also be used for promotion.
However, choosing a format is not everything. One of the most important steps to creating an effective ad on Instagram is to design interesting content for the entire message. The ad should be written in such a way that it is inviting and appeals to the emotions or experiences of the audience.
You should also consider adding a call to action (CTA) button. This is a call that motivates the user to perform a specific action (e.g. "Check it out now!") and use the advertised product or service.
In addition, remember that the ad must not be too long, as the attention span of internet users is often highly distracted. If a user sees a wall of text or a very long video, he or she may decide not to read the entire content.
You can surround your content with a few hashtags, but don't overdo it. Counter-intuitively, more is not always better for social media algorithms. Your promotional message must also include a link to your website or shop. This is what will make your ad make sense and have the desired effect.
How long should an ad on Instagram last?
You can really gain a lot with online advertising. However, how much do you need to promote yourself in order to get users interested in your product and for conversions to occur? There is no clear answer to this question, as a lot depends on where and how you communicate with your audience. The selection of the target group and whether the advertising coincides with their preferences are also important.
To increase your conversions, it is worth giving your ads some time. When promotional content is displayed for a few, up to several days, it can reach a larger audience and register in their minds. Thus, even if the user does not click the link immediately, they may remember the brand and return to it in the future.
Advertising your company with InPost? Always a good idea!
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There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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