‼️ HOW MAKING BETTER CONTENT IS BETTER THAN BOOSTING POSTS‼️

🧐 The client boosted many of their posts, resulting in a “boost” in likes but not in metrics linked to overall goals such as reach, profile view conversions, or link clicks.

💡 Paying to boost a post on Instagram likely does not lead to high-impact results (i.e. the likes or profile views that come from a boosted post do not necessarily lead to follows, link clicks or sign ups). We hypothesized that we could achieve the same engagement results or better with strategic, organic posting.

📊 While boosts had a positive impact on reach and profile visits, they did not lead to more follows nor did they meet the average number of web clicks observed for the account. Moreover, the top performing organic post outperformed boosted posts in reach and all engagement metrics except comments.