In This Post, We’ll Talk About Is It Worth It to Promote Your Instagram Posts?
So, you’ve set up your Instagram account. You routinely provide high-quality articles. Everything you’re doing is correct… However, you’re not seeing an increase in interaction.
It happens all the time. Building a following on Instagram, like any other social media site, takes time. However, you might be wondering whether there’s a method to make things go a bit faster.
Instagram promoted posts are a good example of this.
Promoted posts are ones that you create naturally (like any other post) and then pay to have seen by a specific audience. You can promote your post right from the app by tapping “Promote” under the post you want to promote. The method is essentially a simpler version of IG advertisements, which provide more customization options for your content’s design and distribution. The “Sponsored” tag appears on both advertising and sponsored posts to inform IG users that the creator has paid to show them this material.
However, the notion of parting with any of your hard-earned cash may make you ask, “Is it worth it?” In today’s essay, we’ll answer that question.
First and foremost, how can I promote my article?
It’s as simple as touching a few icons in the Instagram app to promote a post if you have an Instagram business account:
Go to your business profile on Instagram by logging in.
Select “Promotions” from the drop-down menu. Then select “Create Promotions” from the drop-down menu.
Locate the post you want to promote and touch “Promote” just below the image.
Complete the blanks. In this section, you’ll be able to choose a target audience, budget, and length for your promotion.
Select “Create Promotion” from the drop-down menu. Instagram will analyze your post and publish your promotion if it fulfills their ad policy standards.
What Does It Mean to Me?
Let’s talk about the “why” now that we’ve mastered the “how.” Why should I pay when I may continue to post for free? There are a few causes for this:
Make Contact with New People
If you’re having trouble finding and growing your Instagram audience, boosting a post is a terrific method to meet new people. It’s difficult to get your foot in the door and connect with the proper individuals, especially when you’re just starting out. Promoting a post allows you to increase brand awareness and get your material in front of individuals who would not have found it otherwise.
When creating the specifics for your promoted post, you’ll have the option of customizing your audience or letting Instagram construct one for you based on people who might be interested in your business. This “Lookalike” audience is created using your existing IG followers, which can offer some really fantastic results if your existing follower list reflects the type of people you want to attract. It also takes less time, research, and effort than using the Ads Manager to create your own audience profile.
Take advantage of the momentum created by high-performing posts.
Promoting an article that is already working well with your existing followers will help you increase your follower and engagement metrics.
While an organic post may rapidly lose its relevance after only a few of your followers have seen and interacted with it, boosting your post will give it fresh life and keep it relevant on the platform for longer. So, if you have a piece of content that you’re very proud of and want to share it with a wider audience, advertising it could be the way to go.
Create a call to action that will attract more customers both online and in person.
You can’t link to your website or other related sources in traditional Instagram postings. A promoted post, on the other hand, gives you the option of including a Call-to-Action button. Adding a CTA button to high-engagement posts can help you direct traffic where you want it to go, successfully converting those likes and comments on Instagram into action.
You have a few options for your CTA during the setup stage: visit your website, profile, phone your business, or receive directions to your business. Whether you want to grow your online following, attract more website clicks, or drive more people into your physical location, you’ll want to choose the CTA that best fits your marketing goals. Whatever your purpose, including a CTA in your post can help it become a more effective marketing tool.
What’s the Catch, though?
I’m not going to lie to you. When it comes to advertising your posts on Instagram, it’s not all good news, especially when compared to more advanced choices like Ads Manager. So, before you spend your money on such impressions, consider the following disadvantages:
The Audience Targeting on Instagram Isn’t as Advanced as Other Options
So far, we’ve discussed Instagram’s Lookalike function, which, to be honest, may be rather useful. On the other hand, you have little control over who users IG chooses to show your content to.
You have the option of targeting your promoted post by age, location, or hobbies. However, your options are more limited than if you use the Ads Manager tool to create an IG ad. While these solutions are excellent for organizations with a broad appeal, businesses that cater to a certain niche should avoid them.
Only one audience can be reached at a time.
When you promote a content, as I said in the last section, you may target your audience based on a few important demographic factors. You can’t, however, replicate your content and target multiple audiences with it.
If you’re interested in A/B testing your post (and you should be), this is a significant problem. You could want to see if males or women engage more with your content, or if individuals in their 20s engage more than those in their 30s. In this scenario, Ads Manager is a lot superior resource for generating several target personas and personalizing your content to cater to the various interests and aspirations of your audience.
You only have a limited number of goals from which to choose.
What do you want to gain from advertising your article? Are you simply seeking for more likes or do you want to increase purchases through your product catalog? Unfortunately, with IG post promotion, only one of those alternatives is accessible as a target.
When you promote a post, you’ll be asked to specify your campaign goal. “More Profile Visits,” “More Website Traffic,” or “More Promotion Views” are your options, and based on whatever you choose, Instagram’s algorithm will target specific audience groups to fulfill your goal. Now, if all you want to do is raise your vanity metrics, these restricted options could be acceptable, but what if you’re more concerned in conversions than likes?
When opposed to promoted posts, the Ads Manager tool offers far more sophisticated possibilities. You’ll find goal-related options for conversions, purchases, in-store visits, and more in addition to engagement, reach, and online traffic. As a result, promoted posts may not be the best option if you want to get more bang for your buck than a simple increase in brand exposure.
Your outcomes may differ:
There’s no assurance that the outcomes of your promoted post will meet your expectations, just like any other Instagram post. Your ability to develop a post that resonates with people and motivates them to act on your call to action will determine how successful you are. Simply said, just because you put money behind a post doesn’t guarantee that it will perform as well as you’d like.
Branded postings that do well tend to focus on lifestyle rather than product. Your posts should have a narrative to them. Use props, models, and settings inspired by real-life scenarios to help your buyers imagine how your products would fit into their lives. Show a busy parent stopping by your bakery for a cup of coffee or a college student carrying one of your chic totes to their first day of classes.
While a simple product photo can appear beautiful, it also shouts “I’m an ad!” to your viewers, which can be a turn-off. Lifestyle images are more natural and are more likely to provide you with the most value for your money.
Should I Go Through With It?
So, we’ve arrived at the crux of the matter: “Is it beneficial to promote an Instagram post?”
In 99.9% of circumstances, the honest response is no.
Aside from the option to make a sponsored post directly from the Instagram app, a promoted post can’t do anything an ad can’t. When you produce a promoted post instead of an ad, your options are severely constrained.
A promoted post is unquestionably superior to a non-promoted one. It can help you raise brand awareness, boost vanity metrics (giving you some nice social proof), and guide traffic where you want it to go. If you’re going to spend money on Instagram advertising, though, Ads Manager is the way to go. It’s not only more cost-effective in the long run, but it also gives you more ad targeting possibilities.
At the end of the day, the best approach to figure out if promoted posts should be a regular component of your content strategy is to experiment with them. Running a promotion for a few days is rather inexpensive, and it should provide you with some useful data.
Showcase your best qualities with an interesting photograph and caption to give yourself the best chance of success. If you’re not sure which post to utilize, consider the kind of material that have worked well for you in the past.
Then, create a sensible objective for yourself and limit your budget to an amount you’re comfortable spending on your test drive. You can then assess if the money you spent was worthwhile in light of the results you obtained.