Leveraging Paid Media on Instagram
The feed is where your fans are most likely to see your organic posts. The Instagram algorithm is analyzing content and prioritizing for relevancy and engagement, meaning that not all your content is going to be prioritized.
While hashtags may attract your fans and even new users who are interested in that topic, the best way to ensure your content gets seen is to support it with a paid strategy.
A paid social media strategy ensures your content gets SEEN by the desired audience.
Considerations for a Paid Instagram Approach
When planning content for this platform it is essential to consider when and how to sponsor content, the purpose and approach to sponsoring that content and who you are targeting.
1. Balanced organic and paid tactics
|
Organic |
Paid |
|
Audience are existing followers |
Audience are determined by targeting |
|
Only runs on Facebook |
Can also run on Instagram |
|
Implement learnings from paid campaigns |
Test creative to learn about audience |
|
Free space to try new ideas on existing audience |
Implement learnings from organic to launch better-performing ads |
|
Community management puts brand in direct contact with audience |
Attracts new followers |
|
Life of a post is short, cadence in posting is vital |
Life of a post is completely controllable and you can make less content and reach more people |
By utilizing the ads manager, you can run the same ad to both Instagram and Facebook. You can even allow the platform to optimize spend by performance.
2. Ad objectives based on the user journey
|
Stage |
Content Role |
Facebook Objective |
|
Awareness |
Attract new people to your brand or campaign |
Brand Awareness Reach |
|
Consideration |
Stand out from the competition |
Traffic |
|
Conversion |
Generate a lead or otherwise establish a relationship |
Traffic App Install Lead generation |
|
Engagement |
Regularly engage audience to stay top of mind |
Engagement Video Views Messages Boosted Organic Posts |
|
Advocacy |
Customers trust the brand enough to recommend to others |
Engagement |
3. Targeting based on audience current stage of the journey
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