Instagram celebrates its 10th birthday in 2020. Its pictorial format proved to be an instant hit,
reaching 1 million monthly active users within 2 months of its launch in 2010, and 50 million by April 2012. By June 2018, Instagram hit 1 billion users.
Is Instagram an effective business marketing tool?
Before we consider audience and functionality, we should look at whether there is an interest within
the business community for using a social platform based on images as part of a marketing strategy.
The answer would appear to be yes. With Instagram came the rise of the social influencers where
followers model their outlook and opinions around those of popular users. Interestingly, according
to Socialbakers, in the list of interests of social influencers, “business and industry” comes second
behind “hobbies and activities”. This would indicate an underlying acceptance by business
influencers, and their audience, that Instagram has a part to play in business growth.
Upon first view, the simplistic format of Instagram might not look like a successful marketing tool for
businesses. The statistics suggest otherwise. Take a moment to digest these two incredible facts:
- There are more than 25 million business profiles on Instagram (Marketing Land)
- About 80% of Instagram users (800 million) follow those business profiles (Sproutsocial).
This enormous market opens unparalleled opportunities for both marketeers and customers.
How do consumers use Instagram?
Facebook Business published statistics in 2019 on how consumers use Instagram as part of the
- 83% use Instagram to discover new products
- 81% to research products or services
- 80% will use it to decide whether to buy a product or service
It’s not surprising, then, that Instagram has become known as an ideal fit for eCommerce marketing.
Brand reach on Instagram
Brands are keen to take advantage of Instagram’s global reach, which is due, in part, to its ability to
overcome language barriers by conveying messages using images.
Brands use Instagram as a direct route to market, and there is no indication of brand fatigue setting
in any time soon. 78% of users say that they see brands on Instagram as popular, 77% as creative,
76% as entertaining and 72% as committed to building community. (Sproutsocial)
The good news for your business is that the success of Instagram is not confined to a particular type
Tips for getting started with Instagram for business
Set up a business account
Convert your Instagram account in your app account settings. A business account will give you:
- Real-time performance analytics
- Insights into your followers and how they interact with your posts and stories
- The option to add information about your company, such as business hours, location and phone number
Create an engaging bio
Don’t underestimate the power of your bio. This is where you will grab consumers’ attention. You can use it to describe your business and its ethos, or perhaps promote your website or a current promotion. Tap into the needs of your customers – tell them what they need to know rather than what you think is important (they may not be the same thing!).
Understand your target audience
Be aware of who your existing customers are through your database and analytics from your website and other social channels. Then do some thorough competitor research.
Think about what kind of content your audience wants to see from you. Start with looking at the
kind of content they post on their own accounts, and how they interact with your competitors or
Bear in mind, most Instagram users are aged under 35, with the gender profile being fairly evenly
split between male and female.
Create an Instagram strategy
Know what you want to achieve by using Instagram for business. Understand your goals, and focus
on achieving real business objectives.
Post great content
Post regularly and to a schedule. Use quality images and videos that make users want to know more.
Research the best time of day to post for your industry, i.e. when your audience is online. This is a
huge topic with much to learn!
Interact with your audience
The content you post is not the only route to engagement. Interact with your subscribers, let them
know they are loved! See them as a community. Use niche, trending hashtags that are as relevant to
your business as possible, or location hashtags if your business is based around a particular
Get in touch
These are just some basic tips to get you started. If you would like to know how Breeze Development
can help boost your Instagram potential, get in touch.
Why Choose Breeze Development?
Breeze Development is a digital marketing company based in the northwest. If you would like a no-obligation chat about an existing or new website, please arrange a free digital marketing consultation.