Social Media 101: Instagram Dos and Don’ts for Brands
In the age of social media, Instagram is steadily rising as a market leader with the most aggressive growth. It was the 4th most downloaded app of 2020 and closed the year with over 1 billion users worldwide. In the UK alone, Statista reports that there are 30.57 million active Instagram users. Of this massive user base, 200 million visit at least one business profile daily. With these compelling numbers, brands are joining Instagram in droves. But what can you do to stand out?
1. Do Maximise Instagram Stories
During the pandemic, online video formats thrived as daily Internet consumption skyrocketed to seven hours. For businesses online, Forbes noted that 78% say video content helped them get new customers. Every day, 500 million Instagram users view Instagram Stories. Regularly posting your own video content can increase the likelihood of reaching potential customers via the recommendation algorithm. Aside from this, videos have a higher click-through rate than static posts. Instagram also has the “swipe up” feature on Stories to make social selling easier.
2. Do Prioritise Customer Experience
Even in contactless business transactions, customer experience is key. A recent survey showed that 96% of customers base their loyalty on customer service. Shoppers online are more likely to recommend a brand that has great engagement. But this doesn’t just mean liking replies. Customers can distinguish inauthenticity even behind a screen. Take the time to really create a relationship with your followers. Avoid using blanket statements and instead take the time to craft personal replies. Doing so is one of the best ways to get genuine likes on Instagram. If you can, try incorporating user generated content on your feed, too. This helps people feel personally involved in your brand.
3. Don’t Post Erratically
Between the tidal wave of content supply and demand, brands may be likely to be too lax or too excessive in posting. One of the top reasons why consumers unfollow brands is irrelevant content. But simply recognising your target market’s time zone can prevent this. In Later’s analysis on the best time to post on Instagram, it revealed that Instagram engagement was most successful at 6am-1pm, then 3pm-11pm. It goes on to explain that while timeliness has always been a factor on Instagram, it now plays a bigger role with the new algorithm. Instagram is targeting “new” content, meaning that posts uploaded while users are online are more likely to be recommended.
4. Don’t Forget Your Caption
Instagram is a very visual platform. This has led many accounts to focus only on great pictures. But as a business, poor captions can make or break a sale since Facebook states 81% of its users see Instagram as means to research products and services. The more detailed your post is, the more credibility it lends your brand. This can easily encourage browsers to become customers, while also lowering the chances of product returns due to misinformation. Pay extra attention to your hashtag use, too. The right hashtag will help you track your engagement, also improve your brand recall, and post reach. Avoid generic attributes. Instead, mention your product and a specific detail like location. For example, instead of “#groomer” use “#DevonDogGroomer”.
It’s important to keep in mind that while social media is entertainment, it also relies on strategies to succeed. Keep an air of fun around your account, but never wing it. Plan your posts in advance, and if need be, hire a team member to oversee this. With 89% of consumers preferring to buy more from brands they follow on social media, cracking the Instagram code can be a pivotal moment for your business.
Related Articles
