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January 11, 2024

How to Promote Posts on Instagram

This post in a nutshell:

  • Understanding Instagram Promotion
  • How to set up your Instagram Business Account
  • How to create engaging content
  • How to choose the right posts to promote
  • How to run an Instagram Promotion campaign

Are you struggling to get your Instagram posts seen by your desired audience?

Promoting your posts on Instagram is a powerful way to get your content in front of more eyes and boost engagement.

In this article, we'll walk you through everything you need to know to succeed at promoting your posts on Instagram.

Understanding Instagram Promotion


What is Instagram Promotion?

As one of the most popular social media platforms in the world, it's no wonder businesses and influencers are flocking to the social platform to grow their following.

Instagram promotion is a paid advertising feature that allows you to put your quality posts in front of a specific audience, increasing your chances of engagement and growth.

With Instagram Ads Manager, you can create and manage your promotions, choosing your audience based target demographics like location, interests, behaviors, and demographics. This means that you can boost posts to people who are most likely to be interested in it.

Why Should You Promote Your Posts?

Because of the ever-changing Instagram algorithm, organic reach on Instagram is becoming increasingly difficult to achieve.

For example, the what one was just a photo sharing app's algorithm has started to prioritize video content in the form Instagram Reels.

You never really know the twists and turns the algorithm is going to take, and  with so much content being published everyday, it seems that organic posts aren't reaching the audiences like they used to.

By using the post promotion features, you can cut through the noise and reach the audience you desire.

Instagram promotion can also help you grow your page and enhance your branding. When people see your content in their feed, they become more familiar with your brand, making them more likely to interact with your posts and follow your page. This increased visibility of content can also lead to an improved level of engagement and sales.

Another benefit of promoting your posts on Instagram is that you can track your results and adjust your strategy accordingly. Instagram's Ads Manager provides detailed analytics, showing you how many people have seen your content, how many have engaged with it, and how much it has cost you. This information can help you refine your targeting and messaging, ensuring that your promotions are as effective as possible.

Setting Up Your Instagram Business Account

If you're looking to promote your brand on Instagram, you'll need to set up a Business Account. Here's how you can do it:

Converting to a Business Profile

Converting your personal Instagram account to a business profile is a simple and quick process. It's the first step in unlocking the full potential of Instagram's promotion features. Here's how you can do it:

  1. Open your Instagram profile and click on the three horizontal lines in the top right corner.
  2. Select "Settings and Privacy"
  3. Scroll down and tap on “Account type and tools”. Then, click “Switch to Professional Account”
  4. Select "Business" and follow the steps to convert your account.

Once you've converted to a business profile, you'll have access to a range of features that are not available to personal accounts. These include Instagram Insights, which provides valuable data about your audience and engagement rates, and the ability to run ads and promotional posts.

Optimizing Your Profile for Promotion

Once you've converted to a business profile, you need to optimize your profile for promotion. Here are some tips to help you get started:

  • Choose a professional and recognizable profile picture that accurately reflects your brand.
  • Write a bio that accurately reflects your brand and relates to the audience you want to target. Use relevant keywords to help people discover your account when searching for related topics.
  • Add a call-to-action button to your profile to encourage visitors to take action, such as visiting your website or contacting you.
  • Make sure your contact information is up-to-date and easy to find.

Creating Engaging Content for Promotion


High-Quality Visuals

When it comes to Instagram, visuals are everything. The image quality or video quality can make or break your promotion - where it's for regular posts, Instagram Stories, Reels, or Instagram Shopping. To create engaging content, start by using high-quality visuals that accurately represent your brand and are visually appealing. Make sure your visuals are consistent with your brand's overall aesthetic, so your audience can easily recognize your content.

But what makes a high-quality visual? There are a few things to consider, such as lighting, composition, and color. Try to use natural lighting whenever possible, as it can make your visuals look more vibrant and professional. When composing your shots, think about the rule of thirds – this means placing your subject off-center to create a more interesting composition. And don't be afraid to play around with color – using a consistent color palette can make your visuals look more cohesive and eye-catching.

Compelling Captions

While visuals are important, your Instagram captions are just as essential for capturing potential customers' attention. Your captions should be written in a conversational tone of voice and be relevant to your audience's interests and needs. Use your captions to tell a story, ask questions, share insights and information, or even encourage user-generated content.

But how do you write a compelling caption? Start by thinking about your audience and what they want to see. Are they looking for inspiration, education, or entertainment? Use this information to craft captions that speak directly to their needs. You can also try using emojis or adding line breaks to make your captions more visually appealing.

Need some caption inspo? Check out MixBloom's guide for some tips on how to create great Instagram captions.

Utilizing Hashtags and Geotags

Relevant hashtags and geotags are essential for reaching larger audiences on Instagram. Hashtags allow users to search for content related to a specific topic, while geotags can help you target users in your local area or in a location relevant to your brand.

When using hashtags, it's important to use relevant keywords that relate to your content. You can also try using popular hashtags that are trending, but be careful not to use ones that are too broad – your content may get lost in the sea of other posts. It's always a good idea to use industry-specific hashtags and location-based hashtags to ensure your content reaches the right people! Geotags are also a great way to reach users in your local area – just make sure to tag the correct location so your content appears in the right place.

Choosing the Right Posts to Promote

Promoting the wrong posts can be a waste of time and money. So, how do you choose the right posts to promote?

Analyzing Post Performance

Before promoting any posts, understand how they perform organically. This means looking at metrics such as likes, comments, shares, and saves to determine which posts resonated most with your audience. By choosing relevant posts that have already performed well, you can maximize the impact of your promotion.

But how do you know which posts have performed well? Look for patterns in your metrics. Are there certain types of posts that consistently get more engagement? Do certain topics or formats perform better than others? Use this information to guide your promotion strategy.

Identifying Your Target Audience

Another key factor in choosing the right posts to promote is understanding your target audience base. The more you know about your audience, the more effective your promotions will be. Consider factors such as age, gender, location, interests, and behavior when identifying your target audience.

One way to gather this information is through social media analytics. Most platforms offer insights into your audience demographics and behavior, which can help you tailor your promotions to specific user groups.

Another way to gather information about your audience is through surveys and polls. Ask your followers what types of content they enjoy and what they'd like to see more of. Use this feedback to guide your promotion strategy and create content that resonates with your audience.

Running an Instagram Promotion Campaign

Setting Your Promotion Goal

Before you start a promotion campaign, define your goals. Are you trying to increase website traffic, drive sales, or boost brand awareness? Your objectives will decide the type of ad format you use (such as photo ads, carousel ads, video ads and stories ads) and the target audience you select.

Defining Your Target Audience

When creating your promotion campaign, it's important to consider your target audience's interests and behaviors. You can specify the audience you want to reach based on factors like age, gender, location, interests, and behaviors.

Determining Your Budget and Duration

One of the great things about Instagram promotion is that it's flexible and scalable. You can set your daily or lifetime budget, and the platform will show your ad until your budget runs out. The ad duration is also customizable, allowing you to run promotions for as little as one day or as much as a few weeks.

Boosting the Post

When you have got everything in place to start your campaign, scroll to the post you want to promote.

Below the image, select 'boost' - you will then be directed to the Ads Manager, where you fill in the details of the ad, including the goal, target audience and budget.

Once all of the information is filled out, click 'boost post' - your ad will then be under review.

If you've followed all of Meta's community guidelines, your ad should go live within no time!

Tracking Your Promotion's Performance

After your promotion begins, monitor its performance closely. Check your ad campaign results regularly and adjust your strategy if necessary. Instagram's Ads Manager provides detailed statistics on your promotions, including engagement rates, impressions, and clicks.

Overall, Instagram promotion is an excellent way to boost your content and grow your audience. By optimizing your profile, creating compelling content, and targeting the right audience, you can create promotions that generate significant impact. Keep experimenting, analyzing, and refining your promotions, and before long, you'll be an Instagram promotion pro.

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