In my experience, these type of ads works best when you have something for free to offer. I’ve also used them to give away free copies of books (free + shipping or plain PDFs), and to invite people to webinars.
If you’re going to cold traffic though, I must advise that you pay close attention to your targeting. Instagram demographic in general is younger, so you need to be appealing to this type of demographic with your products and services.
For example, if you’re selling B2B consulting for the oil industry, maybe this placement is not for you.
But if you have an Instagram growth webinar that you want to fill, or if you’re a relationship coach and you’re giving away something for free, I’d strongly suggest you give this placement a go.
A word about videos: They need to be SHORT and PUNCHY.
And by SHORT I mean… really SHORT. You only have 15 seconds in here, so lead with the benefits of getting your stuff, and make a good impression on the viewer.
And here's the cool thing, you don't have to worry about comments to moderate in these type of ads (wohooo!).
Go ahead and give it a go, and let me know what you think of the Facebook group!