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How do promos work on instagram


Instagram Promotion — How Does It Work and Is It Worth It?

What are Promotions on Instagram?

What are Instagram Promotions?

If you’re familiar with Instagram ads, you’ve probably at least heard of Instagram Promotions. What’s the difference?

INSTAGRAM PROMOTION DEFINITION

What is Instagram Promotion?

Instagram Promotions are regular, non-advertisement posts that a user would want to convert to a sponsored post, with elevated reach. 

The ‘Sponsored’ tag may appear in the same place, but Instagram treats these posts differently with their algorithm. Every user will have a different motivation and so the algorithm will do its best to correspond to those nuances.

Both ads and promotions are there to increase engagement and visibility. But an ad is best for conversion as it offers way more preferences for targeting.

A promotion takes a high performing post and turns it up a notch. It takes it to the next level regarding engagement — ramping up likes, views, shares, and more.  

Instagram ads are great tools to convert potential customers to repeat ones. Sometimes, your goals may not demand a full blown ad campaign. 

If you’re more in need of brand awareness, launching an entire campaign may turn out to be a waste of time and money. This is where Instagram Promotion comes in. 

Use them to turn a previous post into a sponsored one to extend your reach. If your objective is high visibility, promotions are your answer. 

Keep in mind, the algorithms of most social media platforms work on a virality factor. So the faster your posts get off the ground, the higher the ranking the algorithm puts you in the feed.

And it makes sense. About 95 million photos and videos are posted on Instagram per day. The competition for visibility is insane. 

So, how do you run an Instagram Promotion?

Give Yourself an Instagram Boost

How do Instagram Promotions work?

The great thing about Instagram Promotions is that they can be done directly from your phone. With ads you need to be in the Ads Manager to create your campaign. 

This is the Facebook Ads Manager. Important — if you want to use Instagram ads and Instagram Promotions, you do need an Instagram business profile.

If you’re promoting you can do it from the app, and simply switch to a business profile in settings. But if you want to use Instagram ads, you’ll need to be connected to that Facebook business page.

For more on this and how to promote, watch the video below. 

The 411 on Instagram promotion

Instagram promotion uses algorithms in order to determine who is likely to click on your ads based on your campaign motivations. 

How Do Instagram Promotions Work?

Choose your motivation

There are three different "motivations" for using Instagram promotion — increasing profile visits, website traffic or simply sharing your post to more IG users. Each one is very specific in its aim so to maximize your Instagram promotion efforts, make sure you understand each one and how they work.

Profile Visits 

If you want to increase your presence on Instagram. Instagram uses particular algorithms and for this one they’ll promote to people who are likely to go to your page.

Website Traffic

Instagram uses this information to determine who to reach out to for you. If you want more traffic to your website for instance, they’ll use an algorithm to make sure the people that typically click 

Promotion Views

This will show your post to as many people as possible, but it doesn’t promise engagement on the ad. This one is more for brand awareness.

SetTing Up Your INSTAGRAM PROMOTION

Direct your traffic

This is part of the motivation, and similar to above, you’ll be asked where you would like the traffic generated from the promotion to end up. There are three options, and, again, make sure you understand the ideal results for each promotion. Traffic can be directed to go to your IG profile, website, or store front. 

Who Are You Trying To Reach?

Select your target demographic

There are millions upon millions of IG users around the world — and there's no way you'll be able to reach all of them. Just like the parameters we've already discussed, you have to be selective and strategic with who your target demographic is.

When you're setting up your Instagram promotion, you have another three options to choose your desired audience.

Automatic Audience

This option targets people who are similar to your followers based on demographics. It also targets those who have already engaged and have been interested in your organic content previously.

This option makes sense if you're trying to solidify IG users who have already shown an interest. On the flip side, if your goal is to catch the eyes of completely new users, this would not be the best option.

Local Audience

Targets people within a certain radius of a certain location. With options for age range and gender. This could be good when you’re promoting a last minute event taking place in a specific location. It also shows your post to those who are similar to your followers based on location.

Manual Audience

Create your own specific audience based on age, location, interests, and more. This is typically best because you have more control, but it really depends on your specific objectives. 

The Fine Print of Instagram Promotions

Decide the price and duration

The app makes this part pretty hassle free with a sliding scale of how long and how much you’d like to pay. You can pay $10.00 a day for a 24-hour promotion and see how it works. Cost and duration options can get much higher and longer so it really comes down to your budget.

Instagram uses a 'CPM' or cost-per-mille, which really just means cost per 1000 impressions or views. Now that we know how to promote on Instagram, is it really worth it? In the next section, we'll get some results from influencers who have tried it out.

Do Instagram Promotions Work?

Instagram promotion results

Users with relatively high followers who are trying to gain visibility say it may not be worth the cash. And they seem to be struggling for the same reasons. 

Laura Price, an illustrator, gives us some key insights into her experience with Instagram’s $5.00 promo. 

What will a $5 Instagram promotion get you?

Alec Wilcock is somewhat of an Instagram expert and has a number of videos on his channel dedicated to how IG works. Watch as he takes us through his experience, with a bit more on how to promote.

The results seem to come back inconclusive but somewhat comprehensible...the more money you put in, the more effective your promotion will be. 

Was Alec's experience any better?

It’s pretty hard to measure success if you throw only $5. 00 for a mere 24 hours. But that doesn’t mean waste your money either. A combination of ads and promotions may be a good start until your business gets off the ground. Though, if you’re already a fairly successful brand, it may be best to keep your Instagram promotions running for longer.

UP NEXT

Guide to Instagram Ads

If you’re unsure about trying out Instagram Promotions, that’s all right. But don’t miss out on Instagram altogether. Instagram has the highest brand-consumer engagement than any other platform out there. Learn how to run Instagram ads, even if you’re not yet ready for promotions. 

Up Next: Make Instagram Ads→

How do Instagram Promotions Work? (Explanation + Steps to Create Yours)

How do Instagram promotions work? And why would you use them instead of ads? Good questions. 

In this article, we’ll explore answers to these and other equally important topics related to Instagram promotions. We’ll also show you how to create your very own promotion. 

How do Instagram Promotions Work? (+ Steps to Create Yours):

  • Monetising Instagram
  • How do Instagram Promotions Work?
  • What do Promotions Look Like?
  • Where do Promotions Appear?
  • Why Your Promotions Have a Good Chance of Success
  • Are Instagram Promoted Posts, Stories and Highlights More Expensive or Cheaper Than Ads?
  • How to Create an Instagram Promotion
  • Accessing Promotion Insights

Monetising Instagram

Back in 2009, monetizing Instagram wasn’t a clear path for the photo app. In fact, while the idea was definitely on the table, the brand had to evolve into something with a stronger value proposition and product. 

Today, Instagram’s caught up to the rest. 80 per cent of accounts follow a business on Instagram. This means more people are interacting with brand pages and this level of engagement is just what Instagram needed to be able to broaden it’s advertising offerings.  

Source: statista.com

The photo-sharing app offers four advertising options in addition to promotion options. 

These include: 

Photos:

Image: Instagram

Video:

Image: Instagram

Carousel:

Image: Instagram

Ad in Instagram Story:

Image: Instagram

Collection Ads:

Image: Instagram

How do Instagram Promotions Work?

Instagram also offers promotion options. These are different from photo, video, carousel and story ads. Here’s what you have access to and how they work:

Promote a Post You've Shared 

Familiar with boosting a post on Facebook? Promoting a post on Instagram works the same way. If you have a picture or video that’s drummed up a fair amount of likes, comments and shares, you can promote it.  

This option is a great way for businesses to get extra awareness for content they publish. The extra awareness is reach that could help feed your marketing funnel.

Promote a Story From your Profile, Highlights, or Stories Archive

Also similar to boosting a Facebook post, you can promote stories. While limited to those taken with the Instagram camera or in a vertical format, the option is still very useful. 

Some creative elements (filters and stickers) are not accessible when promoting stories, however, this shouldn’t stop you from taking the opportunity to ‘capture authentic moments that speak to your business,’ as Instagram recommends.

Create a Promotion From the Promotions Button on Your Profile

If you’re looking for a quick and direct way of generating results, you can do so with a fresh new ad campaign. These can be created from your business profile. In the process, Instagram will recommend which posts they think will do well as advertisements. This option is best if you're unsure which post you'd like to promote.

So, to recap, the major difference between ads and promotions on Instagram is related to the way you use each option to engage your brand. 

Promotions are used to generate extra awareness and engagement from already successful posts and stories. Ads are used for unique campaigns and generally feature new content. 

What do Promotions Look Like?

While Instagram promotional posts, stories and highlights look similar to their original (organic) forms, they include additional elements. 

Post, stories and highlights all include the “Sponsored” label below the account posting the promotion. 

Image: Instagram

Image: Instagram

As promotions are intended to generate some result, they also come with calls to action. Here’s a list of the options available:

  • Learn More
  • Shop Now
  • Watch More
  • Contact Us
  • Book Now
  • Sign Up

Where do Promotions Appear?

Promotions appear as posts and can also appear in stories. If you’d like to isolate your promotion to appear in one place, you’ll need to create your promotion in Ads Manager. 

Why Your Promotions Have a Good Chance of Success

Algorithmic updates are generally not the easiest to track. In fact, while there are many digital and social marketing circles that constantly test content to generate the best possible results, much about the intricacies of how AI and machine learning influence ad placement, reach and overall campaign success is largely unknown.

There are, however, a couple of interesting ideas we think you should bear in mind when creating your promotions. 

Promotions are all About Reach

Whether testing to find the higher-converting ad or scaling to generate more of the results you’re after, all spend on paid media should be made to generate results. When it comes to what we know about promotions, Instagram recommends that you use “a post that your followers really enjoyed. ”

This means using content that’s received its fair share of likes, comments, and shares.

Why would this matter and how can you use this information?

Ad Revenue and Engagement Fuel Instagram

Instagram, like all other social platforms, wants to create products that users constantly access. The more users using their app, the more ad revenue they are able to generate. 

Instagram also knows that when users show interest in a certain piece of content, there’s a higher probability of generating even more engagement from it if it’s shared with a larger audience. 

Your already successful posts, stories and highlights, therefore, stand a better chance of being more successful with a wider audience. While we’re not sure about the intricacies of their algorithms, this logic is pretty sound.

Are Instagram Promoted Posts, Stories and Highlights More Expensive or Cheaper Than Ads?

There isn’t any conclusive data that shows ads cost more or less than promotions. In a report, AdEspresso found that CPC values range between $.70 and $.80. This average was based on two demographics. Audiences between the ages of 25-34 years can cost as much as $1.23 per click, where a younger group, aged between 13-17 years, came in at $.47.

While we haven’t seen any data on promotion costs, they could be close to these figures considering that you’re still paying to reach the same audience.

How to Create an Instagram Promotion

Creating your promotion is relatively easy. In fact, most of the heavy lifting is done for you. For example, you don’t need to worry about which post to promote because you’ll have data that shows which post received the most engagement. 

Set up Your Instagram Business Profile

To get started (from your phone), open Instagram and visit your business profile. If you haven’t switched to a business page for you your company, you’ll need to make the change. 

Instagram business profiles are linked to Facebook pages. To switch to a business account, go to Settings > Switch to Business Profile.

Image: Instagram

Next, add custom buttons to your account. These can include: 

  • Contact Us
  • Message
  • Start Order
  • Book 
  • Reserve

Note: if you haven’t added a link to your website and a bio, nows a great opportunity to do so.

Create Your Promotion

With the setup of your business profile taken care of, it’s time to create your promotion post. 

Start by accessing the Promotions options via the Promotions button. Next, locate the post you’d like to promote. 

Image: Instagram

Note: if that if you’ve never posted any content to your business profile, you’ll first have to publish a post and then start the process over to promote it. Also, if you already have content posted, Instagram gives you the option of promoting posts directly from your business profile.  

Image: Instagram

Select Your Post

If you’re promoting a post from the Promotion button, you’ll then need to select a post to promote. 

Choose your post and it will open with the option to View Insights or click on the Promote button. Viewing insights will show you how well your organic post performed. This also helps you determine whether this is the post you should really be promoting. 

Image: Instagram

Set Your Goal

Next, select your goal. 

Do you want more profile visits, more website traffic or more promotional views?

Image: Instagram

Establish Your Target Audience

Having selected your goals, it’s time to select your target audience. Instagram makes the process of establishing your target audience easy.  Here are the three options available: 

  1. Automatic: Instagram will target people who are like your followers
  2. Local: target people in a specific location 
  3. Manual: select people, places or interest to target with your promotion

Image: Instagram

Set Your Budget and Promotion Duration

Setting your budget is just as easy as previous steps. Instagram provides a daily budget option along with a duration (in days). 

While setting both, you’re able to get a summary of the estimated profile visits and reach for your promotion. 

Image: Instagram

Review Your Promotion

The final step of the promotion creation process is a review. You’ll be able to see the following: 

  • The post you’ll be promoting
  • The destination all traffic will be sent to 
  • What your action button will say
  • How your audience will be targeted
  • Your budget and promotion duration 

Once reviewed, click on Create Promotion. 

Accessing Promotion Insights

It’s a good idea to keep tabs on how your promotion performs. This will help you determine whether to increase spend and duration or terminate the promotion altogether.

To view insights, open Instagram >  go to your business profile > select the post you'd like to view insights on > below the post's image, tap View Insights.

Clicking on View Insights will show you: 

  • How many people were shown your promotion (audience reach)
  • How many impressions your promotion received 
  • The number of clicks on your promotion
  • How much of your budget has been spent

Summary

Instagram Promotions are one of the simplest ways to engage and reach a larger audience. Promotions can be created from posts, stories and highlights. When created, they appear in audience feeds and stories. 

While there are creative limitations, using promotions is still valuable. They help brands connect with audiences using authentic creative content. Instagram’s budget and duration options make it easy to determine the spend and length of a promotion, and insights will give you information on how well your post is performing and how much money has been used.

what it is, where to create promotions, how to make, launch and work step by step - reviews, how to set up the right statistics and posts on Instagram

Promotion in social networks with an emphasis on the profitability of an advertising campaign

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The advertising business has changed a lot in the last ten years. If earlier billboards and publications in glossy magazines were considered the pinnacle of PR, in the modern world everyone is moving to the Internet. Social networks are no exception. Today, one of the most popular social networks among people of all ages is Instagram. There are more than 500 million users on this site, and each of them spends a lot of time adding personal photos and videos and viewing interesting information. Given such a great demand and interest, the maximum effect is achieved from the advertising campaigns carried out here. What are promotions on Instagram, where you can create a promotion, how to make it, launch it, what does it mean to work with it step by step, how to set up the right statistics and posts on Instagram; why you need to read reviews about setting up and creating promotional posts and how it will be possible to make them under consideration on Insta. In this article we will try to answer this question. We will also explain the features of payment and the interaction of the social network with other similar sites, tell you about secret tricks that increase the effectiveness of promotions several times.

  • About the concept
    • Why do you need an promotion on Instagram: how it works
  • How to create a promotion on Instagram step by step
  • How to pay
  • How to edit a promotion on Instagram
  • Are they effective
  • How to stop or remove promo ads
  • Secrets of successful promotional advertising
  • Examples of good promotions
  • Popular questions
    • Why can't you create a promotion?
    • How long does the review take
    • When money is withdrawn
    • How to view statistics
    • If I delete the promotion, will the money be returned?
  • Conclusion

About the concept

Like any other social network, Instagram has long been used by entrepreneurs as a platform for promoting goods and services. Initially, the social network was developed specifically so that users could share their photos and videos with each other. Therefore, it is ideal for such campaigns.

The essence of such a marketing ploy lies in the fact that in the news feed of users, publications regularly appear with the image of a brand or service that the organization offers you. At the same time, advertising posts are targeted - that is, they are aimed at a specific audience (gender, age, place of residence, hobbies, and so on).

More videos on our channel - learn internet marketing with SEMANTICA and thus increase the profits of the company. Well-chosen videos or photos with the name of the advertised brand (bright, interesting, catchy) will give a very good effect: users will repost, like, leave comments. Such a live interest will surely lead to getting visitors who will buy the product you sell. In addition, in just a couple of hours, or even less, a launched publication will “scatter” across the pages of a social network, it will be seen by millions of potential customers, which can be much more effective than live communication. We also note that the targeted nature of impressions guarantees a greater result.

How to create a promotion on Instagram step by step

When launching promotional advertising on Instagram, absolutely all the nuances must be taken into account: from the goal to the planned financial expenses.

So, before starting, we carefully study and draw up the following plan:

  • audience. For example, men from 20 to 45 years old;
  • geolocation. This indicator allows you to narrow the circle of potential customers to the place where the business is located, the production of the advertised product, and so on;
  • post type. We choose where videos and photos will be shown to users: in the news feed or in Stories.

Finally, consider your budget and decide how much you are willing to spend for each visitor clicking on the link.

After working through these nuances and making a plan, you can start learning how to run a promotion on Instagram.

So, first you need to create a business profile on Facebook - from here all the information will be used when launching an advertising publication. After authorization, you must perform the following steps:

  1. Click on the image of the silhouette of a person that will appear in the lower right corner of the account, and then on the "Statistics" icon (in the form of a small antenna). A window with statistics should open.
  2. Scroll to the bottom until you see the Advertising section. Click on the icon, and then on "Create a new promotion."
  3. Select a post from your profile that you want to advertise.
  4. We indicate the indicator that, in your opinion, needs to be increased: calls, attracting visitors, etc.
  5. Click on "Promote" with automatic selection of the target action or by entering your audience selection parameters. If necessary, set restrictions: gender, age, city, and others.
  6. Entering budget settings. Naturally, the more users you want to reach, the more expensive it will be to launch an ad. You will also need to specify the total duration of the show.
  7. Click on "Preview" to make sure that all parameters are entered correctly.

This is exactly what it means to create, set up and promote a promotion on Instagram from a computer or phone. Only 15-20 minutes - and promotional advertising is ready. Now all that's left is to pay.

How to pay

There are several ways:

  1. Bank card. The standard and most commonly used method. First you need to link a credit card to your account. To do this, in the field, enter the card number, its expiration date and the security code, which is located on the back. After that, an SMS with a password will be sent to your mobile phone, which you will also have to register in the online payment form. A small amount will be debited from the account and in just a couple of minutes it will return to you back. This is required to confirm your ability to pay. After such an operation, payments will be made automatically, depending on the chosen strategy. The program accepts money from VISA and MaserCard cards.
  2. Electronic wallets. Only 2 types are available for residents of the Russian Federation: QIWI and PayPal. Both are pretty easy to use. The transfer happens almost instantly.
  3. Sberbank online. Clients of a credit institution can also use the application.

How to edit a promotion on Instagram

Created and launched PR campaigns on Instagram cannot be edited. Users have the ability to change some points only using a Facebook business account:

  • the timing of the RP-company and the limit of funds;
  • the audience for which the demonstration is intended;
  • change in the way banners and commercials are broadcast: for example, if messages are displayed in the news feed, then you can move it in history.

You can also change the publication language.

So, if you don't like how the promotion on Instagram looks like, in order to make certain adjustments, you need to do the following step by step:

  • go to the "Advertising Center" tab, click on the "All ads" icon;
  • select "View results" and follow the link "Edit";
  • You can now make changes by selecting the appropriate sections: "Audience", "Expires", "Show until".

There is nothing difficult in editing. Such work will take you no more than 5-10 minutes.

Are they effective?

As already mentioned, running promotional ads that target a specific group of people can be very successful. In order to increase efficiency, you need to know how to properly create and promote a promotion on Instagram. Here you should follow a few simple rules:

  1. Do not oversaturate your advertising post with text – 300-500 characters maximum is enough to get the message across. But none of the users will want to read long poems to the end, and the money spent will not bring the expected result.
  2. Formulate your thoughts in the publication clearly, clearly, competently.
  3. Do not use other people's images. Believe me, your photos will cause a more positive reaction. But, of course, all the images involved must be of high quality.
  4. When playing a video, do not make it too long. 10-15 seconds is enough for a person to see and hear what you want to present to him, but also during this time he will not get tired of watching.

These are the main rules on how to make a promotion on Instagram so that it is really effective. Guided by such a simple instruction, over time you will definitely achieve great success in your business.

How to stop or remove promotional ads

At any time you see fit, you can stop the post, or even delete it. To stop the demo, follow these steps step by step:

  1. Sign in to your business profile, find and navigate to the Ad Center section.
  2. Click "All ads" and then "View results".
  3. Uncheck the active demo state.

After completing these steps, the icon should stop glowing green. This will mean that the publication has been stopped.

To delete, go to the "Active" item, then scroll down, where the "Delete promotion" button will be.

Secrets of successful promotional advertising

To make your PR campaign a success, you need to know how to properly set up and execute a promotion on Instagram. We recommend that you listen to the advice of experts from the world's leading media agencies, who say the following:

  1. There is no need to publish long memoirs describing the advantages and disadvantages of products. It should be limited to just a few lines - clearly, concisely and to the point.
  2. You won't surprise anyone with the usual sale. To attract customers, come up with discounts that will be limited.
  3. Place the seller's contact information on the ad.
  4. Choose the optimal time for showing ads. Usually this is in the morning and evening when people are on their way to/from work, that is, at 7:00 and 18:00.
  5. Make special efforts to promote goods on Thursdays and Sundays.
  6. To determine the parameters (audience age, gender and social status), conduct surveys.

Examples of Good Promotions

Many companies have run successful promotions and taken sales to a whole new level.

  1. "Magnit" and "Pyaterochka" stores in cooperation with the jewelry firm Sunlight. So, in the publication, people were offered to make a purchase for a certain amount in these stores and receive a gift - a piece of jewelry.
  2. McDonald's Russia and Eldorado. So, the first organization offered to visit their establishments, get stickers and win a gift - a phone and a TV. The second company did the same, inviting users to purchase their sticker and win a valuable prize.
  3. ARS. A company producing natural cosmetics and essential oils offered to participate in the repost contest of its partner Apteka.ru, guaranteeing the winners a gift in the form of a set of essential oils "Fragrances of the World". Apteka.ru marketers posted a similar post calling for everyone to participate.

These are just a few examples of how the Instagram promotion works and what it does. The organizations did nothing special. But with the help of such simple promotions and offers, they managed to attract new customers and increase their sales.

Popular questions

Let's explain the nuances related to all aspects of working with promotional advertising.

Why can't you create a promotion

There are only 2 reasons:

  1. You are trying to run an ad from your personal profile. A business account must be created to get started.
  2. You do not have administrator rights on the work page. This is possible if you did not create it. To solve this problem, the account creator should grant you administration rights.

How long does it take to review

Before your post appears in the users' news feed, it will be reviewed by company moderators. The maximum verification period can take 24 hours. But usually it happens much faster.

When money is withdrawn

Ad impression funds are deducted after the financial limit you have chosen reaches its maximum. If at the end of the calendar month your declared finances are not used, then the actual amount will be deducted from the account.

How to view statistics

You need to wait for the ad to finish. After that, go to your profile and look for inactive Instagram promotions. Next, the "View statistics" button will be available, after clicking on which all the data you are interested in will open.

If the promotion is deleted, will the money be returned?

Conclusion

So now you know what an Instagram promotion means and whether it works on the social network. If you have any questions during the process of launching ads, you can always contact the support service.

How to create an Instagram promotion: setup, payment, errors

If you want to quickly attract customers, run an Instagram promotion. This is an advertising format that allows you to promote stories and posts without creating an advertising account on Facebook.

In this article, we will tell you how to properly set up a promotion on Instagram and why you need it.

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Read also : How to set up ads on Instagram through Facebook

What are "Promotions" on Instagram and what they are for

A promotion is an advertisement for a selected post from a profile in the Instagram feed or promotion of your stories. The main advantage of such advertising is that it is very easy to launch. No need to delve into the targeting settings, create a complex ad with a bunch of parameters and dance with a tambourine around Facebook Ads Manager. Everything is done on Instagram itself.

Feed post example :

Story example:

Promotion pluses

CTA buttons . A button appears at the bottom of the post, by clicking on which the user goes to the destination you specified - to the Instagram business profile, to Direct messages or to an external resource. Some button options allow you to collect leads: mail, name, phone number of an Instagram user.

Nativeness . The fact that the post is advertising is indicated by a small inscription “Advertising” above the post and a button below it, but in the first few seconds such a publication is perceived as just another photo in the feed or stories. Advertising is unobtrusive and there is no so-called banner blindness effect here - the post catches the eye anyway.

Increasing awareness of . Even if a person doesn’t immediately click on an ad, they can remember a photo of a product or the name of your company and still make a purchase after a while. An unusual picture or creative video can go viral. This is a great opportunity to introduce your products to an audience that does not know you. For example, a user may see this post with children's furniture and want just such a bed. Therefore, it is important to pay attention to the visual.

What can be done with promotions :

  • collect applications;
  • send traffic to the site;
  • to increase profile coverage and attract new subscribers.

Promotions promote online stores, online services, services, webinars, personal brand, events, specific products, announce discounts and contests.

How to make an Instagram promotion: step-by-step instructions

To run promotions, your Instagram profile must be linked to a Facebook business page. You can link accounts when you first launch the promotion or through profile settings - edit profile - page - then log in to Facebook using your login and password or create a new page in it (or link to an existing one).

You also need an Instagram business account to advertise. If you are on a personal account, you need to go to edit your profile and click "Switch to a professional account" at the bottom.

Next, you can start working with publications. There are several ways to start a promotion:

  • Promotions button on the page.
  • Launching a promotion through "Settings - Statistics".
  • Promotion button under the post.

You can also promote Stories, more details in the article: How to set up a promotion for Stories. Let's talk about posting today.

Find the desired post. Click on the blue “Promote” button right below the photo and proceed to setting up the promotion.

Step 1 :

Destination

You need to select the destination - where the user will go when clicking on the ad. This can be a profile, Direct messages, or a website.

Profile

We select this item if we want to increase the coverage of the profile and attract new subscribers. Under the post there will be a button "Open Instagram profile" or "More".

It must be prepared in advance so that the user who comes from the advertisement immediately understands where he is. Compose a competent profile description and beautifully design the page.

Website

This item is needed to promote websites and services. By clicking on such an advertisement, the user will be taken to an external resource. In the settings you need to register url.

There are several buttons to choose from, such as "Shop" or "Contact Us".

Some buttons, for example, "Read More" do not just redirect the user to the site - first a form appears with his nickname and phone number associated with Instagram. The form automatically fills in the data from the profile. If the user agrees to send them to you, then you also get contacts for the customer base.

Your messages in Direct

By clicking on a post with the destination "Direct", the person gets into correspondence with you. In such a promotion, a “Send message” button appears under the post.

Through a personal account, you can sign up clients for online consultations and webinars, sell goods if you have a small assortment. Think in advance how you will accept payments in Direct. You can send your client your bank card or online wallet details in a personal message, give a link to your payment acceptance page (for example, from Yandex) or a link to your website where you can place an order.

Step 2 :

Target audience selection

There are 2 criteria here - automatic targeting or manual. With automatic, Instagram shows ads to people who are similar to your followers, as well as to those who have already visited your profile. With manual, you need to specify the targeting parameters yourself.

Step 3 :

Manual targeting

3.1. Name

Come up with a name for the target audience, for example, “young mothers 20-25”.

3.1. Location

Select the location of the audience (works if geolocation is enabled on the user's device). The regional level allows you to specify a specific location, such as Russia. The local level allows you to mark a point on the map, for this function to work, geolocation must be enabled already with us.

Nuances with regional settings: if you need only a country, specify the country, and if you need a specific city, then first write it, for example, "Moscow", and then select the exact location and country in the drop-down list. If you first write Russia, and then Moscow, then only Russia will remain.

If there was an overlay of data, for example, Russia, Moscow city - Russia, then a warning pops up that you need to delete one of the locations.

3.2. Interests

Here we indicate the interests of our target audience. It is better to specify several in order to reach as large an audience as possible. When we start writing a word, the system itself suggests options.

And also shows the recommended interests associated with the selected keyword. We indicated the interest as "European football", and Instagram offered to additionally mark the UEFA Champions League, the World Cup.

3.3. Age and gender

Here we simply indicate the age and gender of our target audience.

At each stage, the potential coverage of the publication is immediately calculated - it is shown on top.

Next, Instagram once again asks us to choose an audience. If you have created multiple audiences, they are saved in your settings and can be selected later for your promotion.

Step 4 :

Budget and duration

Here we specify the daily budget and the number of days of ad display. We advise you to test the promotion first and specify a small amount for a couple of days. For example, $2 for 2 days.

Step 5 :

Payment method

Here you need to link your bank card or PayPal account, from which money for advertising will be charged.

After all the settings, click "Create promotion", and it is sent for moderation. Stories ads are configured in the same way. The only difference from a post is that here you can't direct users to Direct. You can only go to the site via a link or to a page on Instagram.

Step 6 :

Statistics

The statistics button is displayed below the post, in the same place where we clicked "Promote". There is coverage, number of views and clicks, spent budget.

To stop advertising ahead of time, you need to go to the statistics of the publication, scroll to the bottom and click "Remove promotion".

Conclusion

Use promotions on Instagram to attract users to your page, collect applications in Direct or promote external resources.

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