Brands on Instagram are in for a pleasant surprise as the platform will reportedly begin to allow turning organic Instagram posts into Ads, something marketers had been demanding for a long time.
Being made available in the next few weeks, the ability to turn organic Instagram posts into Ads won’t leave marketers at the mercy of Instagram’s Promote button, which was the only way one could run an organic post as an Ad on the world’s largest photo-sharing platform.
Earlier, marketers could not turn organic Instagram posts into Ads through their preferred Ads Manager or Power Editor tools, although that particular difficulty has been aleviated. Not entirely though.
Currently, reports state that only single image or video posts can be turned into ads, therefore Stories, Albums and other versions of Instagram posts will have to wait just a bit longer.
It is unclear as to why Instagram isn’t allowing organic Stories, Albums and others to be promoted as Ads, but it could be said that the company is merely rolling the service out in phases to avoid any embarrassing snags.
All the engagement and other numbers racked up by the Ad will be reflected on the organic post, and if you wish to learn what your dollars have netted your brand, paid metrics will be available to observe on the Ads manager itself. Reportedly, the feature will be available for Brand Awareness, Post Engagement, Reach, and Video Views objectives, and will be available in “auction buying” in both Ads Manager and Power Editor.
Over the next few weeks, Instagram Business account holders will receive the new update.