Content marketing: Telling Meaningful Stories

Should I automatically push my promoted Facebook post to Instagram?


You might be interested in this article if:

  • You are a social media marketer
  • You run your organization’s paid social media campaigns
  • You are tasked with growing audiences
  • You are a digital marketing leader

Facebook of course owns Instagram. That offers some potential advantages and disadvantages. Either way the Facebook empire continues to grow.

The ownership also allows us to tie Facebook and Instagram accounts together. It also allows us to boost (aka promote) a Facebook post and automatically push it to Instagram. 

It’s literally just the click of a button to do and from what I can tell it’s actually turned on by default. But is this a tactic we should implement? 

Let’s take a look at how that looks. Here’s an example of a Facebook post that first started as an organic post and that I then boosted for $50:

I set my audience to be marketers and event professionals in a number of countries that I would like to visit. 😱😂✈️🛫 🇦🇷 🇰🇷  🇬🇧 🇦🇪 🇲🇽 🇮🇹 

Then further down I get this option:

 This screenshot was taken after I flip the toggle to off but by default it was actually set to also run it on Instagram. I had run a few Instagram campaigns directly on Instagram before. The results were never really good – in my opinion. People didn’t click and people didn’t really engage with those promoted posts. So I wasn’t all that  impressed by promotions on Instagram.

I was able to see a preview of the Instagram post by clicking on the link within Facebook. So here’s what the related Instagram post looks like:

As you can see that doesn’t even look right. Of course the post above was written for Facebook. The arrows pointing down because that’s where people would click. On Facebook.

On Instagram based on the preview I can’t see whether or not the link will actually show up there. Now links are typically not clickable in Instagram posts. But on sponsored posts you can add a button that links somewhere. So in previous posts here’s how that looked:

So needless to say I decided to not push my promoted Facebook post to Instagram. Mostly because I haven’t seen very good results on Instagram directly and the preview didn’t look very good. And finally the Facebook post was written specifically for Facebook.

Some people might ask why my Facebook post has hashtags – given that most users don’t even use hashtags on Facebook. You can read more about my thoughts on using hashtags on Facebook in this post.

So for now I will try to stay away from pushing Facebook to Instagram for promoted posts. I love Instagram because it really encourages people to share authentic photos. Please, no stock art. Take photos and even use Instagram Stories to share events and other information for your audiences.

But to spend ad dollars there needs to be a measurable return on investment and Content still needs to look a certain way. Let me show you the results for one previous Instagram campaign I ran directly on Instagram:


So that’s a .5% click through rate, which isn’t terrible but it’s not something I would write home about.

So for now Instagram promotions are probably not something I will do and pushing Facebook promotions to Instagram is also not something I would do for the reasons mentioned above.

In comparison, I usually see click through rates over 1% on Facebook promoted posts.

How about organic posts?

Now as far as I can tell you can’t actually push organic Facebook posts to your Instagram feed.

But you can push Instagram photos natively to your Facebook account. That’s a nice feature and allows a good user experience on Facebook as well and I do this quite frequently. I have my Instagram account tied to my professional page as opposed to my personal account. So that’s one strategy I would recommend and do myself.


Don't miss the next blog post:

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Christoph

Christoph blogs on The Authentic Storytelling Project and is a globally recognized content marketing expert. The IMA named him Internet Marketer of the Year in 2015. He works with healthcare organizations and other brands around the globe.

Related Posts

FACEBOOK: How to create those images-with-text posts on Facebook

Christoph

June 12, 2017

Social media

You may have seen those posts on Facebook that look like images with a colorful background and then text on top of that background.  Here’s an example: I saw these popping up more and more and started wondering how people do them. Do they use some kind of image generator and then add the text […]

Read More

Should conferences allow or encourage attendees to live tweet sessions? 

In 2017 the American Diabetes Association held its conference and posted tweets asking attendees to delete tweets that contained photographs from sessions: Eric Topol, the healthcare thought leader, responded with this below, saying it’s 2017: From what I saw on Twitter many attendees did delete the tweet that they were asked to delete. But a […]

Read More

June 26 – Free upcoming webinar

Click on the image for more and to register:

Let’s talk!

Updates in your inbox! No spam!

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Hire your next content marketing strategist here

Is it okay to swear in blog posts?

My Authentic Storytelling Book

book cover crop

"Get Real: Telling Authentic Stories for Long-term Success" discusses why you, your organization and anyone really should consider sharing authentic stories with each other ... READ MORE

My customer service book

Confirmed talks

Druck

Berlin, Germany
June 29, 2017

Raleigh, NC
Aug. 22, 2017

sao-paolo

Annual conference
Reno, NV
Oct. 8-9. 2017

Austin, Texas
Oct. 23-25, 2017

book now

Speaking feedback

Top twitter accounts to follow for marketing

Top 10 Content Marketer

on Klout 2016

klout





Official PayPal Seal

Quotes

social media book

Stories from the Social Side Book

%d bloggers like this: