Instagram is a invaluable tool for building brand awareness. With over 500 million users, it’s a social network that provides a great marketing platform to reach potential customers from every corner of the world.
Instagram is the number one social media platform where people share and discover new places, products, and experiences. In fact, 80% of Instagram users voluntarily connect with a brand on Instagram. People engage with brands on Instagram 10x more than Facebook, 54x more than Pinterest, and 84x more than Twitter. On the flip side, 71% of brands have accounts on Instagram, because when people follow a brand 75% are more likely to take action. (References: Adweek, BrandWatch, Instagram).
Having a strong and consistent Instagram presence builds brand awareness and creates lasting relationships, which result in long-term organic growth. It’s essential to have a presence, but not just any presence, your brand needs to stand out.
In order to improve and promote your brand, one of the best ways is building your follower base. This can be done a number of ways which I will get into a little later. After all, the more people that come in contact with your brand and follow you on Instagram, the larger your audience is that you can potentially reach every time you post.
Here are 10 Tips to build your Brand on Instagram.
Instagram’s new business profile allows users to build a business brand on their platform. It comes with a huge “contact’ call-to-action, allowing users to email, call or text the business.
Along with the contact option, business profiles have access to Insights, giving users access to impression and engagement data. If you use your Instagram account for your business, you might want to consider converting your personal profile to a business profile in order to take advantage of these options. The more you understand about how your users are interacting with your content, the better you can make adjustments to improve your engagement.
Instagram Influencer in the Form of a Brand
There are multiple ways you can approach your Instagram marketing strategy. For starters, you can stick to professional images that translate your brand message. Or you can directly share recycled social media content from other campaigns you’ve done before.
There are positive and negatives to each and every way you plan to present your brand on the photo sharing network. There are two major differences between an active and a passive approach to an Instagram brand account.
The active approach is best described as running your brand profile much like a social media influencer would run theirs. In a sense, you decide on the embodiment of your brand as a person and share visual content that represents that imaginary person.
Have a Strategy
Work with your clients to develop their brand strategy for Instagram. The strategy is the foundation that everyone internally and externally will use to stay on brand. Having a strong strategy will allow everyone to clearly see what your brand stands for and how to present it to the world. Explore what the key takeaways should be, and look at the competitive market to see how to differentiate your brand from others. Finally, conduct consumer research to see what inspires, motivates and excites them. Once you and your client have a better understanding of the brand messaging, positioning, objectives, target audience, and goals, you breakdown the information garnered into a key insight. This will be the basis for the strategic recommendation, which will not only allow for clarification of the brand story, but will also be the foundation that will inspire the creative work. The most important question you should be able to answer is “Why would someone want to follow my company on Instagram?”
Interact with followers to spark growth:
If someone takes the time to leave a comment on one of your posts, take two seconds to reply and thank them. That simple engagement can create a loyal customer as well as a raving promoter of your brand.
Also, incorporate ways to get your followers to interact with your posts. A simple, “Tag three of your friends that would love this” can quickly put your brand in front of a larger audience as well as attract new followers. Since they are being introduced to your Instagram profile through a friend, there is less resistance, resulting in many of the tagged users following your profile.
Create an interactive hashtag
Creating an interactive hashtag is a great way to create instant engagement. For example, creating a hashtag that customers use to tag photos of them with the product that they just purchased. An example of this is Tim Horton’s #rolluptowin
Creating a hashtag that your company can search for to re-post the pictures of your customers with your product will accomplish two things:
- It will cause more of your followers to use the hashtag and post images of them with your product because they will want to be featured on your page
- Every time someone posts using your hashtag they are exposing all of their followers to your company and product(s) — free advertising!
Tone & Voice
Once the brand’s strategy is defined, we establish the tone for the account. The tone is essentially your brand’s personality expressed through content and captions. Building a consistent voice will bring authenticity to your brand and loyalty from your follower base. Based on the researchconducted on the target audience, you’ll be able to determine if the tone and voice for the account will be a friendly, fun, provocation, inspirational, informative, innovative, eclectic, etc.
Look & Feel
Once the brand’s tone is established you define the look and feel. The look and feel of the account is how you visually express the tone. Explore different visual approaches (photography, illustration, design, crafts, etc.) and/or photographic styles (lifestyle, studio, etc.) that will resonate with your audience and align with the brand’s narrative. The most essential ingredient is to establish curation rules and sticking to them. By creating a consistent visual aesthetic, your brand will strike an emotional chord and connection with viewers.
The next step is to develop concepts for the content by tying in the brand story and messaging. Explore truthful human insights to create content that evokes a specific feeling and makes the work sharable. In addition, try to create different types of content to test out and see what people are responding to the most. The key is to strive to create beautiful content that entertains or inspires while delivering the brand message and story. One of the key lessons to take away from marketing on Instagram is that people appreciate the authenticity of an artful approach versus a direct advertisement. This type of content is the most successful.
Consistency is key! This is the most important part of building a successful account. By creating curation rules and being consistent, your brand’s account will become recognizable and ownable. On Instagram, you are able to build a consistent image that corresponds to your values and marketing message. Furthermore, via the lifestyle persona you create, you’d be able to properly place your product and or service on the forefront within a proper environment.
Collaborations and Activations
Instagram is an active community, so it’s crucial to connect with influencers and brands that align with your ethos. Think of creative ways to build partnerships, activations, influencer campaigns, and collaborations with other accounts so your brand can get exposure and grow organically.
Whatever your overall strategy is for your brand on Instagram, remember to be professional, consistant and have fun!