What is Instagram marketing?

Instagram marketing is a strategy that refers to the use of Instagram and its features to build a community and promote your business. Brands using Instagram for marketing will need to create captivating content for the platform. They’ll need to build out a cohesive plan for said content and creatively engage with their target audience to see success.

Why use Instagram for marketing?

Social media marketing is a wildly popular strategy as there are more than 5 billion social media users worldwide.

And Instagram is a popular choice among these users, being the second most visited social media platform in the United States and third most visited globally.

Not only that but the latest Instagram stats show that 70% of shoppers use the platform to find purchase inspiration. It’s the most used platform for consumers to follow and research brands. That’s why they look to Instagram to discover new products and inform their purchase decisions.

With a pretty solid distribution of ages and genders, you’re likely to find at least one segment of your target audience on the app.

Source: Statista

How is Instagram used for marketing?

Instagram is a visual platform with a heavy focus on photo and video. Brands and businesses can use Instagram features to creatively promote their products/services. It even allows creators to set up dedicated accounts with useful tools to market their content. Some features include:

• Carousel posts
• Instagram Stories
• Story highlights
• Instagram Reels
• Instagram Threads
• Instagram shopping
• Paid partnerships for influencer marketing campaigns
• Collab posts with other accounts
• Sponsored posts with creators and influencers

How to create an Instagram business account

Ready to get started with your own Instagram business profile? It’s easy to create one and start sharing content immediately. Let’s walk you through the process.

1. Download the Instagram app onto your smartphone. While there is a desktop version, the app is mobile-first and most tasks are easiest to complete on the mobile app.
2. Input your business email address and choose a password. Follow the instructions until you’re taken to your new profile. Instagram only lets you create a personal account first, which you’ll need to convert into a business profile.
3. Begin your visual branding. Tap on the “Edit profile” button to do this. Upload a profile photo and input all necessary profile information—your business name, bio, profile link, CTA button, etc.
   
4. From the “Edit profile” page, tap on the “Switch to professional account” option. This will start the process of turning your profile into a business account.
   
5. Select your business category and choose whether you want to create a Business or Creator account. Then review your contact info to complete the process. You can also opt to not let Instagram use your contact info in your profile.

How to create an Instagram marketing strategy

Now that we’ve outlined why you should be marketing on Instagram and how to create a business profile, let’s get to work in creating an Instagram strategy.

1. Define your Instagram marketing goals

This might seem like a no-brainer, but you need to be able to answer exactly why you want to have an Instagram presence in the first place. What’s in it for your business? Do you want to generate leads? Build a community? Increase brand awareness?

Setting social media goals is an essential step in any strategy. These goals determine everything from your content strategy to how much time you need to spend on the platform to accomplish them.

There’s no “right” or single goal you have to commit to, either. It’s going to fully depend on your overall business goals and what you’re hoping to achieve. And your ROI from Instagram really boils down to these goals.

For example, West Elm is a shining example of a retail brand whose Instagram strategy is laser-focused on social selling. Its entire feed centers around showing off its products and encouraging followers to check them out as well. The furniture brand creates shoppable posts so shoppers can buy directly on the app. It even has a stunning Instagram storefront showcasing its products.

Meanwhile, beauty brands often focus on highlighting their products in use. They also aim to build a community by constantly going back and forth with followers.

Local, brick-and-mortar businesses want to keep customers in the loop on their latest promotions while simultaneously building relationships. Notice how Cedar Palace Chicago takes the time to respond to their customer comments in addition to showing off their mouth-watering Mediterranean food options.

Source: Instagram

And many B2B brands use the platform as a means of education. Creating branded graphics can go a long way in providing visually appealing information for your audience, like we see here from Leadpages.

Source: Instagram