Social networks play an important role in the development of a company’s digital strategy. Besides Facebook, there are alternatives that have proven relevant over the years. This is particularly the case of Instagram, which is mainly focused on sharing visuals (photos and videos).
Like any social network, it appears first and foremost as a playful instrument. However, as competition becomes tough within each sector, companies are led to redouble their efforts to improve their visibility. That’s when Instagram enters the race. With its billion users currently, it is difficult for a company to do without it.
The social network with the premium image
If Facebook presents itself as a mainstream social network, Instagram attracts a more “upscale” audience. Indeed, the study conducted by Pew Research in 2016 found that one-third of the affluent social class in the United States uses Instagram. The bulk of users would be young people between the ages of 18 and 30. Admittedly, this is not the wealthiest age group (given their recent entry into professional life), but these individuals would be the most inclined to buy the products recommended by influencers. Today, more than 70% of US businesses use Instagram to boost the sale of their products.
Much more visual marketing
While digital marketing techniques were already very different from traditional marketing, Instagram has even more specific key success factors. Here, it is no longer a question of displaying the photo of a product and citing its technical characteristics. We must not forget that we are dealing with a social network oriented towards the visual and the premium.
To do this, it is necessary to take care of the quality of each publication. Admittedly, it is not always useful to use an experienced graphic designer. However, the bare minimum would be to publish good quality shots. By this we mean a photo taken with a good camera, a neat frame and angles of view varied enough to admire the product “in all its glory “. In addition, Instagram already has enough customization tools to further improve the visual. There are a plethora of filters, fonts to suit each personality, and various effects to animate the published photo or video.
Of course, it is still possible to add a caption in case the image is abstract. Again, the user can change the font and add hashtags.
A consistent and attractive Instagram profile
We must not forget that we are talking about the profile of a company, not an individual. It will be necessary to redouble attention to convey an image that is both premium and unique. To begin with, information about the company. They should be complete, detailed, without having to write long periods of time for each publication. In fact, it is quite possible to present only the most important information. In addition, it is not mandatory to say everything in one publication.
On the one hand, professionals can be as many publications as they want. On the other hand, some information can be transcribed directly on the images. In this way, it will be more impactful.
But before hastening with publications, we must already start with the biography. In general, it is advisable not to exceed 150 characters, at the risk of losing the attention of the user. Also, do not hesitate to use emoticons. For example, instead of specifying the company’s country of origin with words, the flag emoticon can be more than enough. The website is also to be mentioned in this bio.
Sponsored content galore
Let’s face it: you don’t become a star overnight on Instagram. To achieve this goal, the profile must have a large and engaged community. In other words, a fairly important notoriety in its sector. On the other hand, there is a faster way to boost publications: sponsorship.
The average cost per click (or CPC) on Instagram is $0.5 to $1. However, depending on the industry, this cost can increase up to $3 (for example, in the fashion world). As a reminder, in the CPC method, the sponsored post is billed to the advertiser only when the user clicks on his ad.
The use of influencers to reassure customers
Influencers have a non-negligible place within Instagram. Yes! In this day and age, it is no longer enough to say “we have a great product”, because every company will always tout its offers.
Instead, it is more effective to use influential people. Not only will it reassure to see that another person appreciates the virtues of the product, but it also allows you to take advantage of your circle of influence. Normally, the biggest influencers have tens, if not hundreds, of thousands of followers. But if the company targets international stars, the audience can quickly climb to millions of people.
To do this, there are two complementary solutions. The first is that the influencer publishes on his side, highlighting the product. It will then mark the company on its publication, so as to redirect users directly to it. The second is that the company does the same, taking care to mark the influencer.
Influencer marketing is not to be taken lightly, especially on a social network where appearance plays a crucial role. Of course, it will cost a certain budget, but the benefits will only be more profitable.
Instagram is finally revealing itself as a relevant social network, which has gone beyond the simple stage of a fun tool. Professionals can use it as an additional commercial showcase to support their website and other digital channels. To succeed in a digital communication campaign by reaching a maximum audience, it should not be neglected. Its premium image gives it a decidedly unique asset.