Reduce the cost per follower in your Instagram Growth campaign

• Ad creative
• Location Targeting
• Interest Targeting

Ad creative

Your ad creative is the biggest determiner of your "cost per follower" — the better the ad creative, the cheaper your cost per click, which means more people make it to your profile.

Best practices for ad creative include:

• Use video instead of image (if you have video content, we recommend deleting the auto-generated image Eventbrite Marketing Tools includes in your campaign by default).

• Format video creative for Instagram Stories (9:16 aspect ratio / 1080x 1920px).

• Limit video creative to 15 seconds.

• Include a brief description of the brand in the video.

• Focus on including a human element, if possible. These tend to outperform videos that don't feature real people in them.

• Repurpose old content if you can't afford to make a new video yet. Using older video content has worked well for others, so long as it’s engaging and encompasses your brand.

• Don't go overboard with A/B testing (if you're only spending $5-10/day try to limit your creatives to 2 variations max). This is because the more creatives you upload, the more your daily budget is spread thin. A limited budget for each creative can make it tricky for Facebook to properly optimize your campaign.

Location Targeting

Your "cost per follower" is also determined by the locations you target.

The more people you reach, the more opportunities there are for them to swipe up and follow your profile, driving leads up and your cost per follower down.

Event organizers want to get followers in markets where they host their events, so carefully consider this when setting up your campaign.

Best practices for location targeting include:

Local/In-person events

• Utilize “Recommended” or "Custom" location targeting.

• Ensure this section has all the areas you hold or will hold events in, plus a 50-mile mile radius.

• If the population in your city is low, or your events have larger appeal from neighboring locales, you can add in a larger county, additional cities, provinces, or states.

• Try not to go too broad: if you hold events in New York City, individuals in California may not be interested in following your Instagram account.

Online events (English-speaking demographic)

• Utilize “English Speaking Countries” location targeting

• Keep in mind the accessibility of your online events from different time Onzones

Online/In-person events (broad Global reach)

• Utilize the “Global” targeting option

• Understand this will reach countries and territories across the globe

• This option makes sense for international event promoters and brands that host virtual events or run in-person events that have global reach and appeal

NOTE: While your Cost Per Click may be higher while running Custom location-based targeting (as opposed to Global), the goal is to send your campaign to more interested locations and thus improve the campaign's Click-Through Rates — hopefully, acquiring more followers as a result.

Interest Targeting

Interests are important, even though they influence your "cost per follower" less than ad creative and location targeting. You can't target everything as an interest, so it's necessary to strike a balance (not going too broad or too narrow).

Best practices for interest targeting include:

• Proofread the list of interests.

• Make sure you aren’t going too broad (“Events”) or too narrow (“Backyard Yodeling Club”). Instead, include a mix of broad and specific terms.

• Avoid anything ambiguous, such as “Spoon,” which can refer to multiple things.

• Check the “Potential Reach” of the campaign to ensure you’re staying in a healthy range, typically above 300-400k.