January 2, 2019
With Instagram’s algorithm it is important for clients to develop strategies to amplify influencer content. Amplification is really the only foolproof way to make sure your influencer content is seen by more people and it helps to expand reach and increase visibility.
With Instagram’s algorithm update it is even more important for clients to develop strategies to amplify (otherwise referred to as ‘boosting’) influencer content. Amplification is really the only foolproof way to make sure your influencer content is seen by more people especially since our data indicates organic reaches declined by 50% over the past 12 months on Instagram alone.
You can boost content in two different ways:
Boost creator’s content to the natural audience of the social creator.
‘Dark posts’, which are targeted ads on social media.
You have the option to choose either or both options when you would like to boost content created by the social creators.
When it comes to targeting with dark posts vs. organic posts, the real difference comes down to who sees what.
Unlike boosted and organic posts, though, dark posts don’t appear on your timeline. They also don’t show up in the feeds of your followers.
Instead, they show up as sponsored content in the feeds of users you’re specifically targeting. Dark posts only exist for the targeted users that see them.
Why dark posts are effective for brands?
. They’re great at precise targeting.
With dark posts, not only can you focus different ads on different audiences, but you can also make custom ads for each targeted audience segment.
. They open up major options for A/B testing
Because you can have your ad appear differently to different users, you can use dark posts to test which version of the ad gets the most engagement, clicks, or conversions.
. They keep your content flow from looking spammy
What content to choose?
In your dashboard you will find top posts of your campaign(s) by engagement. These may be excellent choices to amplify via social channels.
Improve reach and visibility
Amplification helps brands expand reach and increase visibility. When you amplify influencer content, you can have more people seeing the content more often and e.g. drive more people to your website. Amplification of influencer content allows both brands and influencers to keep a close watch on the performance of the posts. Monitoring and tracking these results can help you make any adjustments needed and drive more impressions, engagement and e.g. mobile wallet downloads (see chapter ‘The Full Cirqle’).
Retarget relevant audiences
Using the targeting feature in paid Facebook or Instagram ads, you can reach relevant audiences. You can select your audience by relevant locations, age groups, gender, or interests. This ensures that your dark post ads are seen by people who truly matter to your business.
Identify new audiences
Amplification also helps you get access to new audiences. When you promote your content using Facebook or Instagram ads with a dark post, your brand gets exposed to new audiences. These audiences may have never heard of you, and may not even be following you. However, if your posts are attractive and engaging enough, they’re likely to share them or start following you.