To boost, or not to boost
Boosting a post on Instagram or using Meta's (formerly Facebook) ads manager platform offer different approaches to performance marketing. Each has their own advantages and our recommendation is always to allow the two to work in unison for ultimate success.
‘Boosting’ refers to promoting an existing organic post within your feed, by putting some spend behind it in-app.
Why boost?
It keeps things simple, as a straightforward and user-friendly process that allows you to promote your existing organic posts with just a few clicks, making it accessible for businesses without extensive advertising experience.
Instagram has a highly engaged user base, particularly for visual content. Boosting a post can help you reach a wider audience and potentially increase your engagement across likes, comments, and shares on your content.
While targeting options aren’t as advanced as they are on Meta's paid social platform, Instagram allows you to target audiences based on location, interests, demographics, and behaviours which can help narrow down your reach to a specific group of users.
We like to use this tool predominantly to support follower growth and support an organic social content strategy.
When to use Meta’s ads manager platform
Meta offers a wide range of sophisticated targeting options, meaning we can create highly specific audience segments based on various criteria, such as demographics, interests, behaviours, and even custom audiences based on your own data for remarketing.
The broad range of ad formats including carousel ads, story ads and video ads offer more creative flexibility and can be optimised for specific campaign objectives - basically, this can be completely different to the content you post organically on Instagram or Facebook.
Using Meta's paid social platform gives us more control over ad campaigns, so that we can set specific objectives, budgets, and bidding strategies. It also provides in-depth analytics and reporting to help track the performance of your campaigns.
We like to use this tool predominantly to build brand awareness, and drive traffic to your website ultimately leading to conversions.