By the number of inhabitants, Instagram is the third most populous country on Earth. With 1 billion monthly active users, it is soaring high and becoming a million-dollar jackpot for businesses.
Let’s dive deeper and discuss how to do Instagram marketing in 2021:
From being a casual platform for sharing photos and videos with family members and friends, Instagram has evolved tremendously to become the most favorite marketing channel for the companies and marketers in both B2B and B2C space.
Some nail-biting numbers:
Before we understand how to get the maximum out of Instagram, let’s browse through the essentials of a powerful Instagram account.
As a business, your primary objective from any marketing effort would be to build an audience and sell your product or service.
Sure, you want everyone to get associated with your brand, but not all of them will show interest in buying your products or services. Hence, you should start with finding the targeted audience — the ideal set of prospects who will be genuinely interested in your offerings.
Ask the following questions to yourself, your existing customers, and the people you interact with. Based on the answers you get, create a buyer persona (detailed profiles of your target audience):
Well begun is half done — once you discover your targeted audience, it will become easier for you to create a suitable content strategy, research the relevant hashtags, and fine-tune your brand messaging.
Goals can serve as a roadmap to help you understand what you want to accomplish. Adopt the SMART technique to set your goals — Specific, Measurable, Actionable, Realistic, and Time-Bound. Here’re a few goals you can set to achieve from Instagram Marketing:
You can choose one of these Instagram accounts: personal, business, or creator. A personal account is private and people will have to follow your account to see your posts and stories.
A business or creator account is public. Anyone, who hasn’t followed the account yet, can also see your posts, stories, videos, etc. For Instagram marketing purposes, we advise you to select the business or creator account since it has numerous advantages.
When someone lands on your profile, they see your bio first. Use the 150 characters smartly to introduce your brand to your targeted audience. Use the following points:
Now let’s look at various elements of Instagram and how you can include them in your marketing strategy:
On your Instagram feed, you can see photos and videos from people and hashtags you follow. The feed is customized according to your behavior and interest. Here’re some content themes around which you can create photos and videos for the Instagram feed:
Users have spent 80% more time watching videos year over year, which shows the increasing dominance of videos over images and other visuals. (Tip: Use closed captions since most people watch videos on mute mode.)
62% of people said that they’ve become more interested in a product or service after seeing it in stories.
Create snackable videos to show testimonials, offers & coupons, product teasers, listicles, webinar promos, etc. Our Instagram video editor lets you make these videos in the least time with the minimum effort. Export the videos and upload them to Instagram stories — at lightning speed.
Stories disappear automatically after 24 hours. However, you can pin favorite Stories to your profile as Highlights to show them beyond 24 hours.
Through Stories, you can engage with your audience in a funny, informal way. You can upload up to 15-seconds of video in one story. To upload a longer video, split it into multiple videos of 15-seconds each and upload all of them to Stories.
You can use a range of filters and visual effects, add text, music, location, countdown timer, stickers, GIFs, emojis, etc. to make your story more interactive. Polls, questions, and quiz features can help you engage with the audience and know them better.
You can also go LIVE on your Instagram handle, host a Q&A session, broadcast a tutorial or product demo, interview any industry expert, and get better visibility. Followers get a notification when you go live so they can tune in and interact with you.
LIVE videos can last for up to an hour, and post the LIVE session, you can upload the video to your IGTV.
Reels, Instagram’s latest addition to its arsenal, allows you to record, edit, and post a 15 to 30-seconds video clip. Instagram is promoting Reels extensively and people creating Reels have seen a tremendous increment in the number of followers and organic reach.
Instagram has added the Reels explore section on the home screen so people can easily consume bite-sized videos.
You can shoot a video or upload an already-shot video. Then, you can add a song or audio clip, text, gifs, images, drawings, stickers, etc., to the reel. Also, you can set the speed, use the visual effects and animated filters, and trim a particular part of the video.
Ever since Reels launched, several businesses, brands, and marketers have jumped on the bandwagon to create quick-to-consume Reels videos.
Include Reels in your Instagram Marketing strategy to show customers’ testimonials, provide how-to tips, and educate your audience about the industry, products, offers, discounts, and do’s and don’ts.
Our Instagram video editor has in-built templates for creating, how-to videos, product teasers, and brand intro. Our drag-and-drop interface makes video editing a cakewalk for you.
You can upload up to 15 minutes video using mobile and up to a full hour (60 minutes) video using the web on IGTV. Use IGTV to provide exclusive tutorials, product demos, and other content to your audience. Besides, you can also create series-based content to keep your audience on their toes after every episode. Previously, Instagram would allow only vertical videos, but now you can upload horizontal videos also.
You can add title, description, and profile cover to your videos. Make sure to keep them SEO-optimised to expand your videos’ reach.
Planning your content keeps your efforts well-organized and aligned to goals and KPIs. Use the following tips to create the most powerful content game plan:
Remember, the content may be the king, but promotion is the queen. And the lady rules the house. Use the following techniques to distribute your content and help your targeted audience discover it.
Hashtags are to Instagram what Oxygen is to the human body — necessary for survival. Fine-tune your hashtag strategy using the following tips:
79% of marketers consider Instagram important for their influencer marketing campaigns. But it’s important to find influencers who can help you work towards your marketing goals. Collaborate with a nano (small audience but highly niche-specific) or micro (10,000 – 100,000 followers) influencer and leverage their network to gain more visibility. You can ask the influencer to give you a shoutout or post a positive review of your product.
Also, you can invite an influencer as a guest on a LIVE session and interview them about your industry. This is also a good way of tapping into their network and get more visibility.
Use paid promotion to send your posts to a wider audience. Choose whether you want people to view your profile, send you a direct message or visit your website when they see the promoted post. Instagram shows promoted posts in the feed, stories, and explore section.
Using Instagram’s in-built “Promote” feature, you can select audiences based on locations, interests, age, and gender. Then you can fix a daily budget and the duration for your ad.
Account optimization? Done. Content Creation? Done. Promotion and distribution? Done.
Now comes the real game: increasing followers and building a community of loyal fans who might become your customers in the future. It’s also important to strike a right balance between followers and following. The following tips can help you build a sustainable community and get in front of your targeted audience.
Follow the accounts of people and companies who relate to your business field, niche, or area of expertise. When you follow a few accounts, Instagram will also start suggesting more relevant accounts.
Just don’t follow the accounts also, engage with their content. Drop a like, write a thoughtful comment, share their content on your Story, and appreciate them by sending a DM. When you like or comment on someone’s post, they get a notification that may prompt them to check out your account and posts.
Include the Instagram ID in your email signature, as a social share button on your website or blog, and in the comment section whenever you share updates on LinkedIn, Facebook, or other social media handles.
People love genuineness. Solve others’ problems, be truthful, and help others when they want. People might not buy from you, but they’ll remember if you help them genuinely. In future, when the need arrives, you’ll be the first one they’ll reach out to.
There’s no denying that scheduling matters for a successful Instagram strategy. You should watch your Instagram analytics closely to determine the time when your audience is the most active and use it to upload the posts.
Sounds too time-consuming?
It is, but luckily, you can automate it. Postoplan is a solution that makes social media scheduling easier. It has an easy-to-use content plan which you can fill in with the content, and the tool will post it automatically at the right time. It also offers fresh content ideas for every day:
If you run several business accounts on social media, Postoplan can manage them all. It integrates with major social media platforms, like Facebook, LinkedIn, Instagram, Twitter, and a few messengers, including Telegram and WhatsApp.
The coolest thing about Postoplan is its free trial – you can connect an unlimited number of accounts, projects, and users. There are no time constraints as well.