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  Article updated: June 07, 2024

Boost an Instagram post

Boosted posts are paid ads that you create from existing Instagram posts. When you put money behind your high-performing posts, Meta shows them to more people. Promoting your posts on Instagram can get you more engagement and more followers.

You can only boost posts from your Instagram Business account. Meta doesn’t support boosting posts from Instagram personal accounts, stories, or ICTV posts. You cannot boost Instagram carousel posts.

Looking to boost an Instagram reel? Read our blog article to learn how. Visit the Hootsuite Blog for news, tips, tools, and tactics to help you succeed on social media.

Before you begin

Boosted posts are a form of paid advertising, so you need to add an ad account to Hootsuite that’s associated with your Instagram Business account before you can promote any posts. If you’re working with a team in a Hootsuite organization, you also need advertising permissions on the social account to run promotions. For instructions on how to add an ad account and set advertising permissions, see our article on Manage ad accounts and advertising permissions.

If you don’t have an ad account for your Instagram Business account yet, see Facebook’s help article: Adding an Instagram account to your Business Manager.

Boost an Instagram post

Follow these steps to boost an Instagram post.

Important: The new EU Digital Services Act requires social media companies like Meta, to provide greater transparency on ads served through their platforms. If you want to publish ad sets that target audiences worldwide or in EU countries or associated territories on Meta's platforms, you must ensure each such ad set includes beneficiary and payer information. Ad sets that do not comply will be rejected by Meta and not published on its platforms. Learn more about the EU Digital Services Act.

  1. Go to Advertise , and then select Instagram Boost.
  2. Select Find a post to Boost to see a list of organic Instagram posts you published in the last 30 days. Keep in mind that it can take up to two hours for new posts to show up in Hootsuite.
  3. Choose the post you want to promote, and select Boost.
  4. In the Boost settings window, select the ad account you want Meta to charge for the boosted post, and select Save.
  5. Enter the rest of your Boost settings.
    • Choose an objective (engagement, video views, or reach). Meta uses this information to show your post to people who are likely to take the action you want.
    • Choose who you want to see your post. If you want to customize the audience, select Edit and specify which attributes to target, like location, gender, age, and interests.
    • Choose whether you want Meta to promote your Instagram post on Facebook or just on Instagram.
    • Set your budget and the length of your promotion.
  6. Select Boost on Instagram.
Tip: You can also boost a post from other areas in Hootsuite.
  • Go to an Instagram stream feed , select Boost post on the post and then enter your Boost settings.
  • Go to Create, select your Instagram Business account, create your post, and select Promote this post to enter your Boost settings. However, if you publish your Instagram post via mobile notification, your Boost settings won't be saved and your post won't be boosted.
  • Go to Plan, select a scheduled post, select Edit to open it and enter your Boost settings.

Manage boosted posts in your content calendar

If you added Boost settings to a scheduled post, you can change them before the post is published.

  1. Go to Plan to view your calendar. You can quickly identify your promoted posts here - just look for the $ sign on the post.
    A scheduled post with Boost settings in Planner.
  2. Select the scheduled post, and then select Edit.
  3. In the Edit post window, go to the Promotion section, and select Edit.
  4. Make your changes, and then select Save settings and continue.
  5. Select Save edits.

You can also delete the boosted post from your content calendar. If you want to duplicate the post (select More and then select Duplicate), you'll need to re-enter your Boost settings.

Once a scheduled promotion is published and live, you can monitor the promotion results in Advertise (go to Advertise , and then select Instagram Boost).

Review Instagram boost performance in Advertise

You can review performance metrics for your boosted Instagram posts at any time.

  1. Go to Advertise , and then select Instagram Boost.
  2. Select an ad account from the list to see all Instagram Boost campaigns associated with it.
  3. Optionally, filter the campaign list by campaign status.
  4. For each boosted post, you can review specific metrics like reach, amount spent, and engagement.
  5. Select See Post on Instagram to view the post on Instagram.


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