If you’re reading this, you are probably a business owner looking to jump start your social media accounts, or you want to know how to get more out of your posts by understanding how do Instagram promotions work.
Instagram promotions start with a business account. You probably already have one, but if not, don’t worry. Any personal account can become a business in a few simple taps.
A. Go into your Instagram Settings and halfway down the page tap on Switch to Business Account.
B. If you do not already own a Facebook page tied to your business, it will make one for it. If you don’t have one it would be in your best interest to make one first and populate it with company info.
C. Customize your profile with custom buttons, such as a contact button or a link to your website. Be sure to put in all your contact information before finishing up.
Once you have transitioned to a business account, you are all set to promote your first post.
To get started, navigate to your profile and tap the Promotions button. You will then be prompted with a screen that looks like this.
Choose which post of yours you would like to convert into a promotion and proceed forward.
Next you will be prompted with a screen where you get to decide on your post’s Call to Action (CTA). These are your Call Now’s and Learn More’s. This part is highly dependent on your goals with this promotion. So take the time to evaluate your options. For more information check SEO Agency in Hyderabad
You opt for something simple like directing people towards your profile or direct messages. Or you can redirect them to your website. If you choose storefront, you have the options to send them to a phone number or physical address. If you choose your website, you have more flexibility because you can assign different CTA’s like Learn More, Contact Us, Book Now, and Sign Up.
After you decide on your CTA, Instagram asks you to select your target audience. They give you the option to choose between Automatic or Create Your Own. If you choose to manually define your audience, you will be presented with this screen.
This is where you get to define demographic presets to use in the future. As you can see, Instagram provides basic parameters such as location, age, gender. But you also are given the ability to target certain interests.
Instagram allows you to choose up to 10 interests that you think accurately represents your intended audience. This is where you can make the magic happen and really maximize your audience targeting capabilities. Interests range anywhere from hobbies, movies, events, to people.
So after you have solidified age, gender, location, and interests, you now have a working demographic of people to promote to.
After everything is said in done, Instagram prompts you with one last page. This is where you get to decide on your budget, duration, and distribution.
Instagram gives you a loose estimation of your reach depending on your daily budget and how long you would like to run your promotion. Instagram also decides if stories or the feed would be better for your selected audience.
Instagram’s maximum limits are set at $1,000 ad spend daily and up to 30 days in duration for a maximum possible reach of 400k-1 million people. Of course promotions come with diminishing returns, so you need to look towards your analytics to determine the worthwhile-ness.
Thankfully Instagram breaks down your promotion analytics in their Insights feature available to (as you’ve guessed it) only business accounts.
Instagram recommends spending at least $10 to promote your post. But ultimately it is up to you to decide what the value of these promotions are for your business.
Instagram Insights lets you keep tabs on all types of engagement people are having with your profile, including those attributed to your promotions.
You can track anything like:
B. Profile visits
E. Website clicks
G. Number of people who got directions
H. Number of people who contacted you
I. How many people discovered you
The list is very comprehensive and even breaks down the timeline and demographics on all of these types of engagements and impressions.
Nailing down your audience is where most of your market research is going to be directed towards outside of creating compelling content.
On the Insights screen, find where your posts are located. You should be presented with a screen that shows all of them in a grid with numbers overlaid like the one above.
Here you can apply filters to segment the data for each of your posts for a specified time period. This will give you the quick run down on your best and worst performing types of content as well as the levels of engagement you are getting.
If you would like even more detailed analytics, find the View Insights button on the respective post and you can find a breakdown of the actions taken from the post such as:
A. Profile Visits
C. Website Clicks
You can also get a similar breakdown of actions taken from Instagram stories such as:
A. Forward taps
B. Backward Taps
D. Swipes Away
Instagram also generates an in-depth report on the sources of impressions as well, like:
A. How many peoples’ feed you appeared on
B. People who found you through a hashtag search
C. Views from your profile page
D. People who discovered you on the explore feed or through organic keywords
E. Location Feed
F. People who found you through tags, shares, and mentions.
Putting It All to Use
While this is all helpful for analyzing your posts, lets focus on promotions.When looking at insights for promotions, Instagram actually gives you a more stripped down overview where visits, impressions, engagement, money spent, and audience demographics are the only factors they provide to you.
It is more or less up to you to decide whether or not the promotions are beneficial. One of the ways you can accomplish this is to track the data yourself and generate cost breakdowns.
Some intrinsic metrics you should keep track of are:
A. The ratio of engagement to reach. This will let you know how compelling your content is and if it leads to conversions.
B. Your CPC. This isn’t directly provided by Instagram, but you should be conscious of how much is being spent on promotions and specifically how much it costs per website visit, contact information shared, conversions, etc.
Although posts receive a bit more analysis, you can use them to your advantage when tuning your promotions. After all, promotions are just boosted posts.
One of the first things you should analyze is your audience. Are you reaching your intended demographic? Is there consistency in your demographics from post to post to promotion?
Next you should consider what actions people are taking when they see your promotion. Does your promotion have the intended effect?
Much like a website, bounce rate is a key metric to determine your content effectiveness. Low reach and low engagement would be indicative of ineffective content. Decent reach with low engagement means that although you are reaching the intended audience, your CTA’s are ineffective, or the content is not conducive to engagement.