Social Media for Business- Instagram
This post was originally published on January 21, 2019 and has since been updated.
It’s no secret that social media, while always evolving, is here to stay. Not only do platforms like Facebook and Instagram change their layouts and algorithms, new social media channels are coming into fruition and it’s important to understand and adhere to each platform’s intended purpose. While it’s not always practical or even necessary for every business to be on every social media platform, be sure to read the entire Social Media Platforms for Business Series to understand the differences between social media platforms and how to implement best practices.
If you’re interested in improving your online presence, read on to learn about:
Owned by Facebook, Instagram hosts over 1 billion active users and is an overwhelmingly visual platform. Social media managers should be confidently maintaining one platform consistently before considering joining a second social media platform. Instagram, while my favorite platform personally, is the second, after Facebook, that I recommend to clients
Already have a personal Instagram account? You can either create a new Instagram handle for your business, or update your personal account into a business account. How do you know if you should have a separate business account? It depends on how you’ve been utilizing your personal account. If you’d like my input, be sure to follow @inkandolivemedia and send me a direct message.
Instagram Business Functionalities
Promote posts and run ads
While Facebook’s Ads Manager allows Facebook business page owners to run ads on Instagram (meaning you don’t have to have an Instagram account to run Instagram ads), I recommend running Instagram ads only if you have an Instagram account for the ad to point to.
View insights and analytics
Instagram Insights allows business accounts to view page and post activity as well as audience location, age range, and gender. There are third party apps that offer analytics as well, Later, being a personal and business favorite.
Sell directly from your feed
Shopify allows business accounts to sell products from their Instagram feed. The integration allows consumers to easily cart and purchase items without having to “go to the link in profile”.
Best Practices
What to Post
Publish photos, videos, and quote images. If you sell a product, share photos of your product being used. Share behind the scenes video, feature employees, and publish visuals that are mesmerizing, motivational, or encouraging. A well thought out, intentional caption with a call to action should accompany each post.
Instagram Reels are the newest feature that the platform is heavily promoting so be sure to update your Instagram strategy to include the TikTok replica. While Reels have their own tab in your profile, they can also be featured in your main feed, unlike Instagram Stories.
If you need more help planning your content, download my free Social Media Planning Guide.
Using Hashtags
Instagram allows users to share up to 30 hashtags in each caption. While 30 may sound excessive, hashtags are a great tool to invite people beyond your existing sphere to view your posts. Ensure your hashtags relate to your photo or Instagram may consider them irrelevant and limit the reach of your post. Balance your usage of broad hashtags with more specific and branded hashtags.
When to Post
As with every other social media platform, do not post just to post. Try to post at least three times a week and if you have appealing, engaging, and useful content, feel free to share more often. Instagram insights will show you what times your followers are online, offering guidance as to when to post.
What Now?
You’re confidently and consistently maintaining Facebook and you’re ready to promote your business on Instagram. What now?
Start planning out content with apps like Preview or Later. Compose your captions and hashtags in advance so they’re intentional and engaging. Follow other Instagram accounts that are relevant to your industry and those who resemble your ideal client. Publish consistently and watch your followers and engagement grow.
Do you want to improve your social media presence and grow your following but would rather focus on other areas of your business? Contact Ink & Olive to learn how we can grow your brand awareness together.