What Are Boosted Posts?
What’s the deal with all those “Sponsored” posts that pop up on your Instagram feed—And how can your brand make use of this paid advertising capability?
First of all, these are called Instagram Boosted Posts and they differ from Instagram Ads. Boosted Posts are existing organic posts that you can pay to promote to a larger or more targeted audience. Unlike traditional Instagram ads, boosted posts are a simplified way to expand your reach without creating a separate ad campaign in Meta Ads Manager.
Why Boost a Post?
Boosting Posts Can Help You…
Increase engagement (likes, comments, shares)
Drive traffic to your profile, website, or DMs
Reach a specific audience based on interests, location, and demographics
Enhance brand awareness
How Boosted Posts Work
You can boost posts and Reels from an Instagram Business or Creator account.
Boosted posts appear in the Explore page, home feed, profile feed, and Stories.
They look similar to organic posts but have a “Sponsored” label beneath the handle.
You can choose specific demographics, interests, or locations for your boosted post.
Cons of Boosting IG Posts
Limited Targeting Options: Compared to full Instagram ads, boosted posts offer fewer customization features.
Higher Cost Per Result: Boosting may be less cost-effective than running optimized ad campaigns.
Lack of Advanced Analytics: You get basic engagement metrics, but not deeper conversion tracking.
Less Control Over Placement: Instagram automatically decides where to place your boosted post.
Not Ideal for Complex Goals: If you want to drive sales, lead generation, or app installs, full ads may be a better option.
How to Boost a Post on Instagram
Select a Post: Choose a high-performing organic post or Reel that aligns with your marketing goals.
Tap “Boost Post:” This option appears under your post if you have a business or creator account.
Define Your Goal:
More Profile Visits
More Website Visits
More Messages
Choose Your Audience:
Automatic (Instagram selects a similar audience to your followers)
Custom (Define audience by age, location, interests, etc.)
Set Budget & Duration:
Choose how much you want to spend daily and the number of days the promotion will run.
Review & Submit: Double-check settings and submit for review. Instagram will approve or deny the ad within 24 hours.
Best Practices for Boosting Posts
Pick Engaging Content: Use posts or Reels with high engagement or compelling visuals. *Meta doesn’t support boosting carousel posts.
Optimize for Your Goal: Ensure your CTA aligns with your objective (e.g., a link in bio for website clicks).
Target the right audience: Refine your audience settings to reach the right people.
Test & Analyze: Run A/B tests with different audiences and budgets to find what works best.
Monitor Performance: Use Instagram Insights to track engagement and adjust future boosted posts accordingly.
When to Use Boosted Posts
Promoting an event or sale
Increasing reach for a high-performing post
Gaining more followers and engagement
Testing audience interest before running a full ad campaign
Boosting posts are a powerful, beginner-friendly tool for increasing visibility on Instagram. While they don’t offer the advanced targeting and customization of full Instagram ads, they can be a cost-effective way to reach new audiences and grow your brand.
Want guidance curating your boosted posts and Reels? Schedule a chat with Media À La Carte today.
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