What’s the difference between posting on Instagram and running Instagram (or Meta) ads? If you’re new to social media marketing, this can seem confusing at first. But understanding the difference is key to growing your business online.
Here’s a scenario to help explain it. Imagine you’re a brand-new restaurant. You just opened today. No one’s eaten at your restaurant yet, not a single person. You also just created a brand-new Instagram account. Maybe you asked all your friends and family to follow it, and now you’ve got 100 followers. That sounds great, right? But here’s the problem with Instagram posts when you’re starting out.
Instagram Posts Only Reach Your Followers
When you make an Instagram post, like a picture of your restaurant or a video of your latest dish, the only people who will see that post are your followers. Those 100 followers (your family and friends) are essentially your entire audience.
Yes, there are exceptions. If your post includes popular hashtags, it could show up in the feeds of people following those tags. But going viral as a small business is wildly unlikely. It’s kind of like winning the lottery. Sure, it’s possible, but it’s not something to count on or build a strategy around.
For a business like yours, where you need locals in your community to come in and try your food, an Instagram post won’t bring in new customers. The people who don’t already know you exist will never see your posts unless they go looking for them.
Why Instagram Ads Make a Bigger Impact
Now, compare that to Instagram ads. Instagram ads (or Meta ads, since Meta owns both Instagram and Facebook) are paid promotions that allow you to reach people outside of your followers. With the right ad setup, you can target specific locations, interests, and demographics.
For example, if you’re trying to bring in customers to your new restaurant, you can set up an ad campaign targeting specific zip codes, neighboring cities, or even just people within a five-mile radius. This ensures those in your local area see your restaurant in their Instagram feed, even if they’ve never heard of you or don’t follow your account.
Here’s another important thing to understand about Instagram ads. You don’t even need any followers for them to work. You could create your Instagram profile today, have zero posts and zero followers, and still run ads that reach thousands of people.
How Much Do Instagram Ads Cost?
One of the best things about Instagram ads is how budget-friendly they can be. With a budget as low as $5 per day, you can reach between 250 and 500 people. If you bump it up to $10 per day, you might reach 500 to 1,000 people. Right now, the average cost to reach one user is about 1 to 2 cents. That means for literally just a few dollars a day, you can get your business in front of hundreds of potential customers.
The Misconception About Posting Your Way to Success
A common mistake many businesses make is assuming that posting regularly on Instagram will bring them the same kind of reach that ads do. Investing time and effort into taking great photos or creating amazing videos is valuable, but don’t assume those posts will get new people through your doors. It usually won’t happen.
For example, if you’re a contractor, plumber, or roofer, would you rather have someone click on your page and admire your Instagram posts? Or would you rather run an ad that has a “Call Now” button so that potential customers can instantly get in touch with you?
Sure, there are situations where you might send ad traffic directly to your Instagram profile, but in most cases, the goal of ads is to drive actions. This could be filling out a form, calling your business, placing an order, or visiting your website.
The Role of Instagram Posts for Established Customers
While we’ve focused a lot on ads, it’s worth noting that Instagram posts do have their place. Posts are great for people who are already aware of your brand. They give your loyal customers updates, show off your personality, and provide social proof (think photos of happy customers or behind-the-scenes glimpses).
For example, if someone sees your Instagram ad and decides to check out your profile, they’ll want to see interesting content there. Photos, videos, and other posts help build trust and credibility. But this engagement usually comes after they’ve already found out about you through ads or word of mouth.
Call to Action Buttons in Instagram Ads
One of the most powerful tools in Instagram advertising is the call-to-action (CTA) button. This button appears at the bottom of ads and can be customized to direct traffic where you want it to go. Some common examples include:
- Learn More: Links to additional information about your business.
- Shop Now: Sends users to your online store.
- Call Now: Lets potential customers reach you directly via phone.
- Send a Message: Opens a direct message chat with your business.
These CTA buttons align the ad with your goals. If your aim is to generate leads, you can guide users into filling out forms or starting conversations. If you’re looking to drive sales, you can lead them straight to your shopping cart. This kind of flexibility just isn’t possible with organic posts.
Why Ads Are a Must-Have for Local Businesses
If you’re a local business (like a restaurant, boutique, or contractor), running Instagram ads can be a game-changer. Ads ensure you’re reaching the people most likely to become your customers, whether they’re in the same neighborhood or just a few miles away.
For example:
- A pizza place could advertise special deals to anyone living within three miles.
- A hairstylist could target nearby residents who are interested in beauty services.
- A real estate agent could run ads highlighting their local listings to a specific zip code.
With the precision targeting options available, local businesses can use Instagram ads to connect with their community in ways that organic posts simply can’t.
Final Takeaway
At the end of the day, Instagram posts and ads serve different purposes. Posts are ideal for keeping existing customers engaged and building your brand’s personality. Ads, on the other hand, are your best bet for reaching new customers and growing your business.
If your goal is to increase visibility, generate leads, or bring in more foot traffic, ads will deliver better results than relying on organic posts alone. Want to see for yourself? Start small with a $5 daily budget and watch how quickly you can grow.
If you need help creating a tailored Instagram ad strategy for your business, don’t hesitate to reach out. We’d love to help bring your marketing vision to life!
