Launch An Instagram Awareness Campaign: A Guide

Updated: October 8th, 2022


Social Media (Organic)
Brand Exposure
Cost Details
On average, Instagram advertising costs between $0.20 to $6.70, depending on the bidding model.

What Is Instagram Awareness Campaign?

The Instagram awareness campaign is when a brand is pushing hard to increase company, product, or service visibility.

For brands that are trying Instagram for the first time, awareness campaigns help to showcase what is distinct, exciting, and exceptional about the brand.

There are different marketing campaigns you can create to promote your brand on Instagram.

One very popular approach is pushing an awareness campaign.

The goal of this campaign is to increase the visibility and awareness of your brand, product, or service.

This is where you can showcase what makes your brand so unique, and why so many customers are using/loving your product!

Instagram Campaign Key Takeaways

  • Instagram offers brands a potential reach of 1.16 Billion users
  • 29% of marketers spend the majority of their ad dollars on Instagram.
  • 63% of Americans check Instagram daily.

Understanding How Instagram Awareness Campaigns work

Instagram is a platform where users want to discover and follow brands. According to Hootsuite, 75% of Instagram users take action after seeing a brand's post.

In that regard, Instagram is ideal for running an awareness campaign. During an Instagram Awareness campaign, you are trying to achieve a specific objective over a certain period.

Therefore, you create campaign content that aligns with specific campaign objectives. To boost reach, brands choose to run sponsored Instagram campaigns.

A sponsored Instagram campaign increases the likelihood of getting your brand message to the target audience.

Note that a brand awareness campaign on Instagram might not increase your online sales immediately.

However, it will help you to establish your brand as a leader in the niche.

Why Instagram Is a Good Platform For Brand Awareness Campaigns

Here are some important reasons brands choose Instagram for their brand awareness campaigns:

1. Instagram Users Love Brands

According to an Instagram report, 90% of users follow a business on the platform.

Moreover, over 200 million users visit at least one business profile on a daily basis.

These numbers are inspiring! Therefore, you see the reason brands choose to run their awareness campaigns on Instagram.

2. Instagram Has Tools to Increase Brand Awareness

Instagram is a virtual-centric platform that makes it great for showcasing your products and services.

Instagram users can share their feed posts and stories with friends, boosting brand visibility.

Besides, there are a number of unpaid methods for brands to spread the word about their brands.

3. Running Awareness Campaign On Instagram Is Cheap

Compared to traditional advertising Like TV campaigns, Instagram is way cheaper and effective. Besides, sharing high-quality content on Instagram does not cost you.

Therefore, brand awareness campaigns on Instagram are way cheaper than advertising on TV.

Real-World Examples Of Instagram Awareness Campaign

1. How Converse Runs Successful Awareness Campaigns On Instagram

Converse is an American shoe company that designs, distributes, and licenses sneakers, skating shoes, and other lifestyle footwear.

The brand has been running creative advertisements on Instagram. A unique factor about Converse adverts is that you rarely see commercial photos of converse shoes. Instead, you will see loads of people.


Converse runs inspiring awareness campaigns that appeal to its target audience.

Such campaigns have helped the brand to increase its awareness on Instagram and built the number of followers to over 10 million.

How Starbucks Creates Instagram Awareness Campaigns To Increase Brand Awareness

Starbucks is known for its delicious and joyful drinks that come in pretty cups. The brand tries to increase brand awareness on Instagram through creatively thought user-generated content.


Running consistent user-generated campaigns helps Instagram to build brand awareness while showing followers how real customers feel about the brand.

Such campaigns increase the buzz around and help Starbucks to find new super fans.

How to Run a Successful Instagram Awareness Campaign

Set S.M.A.R.T Campaign Goals

When setting an objective for your Instagram campaign, you want to be specific, measurable, attainable, realistic, and time-bound.

That way, you can come up with key performance indicators, that you can look over time to determine if your campaign is heading in the right direction.

Plan the Campaign Content

Once you have the campaign goals clearly defined, the next step is to plan out each of the campaign content.

Come up with a content calendar and make sure the content type helps you to attain the campaign goals and objectives.

Use Instagram Stories and News Feed To Increase Exposure

If you are running an Instagram awareness campaign only on the Instagram feed, you are missing out. Instagram users watch 400 million stories daily.

Therefore, make sure you are posting the content on your Instagram feed and Instagram stories.

Use A/B Testing

A/B testing helps you to refine the marketing strategy.

Therefore, come up with multiple awareness campaigns which maximize the campaign budget.

Select the best-performing version, and promote it often.

Track Metrics that Matter

Since you have campaign goals, make sure you measure the performance against the pre-defined KPI.

You can make use of various metrics when it comes to tracking campaign performance.

Make sure you establish a baseline so you can measure the impact of your campaign.


Instagram is the ideal place to promote your business and run awareness campaigns.

However, you need a good plan. Make sure you have clearly defined goals and objectives and set a reasonable timeline.

meet the author
Pat Walls

I'm Pat Walls and I created Starter Story - a website dedicated to helping people start businesses. We interview entrepreneurs from around the world about how they started and grew their businesses.