I am a social media marketer for an action camera company and we have found the best way to grow our followers is by posting giveaways for our cameras and promoting them. For about $150 we normally get anywhere from 1000 to 1500 new followers, 3500 clicks and a total reach of about 200 000.
However, we can’t post giveaways all the time because that would bore our followers. So we posted a giveaway on Instagram via Facebook, therefore the post did not appear on our feed but just as an advert on some peoples page. The advert was only on feed and not in stories.
We found that this did not work nearly as well, we paid $67 got 484 clicks, a total reach of 144829, however, we only got about 15 comments and maybe 5 followers!
The rules where identical, the photos were slightly different but actually, the one that performed worse was a better photo.
So does anyone have a reason for this? Why would people not respond to a call to action when the post is just an advert and not a paid promotion? Or what about Instagram does this? What am I missing?
Could you please explain a few things for me to understand it better?
Where and how are you spending that $150? Who are you paying or what are you spending that money on?
From my experience, doing giveaways using IG ads need careful targeting. Otherwise, it never works. It also requires a lot of testing before figuring out which audience or what ad copy works best.
Without having much details, I can only assume that the targeting was bad.
This is an interesting case study, something we can all learn from and discuss. Could you please post more details on your previous campaigns and the new ones? Then I will be able to dissect what the issue is.
Then it’s quite interesting that boosted posts are working so well. From my experience, boosted posts have never worked so well. Would love to learn how he/she is doing his/her targeting and ad copy.
