Instagram’s paid promotion tool is a good way to gain a wider reach, but I wouldn’t recommend using it too often.

Sponsoring your posts can become a hole that you’re throwing money into. And most often, the only thing you are gaining is a higher number of likes. If it doesn’t convert your expanded audience into new followers, then it’s hardly worth doing.

If you’re using the sponsor tool, its main aim should be to convince people that they should follow you. Give them a real good reason to want to. One strong post sponsored will benefit you more than sponsoring everything you post. It will also save you money.