Should you boost posts on Instagram?
If you’re in business mode on Instagram, Meta will occasionally ask if you want to boost one of your posts. This can be a carousel you posted, a static image or even a reel. But, is it a good idea from a business standpoint, and what is the return on investment (ROI) like?
The ROI for boosting a post on Instagram can vary significantly depending on a variety of factors, such as the actual content of the post, your target audience, the duration of the boost, as well as the overall marketing strategy of the brand. However, understanding the potential benefits and drawbacks of boosting a post can help in assessing its ROI.
Here are a few factors to consider:
Increased Visibility and Reach: One of the primary benefits of boosting a post is that it increases the post’s visibility by reaching a larger audience beyond the brand's followers. This expanded reach can lead to increased brand awareness and exposure to potential customers who may not have otherwise discovered the brand or its products/services. In theory. The thing about boosting posts is that while your total impressions may increase, you aren’t guaranteed an increase in followers, engagement, or lead generation. If you care about vanity metrics, and want to see high numbers on your feed, go for it. But, understand that it won’t necessarily convert into new customers for your business.
Engagement and Interaction: Boosting a post CAN result in higher engagement metrics such as likes, comments, and shares. By reaching a broader audience, brands have the opportunity to spark conversations, build relationships with customers, and drive interaction with their content. But, keep in mind that a lot of the interaction you’ll receive are from bots, or people who have no interest in purchasing your product or service. Once again, the lack of strategy involved in boosting posts means you don’t have very much control over where that content is going.
Lead Generation and Conversions: Depending on the objective of the boosted post, such as promoting a product or service, brands may see an increase in lead generation and conversions. By targeting specific demographics or interests, brands can reach audiences who are more likely to engage with the content and take desired actions. However, a traditional performance marketing campaign offers a higher ROI with more easily defined and achievable key performance indicators.
Insights and Data Analysis: Instagram provides valuable insights and analytics for boosted posts, allowing brands to track performance metrics such as reach, engagement, and click-through rates. By analyzing these metrics, brands can gain valuable insights into the effectiveness of their boosted posts and refine their targeting and content strategies accordingly. This information is ALSO available for traditional performance marketing campaigns, which offer you more control over the ads.
Cost-effectiveness: Boosting a post on Instagram can be a cost-effective way to reach a larger audience compared to traditional advertising methods. With customizable budget options and targeting capabilities, brands can optimize their spending to maximize the ROI of their boosted posts. In addition, if you don’t understand how to strategize, research and prepare for a paid ads campaign, boosting posts can be a great alternative. But, you shouldn’t be boosting posts that didn’t initially gain traction. In fact, the opposite is true; consider boosting posts that DID do well. You already have data to back up the fact that this piece of content resonated with your audience. Expanding your reach on a successful, quality piece of content is well worth the investment.
Remember, boosting a post on Instagram does not guarantee a return on your investment, and your success can vary depending on the effectiveness of the targeting, content quality, and overall marketing strategy. Additionally, while boosting a post can provide short-term benefits, brands should also focus on building a strong organic presence and engaging with their audience authentically to achieve sustained growth and success on the platform.
