If your business is not on Instagram, it really should be, and here’s why. More than one billion people use Instagram monthly, and roughly 90% of them follow at least one business. Instagram for business is more than posting aesthetically pleasing pictures; it’s a way to connect with your customers using various media, including videos, GIFs, text graphics, and more. Companies can also run fundraisers in Instagram Live broadcasts, open shops from their profiles, and let people book reservations from their accounts. The majority of Instagram users are Gen Z and Millennials, with a spending power of $100 billion and $65 billion, respectively. Here’s how to create a winning Instagram strategy, no matter what industry you are in.
The Makings Of A Winning Instagram Strategy
Think About Your Customers
Before you start posting content, you need to sit down and determine who your customers are.
Review the analytics on your other social media channels to learn who follows you there, look at your competitors, and see what kind of content resonates with them. These insights can help drive your overall strategy.
When you create an Instagram for your business, you hope to get something out of it, right? Some kind of return on investment (ROI). However, you can’t possibly know if you’ve gotten that ROI without first setting goals. Every business will have different goals, but you may want to increase your website taps, your engagement, or your followers. Use the SMART framework to ensure your goals are Specific, Measurable, Attainable, Relevant, and Timely.
With your goals defined, you can begin to track performance with metrics. Your goals will vary, and therefore, your metrics used to track them will also vary. Here are some common metrics by goal type:
- Awareness: Includes metrics like follower growth rate, post impressions, and accounts reached.
- Engagement: Includes metrics like engagement rate (based on likes and comments) and amplification rate (based on shares).
- Conversion: In addition to conversion rate, this includes click-through and bounce rates. If you’re using paid ads, conversion metrics include cost per click and CPM.
- Customer: These metrics are based on customer actions, such as retention, repeat customer rate, etc.
Plan Your Content
A well-planned Instagram strategy should always include a content calendar. Remember that your Instagram content shouldn’t be entirely sales promotions. You’ll want to stick to a mixture of helpful, entertaining, promotional, and timely content to keep your followers engaged.
Many publishing platforms, like Sprout Social, allow you to automate your posts months in advance. We recommend automating your posts, checking in on the latest trends and current events, and posting ad-hoc content.
In addition to planning your content, ensure you post it at the right times. Plan to publish when your followers are online. Here is a nice diagram of the best times to post on Instagram.
Ensure Your Content Is High Quality
Because Instagram is all about visuals, having a recognizable visual identity is essential. Think about the vibe you want your brand to give off and align your photos with that aesthetic. For example, many skincare brands wish for a raw and natural look, so using too many filters or pictures of something with a lot of makeup on would not suit their vibe.
If you’re unsure how to showcase your brand on Instagram, you don’t have to look too far. Follow accounts similar to yours and get some inspiration from their posts.
Try to use high-resolution photos whenever possible with natural lighting and pops of color. Moreover, make wise use of colors and filters to create a consistent look and feel to your entire Instagram page.
Hashtags help your content appear in the search results and Explore pages of people who’ve viewed or interacted with similar content. So hashtags on Instagram are a great way to boost content discovery and overall brand visibility. Remember to focus on your brand niche and not hashtags with millions of other posts. If you use the hashtag #shoes, your content will quickly get lost in the sea of other posts. Conversely, if you use the hashtag #veganleathershoes, you will reach a more select group of people looking for what you offer.
Advertise On Instagram
Organic brand reach on Instagram can be more challenging than ever these days, which is why Instagram ads may be your best bet for growing your audience. You can boost your visibility on Instagram using paid ads, specifically paid targeting. Paid targeting can help you find new potential customers. Brands can use paid ads to target highly relevant users who are likely to be interested in their product.
Learn more about how Kurv Agency can help you harness the power of social media here.