Yeah, you read that title right. So, let me get straight to the point!
Facebook is auto-placing boosted posts to your connected Instagram account and spending a significant part of your budget there. And I've only found one (and a half) way(s) to stop it.
When, this morning, a client asked me to review the performance of one of her boosted posts, I was surprised to see most of her Boost budget had gone to Instagram placement.
Thus commenced a digital rabbit hole expedition that involved me sifting through more than 20 client ad accounts to see if it was happening for others who rely on boosting.
How In The World Did I NOT Know About This?
Although yours truly first realized it THIS morning, I have found a precious FEW mentions of it in FB "help" forums that date back at least a year. But that's IT.
I found client accounts whose Boosts I don't actively monitor that showed Instagram placements going back to January. On only one did I find Instagram placement that dated earlier than that. And on my own account, it doesn't appear to have happened until sometime in the last 30 days.
So is this something Facebook slowly (and incredibly quietly, I must add!) rolled out to accounts over the space of a year? And now that more Facebook Pages are connecting to Instagram for ad placement, it's only becoming obvious (at least, to me) now?
Can You Turn It Off?
Well, not from my Boosted Post menu, no. Which SUCKS pretty hard. Pretty quickly, though, I realized that Facebook Pages that had NOT connected their Instagram accounts to their Pages weren't susceptible to the IG auto-placement.
OK. So, if I disconnected my Instagram account from my Facebook Page, would that fix it? YES. Yes it appears that does the trick. Of course, when I want to run ads to Instagram on purpose, I'll have to go in and re-connect it. Lovely.
Find Out If This Is Happening On Your Account
If this is NOT what you want, you'll need to disconnect your Instagram account. And reconnect it when and if you do.
So, there we are. JUST when Boost Post had improved enough for me to not hate it (as much), we get this little caveat.
Let me know what you find in YOUR account and if the steps above work for you!
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