Instagram has been around for a while and the to-list on Instagram continues to grow. Let’s take a look at how you can leverage Instagram for business to cultivate a growing base of clients.

Should you focus on user engagement efforts first? There’s no one-size-fits-all answer – it all depends on your industry and audience.

Instagram marketing for social engagement

Instagram is growing at an impressive pace, with 1.1 billion users worldwide in 2021. It may not be the newest kid on the block, but Instagram is a channel that you should be paying attention to.

As of September 2021, 76% of adults in the US use Instagram [Pew Internet survey]. More than two-thirds (71%) of people aged between 18 and 29 use Instagram. They’re spending more time in the app compared to using Instagram’s biggest rival, Snapchat.

Who should use Instagram?

Most businesses can benefit using a solid Instagram strategy. But a visual brand will find it most valuable. Below are some examples of how to use Instagram with brands who use it well:

Restaurants 

Post photos of delectable dishes, timed just right to tempt users at peak meal times. 

Run contests to get awards as proven engagement boosters.

Fashion

Fashion brands are a natural fit for Instagram’s emphasis on rich visualisations.

Nike uses powerful images of real people and celebrities to boost engagement rates. Vans leverage user-generated content to promote the brand as a lifestyle. Lululemon taps into causes and global events 

Retail 

You can leverage geotags to grab local shoppers' attention with promotions and discounts. Sephora uses Shoppable posts to sell directly on their platform. 

Other industries

Entertainment industry, real estate, construction, designers, PR, interior design, artists, art galleries, art dealers and anyone in education can find a niche audience on Instagram.

How to engage users on Instagram

Hone in on your target market

Start with personas. Look out for conversations on industry-relevant topics. Check the data to see where your target market personas are having conversations and when.

Nurture relationships with influencers

A large pool of micro-influencers can have an impact equal to that of a few “big” influencers. 

Brands can opt in for a combination of the two to cover all the bases. What matters most is how well an influencer’s audience aligns with your brand’s target audience.

Hold contests and giveaways

Giveaways generate engagement, and are useful for cultivating user-generated content. It's another way to build a network of micro-influencers and brand ambassadors.

Strike while the iron is hot

Instagram’s algorithm is based on a combination of two things.  The number of engagements a post receives within a short timeframe, and when your audience engages online.

Live-video for on-the-go marketing

80% said they'd rather watch a live video than read a blog post. 
82% prefer watching live videos to reading ordinary social media posts.
92% share videos with others

How to get live video right

Promote live broadcasts ahead of broadcasting. If you know you’ll be going live on a certain day and time, make sure your audience knows it’s going to happen and how they can tune in. Better yet, make it official.

Engage with viewers 

Great viewers by their name and respond to their questions. It helps to have another team member who can watch and bring attention to relevant comments and questions. 

Minimise distractions and optimise good lighting

67% of viewers say the quality of a video is the most important to them. Minimise distractions, and make sure your space has adequate lighting.

Encourage users to watch the video replay and encourage them to like, comment and share the video. 

Videos are shared 1200% more than text and link content combined. 

Need a social media strategy for your business. Contact Caria Watt today and we can put together a strategy for your unique business.