There were over 600 million Instagrammers in 2017, and 400 million of those users were active every day according to Softpedia.
Those numbers alone should be reason enough to get your business on the social media platform – but if you’re marketing to Millennials, otherwise referred to as Generation Y, or in simple terms anyone born between the early 1980s and late 1990s – then you should already be on there.
In March of 2017, over 120 million Instagram users visited a website, found directions or contacted an Instagram account or business based on an Instagram ad says Wordstream.
Not only this, but according to the Instagram Blog over 50% of users on the app follow a business and 60% say they learn about a product or service through the app.
Why not make one of those businesses yours? We’ve produced the definitive guide to getting your business set up on Instagram below.
Getting Started
The first thing you’ve got to do is establish your presence on the platform with three main tasks, adding a profile picture, writing a bio and connecting your website. For an example of doing this the correct way, take a look at fashion retailer JD’s Instagram Feed.
Your profile picture should be something memorable and representative of your business – usually your logo.
Over time, people remember your profile picture when scanning through their Instagram news feed – especially if your logo is eye catching.
Your bio gives you under 200 characters to tell the world why you’re worth following and what your service or product is. Enhancing your bio by encouraging users to share content relevant to your business or brand using a hashtag can always be worthwhile.
It’s also important that your followers follow the path to purchase or learn as much as possible – and your website is generally the avenue where this takes place.
Ensuring your website URL on Instagram directs to a mobile friendly site is incredibly important.
How can I Market Effectively?
Once your profile has been created, you’ve got to identify what kind of content your target audience will be interested in.
Brand storytelling, or Brand Centered Content whether through photos of products or photos of the results of products effectively showcases what the business or brand has to offer.
Skate and footwear brand Vans do this quite well.
Reactive Storytelling uses timely events or unique insights to generate immediate feedback from their audience – and these tend to be based upon pop culture or memes.
This usually includes an interesting story that is on consumer’s minds, combined with a brand relevant marketing message.
With Behind the Scenes content, people are looking for an inside look at how things are built or done inside your business and brand.
Brands are now looking at how they can be more authentic as it is what consumers are looking for in the modern market.
Overclockers UK are a wonderful, British example of this.
Inspirational or Motivational posts are used to spark emotions in your customers or target audience – and it is also the most effective way to drive engagement with your brand.
The key is to recognise what will resonate with your audience.
From this point onward, you should have a basic idea of how to use Instagram as a powerful marketing tool for your Millennial target audience.
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Regan Foy (Twitter / LinkedIn)
Staffordshire University Students’ Union
MSc Digital Marketing Managament Student (Full Time)