Instagram… are you on it? Are you exploiting it as a viable marketing tool? If you answered no to either of those, you are missing out on one of the greatest social media opportunities currently available.
Only a few brands have managed to really stand out on the network. Otherwise it is primarily a platform overrun by independent models and photographers. This is good news for business accounts that want to be seen, as it isn’t very crowded up at the top.
These nine tips will help you stand out, gain followers, and grow your account. From there you can brand while building potential leads.
1 – Use Smart Hashtag
Hashtags may boost your post popularity but the key is to use smart hashtags. Think “specific” hashtags. For example, #beauty isn’t likely to get you many views (it’s too competitive and generic). However the following hashtags may work much better:
Location hashtags
Branded hashtags
Event hashtags
See more ideas here.
Also remember that there is a thin line between relevance and spam. If it can’t be seen as directly about the post, don’t include it. Especially if it is a trending hashtag. Your photo will come up in the search results, and people will be annoyed that it doesn’t it.
2 – Use Split-Images With Layout
Instagram has a compatible app called Layout. It allows you to take multiple images from your gallery and combine them into different split layouts so you can create a single image. You can then add filters as you like.
These layout images are more dynamic, and tend to get a lot of attention. Try it!
3 – Use The Comment Section To Really Open A Dialogue
Because you can’t reply directly to each post and instead only to a thread, a lot of people underestimate the power of the Instagram comment section. It is a shame, because it is a great place to open up a dialogue and communicate directly with those interested in your industry and posts.
Reply promptly to comments, no matter what they are. Ask questions in the description to get people talking. Start a real conversation. The fact that Instagram is run through a mobile app make keeping up with conversations all the easier.
4 – Don’t Keep Your Focus Too Narrow, But Don’t Cast Your Net Too Wide
The best brand pages on Instagram will do more than post promotional videos and photos directly related to their business. Every ten or so posts will be something different, not necessarily related to their industry or product.
While you want to put in something random every once in awhile to shake things up, don’t go too far from what you usually post. Attempt to connect it in some way, even if it is only very loosely related to the topic of your Instagram.
5 – Cross-Post To Other Platforms
A great way to bring attention to your Instagram is to alert followers of other social pages that you have one. There are three ways this is often used:
Facebook: Take advantage of the Link Preview feature by linking directly to the image and changing the description.
Twitter: Attaching the original image, giving a partial summary of the description, then linking to Instagram so people can read more.
Pinterest – Pinning images from your Instagram directly.
You should also be directing people from your website or blog to Instagram, with basic CTA’s.
6 – Know How To Generate Leads Through Bio-Related CTA’s
Speaking of Calls To Action, a solid CTA in your bio can end up being your ticket to lead generation and eventual sales conversions back on your site. It is also the way you can get around the no-links rule in posts, as Instagram won’t allow you to directly lead people from the photos themselves.
Instead, direct them to your bio and tell them to click the link to find out more about your brand. You can also change the bio link occasionally, leading to a landing page or specific product. So your CTA’s can become more tailored and relevant to whatever is happening at the time.
7 – Don’t Use A Single Filter
Some advice out there lately has been to use the same filter on all images. On the face of it, this seems like sound advice. A single filter will give your photos a uniform appearance, and that is usually a number one tip for branding, especially social branding.
On Instagram, however, it starts to look much too boring and non-original. Especially as everything is laid out in a single line, making a singular filter a quick way to lose the interest of your viewers. Multiple filters to keep the eye focused is a better idea.
8 – Show Authenticity Through Off-The-Cuff Posts
You want to be authentic. Brands on Instagram have been showing the benefits of that again and again. For example, Starbucks will have their professional looking shots, and then an occasional image that looks like it could have been taken by a customer with their smartphone. They are still calculated posts, but they have an authentic feel.
You can show the same sincerity by taking off-the-cuff images to post every so often. Something fun and glamorous looking, that will be likely to connect with your viewers.
9 – Throw On The Occasional Video
Videos are not as popular on Instagram as they are on other sites. But they have their benefits, such as being longer than Vines, but shorter than Twitter clips. You have about 15 seconds to make your statement, and a lot can be said in that time.
Post a video for every fifty or so images.
Bonus: Interesting Instagram Tools to Check Out!
Repost Other People’s Instagram Photos: Instagram doesn’t have a native repost button, which might make you think it isn’t an option. But it can be done through a collaborative app called Repost (iOS, Android). It works by opening the app, connecting it to your account, and using it to look through either your feed, or search for posts by keyword. Full credit is given to the original poster, and they are alerted that you reposted their Instagram pic or video. It is a great way to make connections, find new followers, and build a sense of community.
Turn Your Instagram Stream into a Memory Poster: This site lets you create a poster using your Instagram feed. I find it a great idea because, if you are like me, you use Instagram to capture special moments. Turning them into a poster makes perfect sense!
Schedule Instagram Posts, Plus Publish from the Desktop. Instagram web version only allows you to interact (like, comment, follow). It doesn’t let you publish photos, which is a shame. Here are some tools to fix that! Pick a good tool to be able to schedule Instagram uploads, add managers to your account to help you with the stream and publish from the desktop. When it comes to scheduling,WHG published a nice infographic showing best and worst times to update your social media accounts which you can use!
If you have any other tips for marketing on Instagram let us know in the comments!
