Content marketers often find themselves managing a multitude of platforms, with Instagram being a key player. However, mastering Instagram involves more than just sharing aesthetically pleasing images and videos. Our comprehensive guide to content marketing on Instagram delves into the platform’s unique advantages, offers strategic insights to build a robust presence, and provides expert advice on crafting impactful content that resonates with your audience. This guide is designed to equip you with the tools to successfully navigate Instagram’s dynamic landscape.
Benefits of Instagram marketing
Content marketing on Instagram is advantageous for brands. Take a look at these benefits:
- 1.4 billion people use Instagram; meaning your customers are likely using it.
- Influencer collaborations can increase a brand’s exposure and boost awareness.
- Various formats give brands a chance to educate and entertain.
Focus on strategy
Before you start posting on Instagram, take some time to think through your strategy, content needs, and processes. Here are some tips to do just that:
Know your goals and audience
When it comes to goals, think about what you’re hoping to accomplish on the platform, and be specific. Ideally, you’ll write SMART goals (Specific, Measurable, Achievable, Relevant, Time-Sensitive) to improve your overall marketing strategy.
When it comes to your audience, break out your customer personas and fill in as much detail as possible. From purchase history and browsing habits to age, income, and location, define your audience as precisely as possible.
Improve your profile
Take a moment to update your Instagram profile. You don’t have a ton of real estate to work with, so your bio should be short and snappy. A playful emoji is a nice addition as is a link to your website.
Set up a content calendar and schedule posts
Creating consistent Instagram content requires a calendar. Keep track of each post on the calendar by assigning roles and tracking things like due dates and publish dates.
Use a social media scheduler to set up a month’s worth of evergreen content, adding timely content as needed.
Watch your metrics
It’s not enough to maintain a presence on Instagram, you need a strategic, effective presence on the channel. To do so, revisit your goals and monitor the metrics that help you gauge success. Use your metrics to guide your future posts.
Tips to succeed
When you post content on Instagram, use these tips to drive success:
Experiment with post types
Don’t get stuck in a posing rut; experiment with different types of Instagram content. Spark your content creativity.
Here’s a quick rundown of your options and when to deploy each:
Instagram Post
- Definition: Classic format of still images, either a singular picture or in a carousel.
- Best for: Showcasing products or events.
Instagram Stories
- Definition: Images or video that are shared for 24 hours only.
- Best for: Timely information or announcements you want to create a sense of urgency around.
Instagram Reels
- Definition: Full-screen vertical videos that are up to 90 seconds long when shot in the app.
- Best for: Short, creative content that you can add music, filters, and stickers to.
Instagram Video
- Definition: Long-form video.
- Best for: Interviews, Q&As, or more complex topics.
Instagram Live
- Definition: Live streams on your channel.
- Best for: Events, interviews, or big announcements.
Lean into Instagram Reels
While you should vary your content, it’s worth noting that Instagram Reels are hot right now.
Research shows Instagram Reels outperform all other content types on the social app, generating 55% more interactions than single-image posts on Instagram and 29% more interactions than standard video posts, according to Emplifi’s Social Media Trends Report.
Bottom line: Make sure Reels are an integral part of your Instagram marketing.
Use hashtags
To make your post searchable, add keywords – in the form of hashtags – to each post. Consider checking popular or trending hashtags and use them if they’re relevant. Consider other keywords that customers might use to find your post too. Aim for 3-5 hashtags.
Interact with followers
Don’t “post and mic drop.” Instagram is meant to be interactive. Engage with your followers, ask them questions, and respond to their comments. Remember, you’re building long-term relationships, and that takes time and effort.
Leverage storytelling
Look for ways to add more storytelling into your posts. For example, rather than showing a product photo, ask a customer to share their experience with your product. Personal stories or testimonials are a more authentic way to promote a product.
When well-known footwear company Tom’s works with a new artist to design shoes, the brand introduces the artist and uses storytelling to explain the inspiration behind the designs.
Partner with influencers
One of the best ways to expand your reach and drive brand awareness is to partner with Instagram influencers in your niche. Followers listen to influencers, so when an influencer endorses a product or shares their experience with a certain service, followers take note.
Look for influencers in your niche, make sure they align with your brand and start a discussion about a collaboration.
Most influencers won’t trade a post for a product, so be prepared to offer compensation beyond a freebie.
Content marketing on Instagram is likely one of many tasks your marketing team manages, but it’s an important one. Instagram gives your brand a way to connect with customers and promote products through fun and engaging tactics.
