Facebook is rolling out a new feature that allows advertisers to turn existing organic Instagram posts into ads within Power Editor and Ads Manager.
Ever since advertisers have been able to run Instagram ads, the big question on everyone’s minds was “when can we turn existing organic Instagram posts into ads through Ads Manager or Power Editor?” Well, it seems that day has come! Previously, the only way to run an organic post as an ad was by using the in-app “Promote” button – Instagram’s equivalent of Facebook’s “Boost” button. But now, Facebook is rolling out the feature that we’ve all been waiting for!
The feature, currently rolling out to “all global advertisers” within “next few weeks” will be available for the Brand Awareness, Post Engagement, Reach, and Video Views objectives, and will be available in “auction buying” in both Ads Manager and Power Editor. Don’t get too excited though; You will only be able to create an ad from Single Video and Single Photo Feed Posts for now. Carousel, Stories, Branded Content, and Instagram Shopping posts are not supported.
You will be able to create ads from scratch, from within existing campaigns and ad sets, as well as by creating similar ads. Once you run your ad, post engagement that occurs as a result of the ad (likes and comments) will be “aggregated on the original organic post,” while Ads Manager will only show you Paid Metrics. The In-App Insights on Instagram will be able to show you both Organic and Paid Metrics. Please do note, however, that the In-App Insights feature is only available on Instagram business profiles.
If you don’t have the feature yet, you will probably have it by mid-June at the latest.