Facebook announced this week that new advertisers can now promote an Instagram post even if they don’t have a Facebook page. This feature currently only applies to advertisers in the US and Turkey.
“You can now create Instagram ads without being on Facebook. The first time you promote a post from your Instagram business account, you don’t have to connect to a Facebook ad account or Facebook page. “
Help page for Instagram ads “
How does it work?
Users who want to promote a post can visit their Instagram profile and click on the post they want to appear as an ad. The next step is to simply click the “Advertise” button that appears below the picture of the post. Other features like audience targeting, budget, campaign length, and ad target can also be added. However, this improvement does not affect the ad review processes. The procedure remains as usual.
The real catch with this new feature is that it can only be used by accounts that want to promote their post with a legitimate business account for the first time. Advertisers who have promoted their posts in the past may already have linked their Instagram and Facebook accounts. This function will not be helpful to them.
Does this affect existing advertisers?
No it won’t. If you have served Instagram ads through your Facebook ad account in the past, you will find that the look and feel of the ad will not change. It will stay the way it used to be.
How do I check if my Instagram account is linked to a business account?
You can ensure this by going to your profile and selecting the three-bar icon that appears at the top right. In the next step click on “Settings”.
- In the list on the Settings tab, you will see the Payment Option button, click on it.
- Select the first button from “Promotional Payments”.
- If you see a number on your screen, your Instagram account is not connected to your Facebook account.
- If you see a name on the screen, it means your account is connected.
Is that a big deal?
On the surface, one might ask, “What’s the big deal?”
However, if you step back a little and observe the ad ecosystem, it can seem more promising than first impressions for a number of reasons:
It creates a small break between Facebook and Instagram.
Traditionally, Instagram ads share a parent-child relationship on the Facebook ad platform. It’s there like a secondary option with the checkboxes checked.
Even if the ads are just rubbed on Instagram, the basic parent / child type setup will still stay connected to your Facebook page. It seems like a daunting task at the moment to separate these two within the establishment of Facebook ad accounts, but small steps in that direction could be taken in the near future, which could change the whole norm of the game.
The popularity of Instagram is increasing tremendously, which cannot be overlooked. More so, it has even caught the attention of users falling into the over 35 category, which Facebook has been fairly loyal to compared to the younger generation who have moved on to other apps.
It separates Instagram advertising money from Facebook.
While Facebook claims this has nothing to do with recent criticism of attitudes towards politics and questionable content, the timing was a little wrong. Many well-known brands are considering boycotting.
The controversy has become so linked to Facebook lately that next July six civil rights groups will totally boycott it under the banner #StopHateForProfit.
Although both apps are owned by the same company, the anger is mainly directed against the roof of Facebook over the widespread belief that Instagram is a separate entity.
This may be because Instagram is now seen as the company’s last hope to keep up with the recent growth in ad revenue, and the same needs to be ensured. This change doesn’t achieve that goal, but it does give a clear indication that it may have caught the attention of Facebook sales strategists.
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