In a study conducted by Forrester in 2014, it has been found that Instagram delivered more engagement than Facebook and Twitter. Top brands on Instagram were able to get 58 times more engagement per follower than Facebook and 120 times more per follower compared to Twitter. A picture does really say more than a thousand words.

Why are businesses on Instagram?

• Growing number of users - More people are using smartphones today and the numbers are not expected to decrease. As a smartphone app, Instagram is getting more accessible to its users.
• Higher engagement - Facebook may still have the most number of users but according to the study above, Instagram has a higher rate of engagement per follower.
• Personalised branding - Instagram allows brands to showcase their individuality by telling their stories through creative visuals. It is easier for audiences to relate to brands when they see behind the scenes and day to day photos of team members at work.
• Visibility - On Instagram your audience see each of your posts. Unlike Facebook, there are no options to block content from the news feed.

Content Marketing tips for Instagram

There is a lot more that goes into an Instagram post than ‘click’ and ‘publish’. Strategy when it comes to Content Marketing on Instagram is important to keep your audience engaged and increase your following. Here are some content marketing tips to consider for your next Instagram post.

Start with quality content

The most important component to any content marketing campaign is content. Instagram is based on good quality visual content. Take quality photos that showcase your brand personality, products and services.

Style - When it comes to style Instagram users respond most to low-resolution photos, with white and black as the colors of focus. Use this as a guide when constructing your images but it is more important to listen to your audience. Pay attention to the types and styles of photos that your audience engage most in.

Authentic content - Chiara Ferragni (Blogger, 4.6 million Instagram followers) has this advice to offer, "Don’t think too much. The best pictures come naturally." Overly staged photos may come across as inaccessible to your followers. Do what feels natural. An easy authentic Instagram picture is one with your team at work or a behind the scenes shot. This not only provides your audience with a peek at what goes into the products or services that they buy, it also lets you put faces behind your brand and showcase your personality.

Brand consistency - The images you post need to be varied to maintain to be exciting and interesting to your audience. However, there must also be a consistency through your photos. Consistency can be achieved by looking through the elements of angle, composition, brand logo or product placement.

What your customers like - Be in tune with the type of content that your customers like. Get to know your audience by learning about their lifestyle and how it relates to your brand. For example, if you are an adventure gear company, aside from your products, post photos of the outdoors or of adventure photos from your customers.

Caption

A picture paints a thousand words, but captions don’t hurt either.Use captions to highlight your message. Below are some of the things that can be found on a good Instagram caption.

Hashtag - Use branded hashtags with your images. Aside from #CompanyName, use hashtags that are specific to your brand. Great examples of these branded hashtags are Nike’s #justdoit and Lululemon's #thesweatlife. You are able to use hashtags to target your marketing to individuals who are interested in your product or service.

Call to action - What do you want your followers to do after viewing your post? Do they get an Instagram exclusive promo code to use for your product? Watch out for an upcoming event? Head to your website for more information? Your caption is the best place for your audience to find your call to action.

Tag - If you are collaborating with someone, tag them in your caption. You can also use tagging as a way to promote a secondary page or Instagram account.

Engage your community

Include user generated content such as fan art or contest submissions on your posts. You can also enlist the help of your followers by crowdsourcing a photo caption - ‘Caption this’. Another way to drive engagement is to ask questions or suggestions for your next post.

Influencer marketing

Even small businesses can gain exposure from building relationships with their influencers. Identify Instagram accounts and individuals who are raking in similar followers as your target audience. Successful brands tap into popular Instagram accounts to promote their products in exchange for free products or monetary remuneration.

InstaContests

Whether it is to like, share, regram, or tag a friend, Instagram contests are a great way to build brand awareness. A good example of this is A Bikini a Day’s #WINABAD (Win a Bikini a Day) where they require their followers to repost photos and follow a bikini brand sponsor.

Post often

Just like any other social media platforms, consistency is very important on Instagram. Post quality content often to build awareness for your brand and reach out to your audiences.

Is your business on Instagram? Share your best practices in the comments below.

About the Author

 

About Angelica Manlunas

Angelica lives off of coffee and pizza. She spends her time online tinkering on social media, watching short films and poetry slams. Her offline time is devoted to trips to the beach or spending lazy days indoors with a book in her hand. Also, she writes at least 1000 words every day. Email Angelica at angelica.manlunas@transeo.com.au and follow Angelica @ang_transeo.