Which campaign objective should a brand choose to increase engagement on individual Instagram posts?

Selecting the engagement objective for a campaign aimed at increasing interaction with individual Instagram posts is a strategic decision that aligns closely with the desired outcome. This objective is specifically tailored to promote more likes, comments, saves, and shares on posts, which is the essence of engagement in the social media context.

When a brand chooses the engagement objective, it signals to the platform's algorithms that the primary goal is to foster interactions. This can lead to improved visibility of posts in users' feeds, as the algorithm tends to promote content that is likely to spark conversation and interaction among the audience. This type of objective is designed to maximize the social aspects of the platform, making it more likely that users will engage with the content and with each other.

In contrast, the other objectives serve different purposes: brand awareness focuses on reaching as many people as possible to familiarize them with the brand, lead generation aims to collect potential customer information, and conversions encourage specific actions such as purchases or sign-ups. While these objectives are valuable for broader marketing strategies, they do not directly target increasing engagement on individual posts like the engagement objective does.