When Instagram appeared in 2010, there was no talk that this free app is a social network. The goal was, above all, fun through sharing and processing photos on the feed. Since 2013, this online service has enabled the posting of video recordings lasting up to 15 seconds and since 2015, when it was taken over by Facebook, the possibilities provided by the application have been fully used and improved. Today, we came to the stage that Instagram is one of the basic business tools and a medium for advertising relevant messages.
During the summer of this year, there were significant changes when it comes to the Instagram algorithm, which directly affects emerging businesses, existing ones, and all marketers. It was announced that this social network has long gone beyond the framework of the media through which ‘only’ photos are shared and processed, and the announcement introduced a kind of primacy in the world of business.
A big stake is in the ‘game’, especially now that the pandemic has put all consumers in front of computer screens. Everything is even more online, so the way we create a communication plan and the way we advertise have become everything but something we can leave to chance.
What’s Important to Know Before Advertising?
It is very important that you understand the social network you are advertising on, your consumers, and the benefits of your product or service. As with all social networks, the goal of Instagram is to increase the number of users and provide more options for business visibility and profitability that we strive to achieve. As TikTok and Instagram are in parallel, it is understandable why others are evolving in the direction of short, simple, and unique videos.
Therefore, before advertising, remember that an increasing number of consumers use online window shopping, that in the future you will always have to show and prove your credibility, and that trust in business is not something that is taken for granted. Do research, define the goal of the campaign and the target group, arm yourself with knowledge, patience, and creativity, follow the whole process, and don’t neglect the competition. That way you can be ready to advertise.
With Instagram’s growing popularity, many people are wondering if and how they can use it to expand their email list. While this may appear to be impracticable, it actually is not, and it is a natural progression of Instagram marketing. Any firm in any field should have an Instagram account. However, 73% of customers still prefer to receive brand content via email, making it one of the most effective customer acquisition and retention strategies. Users of the Internet want to stay safe, therefore it is understandable that they are hesitant to reveal personal information such as email addresses. It can be tough for businesses to reach their target audience and persuade potential consumers to join their email lists.
What is the solution? Allow Instagram and email marketing to collaborate. Create a series of posts that tell about the benefits of being on your email list or invite followers to join your optimally designed email list via VerticalResponse from time to time. That is the best way to spread the word about your newsletter in the bio. Consider adding an email button to your business profile on Instagram in the Contact section in the bio.
Now, learn the ways to put advertising into action…
Instagram Reels
Slowly realizing the possibility of video content, people around the world but at different time intervals because Reels appeared first in the world markets with the largest number of Instagram users, started using it and increased the offer of this social network. The algorithm began to ‘go frenzy’. In this way, users can record and edit video material for 15 to 30 seconds, maximum of 60 seconds (and be careful for that length on the one hand, and painfully original and interesting on the other), set up music, and share it.
Now you can find Reels almost everywhere – on Story, Explore Feed, or on the Reels tab, and when it comes to marketing it is similar to marketing on TikTok. So that you don’t have to worry about the quality of Reels, study all its tools (AR effects, timer, countdown, alignment, speed…) and watch your Reels become a masterpiece and the number of followers and clients grow. The reason for recording Reels should be about what you offer, while you need to be consistent and connected in telling that story.
Instagram Story
The most popular feature on Instagram appears to be Story. Statistics show that every third post is sponsored in this way. Why? It turned out that posts in this way are viewed more times by a larger number of users compared to an individual post on the home page. It was only a matter of time before something more was available regarding this Instagram tool, so Story can be scheduled, which is a great relief for both business owners and beginners and social media managers.
Your post is at the top of the page and in a short period of time, in seconds, as long as the Story lasts, you allow your followers to hear current events that interest them and, so to speak, keep up with you. Story has a “swipe up” function, a great thing that allows Instagram profile owners with over 10,000 followers to insert a link that will instantly take the follower to the desired site in a click. However, there is a solution for those who have fewer followers: IGTV and Shopping Tags (shopping ads).
IGTV is also video-focused, is also very popular on Instagram, and it allows video up to 60 minutes. An external link can be added to the description, and most importantly, it can be linked in the Story. You have probably heard of Shopping Tags if you own an Instagram profile that sells products. You can post a photo of the product on Story with tags and product sticker, so when a follower clicks on the sticker he can buy the desired product.
Carousel Posts
Carousel posts have been popular on Instagram for a long time. These are all those interesting photos with the title and the story of their own that you are scrolling and which can be up to 10. To create them, you must first understand what you want to achieve with them: selling, commenting, sharing, posting, or explaining the benefits of the product or service in question. That way you approach creation (if you are a beginner, we recommend Canva first). It is important for advertising because in this way you can present several things at the same time without cluttering your profile.
The first photo always aims to attract someone’s attention, while the others are there to tell the story in a way that is valuable to those who read it. This should work by first attracting attention, then introducing the story, providing value and discussing the problem, offering a solution, and calling for action. Carousel can also be short videos, which is a big plus if you are more attracted to this medium.
Instagram Highlights
They are basically Stories that are neatly stored on your Instagram profile and that you, according to the importance of your business, sort so that they are always available to the target group.
They appeared in 2017 and are located just below the bio of your profile. They are great as an advertisement because the user can use this shortcut at any time and quickly get the necessary information. Instagram Highlights is also suitable for archiving Stories that you don’t want to disappear in 24 hours.
Advertising Opportunities Don’t Stop Here
The most important ways to advertise are presented above, and your attention and research time can be occupied by Explore Ads and Collection Ads too, also useful tools for discovering new content and shopping (through ads).
Lastly, be sure to connect all the content to Facebook, take advantage of the opportunity provided by connecting these two networks and define what you offer so you know right away which advertising tool is right for you.
Don’t present a private Instagram profile as a business profile. This means that if you start now then now switch your profile to business. In this way, you will have the opportunity to advertise through paid promotions. It is important that when you go, you go fully informed and in the right way.