If you read this blog post, you probably already know that Instagram is one of the most important social media networks. However, the popular photo-sharing app is not only relevant for retailers, restaurants or travel companies. As one of the most effective branding tools on the social web, Instagram is gaining in importance for companies of all kinds.
Instagram has become a hub where anyone can find (and judge) a company's visual identity. In the absence of a solid Instagram presence, companies risk being ignored or disappearing from the radar altogether, especially among the next generation of consumers. Among American teenagers, Instagram is considered the most important social network of all and also among Instagram hat sich zu einem Hub entwickelt, auf dem wirklich jeder die visuelle Identität einer Firma finden (und beurteilen) kann. Fehlt eine solide Instagram-Präsenz, riskieren es Unternehmen ignoriert zu werden oder ganz vom Radar zu verschwinden, vor allem bei der nächsten Konsumenten-Generation. Unter amerikanischen Teenagern gilt Instagram als das wichtigste soziale Netzwerk überhaupt und auch bei The app is becoming increasingly popular among Germany's youth .
If you take Instagram seriously, new opportunities and opportunities open up for your brand. In a study, Forrester called Wenn Sie Instagram ernst nehmen, eröffnen sich ganz neue Chancen und Möglichkeiten für Ihre Marke. In einer Studie bezeichnet Forrester Instagram the king of social engagement
Bonus : Learn more in our Step-by-step guide how to create a social media strategy and optimize your social media presence with Instamer.
So now you know why you should be on Instagram with your company. We take a closer look at
Develop your Instagram strategy
It's best to start with research. Use Instagram privately before you use it for your brand. Take a look at what Fangen Sie am besten mit Recherche an. Nutzen Sie Instagram privat, bevor Sie es für Ihre Marke einsetzen. Schauen Sie sich an, was Top brands float on Instagram . This includes other brands in your industry, including your direct competitors. Get inspiration, gather information.
Once you've familiarized yourself with the app, you can start your Instagram strategy. This should be reflected in your
Bonus : Learn more in our Step-by-step guide how to create a social media strategy and optimize your social media presence with Instamer.
First, you need to set your Instagram goals. These should be linked to your business objectives. For example:
- Increase in product sales
- Increase of website traffic
- Increasing brand awareness
- Increase mentions of brand hashtags
The goals you set for your Instagram strategy should be realistic and measurable. For example, increasing your white paper downloads only makes sense if you can link your Instagram activities to your white papers. However, this is very difficult and most likely does not work. Measurable goals allow you to evaluate your progress, which we will discuss in more detail later.
Once you have defined your goals, develop a mission statement for your Instagram profile. The mission statement (or mission statement) serves as a guiding principle for your Instagram activities and prevents you from treating Instagram like Twitter or Facebook. Each social network has its own peculiarities and therefore lends itself to specific goals. The strength of Instagram lies in visualization. This should be reflected in your mission statement as well as in your goals. Your mission statement could look like this, or something like this:
With Instagram we will (purpose of this social network) to achieve (corporate goal).
Once you have formulated your mission statement, you can turn to your content strategy. These include:
- Frequency of posts
- Release times
- Creation of a content calendar
- Selection of topics
You should post regularly on Instagram, but don't bombard your followers with too many posts. Most brands publish one to three posts a day. The timing of your releases depends mainly on your target audience. Test the frequency and release date. Change the intervals between your posts and publish them at different times. Find out what works best. The location and, if applicable, the time zone of your target group also play a role here. The results flow into your
Since Instagram is all about choosing the right motifs and themes, let's take a closer look:
Build your Instagram brand
Instagram is all about the look. You need to design your brand image uniformly and recognisably. The design of your Instagram professional follows the principles of your already defined strategy.
First, think about what look you want your Instagram account to look like. Choose one or more filters for most (or all) of your photos. If you always use the same filter (s), establish a style that is recognisable to your followers. The recognition effect discourages Instagram users from scrolling further when they see a new photo of their company, and creates new likes or comments. The more distinctive your photos are, the better.
Take a look at the Canadian brewery, for example. Werfen Sie beispielsweise einen Blick auf die kanadische Brauerei 33 Acres Brewing Company : The brewery uses white frames and a very bright, whitish colour palette for most Instagram photos. Anyone scrolling through their feed will quickly become familiar with this look and images that follow this colour scheme will be associated with the brewery.
Screenshot: 33 Acres Instagram page
Mobile photo editing apps such as Mobil-Bildbearbeitungs-Apps wie VSCOcam and und Whitagram offer additional filters or editing options and help you create your very own style. Photos that have been edited or filtered with other apps can also be imported into Instagram.
From an optical point of view, you should also decide on what content your photos focus on. Sometimes the choice of content is obvious: a textile company will photograph its collections, a restaurant its food. Not all industries have this advantage. Still, brands from all industries are finding ways to promote themselves through lifestyle content, which seems to go down well with Instagram users.
You don't have to be a lifestyle company to post lifestyle content. Instamer is a social media company. On the other hand Sie müssen kein Lifestyle-Unternehmen sein, um Lifestyle-Inhalte zu posten. Instamer ist ein Social Media-Unternehmen. Auf Instagram we share photos from our employees, our dogs and our offices. This represents the character and culture of our company.
If you're not sure how your company should present itself visually, watch the profiles of your followers. What do they share? Can trends be derived from this? Then transfer the trend motifs to your own content. A tax law firm might find that its followers like to drink coffee and get excited about cars, and then post pictures of their employees tailored to these topics. Brands can also use user-generated content (UGC) on Instagram and share photos of their followers (always naming the photographer, of course!). The felt-tip pen manufacturer Wenn Sie nicht sicher sind, wie sich Ihr Unternehmen visuell am besten präsentieren sollte, beobachten Sie die Profile Ihrer Follower. Was teilen diese? Lassen sich daraus Trends ableiten? Dann übertragen Sie die Trend-Motive auf Ihre eigenen Inhalte. Eine Steuerberater-Kanzlei könnte herausfinden, dass ihre Follower gerne Kaffee trinken und sich für Autos begeistern und dann auf diese Themen angepasste Bilder ihrer Mitarbeiter posten. Marken können auf Instagram auch user-generated content (UGC) verwenden und Fotos ihrer Follower teilen (natürlich stets mit Nennung des Fotografen!). Der Filzstiftehersteller Sharpie He regularly uses user-generated content in his feed and alternates it with product photos. In the environment of UGC and lifestyle content, product photos are less intrusive and do not affect quick sales.
Screenshot: Sharpie's Instagram profile
In addition, your Instagram profile may not include visual elements, such as a uniform language and style of captions. Hashtags are popular with many major brands. That doesn't mean you should just use your company's name as a hashtag. Don't do it, it's about finding a hashtag that embodies your Instagram brand and inspires followers to share photos that match that image. In this way, companies can reach potential new customers. Instagrammers join in because their photo might be posted on a company page, creating prestige and more followers.
The brand hashtag on Instamer is # Instamerlife. At a press conference on Wednesday, the president said he was "deeply saddened" by the news of the shooting. Der Marken-Hashtag von Instamer ist #Instamerlife. Bei Lululemon Athletica Users should tag their workout photos with # thesweatlife. Her community has already contributed thousands of photos. The Outdoor Store sollen Nutzer ihre Trainingsfotos mit #thesweatlife taggen. Ihre Community hat bereits tausende Fotos beigesteuert. Der Outdoor-Store Poler Stuff has four hashtags (# campvibes, # adventuremobile, # bagitandtagit and # beneaththebrim). Although # adventuremobile does not refer directly to a Poler product, the hashtag addresses the positioning as a brand for an active outdoor life. It works: Thousands of posts shared by Instagrammers use the hashtag.
Screenshot from Instagram
Getting started with the app
First of all, download the app from the iTunes or Google Play Store to your mobile device (it's free). To create a profile, you must choose an e-mail address and a secure password. Extra tip: Instamer users can now manage Instagram via the usual Instamer dashboard. Our Quick Start Guide to Instagram, which you can download here, shows how this works.
Once you are in the app, you will be prompted to create your profile. Take your time and fill it out completely and professionally.
Username and profile: In terms of profile, Instagram is one of the easiest social networks. To be traceable, you should use the same username as on the other social networks where your company is active, usually the name of your company. Otherwise, only two things will appear on your public profile: your website (a URL that you can change for specific campaigns or new content) and a 150-character biography. Due to the text limitation, you should formulate your biography simply and directly, but not too dry. Describe your business content, what you are doing and what users can expect on your Instagram profile. Make sure you have crisp text that includes all the brand hashtags your followers should use.
On Instagram you can find Auf Instagram finden Sie Instructions for editing your profile .
Screenshot: Instagram profile Mission Bicycle
Your profile photo: Your company logo lends itself as a profile picture. Especially if it matches your other profile pictures, because your Twitter and Facebook followers can recognize your logo and find you more easily.
The Instagram profile picture is cut out in a circle. So make sure your photo looks good in this format, too. Although the image in the app has a diameter of only 100 pixels, you should choose a larger image as it will also be displayed larger on the web.
Learn how to use your Lernen Sie, wie Sie Ihr Change Instagram profile photo can.
Activate notifications: This aspect is often overlooked when setting up a profile. Dieser Aspekt wird beim Aufsetzen eines Profils gerne übersehen. Activate push notifications For
Follow other Instagram users: To get off to a good start with your company's Instagram presence, you should follow as many users as possible. Find and follow influencers from your industry, customers and dedicated users. Research the hashtags relevant to your industry. Make your mark by commenting on photos and following others who are taking part in these discussions. You will be surprised at how quickly you can increase the number of followers on Instagram. Finally, add your Instagram handle to all your websites and other social media profiles for cross-promotion. You can also send a message or two to your followers on other social networks and ask them to follow you on Instagram.
Contributions and interaction
Once you've set up Instagram, you can share and interact with posts.
Post high-quality images that comply with your brand's guidelines in accordance with your content calendar. Don't forget that Instagram is primarily a mobile-first platform. Pay attention when selecting your photos. Consider how good your photo looks on a small screen and, if possible, choose high-resolution photos.
When posting, you should take opportunities to cross-post your Instagram pictures. The app allows you to publish images directly to Facebook, Twitter, Tumblr, Flickr and Foursquare. Every now and then, it pays off. Show your fans and followers on other social networks that you have an Instagram profile. This will help you increase the number of your followers. Instagram is also a simple source of visual content for other social networks. However, make sure that the content also fits the specific target group of the network in which you share your image posts. Don't post everything everywhere. The same goes for embedding Instagram photos in your blogs and websites.
If you work in retail, the food industry or any other business with a physical location, you should also tag the location in your photos. Users can use these geo-tags to view other photos of your store or restaurant.
When it comes to engagement, do your best to respond to comments from followers. Browse industry-relevant hashtags, share
Professional tip: Do not automate any of your interactions.
As with all social networks, you need to monitor the performance of your Instagram posts. In this way, you can see which images are popular and can continuously improve. With the relevant data from Instagram Analytics, you can show your stakeholders that you are achieving the goals set in your Instagram strategy.
Set your metrics for Instagram and then plan how often you want to extract the data. Social media is constantly on the move, and Instagram trends can change at lightning speed. Therefore, you should check your Instagram performance at least once a week, depending on the resources available to you. It is important that you know early on how your photos will be received. This way you can promote successful images more actively.
Screenshot: Instamer Performance Iconosquare App
If you're looking for a good analytics solution for your business Instagram profile, Iconosquare is a great option. This allows you to keep an eye on:
- Follower growth
- Your top followers
- All interactions with your photos
- Your Post History
- the best time to post
- the life span of your photos
Iconosquare is available in the Instamer app directory. The app lets you watch many of the above metrics while simultaneously viewing your home feed, managing your Instagram community, searching photos for hashtags, and posting Instagram photos on other social networks.
5 Best Practices for Business on Instagram
Here are some final tips to help you master Instagram for business:
- The unique characteristics of your target group are also very important on Instagram. A bank cannot simply copy adidas or Red Bull and expect to become more popular as a result. Get to know your target audience and build an Instagram brand that truly serves their interests and lives up to expectations.
- Tell a story in your caption. Instagram is a visual social network. Many neglect the caption, even though it is extremely important. Captions allow you to delve deeper into the image, give it more context, and even make your followers laugh (especially if you can handle emojis competently). A caption can also link an image even more closely to your company.
- Instagram is great for competitions. Contests ask users to comment on your photos, share them, name a certain number of friends, or even share their own photos with a specific hashtag. Many users see competitions as a bonus for following certain brands. So don't worry, you might annoy them. Try it. Analyze the key figures and find out how your business benefits from competition.
- Invite popular Instagrammers or influencers to collaborate in your business or industry. Give the selected influencer control of your business account for a day, or ask them to share their opinion of your brand. This can pay off in many ways, as your brand becomes present in the large Instagram community of influencers or Instagrammers. While many influencers charge good money for their services, even SMEs can use this tactic when offering their product or working with local influencers.
Instagram is not yet available for all brands, and the advertising platform will be phased in. But the results so far are impressive. At more than Noch ist Instagram nicht für alle Marken verfügbar, die Werbeplattform wird stufenweise eingeführt. Die bisherigen Ergebnisse sind aber beeindruckend. Bei mehr als 475 international campaigns , the advertising impact of sponsored posts on Instagram is 2.9 times higher than the Nielsen standard for online advertising. Once the Instagram advertising platform becomes available to all companies, you should include Instagram in your online advertising mix.
Instagram is also integrated into Instamer! Learn how to get even more out of Instagram with our guide.