The value of Instagram marketing

More than 90% of Instagram users follow at least one business, and the platform has one of the highest engagement rates among all social media channels. Studies show that Instagram users actively research products and are significantly more likely to purchase from brands they follow.

However, organic reach on Instagram is increasingly limited. The platform’s algorithm prioritises paid content, making advertising essential for brands seeking meaningful visibility.

To make the most of your Instagram presence, it is essential to invest in advertising that ensures your content reaches the right audience. The platform’s inherently visual nature allows brands to build strong consumer connections, meaning Instagram ads must go beyond direct sales messaging to tell stories, evoke emotions, and drive meaningful action.

Our approach to Instagram advertising

At Are You Content?, Instagram advertising is integrated into a broader, data-driven digital strategy. Our approach combines:

  • Paid advertising

  • Organic content strategies

  • Growth optimisation

  • Performance-driven execution

We offer a fully managed Instagram advertising service but also work in close collaboration with internal marketing and communications teams, depending on business needs.

Every Instagram campaign begins with a comprehensive analysis. No two brands are alike, and success with Instagram advertising requires a tailored strategy that considers target audience, industry dynamics, and the competitive landscape.

Step 1: Defining campaign objectives

We begin by identifying clear objectives—whether the goal is to increase brand awareness, drive traffic, generate leads, or boost sales. Based on this, we analyse the target audience and develop a strategy that ensures Instagram ads reach the right users at the right time.

Step 2: Developing high-performance ad creatives

As a visually driven platform, Instagram places significant emphasis on content quality. Our team develops ad creatives—including images, videos, and Reels—that are optimised for Instagram’s algorithm while maintaining brand consistency and delivering strong engagement.

Step 3: Precision targeting and campaign setup

We ensure precise audience segmentation, allowing ads to reach users with the highest likelihood of engaging with the brand. By leveraging advanced targeting methods, including demographic segmentation, retargeting, and lookalike audiences, we maximise impact and efficiency.

Step 4: Continuous optimisation and A/B testing

Once campaigns are live, we monitor performance in real time, running A/B tests on creatives, ad copy, and audience segments. This data-driven approach allows for continuous refinement of ad placements, budget allocation, and targeting strategies to ensure maximum performance.

Step 5: Performance reporting and strategic evaluation

We provide clear and actionable reporting, offering insights into ad performance along with strategic recommendations for ongoing optimisation. The goal is to develop a long-term Instagram strategy that drives sustainable growth and engagement.

Proven success in Instagram advertising

Over the years, we have worked with businesses, NGOs, government agencies, and cultural institutions to optimise their Instagram marketing strategies.

Clients we have supported with Instagram advertising include:

Havhøst, University of Copenhagen, Copenhagen Art Gallery, Færgecaféen, Hvidovre Municipality, File Under Pop, Madkastellet, The Dairy Association, and many more.

A standout case is our collaboration with Karen Blixen Museum Rungstedlund, where we combined strategic content production with targeted Instagram advertising to significantly increase engagement and visibility.

Our research identified that storytelling around Karen Blixen resonated strongly with audiences, driving the highest engagement rates. By integrating this content with commercially focused advertising, we successfully developed an Instagram strategy that delivered exceptional results.

Key outcomes:

  • An engagement rate exceeding 10%—the highest in the museum sector

  • A more than twofold increase in follower count in under two years

  • A 20% rise in physical museum visits

 

Elisabeth Nøjgaard, director, Karen Blixen Museum Rungstedlund

"For over two years, we have collaborated with Are You Content to refine the museum’s digital communication, enhancing both reach and impact. Their up-to-date expertise, strong brand understanding, and ability to maintain a clear strategic direction have been key to establishing a significantly stronger digital presence."

 

Understanding the cost of Instagram advertising

The cost of Instagram advertising varies based on campaign objectives, target audience, and competition within the advertising space. Instagram operates on an auction-based system where advertisers bid for ad placements, meaning costs fluctuate depending on demand.

Rather than focusing solely on cost, the key is to maximise return on ad spend (ROAS). A well-executed campaign with a higher cost per click can still outperform a lower-cost campaign if it attracts higher-quality leads that result in conversions.

Three key pricing models for Instagram ads:

  • Cost Per Click (CPC): The price paid when a user clicks or interacts with an ad

  • Cost Per 1,000 Impressions (CPM): The cost to display an ad 1,000 times

  • Cost Per Acquisition (CPA): The amount spent to generate a conversion (purchase, sign-up, etc.)

Recommended budget for Instagram ads

For new advertisers, we typically recommend a test budget of 5,000–10,000 DKK per month. This initial phase helps determine which audience segments and messaging perform best before scaling investment. The focus is not on how much is spent but rather on how effectively the budget is allocated.

A well-optimised campaign with a smaller budget can often outperform a high-budget campaign with inefficient spending. Once conversion rates are optimised, we scale budgets accordingly.

At Are You Content?, we ensure that every ad budget is strategically deployed for maximum impact. Through rigorous testing, optimisation, and ongoing adjustments, we drive measurable results while maximising advertising efficiency.

Some of the companies we’ve helped develop a digital strategy

Let’s discuss your Instagram strategy

Instagram presents significant opportunities for businesses, but success requires a strategic and data-driven approach.

At Are You Content?, we have the expertise, tools, and proven track record to help businesses thrive on Instagram.

We offer a free 30-minute consultation to assess your current strategy and provide tailored recommendations.

Contact us today, and let’s explore how Instagram advertising can drive measurable growth for your brand.

FAQ

  • Yes, but the strategy depends on your target audience. B2C companies in fashion, food, and lifestyle often see great success on Instagram, but we have also helped B2B businesses and NGOs leverage the platform for brand awareness and lead generation.

  • Initial results can often be seen within a few days, but a full evaluation of the campaign's impact typically requires 2–4 weeks. We recommend an ongoing approach, continuously optimising the campaign over time to maximise results.

  • We use a combination of core audiences (demographics, interests, behavior), lookalike audiences, and retargeting to ensure your ads reach the most relevant users.

  • Yes, but results improve when your profile features credible and engaging content. We often recommend a combination of organic growth and paid advertising, as it strengthens brand presence and credibility.

  • When choosing an agency, you should look for:

    • Proven results and case studies from previous campaigns

    • A data-driven approach to strategy and optimisation

    • Experience with Meta advertising and precise targeting

    • The ability to create creative and engaging content

    At Are You Content?, we have years of experience running Instagram advertising for NGOs, cultural institutions, and commercial brands. We combine creativity, strategy, and data to create campaigns that not only get seen—but also convert.

  • Both platforms are operated by Meta, but Instagram is more visually driven and typically attracts a younger, more engaged user base. Engagement rates tend to be higher on Instagram, especially for B2C brands, lifestyle products, and e-commerce.

Om Are You Content? 

Are You Content? is a family-owned boutique agency based in Copenhagen. As Instagram specialists, we assist our clients with Instagram advertising, as well as Facebook ads, SEO, SEM, email marketing, and content marketing.

With over 15 years of experience in Instagram marketing, we take a data-driven approach to strategy, combined with a strong passion for content. Our expertise ensures that Instagram advertising not only increases visibility but also delivers measurable results.