These days, it can be difficult to encounter a brand that isn’t interested in getting ahead on Instagram. Of course, that is only natural. This platform continues to grow in offerings, popularity, and size. Also, it has been reported that 80% of Instagram accounts follow one business at least. You, of course, want your business to be one of these.
- Identify the kinds of posts that attract the most engagement
Marketers can use a social analytics tool to easily identify the kinds of posts that provide the highest levels of engagement. That doesn’t simply mean whether they are carousels, videos, or posts. Marketers need to analyze their posts and dig deeper to determine if there are any themes tying their most engaging posts together.
For example, for certain audiences, emotion-driven marketing works quite well, while other groups of followers might engage more with profiles highlighting aesthetics, or ones with a minimalist approach (short or no captions). It is very important to keep in mind that there is no such thing as a one-size-fits-all solution. Marketers instead should make it a priority to understand their own audience and their overall industry.
Understanding the audience, and posting content that appeals to them increases the likelihood that they will engage, and comment on your posts. New accounts, or previously mismanaged accounts may need to gain more engagement through auto comments.
- Develop a strong network of genuine influencers
Although influencer marketing has started to be increasingly questioned for its real return on investment and its value, it is still definitely true that significant value can be added by engaging with the appropriate influencers. An effective influencer marketing campaign can provide an 11 times higher ROI compared to traditional digital marketing campaigns.
Locating the right influencers isn’t simply about how many followers they have. Marketers need to be completely tuned in to all of the digital conversations surrounding their industry and brand and have the ability to identify who the genuine influencers are who share the same values and interests that their brand does, and who have a relevant and powerful network that can be leveraged.
- Choose the scope
Homegrown brands that specifically cater to a local audience need to have an Instagram strategy that is different than global businesses with audiences and offices located all over the world. We are also increasingly seeing brands adopt global approaches. They cater to widespread audiences while also maintain a strong local presence that is true to their roots. An Instagram post schedule should line up with the brand’s scope – which takes into account things such as celebrity endorsement selections, regional peak times, weekends, and time zones.
- Define your hashtags
Recognizable and creative hashtags can really do wonderful things for Instagram strategies. Brands should constantly be trying to optimize their hashtags and make sure they have both year-round ones and campaign-specific ones for engaging targeted audiences for certain time frames. The key is for brands to make sure that they use a hashtag tracking tool to track, analyze, and optimize their hashtags.
- Listen, analyze, and optimize
Social media is an industry that is constantly evolving and there are new features and updates being introduced and tested on a continuous basis. Successful Instagram marketing strategies need to constantly evolve as well. There are many Instagram analytics tools that provide a wide range of insights that you can use to boost the impact of your brand, analyze your competitors, and continuously optimize your performance.