If you haven't already, head over and check out our top social principles as that will be your starting point regardless of channel.
Instagram has come a long way in helping brands deliver on their objectives. 1/3 of the most viewed stories come from businesses so we know that the mobile platform is ripe for brands.
Instagram is all about inspiration and transporting users to a more aspirational place. That's why you need to think creatively about how you can make users aspire to whatever service or goods you offer. Consider the ways in which travel, photography, fashion, fitness, beauty and food - all of the top Instagram topics - inspire users.
As with all social platforms, Instagram is pushing some post types more than others:
Instagram Stories allow us to show behind-the-scenes content that we may not necessarily post to our timeline. The 'Swipe Up' functionality within Stories can also be an efficient traffic driver albeit each Story is only live for 24 hours. Sponsored Stories appear alongside users' friends and interests so brands must consider how they are going to cut-through and get their message across in a short period of time.
Instagram Live is a type of Story that prompts followers to watch your Live video with a notification. This tool has the added excitement of showcasing timely content. A popular technique used by many influences, and for good reason as Live formats across both Instagram and Facebook out-perform their standard video counterpart.
Over the past 18 months, we've seen huge efficiencies in Instagram as a reach platform. Facebook is still king for driving action offsite (e.g. clicking through to a website), but CPM's (cost per thousand impressions) are generally much lower on Instagram.
Carousel ads: this format allows users to swipe through up to 10 videos / photos. When done creatively this can entice users to continue viewing as well as driving traffic to your website. Carousel posts generally see much higher engagement and hence tend to perform better.
Okay, so now you have a little more info on the options available to connect with your consumers, let's spell out exactly how Insta can assist:
Conversions (i.e. buying from your website)
CTA (Call-To-Action) buttons include Learn More, Call Now, Contact Us, Book Now etc. that offer advertisers versatility in driving an outcome.
In line with our social principles consider how your business can offer something of value to the user, then do it well and do it often. Create your Instagram profile and build your follower numbers through an inspiring visual canvas. And of course, don't be afraid to ask us for help.