Success on Instagram is not just about the number of followers. Success comes from audience engagement and original content that is consistent with your brand image.
Creating a great campaign is the foundation of any Instagram marketing strategy. It takes more effort than you think, which is why you should think it through carefully and plan it before you start.
To help you be better prepared, we are sharing a simple, five-step guide on how to succeed on Instagram.
1. Carefully prepare your content strategy
Content strategy is the foundation
Far too often, brands assume that all they need to do is publish a few photos or videos and wait for the audience to show up. That will not bring us the Instagram success we are hoping for. Instead of randomness, you need to build a content strategy, just as you would for any other marketing campaign.
- First steps toward creating a successful Instagram content strategy:
- Study the best posts in your industry. Start by following your competitors.
- Find 5-10 competitors (or similar brands) and document their key posts from the past few months.
- Note all the shared characteristics (product-related, bright colors, photos of people, etc.).
- Check what works.
This will help you create content.
Start building a large amount of content around a similar topic or idea. Plan dozens of posts, at least a month or two in advance. Schedule their publication and make sure each post is consistent with the others (in a similar style).
Try to be as unique as possible in your content. Easier said than done, but being creative on Instagram simply works.
Invest in photo editing tools. Whether it is Adobe Photoshop or VSCO, your content needs to be in excellent quality. Breathtaking photos and aesthetic graphics always attract viewers' attention.
It may seem like a lot of work at the beginning, but the upcoming results are worth it. Better-quality content leads to greater engagement. When your followers like what you publish, you increase your chances of winning over a potential customer.
2. Create your own hashtag
Create your own branded hashtag
As a brand on social media, you need some form of recognizability. It is about creating content that will not be seen as promotional; we are aiming more for an inspiring effect. 57% of Instagram users do not follow brand profiles on social media because their content is too promotional.
To avoid excessive promotion while still promoting your brand, it is worth considering creating branded hashtags. 7 out of 10 hashtags on Instagram are branded. Your hashtag must be unique, memorable, and engaging.
For example, Adobe's profile has #CreateYourStory to promote content shared by users on Instagram. Hashtags serve as a source of interaction between the brand and users. Instead of ordinary promotion, you highlight your users, and they promote you.
3. Include a call to action
Don't forget the call to action
Here is a question every company should ask itself about its Instagram strategy: what makes users follow your brand? As we mentioned earlier, having great photos or graphics certainly helps engage users. But what are you saying to your audience if you do not have an appropriate call to action?
How to succeed on Instagram: 5 steps to engagement
For example, an Instagram account on Instagram shares posts by less popular creators producing high-quality content, encourages people in the caption to check out their work, and introduces them to its community.
Use Instagram Hashtag Analytics
It is very important to know how your hashtags are performing so you can make adjustments before it is too late. With analytics tools, you can easily gain insight into your most popular keywords and the most engaging hashtags on Instagram.
Add a link!
Instagram is unique because it allows only one link located in the user's bio. (apart from stories, but that is a topic for a separate article.) The call to action must direct people to the Instagram bio. Therefore, you need to be careful never to leave an outdated website link in your bio. It should be changed along with new promotional materials.
It is worth avoiding links directly to the homepage. There is no point in redirecting directly to the homepage when you can more effectively send users to marketing materials related to the Instagram activities that interested them.
4. Engagement with Instagram users
Build engagement with users
If you are starting your first Instagram campaign, you need to begin with small steps toward building engagement. Following large brands like Nike will not necessarily help you promote your account, but smaller brands may interact with your comment, and then you will come across as an expert and a "strong" Instagram user.
At the same time, use your space to interact with users and observe their reactions and comments. Many of the largest accounts publish content on their Instagrams created by artists and specialists unrelated to the brand. This attracts attention.
Some of your biggest fans may already be producing great content on Instagram. Try to collaborate with them to develop solutions that benefit both sides.
Avoid Robotic Interactions
Nobody really wants to talk to an automated message, so avoid robotic replies. Even large brands find time to respond to their followers, often with some funny replies. It does not have to be a full conversation, but responding can work wonders for engagement on your Instagram.
5. Contact with Influencers
As mentioned earlier, many brands use content generated by other users to establish dialogue, collaborate, and promote each other on Instagram. These profiles do not need to have a million followers, nor do they need to be celebrities, to help you gain greater visibility.
Brands need to find their niche characteristics and strengths, that SOMETHING that will ensure success on Instagram. Instagram content can actually increase engagement and discussion around your company. This path is winding and will probably require a lot more work and many changes. However, you already have the beginning practically behind you. By working out what works best for you, you will experience many ups and downs, but Rome wasn't built in a day. Good luck!
Summary
Success on Instagram is based on a well-thought-out strategy, unique content, and real audience engagement, not just the number of followers. The key steps are planning consistent publications in advance, creating your own hashtag (e.g. Adobe's #CreateYourStory), adding calls to action, and interacting with users and influencers from niche industries.
Data shows that as many as 57% of users do not follow brands because of overly promotional content, and 7 out of 10 hashtags are branded. That is why it is worth focusing on authenticity, photo quality, and avoiding robotic replies in order to build a lasting community around your profile.
