Overall, it seemed like my custom audience seemed to perform better in most metrics, but Instagram’s automatic audience actually generated more followers! My guess is that Instagram’s automatic audience was higher quality than the larger audience that I reached. At the end of the day, followers are the most important conversion in my opinion and so this time around, since 6 is so close to 7, it might be fair to say that the automatic audience is as good as, if not slightly better, than an informed, custom audience. However, once we consider that more impressions/profile visits is also good for generating awareness and priming future conversions, a custom audience may actually be better to use, given that 6 is so close to 7. All in all, since the promotions were not replicas of one another, the performance comparisons may be chalked up to the differences of the image and copy content.
