Instagram for business, part 1: What is Instagram?

Since starting life as the daughter of social media giant Facebook, Instagram has very much come into its own. The photo-sharing network has undergone a major trans­form­a­tion in becoming one of the most important social media platforms in the world in the space of just a few years. And when it comes to social media marketing, Instagram is top of the list in ad­vert­ising op­por­tun­it­ies for many busi­nesses. To help you realise the potential that Instagram has as a marketing channel, we’ll introduce the platform and explain what it can do for you.

The main argument for using Instagram as a marketing in­stru­ment is the in­cred­ibly rapid growth in user figures that the site has seen in recent years, and the increased reach that has come with it. This photo and video-sharing network was founded in 2010, and by 2012 it had been purchased by social media giant Facebook. At first, Instagram was a popular spot for fashion and beauty bloggers, who used the platform to gain interest and attention from other fashion fans by posting at­tract­ively staged posts. But the days of Instagram just being an outlet for fashion are long gone. Today, this image-sharing platform is a serious marketing channel for all in­dus­tries. When it comes to ranking the biggest social networks and messenger apps by monthly active users, Instagram currently ranks in 8th place (figures correct for June 2016). Facebook is of course top of the charts, with its ‘Messenger’ service, and WhatsApp, also highly placed, alongside other messenger services like QQ or WeChat (the most common instant messaging service in Asia). The full ranking list can be found here.

Stat­ist­ic­al evidence over the past few years has clearly shown that images and videos have a much higher en­gage­ment rate than pure text content on the social web. User en­gage­ment – including likes, shares, and comments – is one of the central KPIs when it comes to social media. True, engaged fans and followers are valuable for companies, and represent and essential factor in growing brand awareness. Studies have shown that Instagram comes out on top as the best platform for user en­gage­ment. One study by Forrester assessed the en­gage­ment rate for the biggest brands across social media platforms. They found that a brand page with one million Facebook fans can generate an average of 700 comments, likes, and shares per post. This equates to an en­gage­ment rate of 0.7%. And the micro-blogging service Twitter has an even lower rate, with just 300 in­ter­ac­tions per tweet for Twitter accounts of the same size. On Instagram, by com­par­is­on, you can expect an average en­gage­ment rate of 4.21%, making user en­gage­ment 58 times higher than on Facebook and 120 times higher than on Twitter. Instagram is also con­sidered to be the network of the mobile gen­er­a­tion. The im­port­ance of mobile use is enormous in all fields, but par­tic­u­larly so when it comes to search engine op­tim­iz­a­tion. Last but not least: Young people and their relevant in­flu­en­cers are es­pe­cially prominent on Instagram. The photo-sharing platform is the most popular and important platform for young people in the UK, making it an excellent op­por­tun­ity if your target market is pre­dom­in­antly younger people.

At first, Instagram was purely a platform for photos, but later, a moving snapshot function was added to allow users to post videos up to 15 seconds in length. Com­mer­cial users were later allowed to upload videos that were up to 60 seconds long. Since 2016, this option has also been available for private users, too. According to state­ments from the company, this de­vel­op­ment occurred after internal research showed that users were spending in­creas­ingly more time watching videos on Instagram. There’s another feature for iOS users: Videos can be put together from multiple clips directly in the app. Many have at­trib­uted the in­tro­duc­tion of the new video features, par­tic­u­larly ‘My Story’ – a feature that allows you to tem­por­ar­ily upload a number of short video clips or images that are auto­mat­ic­ally deleted after 24 hours – to a way of battling the growing fan base of the short-video app Snapchat.

Instagram aims to ‘inspire’ its users with sug­ges­tions to new accounts they might like based on their activity and interests. But there’s also a search function that gives you the option to search based on specific tags or key terms. Just as on Twitter, hashtags play a key role on Instagram, helping to cat­egor­ise posts. Hashtags are the main way that Instagram posts can reach users who aren’t already followers of your page.

Marketers have the option of choosing between a standard profile and a special Instagram profile for busi­nesses. In the next section of this guide to Instagram for business, we’ll take you through the steps to create a standard profile on Instagram and how to turn this into an official business account in just a few clicks.

After you’ve created your business Instagram profile, you should take a look at the main settings available to you. One of the main things to consider here is whether or not to activate no­ti­fic­a­tions. These ‘push’ no­ti­fic­a­tions will give you updates of your new likes, comments, followers, and mentions in real time. This allows you to react to updates much more quickly and shows your followers and fans that you keep on top of things and don’t neglect your own account. Just as with other social networks, it’s extremely important to remain active on Instagram and to promote in­ter­ac­tion and en­gage­ment with your followers regularly. Without doing these things, you’ll find that your social media marketing will fail to succeed on Instagram.

Once you’ve suc­cess­fully created your profile, it’s time to take the initial steps in getting to know how the platform functions. You should look to your com­pet­it­ors for in­spir­a­tion on how to create a basis for a suc­cess­ful presence on Instagram. At the same time, you should identify the key in­flu­en­cers and opinion-shapers within your industry. And the main thing to remember is: Every time you want to start a com­mu­nic­a­tion dialogue with others, you’ll need to like and comment on their posts. Search out relevant tags and keywords to help you with this. Let yourself be inspired by what others are doing on the app, and discover all the topics that interest your target group. You can use different tools to help you identify relevant hashtags, including Rite Tag. Hashtags really are the found­a­tion of Instagram – so we’ll explore more about them in the second part of this article.

In the summer of 2016, Instagram launched the start of Instagram Business. In just a few clicks and the addition of some extra in­form­a­tion, you can transform any standard profile into an Instagram business account. This rep­res­ents the first time in the history of Instagram that private user profiles have sig­ni­fic­antly differed.

The advantage of running a business profile on Instagram lies mainly in the fact that you can offer pre-prepared contact in­form­a­tion, offering users a direct route to getting in touch with your team. You can also access stat­ist­ics to measure the success of posts and campaigns without having to use a third-party tool. On the regular account setting, Instagram gives you precious little in­form­a­tion about the origin and location of users or the reach of in­di­vidu­al posts. But with user stat­ist­ics, you can discover a lot more about your followers. There’s also the option to run targeted ads and promote in­di­vidu­al posts to maximise their reach.

It’s very straight­for­ward to turn a standard Instagram profile into an Instagram Business profile. But one re­quire­ment is a pre-existing Facebook profile. Anyone looking to run a business page on Instagram has to have a Facebook fan page and sync up the Instagram profile with the Facebook Business Manager.

After creating your business account, there are plenty of questions to answer: How do I present my company in the right way? How does social media marketing work on Instagram? What am I hoping to show my potential customers? Who do I want to share my posts with? How will I be able to speak ac­cur­ately to my target market?

All of these questions are important to answer, because, like with any marketing measure, Instagram requires strategic planning for success. To find out how to create the right content strategy, build up your brand suc­cess­fully on Instagram, and directly target your user group to turn followers into potential customers, check out part 2 of our guide to Instagram for business.