Are you an artist wanting to promote yourself more on Instagram and find new potential fans? Then you’ve probably already thought of ads. The Meta-owned app has two main types of ads: boosted and dark. Let’s see what the difference is.

Boosted ads are the organic posts that are posted on a creator’s feed. This can be a picture, several pictures or a video. It is then promoted on a budget and is therefore called a “boosted” post.

Dark ads, on the other hand, are ads that don’t get published on the creator’s feed. They are “stand-alone” ads that show up in your audience’s feed instead. Here’s an example:

Comparing the performance of dark ads vs. boosted posts, Wavo reports that the two are nearly the same when it comes to average view time and CPM (cost per 1000 impressions). Here is what they found:

  • “Dark Ads drove ThruPlays nearly three times as many views per dollar compared to Boosted Posts. Users who were served dark ads were also more likely to view content for longer.
  • Despite driving fewer views, Boosted Posts generated far more fan engagement: they created eight times as many likes, comments, and reactions per dollar compared to Dark Ads.”

Having this information in mind, it is best that artists/musicians use dark ads for more ThruPlays and use boosted posts for more engagement. 

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