How to Create an Instagram Marketing Strategy
Instagram, with more than 700 million total monthly active users, now claims over 8 million accounts using business profiles. What does that mean for the mobile-based photo and video-sharing social network? Brands want their Instagram marketing strategy to reach targeted demographics, engage users and drive real social value.
Nearly 60% of Instagram users are between the ages of 18-29. This makes Instagram a highly competitive network to reach this valuable demographic. And as people join Instagram in droves, brands have a unique opportunity for engagement with their fans.
However, success for brands on Instagram takes more than publishing attractive images—it is the product of thoughtful strategy, a well-defined brand identity grounded in visual creativity and effective community management. To help you develop an Instagram marketing strategy based on clear goals and measurable results, we’ve put together this comprehensive guide.
Sprout features mentioned in this article:
Source: Socialtradia
Determine Your Objectives
First thing’s first, what do you want to achieve on Instagram? What’s the purpose of your brand using Instagram? Whether you’ve never published a single photo or you’re an Instagram seasoned pro, consider the following for your Instagram marketing strategy:
What will Instagram allow you to do that other platforms don’t?
Who is your target audience and which members of your audience are active on Instagram?
How will Instagram integrate with the other networks in your social media strategy?
Instagram’s focus on visual sharing offers a unique platform to showcase your culture and people in addition to your products and services. For example, Flowers for Dreams has a stellar Instagram profile showcasing events and products with vibrant and eye-catching visuals.
The mobile nature Instagram is perfect for showing captured or in-the-moment visuals. This gives followers a more personal chance to interact with your brand. It also helps your Instagram engagement in a way that feels more casual and instantaneous than other networks.
Depending on your industry, brand and key performance indicators, your Instagram marketing strategy should target several of these objectives:
Increased brand awareness
Demonstrate company culture
Showcase your team and recruit new talent
Increase customer engagement and loyalty
Showcase products and services
Enhance and complement event experiences
Incentivize consumer engagement
Share company or industry news
Build a more engaged community
Connect with influencers
Drive sales through traffic
As you continue to create your strategy, these objectives will guide you in determining the best approach to each part of the process.
Develop an Instagram Content Strategy
Content is the foundation of your Instagram presence. Many B2C businesses use Instagram to make their product the star of the show. Other B2B companies often focus on company culture and team recruitment. But the right approach is one that best showcases your brand. Based on your target audience and objectives, develop a plan to deliver eye-catching content to your community on a consistent basis.
To get started, follow these steps to build and produce highly-effective Instagram content:
Build Content Themes
Review your objectives and determine what aspects of your brand to showcase in your Instagram content. Products, services, team members and culture all offer rich potential for subject matter over time. Once you have a list of specific content themes, brainstorm possible subjects for your images and videos.
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