A Startup’s Guide to Instagram
So you’ve started your own business and know a thing or two about entrepreneurship, but as far as Instagram goes… you’re a little lost. Luckily, navigating this app doesn’t have to be hard, especially with a simple guide for making your startup social media savvy.
From Basic to Business
The first action you should take after creating your company’s Instagram is heading to your account settings and turning the profile into a business account. With over 25 million business profiles across the world, Instagram is a place to be for startups getting into the social media game. Plus, with a business account, you now get access to perks like data on your posts, follower insights (hello, targeted content!) and extra space for contact information.
A good rule of thumb for Instagram content is quality over quantity. Instagram is a great platform for posting high-resolution photos and videos that showcase the lifestyle side of your brand, highlight your brand voice, and show behind-the-scenes content. Instagram is where the personal meets the professional with a thematic look and often light-hearted spin. Your content should always be of value to your followers and ignite emotions; this way, you can hopefully gain higher engagement rates to prop you up on the Instagram feed.
Instagram stories have become vital to the platform’s users, so you can’t miss this piece of content creation. Stories can be a great place to direct followers to new posts, to your profile page or toward engaging. You can ask followers to vote on fun polls, take mini-quizzes, send in submissions and more. Plus, you can make your stories stand out with countdown widgets, gifs and text. The key to posting stories is to literally tell a story, get more personal with your audience or get your followers to interact with you.
CIE Tip: Save the important or successful stories as highlights on your profile page so anyone viewing your account later can rewatch them.
While your photo or video content is the most important part of catching viewers’ eyes, captions are king when it comes to engaging with your followers. They shouldn’t be too long unless necessary, should grab reader attention, and should entice them to like, comment and share the post. Your copy on both feed and story posts is a great way to show your brand voice, spark emotion in your viewers, teach them something new and ask them questions to gain consumer insight. This way you can create a community and brand loyalty by starting a conversation with your audience.
CIE Tip: Inspire engagement rather than ask for it. If you directly tell followers to tag, like, comment, click, etc. on every post, Instagram’s algorithm may knock you down in others’ feeds.
Instagram is different from platforms like Twitter, where multiple posts a day are a norm; your average for posting to Instagram should be about once a day. It’s best to first check your follower insights to see when the best posting times are, then create a schedule for posting to get peak views and engagements. Getting into a rhythm of posting will help you in the algorithm as well as let your audience know you are consistent and loyal.
Instagram insights will show you your follower age ranges, gender make-up, general location, and peak online times so you can best cater your content to your followers; plus, this can let you know if you are reaching your target audience with posts and advertisements. Insights can also show you your top posts for multiple categories, metrics for individual posts, story analytics and paid promotion data so that you can constantly improve and refine your content.
CIE Tip: Take track of these analytics over time to see your growth and what is or isn’t working for you on Instagram.
On Instagram, there are two main ways to go about paid advertising: promotions or Facebook advertisements. For boosted visibility and engagement on a post on Instagram, you can opt for promoting a post. If you want to gain sign-ups, purchases or external views, you should opt for creating ads via Facebook that can be integrated into Instagram for actual conversions from the post to a landing page. From there, you can dive into specific ad looks and layouts to make your ad stand out.
There is never an end to the knowledge of social media, but at least you now know the basics to get your startup into the Instagram world. Use this guide to launch your account, but always keep advancing your online presence and social media marketing knowledge as the app itself advances.