How to prepare an account for promotion

Reading time: 7 minutes

How to know when your account is ready for promotion, what information to post on the account for a successful advertising campaign, what type of content to promote.

You can't just start promoting your social media account right away; you need to prepare it technically and fill it with content.

Below, we explainow to set up the account, how many posts are needed to start an advertising campaign, what information should be posted, and what type of content to promote.

The Technical Aspect

Speaking about Facebook, you need to create a group or a community depending on your goals, and add the user account that has the advertising account set up as an administrator. Afterward, populate the community with content and launch advertising campaigns.

With Instagram, the process is slightly different. In a regular account, you don't have the capability to run ads or receive activity statistics. To do this, you need to convert it into a business account: link your Instagram page to a Facebook page. This Facebook page doesn't necessarily need to be active, but it should exist, as Instagram is owned by Facebook, and essentially, they share the same advertising account.

Community Engagement

When we launch advertising campaigns, users are directed to the community through the ad. If the community is empty, running ads becomes pointless. Even if you have a compelling ad that could yield high conversions, without content in the community, you might not see engagement, and your budget could go to waste.

So, let's list the key points to address before starting an advertising campaign using an Instagram account as an example:

Choose an Account Name, Add Profile Pictures and Covers

The account name should be easy to read and remember, allowing users to quickly find you. Make sure to check the uniqueness of your options using Instagram's search feature. If the account name has no close analogs, it can be used as hashtags. For local businesses, adding the name of the city or region can enhance uniqueness.

The profile photo is the face of your brand. Well-known companies are better off using their logo, while others can use an image that reflects the essence of their offering. This could be a product photo, an image of the creator if it's a personal brand, or any other thematic image. It should be high-quality, distinct, and unique, with a resolution of 110x110 px.

Add Profile Description

The community description should encompass information about your brand or the products you're promoting. It consists of a name (30 characters) and the actual description (150 characters). It's crucial that when users land on your account, they immediately understand who you are. Avoid using complex abbreviations and names, as this might alienate your audience.
Highlight the Unique Selling Proposition (USP) of the product/service (handcrafted natural cosmetics), explain the offerings (fast doorstep delivery), add a link (order through the link), and provide contact details.
You can also include clickable hashtags, mentions of profiles, and/or links. Altogether, it should appear presentable and provide a clear understanding of who you are and what you do.
Publish at least 3-4 posts. On Instagram, there should be 9 posts to create a square layout without scrolling. This way, when people visit the profile, they are more likely to stay engaged.
On Instagram, it's a good idea to populate your highlights right away. Visitors will be able to find answers to all their product-related questions and make a decision about subscribing and/or purchasing.
Ready for promotion: has a profile picture, profile description, highlights, and a minimum of 3 posts.
Not ready for promotion: no profile picture, only one highlight is set up, and only one post has been published.

What content to promote

By combining different types of content, you can achieve high engagement and results in terms of website visits, direct inquiries, and sales. Below, we'll list the types of content that can be promoted.

Image Content - this type of content conveys information about your company that reflects its core values and shapes the brand's image in the eyes of the audience.
Expert Content - this includes cases, guides, and other educational materials. In some fields, it's a key trigger for making a purchase decision.
Product-Image Content - any content about your company and products that addresses your audience's problems. It's created based on an analysis of your target audience, industry, and product barriers. User-Generated Content (UGC) with positive reviews and reposts from influencers also fall under this category.
Audience Loyalty Content - this involves contests, UGC, polls, mini-activations, and any entertaining content with jokes and/or interesting facts, designed to keep your followers engaged.
Commercial Content - this works best with a "warmed-up," loyal audience and helps stimulate sales. These posts include a call to action: visiting a link in the profile header, placing an order over the phone, sending a direct message, or leaving a review.