#SheMeansBusiness: How to create Instagram Promotions in five steps
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Posted: Tue 11th Jan 2022
The #SheMeansBusiness programme is run by Enterprise Nation in the UK and Ireland, powered by Facebook, and helps to support people when it comes to using Facebook, Instagram, Messenger and WhatsApp in a way that contributes to support their brand and grow their business.
In this blog, we talk about how to set up an Instagram Promotion in five simple steps. And what’s even better is that in addition to a written blog, this one has also been made into a podcast which you can listen to as you work, drive, walk… whenever you listen to podcasts!
What is an Instagram Promotion?
An Instagram Promotion is a way to advertise your business. Through this blog and podcast, we're talking about promoting a post. I generally advise that, if you're advertising in this way, you look to promote high-performing posts.
Before you get started with Instagram Promotions, you need to have a business account.
How to set up Instagram Promotions in five steps
Step 1: Identify a post to promote
Head to your Instagram account and find the post you want to promote. Then, tap on the blue "Boost Post" button at the bottom right.
Step 2: Customise that promotion
Think about what you want to achieve from your promotion. Do you want to chat? Send people to a website?
Select the goal you want at this stage as it will ensure that the call-to-action button on the promoted post is correct as per your goal.
Whenever you do any ad, you need to have a goal. How do you know if a promotion or campaign has been successful if you don't know what you want to achieve? When you tap on the goal you want, you'll see other options that are relevant. Just fill them in.
Step 3: Pick the audience
This allows you to make sure that the ad you're running is being shown to the right people. Instagram has two options.
You can allow Instagram to pick your audience based on your own audience (this is called automatic), or you can select your own audience. Both can work in different situations, but you can be a lot more specific if you select your own audience.
Step 4: Cost and duration
Generally, Facebook and Instagram suggest you run an advert for at least seven days, and at a cost you're happy with.
When you're on this page, you can move the cost and duration sliders to get a clearer idea of your estimated reach and the cost for the duration of the campaign. Then, you tap "Next".
Step 5: Review your ad
This is where you can select your payment method, make sure you're happy with everything, and then send your ad off for review.
Every advert on Facebook or Instagram is reviewed by the system to ensure quality and that it complies with all relevant guidelines.
And that's it, you've completed your first Instagram Promotion. But this isn't the end of it! Treat every advert you place and promotion you run as an experiment. Look at the insights generated to see what worked and what didn't work, and what you could improve next time you place an advert.
How to make your Instagram Promotions even better
Luckily, Instagram has some tips on how to maximise the effectiveness of your Instagram Promotions.
Remember that your Instagram profile acts as your digital storefront, so make sure you're posting high-quality content on a regular basis.
Be authentic. Make sure your profile truly reflects your business. Things like a relevant profile image and a completed bio, including contact details.
Simplicity works. Make your promotion feel like a feed post so it integrates well.
Make sure you set a goal for any promotion. The SMART goal-setting method can work really well for ads. However you do it, make sure you know what you'd like to achieve so you know if it's worked well or not.
Think about your audience. Who is your target customer? Where do they live? What do they like? If you're creating your own audience on Instagram, really think about who you want your ad to be seen by.
Use your account insights. This will help you to learn more about your current audience. This could help inform the audience selection for your promotion too.
Test. After you've completed your first promotion, test again. You could try using photos or videos, you can try different types of content, different call-to-action buttons, different audiences and more too. You can then look at the number of likes, comments and saves you have.
Promoting an Instagram post through an Instagram Promotion is a great way to start with adverts on social media. I hope this #SheMeansBusiness training has been useful. You can listen to the podcast version here:
#SheMeansBusiness
Enterprise Nation is working with Meta to support women across the UK and Ireland in growing their businesses online.
Our accredited #SheMeansBusiness trainers will tell you how to best use Meta and the Meta family of apps to grow your business.
To meet the trainers and sign up for events and courses, visit our #SheMeansBusiness page.
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