Introduction
Instagram Marketing has provided a springboard for independent creators to access massive audiences and monetize their talents and Pyyrah wants to do this for you too. Businesses, too, benefit from having an Instagram presence on the social platform that’s a go-to for product discovery.
With over two billion monthly active users, Instagram remains a favorite among marketers for reaching potential customers. Even as TikTok and Snapchat maintain popularity with Gen Z consumers, Instagram is expected to catch up in adoption by this demographic by 2025.
Interested in growing your business or personal brand? Instagram’s business and creator tools give you access to audience insights and other features to help you build your following and make sales. This complete guide will walk you through the steps to creating a winning Instagram marketing strategy, with tips on getting the most from the platform.
What is Instagram Marketing?
Instagram marketing is the practice of using the social media platform to promote a business or personal brand with the goal of growing followers, driving website traffic, generating brand awareness, or making sales.
How is Instagram Used for Marketing?
As with social media marketing on other channels, Instagram offers brands, businesses, and creators a visual platform to market to its users. It also offers features like Instagram Ads, sponsored posts and partnerships, and organic marketing through Instagram Stories, Reels, and posts.
Why Use Instagram for Marketing?
More than 50% of Instagram users fall into the 18 to 24 and 25 to 34 age groups combined, making the platform an important channel for reaching Gen Z and millennial consumers. Gen Alpha adoption is up, too, with teens reporting an increase in the use of the platform, even with the growth of TikTok.
When marketing your business on social media, look for platforms where your audience is already engaged. If your target customer tends to use Instagram to discover products and brands, Instagram marketing can be a powerful tool for converting them into customers.
If approached with the right strategy, Instagram marketing can help you build trust and loyalty with potential customers and grow your audience. Instagram users aren’t flocking to the social media platform for ads. They’re looking to form meaningful relationships with brands and they most often seek funny, creative, and informative content. This is great news for businesses with a strong brand story or point of view.
There’s no doubt about it: Instagram marketing drives results. Social media marketers report that Instagram delivers a high return on investment for their businesses when compared to other social media platforms.
21 Tips for Creating an Instagram Marketing Strategy
1. Define and Understand Your Audience
Defining your audience is already part of your overall branding and marketing strategy, but it’s important to hone in on the specific part of that audience that uses Instagram. What makes this segment of your audience unique? What kind of content do they respond to?
For example, 50.3% of Gen Z social media users say they turn to Instagram for product discovery. Product demos, customer reviews and unboxings, and exclusive product launches would be ideal content for this audience.
2. Optimize Your Instagram Profile
Set up your profile to put forward a professional image. Include a bio, avatar, and your website—this helps users immediately understand your business. Using keywords in your Instagram bio can boost discovery, and a link-in-bio tool allows you to share multiple URLs, such as a landing page, campaign, or new collection page on your website.
3. Create an Instagram Content Strategy
A content strategy is more than a content plan. It answers the big questions like why you are producing the content, who it’s for, and its goals.
Start by setting goals for your Instagram marketing efforts. This will help you develop a bank of content ideas and campaigns to meet those goals. Then plot that content out on an editorial calendar, accounting for any major events, holidays, and shopping seasons that are relevant to your business. Build in room to be nimble, too. A flexible plan allows your brand to react to trends, memes, and world events as they happen.
4. Post Instagram Reels
Similar to Instagram Stories, Reels are a type of Instagram post that don’t live on your main profile grid by default (but can be added, if desired). The main difference is that Reels show up for users within the main Instagram feed, meaning you can get views from non-followers. Instagram Reels are short-form videos and can be more casual than the polished content in your main grid.
Reels have twice the reach rate of other types of Instagram content. Given this, and the popularity of short-form video content across platforms like YouTube and TikTok, Reels should form an essential part of your Instagram marketing strategy.
5. Publish Instagram Stories
Instagram Stories are another type of post to surface your brand to users. Stories appear at the top of a mobile Instagram feed and are generally used for timely content, due to their “disappearing” nature. Story content is available only for 24 hours unless you save it to Highlights (more on that later).
6. Share Your Values
Consumer trends increasingly point to the importance of social and environmental responsibility for brands. Younger generations are more tapped into social and political issues than ever before—and they’re demanding the same from the brands they support. To meet customers where they are, be transparent about your brand values.
7. Turn Instagram Stories into Highlights
Your best Instagram Stories can be immortalized on your profile when you organize them into Story Highlights. These are collections of Stories that you can categorize by type, product, season, or purpose.
8. Set Up an Instagram Shop
If making sales is your main reason for using Instagram marketing, cut down the friction involved in turning a follower into a buyer. Instagram’s native commerce tools enable business Instagram accounts to sell directly to consumers on the platform.
9. Develop a User-Generated Content Strategy
User-generated content (UGC) is a powerful tool for earning social proof for your brand. Even better than telling users about your great product are real customer testimonials backing up your claims. Encourage your loyal customers to post about your brand and incentivize this action with a discount or perk.
10. Run an Instagram Contest or Giveaway
One effective Instagram marketing strategy is running a contest or giveaway. These types of campaigns incentivize engagement and sharing, giving your brand more reach and brand awareness for a low cost (the value of the prize).
11. Use Marketing Automation
Instagram automation is often used to describe tools that automatically like, follow, and comment on behalf of your account. These are generally not recommended, as they can look spammy, get your account suspended, or lead to a PR nightmare (e.g., liking problematic content).
However, there are several legitimate marketing automation tools to help with other Instagram marketing tasks, including scheduling, publishing, and report generation. These tools can save you time so you can focus on creating great content and engaging with your community.
12. Work with Instagram Influencers
According to one study, 87% of participants reported buying products based on an influencer recommendation. Influencer endorsements not only increase a brand’s reach on Instagram, but they also send trust signals to users.
13. Try Instagram Ads
While there are many ways to reach audiences and meet goals through organic Instagram marketing, paid Instagram Ads can offer more reach and better targeting. Boost an influencer marketing campaign, promote a sale, or use ads when you’re trying to reach new markets. Ads appear in Instagram timelines just like user-generated photos and videos.
14. Use Instagram Hashtags
While the Instagram algorithm can be a mystery, you can get more reach for your content if you’re using the right Instagram hashtags. Hashtags can be placed in Instagram captions, comments, and even your bio. Use the Instagram hashtag sticker in Reels and Stories, too. When people click on or search a hashtag, your content could appear in those results.
15. Create Community (and Engage with It)
Instagram marketing doesn’t involve posting content and forgetting about it. To have success on Instagram, it’s important to follow up, be engaged, and consider the platform a two-way communications tool. One survey found that marketers preferred Instagram over other social media platforms for community building.
16. Post Consistently
Be sure your content calendar and plan has enough coverage to keep content fresh and users engaged. Test the frequency and schedule of your posts to find the sweet spot between too much and not enough content.
17. Work with Instagram Affiliates
Affiliate marketing refers to working with influencers, publishers, and marketers to get wider exposure for your brand and products. The affiliate model provides compensation for affiliates when their followers make a purchase using a unique link or promo code. This is a common tactic in Instagram marketing, due to the power of reviews from trusted influencers.
18. Go Live
Live content should be considered as part of your Instagram marketing strategy. It can be a unique way to connect with your audience and gather real-time feedback. It can also be used as a promotional tool to launch a collection or announce a sale.
19. Partner Up
As part of your Instagram marketing strategy, consider how partnerships could help boost reach and expose your brand to a new audience of Instagram users. You can work with compatible brands to co-host a virtual event, run a promotion, or create a giveaway.
20. Monitor and Adjust Your Strategy
As you implement these strategies, the first few months will require a lot of trial and error. But as insights start rolling in, you’ll need to closely monitor the performance of your efforts. Instagram insights can tell you which posts resonate most (based on engagement and other metrics) so you can focus on those content types.
21. Don’t Forget About Support
Inevitably, consumers will use Instagram as a customer service channel. This means that even if you hadn’t intended it, your Instagram comments and DMs can fill with customer questions and complaints. Your social media strategy should account for this, with guidelines on how to handle customer service on the platform.
How to Set Up an Instagram Business Account
Before you learn how to market on Instagram, you’ll need to set up an Instagram business profile. This is an Instagram account type designed for brands and creators looking to take advantage of marketing on Instagram.
The Instagram business account unlocks features that make it easier for your business to market on the platform. And, according to Instagram, 90% of its users follow at least one business on the social media app. A business profile signals to customers that you’re a legitimate brand worth following.
Creating an Instagram Business Account
Instagram now offers two types of accounts for businesses: the standard business account, and its newer creator account. Both offer many similar features for brands, with slight differences. These two account types will be covered in this section.
Switching to an Instagram Business Account
Instagram business accounts offer advanced insights, contact info on profile, and commerce tools to sell on Instagram. Here are the steps to set one up for your brand:
- Head to your profile and tap the menu in the upper right corner.
- Tap “Settings and privacy,” then “Account type and tools,” and “Switch to professional account.”
- Pick a category that best describes your business type, then select Business.
Switching to an Instagram Creator Account
An Instagram creator account gives you many of the same features as a business account. You won’t get commerce tools, but you do get access to Instagram’s Creator Studio, a content management tool designed for online creators and influencers. Here are the steps to setting it up (if you currently have a personal account):
- Go to your profile and tap the menu in the upper right corner.
- Tap Settings and privacy, select Account.
- Choose Switch to professional account and tap Creator. (Note: If you are migrating from a business account, choose Switch to Creator Account.)
- Select a category that best describes what you do.
Instagram Content Formats
There are three formats of content you can post to Instagram. Each has its own benefits and use cases for brands:
Instagram Posts
Posts are the original Instagram content format. These are the images that live on your grid and appear in the feeds of your followers.
Instagram Stories
Stories are usually videos but can also be static images that live temporarily in your Stories section (linked from your profile image). These can be saved in Story Highlights to be viewed beyond the first 24 hours after posting. Instagram Stories are great for time-sensitive content like event info or limited-time deals.
Instagram Reels
Reels are vertical-format videos that live in the Reels section of your profile. Like posts, Reels will appear in users’ feeds. Reels also live on your main grid.
Types of Instagram Posts
Within these formats, there are several content types you can use to mix up your feed, jump on trends, and attract wider audiences. These include:
- User-Generated Content: This refers to content reposted from your customers to your account.
- Influencer Content: Work with influencers to produce content for your brand and post it to your account.
- Behind-the-Scenes Videos: Take followers into your process by showcasing your warehouse or studio.
- Tutorials and DIYs: Teach your followers something to add value beyond the products you sell.
- Contest Posts: Run a giveaway or contest to incentivize your followers to take action.
- Informative Content: Teach Instagram users about your product or service.
- Topical and Trending Content: Jump on trends and add your brand’s perspective or humor. These can help increase brand awareness.
- Meet-and-Greet Posts: Introduce the founder and your staff.
- Announcement Posts: Announce new products on Instagram and give followers the first glimpse.
- Deals and Discount Content: Offer exclusive deals to followers to thank them for their loyalty. Use Instagram Stories for time-limited deals.
Ahead, learn more about these types of posts and how you can use them to develop a winning Instagram strategy for your business.
Marketing on Instagram: Apps and Tools
For those with an Instagram business profile, additional built-in features will help you run more effective Instagram marketing campaigns. However, if you find you need more functionality to run your campaigns (or put them on autopilot), consider some of the third-party social media tools on the market.
Shopify Apps for Instagram Marketing
If you run an ecommerce store on Shopify, you can also access a suite of apps to supercharge your Instagram marketing efforts. Some notable apps include the following:
- Instafeed and Socialwidget package up your content to create a live Instagram feed on your website.
- The Facebook & Instagram App for Shopify syncs your sales with your online store and your Instagram Shop.
- UGC Shoppable Instagram Reels and Foursixty are both apps that create a shoppable Instagram feed that mirrors your profile grid, allowing potential customers easy access to the products they love in your Instagram posts.
- Judge.me lets you convert customer reviews into content for your Instagram Stories, Reels, and posts.
- Covet Instagram Feed & Reviews aggregates user-generated content from Instagram and automatically displays it on your profile.
Instagram Analytics Tools for Marketers
One of the most critical pieces in your Instagram marketing strategy is tracking. Understanding the performance of your campaigns, posts, and ads helps you invest where you see ROI and pivot when you don’t. Your Instagram marketing efforts are wasted if you’re not paying attention to analytics.
There are a number of tools to help you track your Instagram engagement, get insights on target audience behavior, and assess the success of your campaigns. Here are a few to consider. These include Instagram’s own and third-party social media tools.
Instagram Insights
Instagram Insights is a free feature built right inside Instagram’s platform. When you create an Instagram account for business, you will get access to this suite of tools. From the settings menu, access Instagram Insights to get data about:
- Accounts Reached: The number of unique Instagram accounts that have seen your content at least once in a specified time period, as well as the demographic information of those accounts.
- Accounts Engaged: The number of unique accounts that have interacted with your content. It also breaks this information down by demographic.
- Instagram Profile Activity: The number of people who have visited your Instagram profile and how they’ve engaged with it (e.g., did they click on the Email or Shop buttons?).
- Total Followers: Trends across your follower count, including how many followers you’ve added or lost over a given period.
- Content Insights: Stats for each of your Instagram posts, including impressions, likes, comments, shares, and saves.
Sprout Social
If you’re looking for something more robust, Sprout Social is an all-in-one social media management tool. Its analytics features include a post performance report and downloadable PDF reports.
In addition to analytics, the tool can help manage everything from running your social media content calendar to scheduling Instagram posts ahead of time. Sprout Social offers a number of tiered paid plans, depending on your Instagram marketing needs.
HubSpot
HubSpot is another complete social media management platform, with analytics that help you understand which of your Instagram marketing tactics are performing best with your target audience.
If you run your business on Shopify, it also integrates with your ecommerce store. Hubspot offers a number of tiered paid plans and a free plan for small businesses or those requiring a lightweight tool.
Exciting New Instagram Updates You Need to Know About
Welcome back, everyone! It’s time for another Instagram updates video. I know it’s been a while, but trust me, today’s update is packed with new features and improvements that you won’t want to miss. If you use Instagram in any capacity, keep reading to stay ahead of the curve.
Instagram Reels Updates
Let’s start with the big one – Instagram Reels. There are several updates coming your way:
1. Pre-Post Feedback Option
Instagram is testing a feature that allows you to send a preview of your Reel to friends for feedback before you post it. This can be incredibly useful for businesses and creators who work with teams.
2. Clear Mode
Inspired by TikTok, this feature hides descriptions and UI buttons to offer a seamless viewing experience. Although it’s still in testing, it’s likely to roll out soon.
3. Reels Length
Instagram is experimenting with longer Reels, including 3-minute and 10-minute options. Remember, videos need to be uploaded through the Reels interface to be recommended on the Explore page.
Carousel Updates
Next, let’s talk about carousels. There are some significant changes here:
1. Increased Frame Limit
Instagram is testing carousels with up to 20 frames, up from the previous 10.
2. Carousels in Reels Feed
Your carousels might soon appear in the Reels feed, potentially reaching a larger audience.
3. Frame-Specific Comments
Instagram is testing the ability for users to comment on specific frames within a carousel.
4. Music and Overlays
You can now add music to your carousels and use text overlays, similar to features found on TikTok and Lemon8.
Direct Messages (DMs) Updates
DMs are receiving a lot of attention with these updates:
1. File Sharing
You can now share files directly via DMs.
2. Edit Messages
Users can edit messages after sending them.
3. Pin Messages
You can pin important messages at the top of your inbox.
4. New Filters
A “People You Follow” filter helps you find messages from friends and family more easily.
5. Meta Verified DM Restriction
Meta verified users can now restrict their DMs to only receive messages from other verified users.
6. Widgets
Instagram is testing countdown widgets, time zone widgets, and pinned content widgets to enhance your DM conversations.
Unskippable Ads
Instagram is testing unskippable ads with a countdown timer. This might annoy users used to instant scrolling, but it could be beneficial for advertisers.
Instagram Subscriptions
Instagram is working on promoting subscriptions with teaser stories to attract more subscribers. Currently, only 0.1% of users utilize this feature, so expect more updates to push this.
Broadcast Channels
Broadcast channels, available to creators with over 10,000 followers, are getting updates:
1. Live Broadcasts
You can now go live exclusively for your channel members.
2. Custom Themes and QR Codes
Enhance your broadcast channels with custom themes and QR codes for easier access.
Notes Updates
Instagram Notes, primarily used by younger users, are getting several updates:
1. Prompts for Conversations
Encourage more DMs with conversation prompts.
2. Mention Accounts
You can now mention other accounts in your notes.
3. Like Notes
Users can now like notes, adding a new layer of interaction.
4. Notes on Reels and Feed Posts
Notes are being tested on Reels and feed posts, blending the lines between captions and notes.
Meta Verified Subscription Tiers
Meta has introduced new subscription tiers for Meta Verified, with prices up to $499 per month. Benefits include:
- Links in Reels
- Featured Accounts
- Search Optimization
- Professional Feedback
Stories Updates
Instagram Stories are also seeing some new features:
1. Recent Stories Highlight
A new highlight will show your recent stories from the past 24 hours, making it easier for new followers to catch up.
2. New Stickers
Interactive stickers like “Add Your Music,” “Shake to Reveal,” and “Message to Reveal” are designed to boost engagement.
3. Notify Sticker
Encourage followers to turn on notifications for your account with the new notify sticker.
Close Friends Live
Instagram now allows you to go live exclusively for your close friends.
Start Marketing on Instagram Today
Instagram marketing is a worthwhile endeavor, especially for businesses looking to reach millennial and Gen Z consumers. It offers brands the opportunity to tell their story, bring potential customers behind the scenes, and launch promos in real-time.
You don’t need a million followers to unlock the potential of marketing on Instagram. Even if you’re working with no budget, Instagram still gives you the opportunity to grow your business. A solid strategy that puts your target audience first can drive real results for your brand.
At PYYRAH, we help you navigate the complexities of Instagram marketing with a tailored strategy that suits your brand. Whether you’re aiming to build your personal brand or grow your business, our comprehensive services ensure your Instagram presence is engaging, impactful, and effective. Contact us today to learn how we can elevate your Instagram marketing efforts!
