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.

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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.

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