Boosting Organic Posts: When and How to Turn Your Best Content into Instagram Ads
- Digital Marketing Handbooks
- Jun 4, 2024
- 4 min read
You’ve just posted something incredible on Instagram—it’s getting likes, comments, and shares faster than usual. Your followers are loving it. So, what’s next? If you’re ready to take that post’s momentum and expand its reach, it’s time to boost it as an Instagram ad.
Turning top-performing organic posts into ads is one of the smartest strategies for increasing visibility, engagement, and even conversions. It’s like giving your best content a megaphone to reach people beyond your existing audience.
In this guide, we’ll walk you through when and how to boost your organic posts, along with tips to ensure you maximize your ROI. Let’s dive in!
Why Boosting Organic Posts Works
Boosting isn’t just for posts that didn’t get enough attention—it’s about amplifying what’s already working. Here’s why it’s a game-changer:
Proven Success: You’re putting ad spend behind content that’s already resonating with your audience.
Low Effort, Big Impact: Boosting is one of the easiest ways to create an ad—it takes just a few clicks.
Expand Your Reach: Your content gets in front of a new, targeted audience that might not otherwise find your brand.
Increased Engagement: With the right targeting, you can drive more likes, comments, and shares.
Step 1: Identify Your Top-Performing Organic Posts
Not all posts are worth boosting. To get the best results, focus on the content that’s already performing well organically.
What to Look For:
High Engagement: Posts with above-average likes, comments, shares, and saves are great candidates.
Strong Visuals: Choose posts that are visually striking and represent your brand well.
Clear Messaging: Boost posts with a compelling message or call-to-action (CTA).
Relevance: Ensure the content aligns with your current goals (e.g., product promotion, brand awareness, event announcements).
How to Identify Top-Performing Posts:
Use Instagram Insights: Navigate to your Insights tab and review metrics like engagement, reach, and impressions.
Spot Patterns: Are certain topics, visuals, or formats (like Reels or carousels) consistently performing better?
Pro Tip:
Focus on evergreen content or posts with a CTA that remains relevant over time. For example, a tutorial or testimonial post may be more impactful than a time-sensitive update.
Step 2: Decide When to Boost a Post
Timing is everything. Boosting a post too soon—or too late—can affect its performance.
When to Boost:
Immediately After Success: If a post is getting a lot of organic engagement in the first 24–48 hours, boosting it can capitalize on its momentum.
During Campaigns: Boost posts that align with ongoing promotions, events, or product launches.
Seasonal Relevance: Repurpose a top-performing seasonal post during the same time next year to reconnect with your audience.
When Not to Boost:
Low-Performing Posts: If a post didn’t perform well organically, it’s unlikely to perform better as an ad.
Irrelevant or Outdated Content: Ensure the boosted post aligns with your current messaging and goals.
Step 3: How to Turn Your Post Into an Ad
Once you’ve identified the right post, it’s time to give it a boost.
How to Boost a Post on Instagram:
Select the Post: Go to your profile, find the post you want to boost, and tap the “Boost Post” button.
Set Your Objective: Choose what you want to achieve:
More Profile Visits (to grow followers).
More Website Visits (to drive traffic).
More Messages (for inquiries or leads).
Define Your Audience:
Use Instagram’s suggested audience for broad targeting.
Create a custom audience based on age, location, interests, and behaviors.
Retarget people who’ve engaged with your profile before.
Set Your Budget and Duration:
Start with a small budget (e.g., $5–$10/day) and test performance.
Run the ad for 3–7 days to gather meaningful results.
Preview and Publish: Review your boosted post and click “Boost Post” to start your ad campaign.
Pro Tip:
To maximize performance, choose “Advanced Settings” in Meta Ads Manager to gain more control over your targeting and placements.
Step 4: Optimize Your Boosted Post for Success
Boosting is just the beginning. To get the most out of your ad spend, optimize your post for maximum engagement and conversions.
Tips for Optimizing Boosted Posts:
Refine Your CTA: Use captions or overlays that clearly tell viewers what to do (e.g., “Shop Now,” “Learn More,” “Tag a Friend!”).
Leverage Captions: Ensure your caption is compelling and concise. Add hashtags if they’re relevant to the post.
Test Different Audiences: Experiment with multiple audience segments to see which group responds best to your ad.
Track Performance: Monitor metrics like reach, clicks, and engagement in Meta Ads Manager to gauge success.
What Success Looks Like:
Increased Engagement: Higher likes, comments, shares, or saves compared to your organic post.
Broader Reach: A significant increase in impressions and new profile visits.
Conversions: If your goal is sales, track link clicks and purchases.
Step 5: Repurpose and Scale What Works
If your boosted post performs well, consider scaling it or repurposing it into other ad formats.
How to Scale or Repurpose:
Expand Your Audience: Use lookalike audiences to reach users similar to your engaged followers.
Try Different Formats: Turn a high-performing photo post into a carousel, video, or Reel to keep the content fresh.
Use Insights to Guide Future Posts: Identify what made the post successful and replicate those elements in future content.
Pro Tip:
Save your best-performing boosted posts for future campaigns or seasonal promotions.
Final Thoughts: Make Your Best Posts Work Harder
Boosting your top-performing posts is one of the easiest ways to extend your reach and connect with a wider audience. By starting with content that’s already proven to resonate, you can minimize risk, maximize ROI, and get your message in front of people who matter.
Now it’s your turn! Which post will you boost first? Share your thoughts or tag us in your boosted post—we’d love to celebrate your success!
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