Instagram has entered the territory of “must” rather than “nice-to-have” when it comes to social marketing for businesses. There are a few key reasons why every business should have an Instagram account, and why you’re going to be pretty left out if you don’t get on this social platform.
The data shows that Instagram is the #1 platform for getting post engagement.
That means that if you want to establish a relationship with your client base (which you do), then you’re going to need that post engagement that only Instagram can provide.
But let’s back it up for a second…
It’s an interesting time to be involved in social media marketing… Facebook is facing major allegations, and as a result—people are doing crazy things like starting movements to delete their Facebook accounts… (For my sake, and the sake of your distant relatives, please do not delete your Facebook). As much as internet trolls might have you think that it’s the social media Armageddon, I assure you that life will go on.
It might be looking a little overcast in the internet landscape, but before we pack our bags —there’s still some hope. Facebook’s more charismatic and adopted little brother (Instagram) still has users entranced with its purity and boasts a pristine opportunity for brands who are ready to stir up the marketing pot.
Now, Instagram is the #1 platform for post engagement because its focus on visual content creates a very unique space for brands to interact with others—and if you’re a skeptic, the numbers don’t lie. According to a study conducted by Forrester, Facebook and Twitter organic post engagement levels are currently less than 0.1%. In comparison, the millennial-centric Instagram boasts regular engagement at 4% for brands. (That’s 40x better btw).
80 percent of Instagram accounts already follow a business on Instagram, and 65% of top-performing posts feature products. The translation here is obvious, Instagrammers want to see branded content, and they want to connect with brands.
Add the engagement levels for brands (4%) that we just saw and we have the optimal landscape for growing your branded following on this platform.
Instagram is a tool for lead generation.
We know that social media strongly influences purchase decisions, even if that is at the subconscious level of the consumer decision-making process.
It’s 2018, and our favorite lead generation tool (Facebook) is making algorithm changes that are making it harder for brands to get heard. With engagement rates already resting around the 0.1% mark, it just might be the ideal time to expand your reach to include some Instagram marketing.
With Instagram, 60% of users have first heard of a product or service through the platform, and over 120 million Instagram users visited a website, got directions, or called/emailed/direct messaged a business as a result of their engagement with the platform (sproutsocial). That means that 120 million Instagrammers have been lead to a business through the platform.
You can easily use Instagram to generate new business and sales with strategic content and links in your bio, as well as reach new targeted and engaged audiences through paid ad campaigns through the Facebook ad platform.
A little-known fact is that when an Instagram user posts something on Instagram and uses a location tag, this tag isn’t owned or regulated by the business that owns the physical location. All location tags on Instagram, or “Instagram Geotags”,” are tied to a separate public account that Instagram will store posts under.
For businesses, this is a blessing and a curse.
Best Case Scenario:
Say you own a local restaurant and you have numerous dedicated and consistent customers who love to post at your restaurant and have nothing but glowing words to accompany beautiful pictures of your space. When others look at your location on Instagram, this is what they see, and they are that much more likely to convert and become loyal customers as well.
Worst Case Scenario:
You own the same local restaurant, but one dissatisfied customer took it upon themselves to post a picture of your front door exclaiming their disgust with the service that they received. This post has lingered on the web and likely dissuaded other customers from posting to the location, and has resulted in the loss of unknown amounts of revenue through prospects who steered away from your business as a result.
Although you have no control over the things that users might be saying about your brand (much like standard reviews), you can still help mitigate some possible damages by having a branded Instagram account and monitoring the posts on your location. Much like negative reviews left on other review platforms, by responding to negative Instagram posts, you are much more likely to prevent harm to your reputation.
As of 2017, nearly 71% of businesses in the United States were already using Instagram. The release of Instagram business profiles and the ability to run ads/analytics with ease have been large factors in driving the Instagram growth movement.
You may notice that this looks like an exponential growth graph, and that’s probably because it is. Fortunately for you, just because 71% of these businesses are using Instagram doesn’t mean that these businesses are using it to their full potential.
We can make a pretty good estimate as to where this usage rate is going to reside by the end of 2018, so don’t get left behind.
Don’t wait, get started on your Instagram strategy today to generate new leads, amplify your brand, and build new business!
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