If you want to stand out from the competition and boost your conversions, you need to understand how to do remarketing on Instagram the right way.
Instagram is one of the platforms with the highest engagement today, and when we combine that with the power of remarketing, we get a powerful formula for attracting and winning back customers.
Throughout this guide, you'll discover how to do remarketing on Instagram step by step, with practical techniques, real examples, relevant tips, and how to reinforce this strategy with push notifications, creating effective communication across different channels.
What is remarketing?
Before diving into how to do remarketing on Instagram, it's important to understand the concept.
Remarketing is a technique that lets you reach people again who have already had some contact with your brand, whether through your website, app, or previous interactions on social media.
In other words, you speak directly to those who have already shown interest in what you offer. In this case, remarketing will be used when you run paid traffic on Instagram.
By applying remarketing correctly, you increase the chance of conversion, reduce costs, and reinforce your brand in the user's mind.
How to do remarketing on Instagram: step by step
Now let's go through the detailed step by step to learn how to do remarketing on Instagram:
1. Connect Instagram to Ads Manager
Remarketing on Instagram is done through Meta Ads Manager, which also manages Facebook ads. To get started, you need to:
- Have a business account on Instagram
- Connect it to your Facebook page
- Have an account in Meta Business Manager
2. Install the Meta pixel (formerly the Facebook pixel)
This is the foundation of remarketing. The Pixel is a code you insert on your website that tracks user behavior, such as pages visited, products viewed, or actions like adding to cart.
With this data, you can create custom audiences, which is essential for doing remarketing on Instagram effectively.
3. Create custom audiences
Go to Ads Manager, click on "Audiences," and then "Create custom audience." You can segment based on:
- Website visitors
- People who viewed specific products
- People who started but didn't complete a purchase
- People who interacted with your Instagram (likes, comments, saves, etc.)
This segmentation lets you deliver highly relevant messages.
4. Create your remarketing campaign
To create your remarketing campaign, start by going to Ads Manager and clicking "Create new campaign."
Then, set the campaign objective according to your strategy — it could be Conversions, Traffic, Engagement, or another one that fits your current needs.
In the targeting step, select the custom audiences you set up earlier. This ensures your ads are shown only to people who have already shown some kind of interest in your brand.
Then, adjust the placements and choose where your ads will be displayed, such as the Instagram Feed, Stories, or Reels, depending on where your audience is most active.
Finally, put extra effort into your custom creatives, with direct messages, impactful visuals, and clear, objective calls to action. This combination significantly increases your campaign's conversion potential.
5. Track and optimize your results
Monitor metrics such as:
- Reach
- Impressions
- Click-through rate (CTR)
- Conversions
- Display frequency
Run A/B tests with different creatives, copy, and targeting to find what works best for your audience.
Strategic tip: integrate your campaigns with push notifications. This way, you reinforce brand recall with instant messages and complement the impact of your Instagram ads.
How much do 1,000 impressions cost on Instagram?
A common question among those learning how to do remarketing on Instagram is: what does it cost?
Cost per thousand impressions (CPM) on Instagram can vary quite a bit, depending on the niche, ad quality, and competition.
In Brazil, the average Instagram CPM tends to be between R$10 and R$35. In more competitive markets, it can reach R$60 or more.
Factors that affect cost:
- Creative quality (image or video)
- Audience targeting level
- Ad relevance
- Campaign period (commercial dates tend to be more expensive)
To maximize your results and reduce costs, combine your knowledge of how to do remarketing on Instagram with push notifications, which have zero cost per delivery and an excellent click-through rate.
What does "sponsored" mean on Instagram?
As you learn how to do remarketing on Instagram, you'll certainly come across the term "sponsored." But what does it mean?
"Sponsored" is the term used to identify a paid ad on Instagram. It's the content that appears in users' feeds or stories with the "Sponsored" label.
These ads are created within Meta Ads Manager and can be used to:
- Reach new audiences (prospecting)
- Re-target people who have already interacted with your brand (remarketing)
- Boost sales, engagement, traffic, or awareness
In other words, all remarketing you do on Instagram will be displayed as sponsored content, fully customizable, with advanced targeting and complete metrics.
How to use push notifications together with remarketing on Instagram?
To make your strategy for how to do remarketing on Instagram even more effective, it's ideal to combine it with push notifications.
This direct channel lets you reach the user outside social media and reinforce your message at the right moment. Among the fastest-growing tools is AI Web Push, which simplifies sending processes and ensures effectiveness.
Benefits of using push notifications:
- Immediate, real-time delivery
- High open rates
- Zero cost per click
- Message personalization based on user behavior
- Automation potential (e.g., push after cart abandonment)
Example combination:
- The user visits your site and abandons a product in the cart
- You send a push notification with an offer or reminder
- If they don't convert, Instagram remarketing kicks in
- They see an ad with that product in Stories or the feed
This multichannel cycle increases the chance of conversion, generates more engagement, and improves the return on investment of your campaigns.
Golden tips for Instagram remarketing
Knowing how to do remarketing on Instagram is extremely important for your business — it's essential to start with well-done segmentation, based on real audience actions, such as website visits or interactions with posts.
When creating ads, invest in eye-catching creatives, with short videos, carousels, or images that stand out in the feed.
Also use clear calls to action, like "Come back and get free shipping" or "Exclusive offer for you."
You can boost your results by integrating push notifications into your strategy, reinforcing contact with the user outside social media.
And of course, test, optimize, and repeat: constant analysis is what turns good campaigns into consistent results.
Take your remarketing to the next level
Mastering how to do remarketing on Instagram is a competitive edge for any brand looking to increase conversions and strengthen relationships with customers.
With the right combination of strategy, personalization, and analysis, you can reach people who already know your business again, and do it the right way with guaranteed returns.
And when this strategy is combined with the power of push notifications, you create continuous, personalized communication that follows the user through different moments of the buying journey.
Now that you've learned how to do remarketing on Instagram, it's time to put all of this into practice and turn interested users into loyal customers!