Continuing on our social media journey, we’re now at Platform Instagram! People working in business to business categories often dismiss Instagram, and they shouldn’t! Instagram is a great opportunity to highlight your product or service in practise. Being based on images and videos means its ideally placed to help you how off what you sell ‘in the moment’, rather than trying to sell sell sell all the time.
Why is Instagram so good? Well, its because of what is allowed on the platform. It declutters marketing. There’s no link jamming, no spamming, no which sort of content shall I post, because you only get two choices. Videos or photos.
It’s even better if you can get an influencer on board. These are people who already have their own following that you can piggyback off.
So who is on Instagram?
Mostly, it’s people under the age of 34, who make up 70.6% of the audience (according to Statista). There’s also a slight gender split. While the overall audience is likely to be 49% women and 51% men, in the under 34 category, the split is skewed slightly towards men.
That’s not to say its not worth using it; parents of younger children often use it to help monitor the content their kids see. There is a very specific audience on Instagram that you don’t see on Facebook and its arguably a more niche platform than Twitter. This means that you’ve got lots more information to help you with your content choices.
The average user spends 53 minutes a day on Instagram. Not continuously (usually…) but in little snippets across the day. Depending on who your audience is, you can plan your posts around these patterns. School-aged children are going to be online whilst they’re waiting for the bus to school, people at work will often have a lunch break between 12 and 2, and 5.30 pm is usually a good time to catch people scrolling before tea, and after work.
Tools for Instagram
Instagram is an app that deals with what is happening, rather than what has happened or will, so there aren’t a lot of scheduling options the way there is for Facebook and Twitter. You can schedule posts, of course, using tools like Buffer or Hootsuite, but there is no ‘in-house’ option.
There are, however, lots and lots of stuff you can use in Instagram including ones that unlock as you develop your following. Swipe up, for example, is a great way to add another web link to your bio, but it isn’t available until you hit 10k followers.
Stories are a great way to interact with your followers and learn about them in a generalised way. There’s less pressure too; because they disappear in 24 hours, it doesn’t feel so bad if you ask a question and don’t get a response.
Hashtags are most popular Instagram, despite Twitter using them first. They’re how new audiences can find you. Don’t use too many though, or you face a shadow ban which will limit your reach.
The Ad Centre
We’ve discussed this in our Platform Facebook but it’s so good we’ll repeat ourselves! If you’ve never paid for an advert keep an eye out! Lots of new pages get offered credit to try boosting posts or to advertise for likes. Try to use these credits to have a go and see just how easy it can be.
The step by step tool takes you through it, and there is Facebook Pixel, which is a bit of code you can use to track ads to your website and it allows you to remarket or retarget customers who didn’t convert on their first visit. This helps you to develop high-quality adverts that are cheaper and cheaper per click.
That’s it from me, enjoy platform Instagram!