- Sensible guidelines to promote any kind of brand on Instagram
- Sensible guidelines to promote any kind of brand on Instagram
- Published 14/04/2023
- 11 min Read
- Written by Julia Shandrokha
Table of contents
Instagram is an incredibly good place to promote your brand. It has a large audience of over 2B users per month. It has a convenient interface. And the platform is remarkable for its visibility. Instagram was the first social network to focus on visual content, and that has so much influenced other social media platforms. Thus, it makes Instagram especially useful for brands that can boast great images of its products. Such niches as beauty, fashion, travel, food are likely to thrive on Instagram. But what if you offer just products or services that cannot be effectively captured? We’re going to suggest you a few insights on how to make your ‘not-so-visual’ brand just the same visible and tangible on Instagram.
MARKETING STRATEGY FOR COMPLEX AND NOT-SO-VISUAL NICHES
In fact, social media marketing for complex niches – such as FinTech or mobile apps, iGaming brands or VPN services, and other highly specialized businesses – doesn’t differ much from promoting more Instagram-typical brands. Your advertising campaign steps would be as usual: analytics of the current state and competitor analysis, setting the goals, deciding on the promotion strategy, content plan creation, and community management.
ANALYTICS IS A POINT TO START FROM
Analytics is a cornerstone for any advertising campaign. Data-driven solutions work much better than random actions.You have to analyze your current state within Instagram, strengths and weaknesses of your brand. You need to check that your page is a business profile and make sure it is public (if not, it’s easy to switch a personal page to a business profile in your Instagram profile settings). The thing is that business accounts have access to the Insights – these are Instagram analytics tools.
Determining your brand goals will be greatly influenced by these data. Are you going to increase sales/installations, gain more followers, or convert more leads? But probably it’s better to focus on creating brand awareness and enhancing brand loyalty?
Remember that Instagram is more of a social graph, that means that the platform rewards accounts with more followers. It’s more difficult to go viral on Instagram if you don’t have access to many accounts. However it would be very effective to cooperate with Instagram influencers who have this great number of subscribers. If you’ve decided to launch an influencer marketing campaign for your brand, the next step will be finding the relevant influencers and analyzing their profiles as well.
Further in this article you’ll discover more information about influencers’ suitable metrics. Until then, you can take a look at how successful have been recent influencer marketing campaigns of the world’s #1 broker FxPro and the gambling brand 1XBET.
TAILORING THE ACCOUNT DESIGN
Considering Instagram users’ great attention to the visual part of profiles, it’s worth saying a couple of words about your account design. It should not only be visually attractive. Your brand profile should be clear, completely filled out, and recognizable. Check that you’ve included relevant details about your brand, a good profile image, and a link to your website or some other appropriate landing page within your Instagram bio.
Design is not only about beauty, nevertheless visual appeal is not the last thing. You can take advantage of a variety of Instagram mobile apps to make your feed more attractive and tailor your content to a single style. Adding creativity even to very ‘serious’ brands will definitely help you generate a sort of emotional vibe between your brand and your target audience.
EXPERIMENTING WITH DIFFERENT TYPES OF CONTENT
Evolving with time, today’s Instagram is not only about eye-catching images. Within Instagram’s best practices, you can test a variety of content formats carefully supervising how your audience perceives this or that sort of message. Feel free to share photos, memes, infographics, short videos, animation, summaries of your blog posts as well as content from other sources (your industry useful stats, events, etc).
For example, there’s a hitch for FinTech companies, especially for borrowing services, in terms of a huge suspicion and lack of confidence from the audience. What can help them overcome this mistrust? It would be a good idea to work out this problem with the help of user-generated content. That is a sort of content created and posted by the audience of the brand. Share positive comments and feedback from those who have already tried your services, with other followers who are still hesitating. Further, educate people with handy info-graphics. More knowledge produces a higher level of trust in your brand.
At the same time, you should not forget about an entertaining component. Mini quizzes, questionnaires, funny reels, lists of interesting books, behind-the-scenes content – all that is vividly perceived by audiences. Experiment with different types of content to find out what your followers like the most. Remember only not to overwhelm them with too many posts and activities. Finding the right balance is also among the primary tasks of your promotion strategy. As there’s no magic formula for posting,you have to alternate the number of posts and times of the day to see what is your own most effective posting pace. Instagram scheduling and publishing tools would help you to automate the posting process.
You see, that ‘not-so-visual’ brands also have plenty of content tools to make use of and prosper on Instagram. When talking about popular trends, it’s worth saying about Instagram reels. These are short videos, and people like them very much. Recent research has shown that videos get 21.2% more engagement than images on Instagram. The 2023 forecast says that short-form videos and collaborating with influencers trends are going to be at the peak of popularity. So don’t hesitate to make use of Instagram Reels. And read the article to the end to know more about influencer marketing as well.
PROMOTION IS OUR EVERYTHING
Well, your account is completely filled out and has an authentic design with a touch of creative flair. It’s ideal or around that. You’ve analyzed your current state and made a competitor research, and you’ve adjusted your profile and messages for the audience according to these findings, or better say in Instagram language, ‘insights’. Now it’s the high time to determine the relevant promotion tools for your advertising campaign. Discover below a number of smart promotional considerations.
CROSS-PROMOTE YOUR INSTAGRAM PROFILE
There are 2 simple ways to cross-promote your account on Instagram. First, remember to include the link in the footer of your marketing emails. Second, remember to share Instagram links on other social networks where your brand is presented. If you collaborate with influencers, your brand is going to receive organic cross-promotion as well: the analysis of data has shown that 88, 5% of content creators with more than 10,000 followers on one social network also have huge audiences on others.
SHARE CONTENT FROM CORRESPONDING INSTAGRAM ACCOUNTS
When you demonstrate interest in other accounts and repurpose their content, they are likely to reciprocate. It’s a sort of courtesy to share your content in return. That will give a great opportunity to show up in front of many other followers.
One more useful tip will be to tag other brands, followers or locations whenever possible. Those ‘tagged’ by you will be happy to share this news on their own pages. Thus you organically promote your account as well.
USE RELEVANT HASHTAGS
Instagram best practices allow you to use a lot of hashtags. Hashtags are good for connecting all your social media accounts. It would be good to use both branded and industry hashtags. If you use only your own ones, your posts become less searchable. But when you also include general, community hashtags specific to your niche, then you can get more reach from tag-followers.
One more way to use hashtags is making them interactive. You can encourage followers to make some sort of photo using your branded hashtag. It can be organized in the form of a competition, for instance. Every user-generated photo with your hashtag is going to be exposed to your followers’ followers. Then you choose the photos to repost – the winners will be happy to see themselves on your page!
ENGAGE WITH YOUR AUDIENCE
Social networks are called ‘social’ not in vain. You do have to communicate a lot to create a loyal network of your followers. Collaborating with influencers is essential, but it’s not the only thing you can do on social media platforms to promote your brand and increase consumer loyalty. Along with communication tools common for every social platform, Instagram offers its specific features. You might make use of:
- Instagram Stories. They are very engaging as this is the first type of content people see when they go to the platform – stories appear at the top of a user’s feed. 500M subscribers are watching stories on Instagram daily. Since stories last only for 24 hours and then disappear, they are good for sharing a sort of additional content as if you are talking to your friend and sharing some daily news or just your thoughts of the day. In general, brands that are capable of telling stories through their content would get more engagement because they create some kind of warm emotional connection with their audience.
- Instagram Story Highlights. These are collections of your favorite stories that are saved within your profile. Brands might apply this function to keep such useful content as FAQs, customer testimonials, reviews, and other user-generated content. This information may not suit your feed, however it’s quite valuable, so remember that there’s an opportunity to store such content with the help of Instagram Story Highlights.
- Instagram Live. If you really have what to say to your followers, that is a very engaging way to do it. If you’re going to have a live stream, your profile image will be on top of your followers’ feed with a ‘Live’ sign and a colorful ring around. Besides, from March 2021, Instagram has allowed to organize Live Rooms with up to three other co-hosts. This feature opens a lot more creative opportunities. For instance, you can now organize live streams with influencers in your niche. If you invite some experts to join you during a broadcast their audiences also get access, thus you can multiply your exposure by three times!
COLLABORATE WITH INFLUENCERS
That is one of the most essential components of your success. Studies say that the ROI of influencer marketing is 11 times greater than other kinds of advertising, and 61% of consumers rely on influencers’ recommendations. Thus the fastest way to reach your audience is exactly through the relevant content creators.
The ultimate influencer marketing report
How to find and choose the right influencer? You can search for the appropriate influencers manually. When choosing, remember not only to note their number of followers but check an influencer’s engagement rate as well. It won’t be superfluous to also make a fraud analysis to be sure that an influencer’s audience is authentic.
If you want to save time, you might consider turning to a full-cycle influencer marketing agency like Famesters. Here at Famesters, a team of professionals is ready to consult you on each stage of your advertising campaign. In addition to our own expertise, the agency uses a smart marketing AI tool that allows us to automate and scale our efforts. Famesters database comprises 27M+ influencers so you would have a great choice based on a complete picture of an influencer’s performance, the audience’s metrics, follower growth, engagement, content analysis, and more other valuable metrics. The Famesters team is aware of how to make maximum profit from Instagram content creators. Our specialists are ready to accompany you through the whole influencer marketing campaign for your brand.
Adam Cleaver from Yager, a company developing computer and video games, described his experience: “Famesters team is very easy to work with, they understand our needs and can quickly provide influencer solutions to our marketing problems”. This is what you can leverage if you turn to the Famesters end–to-end influencer marketing agency.
PAID PARTNERSHIP LABEL
The paid partnership feature was introduced in 2017 by Instagram in order to provide transparency in terms of sponsored content. These days, more and more influencers use this ‘paid partnership’ label to ensure more faithful relations with their followers. The ‘paid partnership with…’ tag appears at the top of any kind of sponsored post.
The main benefit for businesses who use a paid partnership feature is the access to the influencer’s Insights. This helps brands to gain more information on how successful their collaboration with content creators is, and to make more informed decisions on future partnerships. As for influencers, their audience is likely to trust them more if people see such transparency. Thus even the content tagged as ‘paid partnership’ will be perceived favorably.
KEY INSIGHTS
Understanding Instagram’s versatility. Learning how to promote brands on Instagram requires an appreciation of the platform’s versatility. Instagram’s broad user base and visual-centric approach make it an ideal space for brands to showcase their aesthetic appeal. However, the challenge lies in creatively presenting non-visual products or services in an engaging manner.
Analytics as the starting point. The first step in understanding how to promote brands on Instagram effectively is diving into analytics. Analytics offer crucial insights into a brand’s performance, audience behavior, and engagement levels on Instagram. This data-driven approach enables brands to tailor their strategies to meet specific objectives, ensuring that every action is informed and purposeful.
Content diversity and engagement. Mastering how to promote brands on Instagram involves experimenting with various content types. From images and videos to stories and reels, the platform offers numerous ways to engage audiences. For brands in complex or non-visual niches, leveraging user-generated content, educational infographics, and engaging videos can help demystify their offerings and build trust with their audience.
Strategic influencer partnerships. A critical aspect of learning how to promote brands on Instagram is recognizing the value of influencer collaborations. Influencers can bridge the gap between niche brands and their target audiences, providing authenticity and expanded reach. Identifying and partnering with influencers whose values and audience align with the brand is essential for driving engagement and achieving campaign goals.
LET’S SUMMARIZE
You see that it’s not about being a ‘visual’ brand to highlight your Instagram profile. Brands from specific and complex niches and ‘not-so-visual’ businesses are also capable of making their Instagram feed stand out. Understanding Instagram best practices and experimenting with various types of content are sure to help you succeed. Remember also about the importance of being authentic and tailoring your profile in a unique and creative manner. What about promotion there are enough tools to increase your Instagram engagement organically. If you want to make your advertising campaign more data-driven, and your marketing solutions more sophisticated than the full-cycle influencer marketing agency Famesters is ready to help you in cooperating with influencers – to become an influential brand!
FAQ
Our approach to promoting brands on Instagram is multi-faceted. We start with a comprehensive analysis of your target market, audience behavior, and competitor strategies. This data-driven method helps us understand your unique brand positioning. We then curate a roster of influencers that align with your brand identity and audience. Our AI technology is utilized to aid in influencer selection, ensuring an accurate match. Our team negotiates the best rates, and ensures influencers fulfill their contractual obligations, such as posting frequency, content creation, and engagement.
There are several ways to promote a product with influencer marketing. These may include sponsored posts, where influencers showcase your product in their content, or takeovers, where an influencer runs your brand’s account for a period of time. Other options include product reviews, giveaways, and unboxing videos. The key to success is working with influencers who have a genuine connection to your brand and whose followers align with your target audience. Our team at Famesters manages these collaborations from beginning to end, ensuring the highest level of execution and performance.
At Famesters, we are confident in the effectiveness of our strategies and offer guaranteed results. These guarantees are based on our experience, deep research, and AI-driven calculations which allow us to forecast the performance of our campaigns accurately. Our full-cycle approach ensures that we’re not just planning and implementing your campaign, but also monitoring and adjusting it in real-time to optimize results.
We analyze the success of companies on Instagram using a mix of quantitative and qualitative metrics. These include follower growth, engagement rates (likes, comments, shares), website traffic driven from Instagram, and the quality of those engagements. Our AI also plays a crucial role here, collecting and analyzing data for comprehensive reporting. It’s important to note that the ways we measure success depend on our clients’ goals and KPIs.
Instagram collaborations usually involve a brand partnering with an influencer to promote a product or service. The influencer will create content that features the brand’s product or service and shares it with their followers. This content can range from Instagram posts, Stories, Reels, or IGTV videos. Our team at Famesters manages these collaborations ensuring compliance with agreements, timing, and reporting on results. We also ensure that collaborations are genuine and resonate well with the influencer’s audience to maintain authenticity.
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