Instagram for Business
Did You Know?
• More than 400 Million monthly active users
• 80 Million photos shared each day
• 2.5 Billion likes each day
• International audience with 75% users outside USA
• Rapidly Growing with 4x increase in last two years
Growth Projection by 2019
• Highest Engagement
• Better Advertising
• Truly differentiating USPs
Why Brands Should Be on Instagram?
EngagementInstagram’s audience is highly active when compared to other platforms - Most users regularly visit, upload content and interact with posts from other accounts.
• 49% users check instagram daily, 73% at least once a week
• 58x more unpaid interactions per post vs. Facebook on average
• 120x more unpaid interactions per post vs. Twitter on average
• 4,820 likes per post for top brand accounts.
Engagement
• $2 Billion projected ad spend by 2017.
• $600 Million spent by brands on Instagram in 2015.
Instagram gives a powerful set of tools for interacting with audiences
Advertising
• Mobile: 100% of traffic already comes from mobile devices.
• Video: Highly visual feed is perfect for showcasing video posts.
• Messaging: Instagram direct set to challenge popular messaging APPs.
• Curation: Revamped explore feature makes finding new content easier.
• Stories(new): Temporary moments from your life which expire in 24 hours, all set to challenge snapchat.
USPs
• Instagram Stories• Explore Feature on Desktop• Create New Account on Desktop• Video Views• 60-Second Videos and Videos Ads• Switch Between Multiple Instagram Accounts• New Logo• Instagram Algorithm Announced
Recent Updates - Past Year
The Instagram User
Young Mobile-first users
High spending
power
80% - take pictures from
phones to post
Avid travelers 50% - took
four vacations in
the past year
Follow brands on Instagram
Indians on InstagramUsers tend to have higher disposable incomes that
peers on other social networksTop Activities on
platform
Express themselves with pictures
Follow trends and celebrities
Discover new information on topics of choiceShare travel and food experiences
Goals
Build Your Brand With Instagram
Strategize• Understand how to use Instagram by using it yourself.
• Market research: Check out the best businesses on Instagram, understand what kind content they make, understand other key metrics such as how often do they post or timing of their posts.
• Competitive Intelligence: Research on other brands in your industry and understand their strategy, find out what works for them and what does not.
Build Your Brand With Instagram
Strategize• Define your business goals
• Increase product sales• Increase traffic to your website• Increase brand awareness• Increase branded hashtag mentions
• Based on your previous research and business goals, build your own strategy.
• This strategy should mirror your broader social media marketing plan, which acts as your business’ guide for social media activities.
Build Your Brand With Instagram
Mission Statement
We will use Instagram for [ purpose of this social network ] in order to help [ business goal ].
Build Your Brand With Instagram
Content Strategy
With your mission statement in hand, you can move onto your content strategy. This will involve:
• Choosing how often to post• Choosing what time of day to post• Establishing a content calendar• Choosing your content themes or pillars.
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene ChecksGet your audience to participate
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks• Get Discovered:
• Instagram’s explore features• Tag People Involved• Use Hashtags Often• Use Geo Locations
Build Your Brand With Instagram
Hygiene Checks
Build Your Brand With Instagram
Hygiene Checks• Don’t Dismiss Instagram Analytics
KPI’s • Track post performance• Monitor Instagram trends• Track comments and hashtag usage• Measure audience engagement• Identify influencers• Report across multiple profiles
Build Your Brand With Instagram
• Instagram Ads are created using Facebook Ad account and a Facebook page is required.
• You can create ads for Instagram using Ad creation, Power Editor or the Facebook Ads API.
• It is not necessary to have an Instagram account to run Ads on it.
• Characteristics:• Scalable pricing• Self-serve, instant• Robust reporting, you’re in control• Highly-refined audience targeting
Instagram Advertising Basics
CTAs for Instagram ADS
• Clicks to Website • Website Conversions • Mobile App Installs• Mobile App Engagement• Video Views• Reach and Frequency• Page Post Engagement
Advertising
Clicks to a Website
The Link Problem• For organic posts, you can't place
clickable links in your posts, brands must direct Instagrammers to the link in their bio.
• This calls for a need to use ads with the CTA of clicks to your website to make it easy for the user to lead onto your website.
• CTA Copy – Can be custom
Advertising
Website Conversions• If you have an ecommerce
business and you want to use Instagram to drive more sales, you could use the Website Conversions objective.
Advertising
Mobile App Installs• Get people to install
your mobile App.
Advertising
Mobile App Engagement• Get more activity on your
mobile App by directing uers to open it.
• Eg. CTAs – ‘Book Now’, ‘Play Game’or ‘Learn More’
Advertising
Video Views• If you have a product that
needs some explaining, you could create a video tutorial and use the Video Views Objective to get people to watch it.
Advertising
Reach and Frequency• Achieve predictable reach and
greater control over message frequency.
• Designed to optimize cost and delivery.
• Used for remarketing
Advertising
Page Post Engagement• If you haven’t launched your business yet but you
want to build your community, you could use the Page Post Engagement objective to grow your Instagram following.
• Boost an existing post.
Advertising
• #Hashtags make you more discoverable and expose you to a large audience.
• Posts with at least one #hashtag average 12.6 percent more engagement than those without.
• Find the right hashtags:• Check out what hashtags your competitors are using• Use hashtags that influential people in your industry are using• Consider related hashtags - [ hashtagify.me ]• Use Instagram’s search function
#Hashtags
How many Instagram hashtags should you use?
• Don’t use too many or irrelevant hashtags.
• Use specific or niche hashtags.• Don’t forget about popular
hashtags.• Keep your brand hashtags short,
simple, and easy to spell.• Hide your Instagram hashtags
• Include them in the comment section below your post. Once other people leave a few comments, the hashtags won’t be viewable unless the option to See all is selected.
#HygieneTips
• Encourage users to share great content and use that, in return tag them in your posts.
• Instagrams visual nature makes it perfect for UGC.• Highly effective when done right.
Benefits• Low Cost• High external creativity• High engagement• Better SEO• Strong Community
User Generated Content
User Generated Content @beautifuldeastinations
UGC – The Heart of Social Media
• Built the foundation of word-of-mouth recommendations.• Allows you to target an audience of like-minded people that
follow an influencer they trust.
• Who can these Influencers?• Fashion bloggers to show off their style.• Interior designers to display their portfolio.• Travel photographers to catalogue their adventures, and even chefs to
publish their recipes.• Personal trainers are using Instagram to share their workouts.
Influencer Marketing
Influencer Marketing
Influencer Marketing – In Practice1. Choose Relevant
Influencers
Find the right influencers• You can also quite often find
influencers on the accounts of other brands. Look for posts where they tag someone else as the content creator.
• Use tools such as Whalar
Influencer Marketing – In Practice
2. Do Your HomeworkReseach the competitiors and use ‘Whalar Labs’, which allows you to see metrics on your Instagram account and then compare it with up to three others.
Influencer Marketing – In Practice
3. Set a Clear Brief• Your campaign will be more
successful if you allow the influencer the creative freedom to produce content that they know their audience will love.
• Supply a ‘mood board’ with the brief. (optional)
Influencer Marketing – In Practice
4. Agree On a Collaboration Structure
• Timeframe• Output• Content Usage• Payment Terms
Influencer Marketing – In Practice
3. Set a Clear Brief• Your campaign will be more
successful if you allow the influencer the creative freedom to produce content that they know their audience will love.
• Supply a ‘mood board’ with the brief. (optional)
• Two Domino’s Pizza employees posted a spoof video onto YouTube.• Inexperienced in the ways of online reputation management, their
management chose to ignore it.• By the time they had realised their error, the original video had been
viewed over 1 million times and the damage to their brand was done.• by using basic social monitoring services for online reputation
management, Domino’s could have greatly minimised the damage caused by the incident.
Online Reputation Management – The Situation
Decide what you want to track
What are the primary ‘keywords’ relating to your company that you want to track in online conversations?
• Company name• Company website address• Names of products• Names of senior employees and Directors• Names of close competitors• Common expressions – e.g. “[Company] is rubbish”, “company is
great”
Online Reputation Management – How To
• Set up accounts with social media monitoring tools
• Set up your alerts and searches
Engage
• Act quickly• Be nice• Be pro-active
Online Reputation Management – How To
Used Instagram Ads when launching the GLA, which was their first compact SUV.
Case Study - Mercedes-Benz
Post Copy for Ad
“What would you pack in your GLA?”
The Results• The automobile company saw a 14pt lift in Mercedes-Benz
Instagram ads
• 54% increase in website visits from Instagram
• 580% increase in website visits when Facebook and Instagram ads were combined with Facebook direct response ads.
Case Study - Mercedes-Benz
Scheduling• Buffer
• HootSuite
• Latergramme
Tools
Audience Tracking• Locowise
• Crowdfire
• InstaFollow
Tools
Editing• VSCO Cam
• Canva
• Overgram
• Squaready
Tools
Metrics & Performance• Simply Measured
Tools
Metrics & Performance• Iconosquare
Tools
Metrics & Performance• Sprout Social
Tools
Social Media Calendar
• Trello
• CoSchedule
• Evernote
Tools
• App Overview• Ads• Hiding #Hashtags @domperignonofficial• UGC @beautifuldestination• Influencer @watchanish
Hands On Live Session
• https://business.instagram.com/• http://www.shortstack.com/instagram-marketing-strategy-for-2016-infographic/• https://blog.hootsuite.com/how-to-use-instagram-for-business/• https://blog.thesocialms.com/8-outstanding-instagram-marketing-case-studies/• http://sproutsocial.com/insights/instagram-best-practices/• https://www.facebook.com/business/help/1649590841944352• https://www.shopify.in/blog/113202181-the-beginners-guide-to-advertising-on-instagram• https://www.shopify.in/blog/115935109-the-beginners-guide-to-influencer-marketing-on-instagram
References
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