Social Media Marketing: Instagram
By: Vanessa Fabian
Whose business is not active on Instagram? It is certainly hard to think of a business who is not using Instagram as a marketing platform. Each social media platform has its own vibe, environment and content that might work on one platform yet be a complete failure on the other.
No matter what the target is or the content being uploaded to the profile, the key will always be the audience. Instagram, specifically, has turned into a marketing platform, and the app has added so many new features that allow its users to shop directly from the app with just a click.
In the last few years, Instagram has reached the top of the mountain and become a strong social media platform around the world. How many people in the world use Instagram on a daily basis? According to The Entrepreneur, there are more than 500 million Instagrammers across the planet and about 95 million photos and videos are being shared per day.
Thousands of users have decided to become an entrepreneur and use Instagram to promote their business, but it might not be as easy as it seems. Creating a business profile is quick and simple but generating content that will target and attract a specific audience can be something can be a challenge as an entrepreneur.
Why has Instagram turned into the number one social platform for business? The answer to this question is all reflected through the numbers. The Entrepreneur mentions each day Instagram has 300 million active users creating a tremendous potential for many companies using this social platform as their top marketing strategy.
There is a specific strategy that is handled by business owners to influence the users’ purchase decisions on the app. It is just a matter of creating high performing Instagram content that will allow the brand to remain relevant and increase the growth and engagement of the business profile.
An Instagram business profile has to be built step by step, and some of the necessary parts in creating a profile is the design or theme that the brand will have. Adding a profile picture will make the brand recognizable within an instant. A profile picture should be appealing to the audience and have a color, logo or design that will be used in the brand in order for users to identify with the business.
Creating a bio for the page is one of the first steps along with a choosing a profile picture as it is a way to introduce the business and let users know what they will find in the profile as they begin to navigate. Many business also decide to include a link in their bio which will direct visitors directly to the business website with just a click.
Instagram offers several free tools users can take advantage to increase audience traffic. One of the primary free tools provided are Instagram analytics. When a business profile is created, the app will allow its user to take a look at its insights and monitor the engagement the profile has with users.
There is specific data shown in Instagram analytics, such as the number of people visiting the profile, which of the posts has reached more Instagrammers and even a follower breakdown in which it is possible to see what type of audience has been reached through the posts.
Cross promoting a brand is a crucial step when promoting your business. Even though Instagram is now the number one marketing platform for businesses, it is important to share content across other social media platforms, such as Facebook or Twitter.
This will generate more interaction with the business profile on Instagram. As a business owner it is essential to have a wider reach to different users. The platform also includes other tools such as promoting a post to a bigger audience, but additional payment is required to have access to these features.
At times business owners might feel that their brand is stuck or maybe that their business profile on Instagram is not achieving the expected results. Social media marketing is not a simple task, and it might not be a fit for everyone as it requires hard work, dedication and perseverance. It is important to analyze if the business is adequate for Instagram.
The fashion and beauty industry are the most popular business profiles seen across Instagram. Many users now log into their Instagram account to shop or look for a certain product maybe mentioned in a YouTube video. Nowadays users are buying what is known as “merch," clothing created from their favorite YouTubers. Therefore, it is essential to cross promote the business.
Creating the wrong content can drive a business onto a path of failure. Photos that are constantly being added onto the profile have to remain true and authentic to the audience. There are many companies who try to imitate other brands and end up with poor results. Shoppers are now looking for original and unique products that will drive them back to purchasing more products.
While content is being created, businesses have to make sure they are engaging with the audience in multiple ways. Adding a video of the owner or the store products in Instagram stories will help develop an engaging message that users will identify with. When followers are able to meet the person behind the creation of their favorite products, they will instantly make a connection.
With the current COVID-19 pandemic, businesses are looking for ways to optimize their economy. Many small businesses on Instagram have taken down their page as the sales significantly decreased this year.
Other businesses have reduced their costs to continue with their business, and it has allowed them to still generate sales. One of the options to help business in this pandemic is to look for a variety of vendors. Doing research is part of strategizing, and it will save the brand a huge amount of money if the right business partner is found for the store.
COVID-19 might have been a nightmare for many businesses, but there are those who took advantage of quarantine and decided to enhance and boost their business. During the pandemic, Instagram live has turned into the most efficient way for business owners to interact with their followers.
Letting them know that you will be giving a sneak peek of new merchandise arriving through a live video is the perfect way to interact with shoppers. With thousands of people around the world having to stay at home, they are always in search of distractions and something that might brighten up their day.
Numerous owners have decided to create a personal relationship with their customers through a live video in which they will be able to get to know each other, share thoughts and even ask for their favorite products to come back in stock.
Instagram Marketing: The Definitive Guide for Beginners (shopify.com)
Ultimate Guide to Instagram Marketing in 2020 (influencermarketinghub.com)
Importance of Instagram Marketing Strategy Now Days (scientificwebs.com)
Instagram for Business: Marketing on Instagram | Instagram for Business
10 Instagram Accounts Every Entrepreneur Should Follow