Should You Boost On Instagram?

April 3, 2023

Instagram is one of the most popular social media platforms, with over 1 billion active users. It's a great platform for businesses to promote their products or services while reaching a wider audience.

Now, you’ve probably seen that little ‘boost post’ button show up on your feed but what does boost post mean on instagram?

Boosting and Instagram Post

Boosting a post on Instagram means you’re paying to promote to a larger audience than just your followers. This feature is available to both personal and business accounts. And it's a quick and easy way to increase your post's visibility. 

But the question is, is boosting an Instagram post in 2023 effective?

With Meta’s decision to remove the reach feature from their new paid verification, is boosting going to be the best way to get your content to a broader audience?

To find out we decided to run an experiment.

We chose to boost this post: How To Get More Leads To Your Gym 

Here were the details:

And these were the rules:

  • We would boost for three days
  • Our budget was small, at $5 per day, maxing out at a total of $15
  • The goal would be to increase profile visits
  • We would use Instagram’s automatically generated audience

As you can see, Instagram estimated that the post would reach between 7,300 to 19,000 accounts. Which seems amazing for a business owner on a small budget.

Once approved, we let the post run without making any adjustments.

However, after the three-day period, we were a bit disappointed. 

The post only received 24 profile visits and reached a total of 1,053 accounts. Our guess is that Instagram chose to place the post in stories for the majority of the spend. Meaning the post was not optimized for the viewers enjoyment like it would be if it had been shared in a feed. At this time there does not seem to be a way to turn off automatic placement when you’re boosting a post.

Unfortunately, this outcome meant that the estimated reach Instagram provided was incorrect. Overall, the boosted post did not perform as promised.

At the end of the day, your results depend on your goals and how you measure success. If your goal is to increase the number of likes or followers on your account, boosting a post may be effective. You do still reach a larger audience, which can result in more likes and follows. 

Perhaps a larger budget would have given us more placement in the feed? Maybe targeting your own audience would provide better results?

However, if your goal is to increase engagement or conversions, boosting a post may not be the most effective strategy. While you may get more likes or follows, these metrics don’t always translate into increased engagement or sales. 

To achieve these goals, you need to focus on creating more targeted ads and campaigns that are designed to drive specific actions.

If creating targeted ad campaigns for your gym hasn’t worked for you, you’re in the right place. Our gym marketing agency has a team of dedicated experts that are ready to help you achieve your goals. Schedule your free 1:1 call here.

To answer the question, yes, boosting a post on Instagram could be an effective way to increase your reach and visibility on the platform. It might just take more budget and effort than Instagram is willing to let on.


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