Social media plays a significant role in developing digital strategy . Besides Facebook, there are alternatives that have proven relevant over the years. This is particularly true of Instagram , which is primarily focused on sharing visuals (photos and videos) .
Like any social network , it initially appears as a fun tool. However, as competition intensifies within each sector, businesses are compelled to redouble their efforts to improve their visibility . This is where Instagram enters the fray. With its billion current users, it's difficult for a company to ignore it.
While Facebook presents itself as a mainstream social network Instagram attracts a more "upscale" audience . Indeed, a 2016 study by Pew Research revealed that a third of the US population young adults between 18 and 30 years old . Admittedly, this isn't the wealthiest age group (given their recent entry into the workforce), but these individuals are the most likely to purchase products recommended by influencers. Today, more than 70% of businesses use Instagram to their product sales
A much more visual marketing approach
While digital marketing were already very different from traditional marketing, Instagram has even more specific key success factors . Here, it's no longer just about displaying a product photo and listing its technical specifications . It's important to remember that we're dealing with a social network geared towards visuals and premium content .
To achieve this, you need to pay close attention to the quality of each post. While it's not always necessary to hire a professional graphic designer, the bare minimum is to publish high-quality photos . This means a picture taken with a good camera, a well-chosen frame, and a variety of angles to showcase the product in all its glory . Furthermore, Instagram already offers plenty of customization tools to further enhance the visuals. There's a plethora of filters , fonts to suit every personality, and various effects to animate the photos or videos you post.
Of course, it's still possible to add a caption if the image is abstract. Again, the user can change the font and add hashtags .
A consistent and attractive Instagram profile
It's important to remember that we're talking about a company profile, not an individual's. Therefore, extra care must be taken to convey a premium and unique image . First, the company information itself . This should be comprehensive and detailed , without requiring lengthy writing for each post. In fact, it's perfectly acceptable to present only the most important information. Furthermore, it's not necessary to include everything in a single post.
On the one hand, professionals can publish as many content as they want. On the other hand, certain information can be transcribed directly onto the images . This way, it will be more impactful.
But before rushing into posting, you should start with your bio . Generally, it's advisable to keep it under 150 characters , or you risk losing the reader's attention. Don't hesitate to use emojis . For example, instead of specifying the company's country of origin with words, a flag emoji can be perfectly sufficient. The website should also be mentioned in this bio.
Abundant sponsored content
Let's face it: you don't become an Instagram star overnight. To achieve that, your profile needs a large and engaged following . In other words, significant recognition within your industry. However, there's a faster way to boost your posts: sponsored .
The cost per click (or CPC) on Instagram ranges from $0.50 to $1 . However, depending on the industry, this cost can increase to as high as $3 (for example, in the fashion industry). As a reminder, with the CPC model, the sponsored post when a user clicks on their ad.
Using influencers to reassure customers
Influencers play a significant role on Instagram. Indeed! In our time, simply saying "we have an excellent product" is no longer enough, as every company will always be promoting its offerings .
Instead, it's more effective to use influential figures . Not only will it be reassuring to see that someone else appreciates the product's benefits, but it also allows you to leverage their network of influence . Typically, the biggest influencers have tens, or even hundreds, of thousands of followers. But if the company targets international stars, the audience can quickly reach millions .
To achieve this, there are two complementary solutions. The first is for the influencer to post a product highlighting the product . They tag the company in their post, directing users to the company's website. The second is for the company to do the same, making sure to tag the influencer .
Influencer marketing should n't be taken lightly, especially on a social network where image plays a crucial role. While it will certainly require a budget, the returns will be all the more profitable.
Instagram is proving to be a relevant social network that has transcended its initial status as a mere entertainment tool. Professionals can leverage it as an sales platform to support their website and other digital channels digital communication campaign and reach the widest possible audience, it's crucial not to overlook it. Its premium image gives it a truly unique advantage.
