How To Do A Sponsored Post On Facebook – With over a billion active users spending an average of 30 minutes per month on the platform, Instagram’s potential volume is undeniable.
And it’s not just Instagram ads and shoppable stories that drive potential customers to your business. Instagram sponsored posts can be a huge traffic driver.
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So, by combining Instagram’s power to drive reach and traffic with paid partnerships (formerly known as sponsored posts), you could be on to something.
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In this post, we’ll answer all of your important questions about Instagram sponsored posts and discuss whether you can integrate them into your overall ecommerce advertising strategy, including:
New Tip: If you’re brand new to Instagram marketing, setting up the Facebook pixel, creating user-generated content, and other marketing strategies, we suggest you start with these guides first:
An Instagram sponsored post is created and paid for by either a business account (from your Facebook Ads manager), an Instagram influencer, or a brand partner’s account (aka another brand you partner with).
When it comes to influencer marketing in particular, there are millions of sponsored posts per year, and they are growing significantly year over year.
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Influencer-sponsored posts are growing so significantly that Instagram has enabled creators (such as celebrities, influencers, public figures and publishers) and their business partners to streamline influencer marketing and track better insights. Rolled out its branded content tool.
Important side note: The FTC requires all sponsored content to be displayed, so it’s important that brands choose influencers who use this tool on Instagram. This will ensure that both parties are protected from potential fines or liability.
Instagram sponsorship can be very effective. And yes, they are definitely worth it. The trick is to adapt your strategy based on your specific needs, brands and market – and test, test, test!
One e-commerce brand that understands how to do this is MeUndies. They consistently use the power of sponsored posts and UGC within their overall Instagram advertising and content marketing strategy.
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If you can tap into big niche trends, that’s even better. Here is just one viral example of the types of Instagram sponsorship campaigns that have proven to be very successful.
For the campaign, they partnered with LGBTQ influencers and the True Colors Fund (to which they donated a portion of their proceeds) and printed limited edition designs to raise funds, using the #TrueColorsMoment hashtag.
Offering limited edition designs that include a portion of the proceeds going to LGBTQ charities, they have reached out to key community influencers.
The most popular sponsored post in this campaign (by Instagram influencer Hayley Kiyoko) generated an engagement rate of 17.26%.
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Finally, yes, Instagram sponsored posts are very profitable. The secret is to find Instagram influencer partnerships or PPC goals and tap into very specific niches.
Instagram has one primary type of sponsored posts: paid participation. However, Instagram ads are important to consider because of the role they play in your influencer marketing strategy. Let’s look deeper.
In short: Paid partnerships are where Instagram influencers or creators post content on behalf of your brand to their followers for a fee.
In other words, it means partnering with niche influencers to reach new audiences and a way to connect with their Instagram followers while showcasing your products.
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Gap, for example, harnesses the power of influencer marketing with Instagram in-feed posts, story ads and content reels to drive traffic (and sales) to their new Ease collection and their e-commerce retail site.
Gap achieved 44x ROAS for this influencer marketing campaign, as well as a 3.1% increase in brand engagement.
Pro tip: When influencers and creators use this brand content feature to create paid partnerships, brands can not only view content from ad management, but also access post engagement and reach metrics.
Quite simply, these are Instagram posts that include a paid partnership label below the creator’s Instagram username. These can be applied to posts, roles and Instagram stories.
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For creators, paid ads help ensure that their sponsored or paid affiliate posts reach the largest number of Instagram followers.
For brands, this may mean setting up retargeting campaigns to push these new target audiences further down their sales funnel. Or, if they run a co-branding campaign with another online business, they can amplify their posts to reach an audience.
Have you considered an Instagram co-branding partnership? The concept of co-branding marketing is not new. This is done to increase each other’s reach and increase sales by capitalizing on each other’s equity.
Instagram paid partnerships can be organized between brand accounts with similar markets and products that do not compete. This can be done even when the sales success of the product is consistent.
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Brands can now use branded content ads to reach branded content beyond the creator’s organic audience. They give you a lot of bang for your buck and are a must for e-commerce businesses.
But more on using eCommerce Facebook ads to drive paid engagement and sponsored posts later. [Or you can skip here.]
In a very general sense, e-commerce brands are looking at around $100 per 10k followers. In other words, a paid post from an influencer with around 10k followers will cost $100. You also need to consider the cost of any paid advertising you run for that post.
Here’s an average idea of the different levels you can expect for Instagram influencers according to the Influencer Marketing Hub.
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So, how do you find and set up paid partnerships on Instagram? By following these three simple steps.
The first thing you need to do to set yourself up for success is to define your paid partnerships and Instagram sponsored posts goals. What do you hope to achieve with influencer marketing? Or in terms of marketing, what ROAS do you expect?
Additionally, to be truly successful with influencer marketing and paid partnerships (and corresponding paid PPC ads), you want to make sure you narrow down the niche or audience segment you need to reach in order to achieve these goals. yes
Why is this an important step before finding your influencer for your sponsored posts? Because the number of followers an Instagram creator has — and their engagement — doesn’t matter, it doesn’t exactly refer to the type of buyer you’re targeting with your product or e-commerce brand.
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Next, it’s time to find the right Instagram influencer to market your e-commerce brand. You need someone who will help you achieve your goals within the budget you set.
This means you have to research potential influencers on Instagram yourself or use an influencer marketing agency and third-party tools like Upfluence, NeoReach or Shelf.
Pro Tip: More followers aren’t always better. As we mentioned, the more followers an Instagram creator has, the more expensive your sponsored posts are likely to be. Also, the more followers they have, the wider their audience can be.
This is what makes micro-influencers so popular: they have smaller groups of followers that are more similar, which improves the chances of your messaging or product being in line with what they’re looking for.
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Once you’ve selected the right influencer for your sponsored posts, decided on a format and negotiated a price, it’s time to go live.
You need to set up your Instagram business account for branded content by visiting your “Approved Business Partners” and adding your chosen creator.
You can choose to either manually approve each tag for your PPC and social media marketing team (highly recommended) or automatically approve all tags.
When your Instagram influencer marketing campaign is uploaded by your chosen creator, you’ll receive a notification and access to the post’s performance metrics. Then you can also create a branded content PPC campaign from this post to reach the campaign and drive more traffic than just their followers.
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To really get the most out of Instagram paid partnerships in terms of traffic and sales, you need to include Facebook ads.
As we touched on earlier in the post, Branded Content Ads are an Instagram ad placement that allows marketers to create a campaign from an influencer or creator’s paid participation post.
Important Note: If you want to create a Facebook Branded Content ad for your influencer marketing campaigns, you should make sure that:
The big advantage of running these Instagram campaigns is that a sponsored post will not only reach an influencer’s followers organically, but will also allow you to reach a wider audience through Instagram targeting.
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To run branded content ads, marketers create campaigns through Facebook Ads Manager just like you would any other promoted post. Here is a quick overview of the steps:
Through Facebook’s Business Manager, advertisers can view paid participation aspects and campaign results from the “Branded Content” tab.
Specifically regarding sponsored story posts or story ads, brands have two weeks to view the following sponsored content metrics:
Before your paid sponsorship and branded content advertising goes live, you should make sure you set up retargeting campaigns for ‘capturing’ Instagram users.
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The idea here is to create custom audiences based on post engagement. Therefore, each engaged user will automatically move into your sales funnel
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