Top tips to get Instagram working for you and your brand
At the beginning of 2019, Instagram has over 1 billion active users, 500 million of whom use IG Stories every day to quickly update their followers.
It’s hard to believe that Instagram used to be the younger cousin of Facebook where people would filter pictures of their dinner every night. Now businesses have adopted Instagram as one of their main revenue generating tools. Today Instagram has over 2 million advertisers and 25 million business profiles!
But who’s on Instagram? Is it primarily a Kim Kardashian-following demographic or are we looking at an upper-class, higher LSM community? The demographics vary, but lean towards a more youthful audience, the largest percentage of users falling in the age range of 18-34 (64%), then between 35 and 54 years old (25%), then between 13 and 17 years old (6%), and just 5% of adults over 65 (my mom happens to be member of that 5%!).
#1 – Relate to your followers while staying relevant to your brand identity
You always want to be thinking in the mindset of your target consumers. Likely you’ve already established a target market and have an idea of the makeup of the leads you’re after. But now you need to think about why they’re on Instagram. To kill time? To see what’s up with their friends? To check-in on what their children are up to?
Let’s pretend you sell retirement fund policies and you’ve established that your clients love Formula 1 racing on Instagram. Ok, so post pictures of Lewis Hamilton! Right? Well, not quite – you need to keep relevant to what you’re selling so perhaps you post an attractive Formula 1 racing car, but write a catchy description reading “Wouldn’t you love to see this car in action? You can if you start making better financial decisions! Call us today for a free 30-minute consultation.” And then stop posting about Formula 1 for a while because you don’t want your market to think you market for Formula 1!
#2 – Promote your Instagram everywhere
This one is also somewhat self-explanatory, but you need to leverage this channel in the same way you do your other social networks. For example, do you have social icons on your homepage or product pages connecting visitors to your social channels? An Instagram icon needs to be added as well, and encourage visitors to visit you on this platform.
When setting up your Instagram account, you should first connect with Facebook to pull in your friends, but this is just the start of promoting your channel. You should be running Instagram campaigns across your social networks and sending out reminders to employees, brand-ambassadors, and partners (basically anyone who’s established a positive relationship with your brand) to use your business hashtag and interact with your Instagram profile.
#3 – Use all the tools Instagram has to offer
Since Instagram’s birth in 2010, they’ve continued to make changes to the application at a good pace.
There’s a lot you can do on Instagram to prettify your photos, track performance, and stay on-top of changes. Here are some of our favourite Insta tools:
- Get to know all of Instagram’s filters, special effects, and editing tools. There are many useful apps out there that you can use to edit your images and videos for Instagram. Stick to a similar theme for your images to stick with your brand identity.
- Instagram has a suite of business tools to help businesses get a better understanding of how their account is performing. The Instagram analytics tools include account insights like impressions, reach, profile views, website clicks, call clicks and email clicks – this feature is available for all business profiles, whether or not they’re paying to advertise.
- Instagram stories: this tool is growing every day and has become an important tool for creating more impromptu and informal content and imagery
#4 – Interact with others to grow your Instagram following
One of the most critical steps in growing your Instagram profile is by engaging with other brands and accounts.
The more active you are, the more exposed your username/account is to the owner and owner’s followers. So search popular hashtags and don’t be afraid to double tap! Write complimentary comments on people’s posts and #regram images while giving credit to the original.