Promoting posts is a key consideration to stand out on Instagram, but it’s only one aspect of your social media strategy. Actually knowing how well your ads are performing is a critical dimension to help you to spend smarter every time you do post.
Using Suite for Instagram performance monitoring, you may notice some changes to the insights in the Promoted Post Detection section. Examining the breakdown of organic and paid posts is now only available for your owned Instagram profiles – not competitors’.
This change in data availability is not unique to our Suite; this update is universal. Moving forward, we now access Instagram data in the following ways: The Graph API for Instagram and the Instagram Platform API. The Graph API allows users to view organic metrics for both competitors and owned business profiles. For additional insight into the sum of Paid and Organic metrics (Reach, Impressions, and Interactions) for your own profile only, the Instagram Platform API is used.
Leveraging Promoted Post Detection for Instagram
In the Promoted Post Detection section, you will be able to quickly detect and visualize whether a given Instagram post is paid or not, which is helpful when strategizing and analyzing your promotion strategy on Instagram. Let’s see how it’s done:
1. Get the Most Out of Your Ad Budget on Instagram
Let’s say your promoted efficiency is 1x – this means your posts are receiving the predicted amount of interactions in relation to your promotion budget. But wouldn’t you rather have a promotion efficiency that is double this amount – or even more? This is why we recommend consulting the Promoted Post Efficiency chart and adjusting your content and promotion strategy accordingly.
The Promoted Post Detection section includes the Promoted Posts Efficiency chart, which you can use to understand the ratio of interactions acquired via promoted posts compared to organic posts. When your posts are in the ‘Extremely beneficial promoted posts’ sweet spot, that means you’re spending just the right amount in order to get the most interactions on your Instagram content.
With the help of the Promoted Posts Efficiency chart, you can also get more bang for your buck, as the chart helps you understand whether you’re allocating your budget wisely. This is why mainly organic posts tend to be in the lower left corner of the chart and promoted posts are usually found in the upper right corner.
You can make the most out of Promoted Post Detection by also using Inspiration to find top-performing Instagram posts that may resonate with your audience and Performance Prediction to see which posts you should promote. Both of these features can help you improve your Promoted Post Efficiency!
Don’t forget to also have a look at the table beneath the chart, which shows you how many interactions your promoted posts received as well as the resulting Promoted Post Efficiency. Clearly, the higher your Promoted Post Efficiency, the better – and your ROI will reflect this as well!
2. Posts in Time
Also have a look at the Posts in Time chart, which shows the breakdown of organic and paid posts as well as the total number of interactions received by these posts. This is a clear way to understand how your paid and organic posts stack up against one another, allowing you to make informed adjustments and improve your Instagram paid strategy over time.
Bringing it All Together
Promoted Post Detection for Instagram can help you see whether you should allocate your budget differently based on how certain posts are performing. You might be underspending in general or focusing on the wrong post – and you might not even know it!
Check out Promoted Post Detection in Suite and get key insights to optimize your paid post strategy on Instagram.