Instagram Marketing: Are You Doing It Right?

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Part of Facebook's brand portfolio (after being acquired by the company in 2012 for US$1 billion), Instagram has a base of 600 million users and is widely used in the country. In fact, Brazil is the second country with the most registered users on the social network, which registers 1 million users per month in the country. Many companies are already promoting their businesses and diversifying their marketing strategies on Instagram . In 2017, global revenue from the sale of advertising space on the network in mobile format is estimated at US$2.81 billion , surpassing market giants such as Google and Twitter.

The numbers show that there is a huge potential for your audience to be on Instagram. How about taking advantage of this potential?

To do this, check out the advertising options on the platform below, understand what has changed with Instagram Ads and learn what the best practices are to get the best possible results. Let's go!

Instagram Ads: Instagram marketing integrated with paid media
Instagram Ads debuted in Brazil in April 2015 , offering not only media space but also consulting services and creative partnerships for agencies and advertisers. By linking Instagram to your Facebook account, you can manage ads on the platform.

The setup is quick and easy. You can even create ads on Instagram directly through Facebook, even without an account on the app. However, it is recommended that you always research whether your audience uses Instagram and, if so, create a business account to link to Facebook.

It is also important to pay attention to the character limit when creating integrated campaigns, as Facebook and Instagram work with different limits. Fields such as the title of the ad on Facebook, for example, are discarded by Instagram Ads. It is always important to remember to check the suitability of each ad for the desired format.

The service also allows you to use call-to-action buttons such as “Learn More”, “Buy Now”, “Contact Us”, among others. This way, Instagram Ads can encourage your audience to take the desired action and generate results for your business.

Identifying Your Target Audience on Instagram
Every business attracts a different audience. Research Instagram keywords related to your overseas chinese in usa data your team can see the possibilities the channel offers and plan your Instagram marketing strategy accordingly.

Around 93% of luxury brands , for example, have a presence on Instagram, with fashion and retail segments being the fastest growing on the network. Companies more focused on B2B and other segments may have a greater focus on other social media, such as LinkedIn, for example.

Leveraging Instagram for Lead Generation
Once you have defined your target audience, it is time to find out which lead generation strategies can be implemented with Instagram. Instagram marketing, as an extremely visual medium, has spaces for well-defined CTAs that should be used to the fullest.

It all starts with your profile bio, where you can present your company in an attractive way to your followers, as well as link to the corresponding website, blog or landing page.

Another widely used format on Instagram is videos, although photos are still the champions of engagement . Take advantage of the content to redirect your audience to an external link relevant to the campaign.

Keep all your content responsive
As it is a mobile application, it is vital that the landing pages, websites and blogs involved in your marketing campaign on Instagram are responsive , that is, adapted and with good viewing on mobile devices.

In fact, considering the current market that records 90% smartphone penetration in Brazil, responsive content is practically mandatory regardless of how your digital campaign is structured.

Audience segmentation
Because it shares the same structure as Facebook Ads , Instagram has targeting tools in the same format. Numerous filters can be used, all based on the information provided by users on both networks.

It is recommended to always carry out tests with different audiences and analyze the results, optimizing the return on investment made in the campaign.

Using #hashtags in posts
Instagram hashtags act as keywords for searching on the platform. Based on the content, image and interests of the public, you can target your communication in the most precise way possible and generate the greatest return on visits.

A good strategy for monitoring your brand is to create your own hashtag, linked to your business. This also helps to increase interaction with your audience.

Finally…
Instagram offers a segmented space with high potential for returns for companies in a wide range of sectors. However, to take advantage of these benefits, you must first develop a digital marketing strategy based on your goals and the persona (ideal audience) of your business.

Another important aspect to consider is the quality of your images. Give preference to sharing your own, exclusive images, with good resolution and that are relevant to your audience. Stimulate interaction and results by using hashtags and creating segmented ads on Instagram Ads. Then, all you need to do is reap the rewards!

Does your company already use Instagram in its digital marketing strategy ? Have you heard of Instagram Ads? Leave your question and share your experience in the comments!

Last updated: May 27, 2020