Why Every Business Should Have An Instagram Account
One Billion Users Can’t Be Wrong, Right?
Keeping up with the digital world can be tough, especially when you're trying to run your own business. One platform however that is particularly important and recommended to use is Instagram.
Instagram is one of the most popular social media platforms in the world, with over 1 billion people monthly active users. In this article, HammaJack’s Professional Placement Student, Hannah Tempany investigates why businesses should be on this fast-growing, accessible and easy-to-use social media platform.
Why should your business be on Instagram?
Instagram is one of the most popular social media platforms in the world. Instagram allows you to engage and grow your customer base, gain a closer insight into what your target audience is interested in, as well as what your competitors are up to. It allows brands to position itself as ‘modern’ and ‘relevant’. We live in the world of ‘aesthetics,’ so if your business visually brands itself the right way, Instagram will benefit your brand. Plus, your business may also be able to easily build brand awareness and even sell products. Which is obviously awesome.
We put together a top-line IG Strategy doc that you can use as a guide for your own business.
Key Features of Instagram that a business should be using
Instagram has some useful features out there for businesses, such as:
Stories are a great way to feature content that is only relevant for a short period of time. Instagram stories create a lot of engagement because audiences know it's only viewable for 24 hours. They can provide insight into the work-life environment of the business, allowing your audience to experience the authenticity of your brand. They can also consist of reposted stories consumers have made themselves, which can help increase brand awareness as people post content about your brand in the hope that they will be ‘featured’.
Instead of using popular and common Instagram hashtags, it’s better to find ones that are smaller and niche.
Another feature within hashtags to use is the ‘suggested’ ones. When you begin typing some in, Instagram picks up on the theme your seeking and suggests a few relevant ones. The more refined and fewer times the hashtag has been used, the better quality engagement you’ll receive from them.
The types of hashtags
Branded hashtags- These should always be incorporated into every photo you post. Can be as simple as the name of your product, or the name of a product.
Community hashtags- These are hashtags that take on a communal approach to images. They aren’t branded, they are more focused on theme or industry.
Campaign hashtags- These are really good to incorporate when you want to promote a sale.
How many hashtags should you be using?
5-10 is the recommended hashtag number, as its the perfect balance between having enough to get exposure and not having too many.
Interactivity with your audience
A great part of Instagram is how accessible it is to talk to your customers and build a relationship with them. Gone are the days where you felt like brands were too ‘big’ to talk to you. Engaging with your customers gives you them the reassurance that your business is genuine. Engaging, replying and asking your audience to interact with your content is also another bonus, not just in the eyes of the consumer- but also in the eyes of Instagram itself. The more people interact with your stories and posts, the better your profile looks in the eyes of Instagram’s algorithm, meaning your content will then show up more in your consumer's newsfeed.
Its all about aesthetics.
The content flow is a huge part of Instagram and gaining followers. Knowing who your audience even is and what they like are important considerations when it comes to content flow. Make sure you know the followers you want to attract and cater/think like them. You don’t want to have a content flow that looks youthful if your audience predominately older people.
Captions are a fundamental part of a business. A picture can tell a thousand words but can tell even more when combined with a nice caption. Captions allow your brand voice to be heard they also play a role in the algorithm part of Instagram. The longer someone spends on your post reading, the better your business looks in the eyes of the algorithm.
At HJ, we take an in-depth approach to Instagram and help our clients get the most of this social media platform. Our approach involves competitor analysis’ of clients, so we can see how often they are posting, the type of content they are posting, the hashtags they use and the tone of voice they use to speak to their audience base. Through this, we are able to get an understanding of what is/isn’t working and take this knowledge moving forward to improve our clients Instagram accounts.
HJ’s favourite IG business accounts at the moment are:
Adobe utilises all features of Instagram effectively and helps make this profile professional and coherent. They post images of their audience’s work, which builds a relationship with them and makes their page more relevant to them.
Nike has nailed every element of their account through visual and written messages they communicate. They post inspiring images for their audience to get them moving, which is what the brand is all about.
Balenciaga has an effective marketing strategy in place. People already know its a high-end brand, so they use Instagram to post images of their audience wearing their product. It brings the brand back down to earth and more relatable to their audience.
4. Skinny Pizza
HJ went and created a pizza brand. Made thin so you can fit more in. Max taste low-calorie Pizza. Now serving in Fitzroy. We also made the IG account for it. Shameless self-promotion plug.
Most Important Point
We know the digital world can sound complicated and there’s a lot of features to think about when it comes to Instagram and how to market your brand on it. But, it definitely pays off.
By using Instagram, you're positioning your brand as relevant and genuine in the eyes of your consumer. Having Instagram also allows you to really connect and engage with them, sell products, create brand awareness and branded visual language.