This post was originally titled 'Here's what happened when I switched to Instagram for business' because I switched to a business account about a week ago and I was going to give it at least a month before I came back and wrote this post but the honest truth is I just hate it so much.
If you speak to anyone about Instagram they'll tell you they hate the algorithm, the shadow ban is so annoying etc but no one really mentions the fact that Instagram for business drastically reduces your post reach so you have no choice but to spend money on ads to push your content.
Everyone got pretty drawn in when Instagram introduced business because the analytics and insights are quite good, but is it worth the decline in reach and engagements?
I manage two Instagram accounts natively at the moment, my own and the Adzvice account. I always say to the Adzvice team:
|Switching to business was the worst thing we could have done.|
At Adzvice we host events for brands and for your own personal development so now and again we will put some spend behind a Facebook post and most recently we switched to business to promote our most recent Mental Health event.
Here's What Happened
- Firstly, we put spend behind the video and it performed really well with a small budget we received over 500 views.
The views were great and it did help drive ticket sales but when we put out content without any budget...
- Reach fell drastically
- Engagements reduced by over half
We ruled our content out because we posted a mix of curated and original and nothing worked. Engagements continued to drop.
The fact is before you make the switch to business on Instagram really think about whether the analytics are worth the drop in reach you will potentially face.
DO YOU HAVE A BUDGET TO BOOST SOCIAL POSTS?
If the answer is yes then make the switch and use the analytics to help you target your audience effectively.
If the answer is no, then don't bother making the switch.
There are plenty of other apps you can use to get insights into your audience on Instagram.
Yes, I personally dislike the Instagram for business tool but I have no doubt that there are plenty of people out there who have switched and made it a success for them.
If you are one of those people, let me know in the comments below.
Did you switch to business? What was your experience?