On this episode of Seller Sessions, Danny and Ferit discusses the unknown factors behind Instagram's algorithm and how it may impact organic reach. They also share valuable insights on how to effectively reach and engage with audiences on platforms like TikTok and Instagram. They emphasise the importance of determining clear KPIs and establishing a strong audience base before monetising content. They also provide valuable tips on utilising ad platforms like Ad Center and highlight the significance of quality and engagement ranking for content. Additionally, they share their experience running ad campaigns on Instagram reels and provide insights on the effectiveness of using user-generated content for video production.   - Introduction to the podcast episode - The unknown factors regarding organic reach on Instagram's algorithm - Testing target pre for organic plays on Instagram for only £25 - Choosing between TikTok and Instagram as platforms for building a brand - The potential for reach on Instagram becoming capped due to ads and competition - Importance of starting with clear KPIs to avoid going in different directions later on - Building an audience first as a common strategy for monetisation - The ease of reaching an audience on TikTok versus the engagement and loyal followers on Instagram and Meta services - A brand approaching the podcast hosts for an audience expansion project and finding quality leads for soon-to-be-monetised content - Determining clear KPIs to choose the right platforms to leverage for ads - Ad targeting options on Facebook Ads Manager and Instagram app boosting - Ad Center as an alternative ad platform - The trend of vertical video consumption on TikTok and the success of similar platforms such as Reels - The benefits of running ads on Real, including organic-feeling placement and CTA buttons - The low cost of video creation on Real and confusing reporting on Instagram reels - The unexpected additional organic plays generated by ad spend on comments, shares, likes, and saves - Ad Center providing accurate estimations compared to the Instagram app - The importance of terminating KPIs that aren't working for a brand's growth - Understanding and utilising quality ranking and engagement ranking on Ads Manager - The effectiveness and limitations of Instagram versus TikTok for building audiences and selling products - Key factors such as KPIs, cost per acquisition, and quality followers - The value of engagement shares and saves versus three-second video plays - The potential benefits of content being shared between peers - The organic increase in reach due to content being sent to friends not being included in reporting - Conclusion to the podcast episode.   Bio Ferit is a digital marketing expert who understands the importance of creating quality content and building an engaged audience before monetising. He believes in determining clear KPIs and leveraging various platforms to expand brand reach and generate quality leads. Ferit has worked with several brands and tested different alternatives for audience expansion, including using Facebook Ads Manager, Instagram boosting options, and the algorithm from the Instagram app, while also emphasising the importance of flexibility in audience segmentation, budget, and scheduling. His goal is to help brands create engaging content and build loyal audiences to achieve long-term success.   If you want to get in touch with Ferit send a DM.