UNLEASHING THE

POWER OF INSTAGRAM MARKETING

What is Instagram?

■ Mobile application and social network which allows users to capture and edit photos or videos.

■ It also allows users to stream live, share content publicly or keep it private.

■ It also allow users to connect with platforms like Facebook, Twitter, Tumblr etc.…

Source: Techboomers

Why use Instagram? ■ Massive audience reach. ■ Tracks what followers are up to.■ Only social media platform which is mobile focus.■ Consumer engagement with visual content has

increased. ■ Opportunity to create Instagram contests. ■ Hashtags to capitalize on real-time trends. ■ Offers native advertising. ■ Opportunity to filter comments on Instagram.. ■ Opportunity to raise awareness on an event.

Some stats on Instagram

Resource: Brandwatch

Who uses Instagram? ■ As of June 2016, Instagram more than 500 million of active

users.■ More than 300 million of those 500 million use Instagram

on a daily basis.■ Instagram users are 50% IPhone owners and 50% Android.■ On Instagram 68% of users are female while 32% are

male.■ 25% of Mothers of children under 18 are on Instagram.■ On Instagram 68% of users are female while 32% are

male.■ 18% of college graduates prefer Instagram.■ Instagram has been more appealing to younger

demographics since 90% of it’s users are under the age of 35 years old.

■ 55% of all online 18-29 years old are in the US are using Instagram.

■ 27% of American teenagers described Instagram as their most important social network second to Snapchat.

■ Instagram only appeals to 4% of adults over 65 years old. ■ 26% of adult internet users who make less than $30,000

per years use Instagram. ■ 27% of those who earn $30,000 to $49,999 use Instagram. ■ 30% of those who earn between $50,000 to $74,999 use

Instagram. ■ 26% of those who make over $75,000 per year use

Instagram.

Resource: Hootsuite.

Optimal time to post

■ Any time on Monday or Thursday except for the hour between 3:00 p.m. and 4:00 p.m.

■ Videos get more engagement when they are posted at night between 9 pm to 8 am.

■ The other good times are between 2 am to 5 pm.

■ And Wednesdays at 7 pm. Resource: Hubspot

Instagram for business

■ Tell Your stories through images. ■ Cultivate followers. ■ Inspire potential customers. ■ Leverage photo contests on Instagram with

Facebook. ■ Create interactive hashtag to create instant

engagement (This will make your followers use the hashtag and it will expose their followers to your company.

■ Feature your customers after all, customers are the brand’s best advocates. Take pictures of customers and showcase the experience that potential customers can have with your brand.

■ Partner with influencers to promote your brand. ■ Make full use of infographic to drive traffic and

get more followers. ■ Make Instagram Ads to stand out. ■ Share teases of your new product.■ Take advantage of Instagram bio for call to

action. ■ Showcase photos of your employees for

employee branding.

Instagram analytic tools

Instagram’s Feed Algorithm The algorithm determines which content Instagram thinks people will be most interested in and then shows the most relevant posts at the top of the feed. Simply Measured Get free user report on Instagram account in exchange for following Simply Measured on Twitter. The report will provide you with in-depth analysis of the past two months and that includes: your top post, best days, hours for engagement, top photo tags, top filters and the amount and types of engagement that your posts received. Iconosquare This tools allows you to track your follower growth and loses, best times to post to drive engagement, engagement rates and engagement growth. It also shows best performing content be it likes or comments. Sprout Social You can get useful insights under the report section. It allows you to see the growth in followers, the number of posts you share, your most used hashtags and the number of engagement.

Resource: Socialmediaexaminer

Is Instagram worth your time?■ Before plunging headlong you need to ask yourself these

questions:o Is your product/service visual by nature?o Are your customers on Instagram? o What social media funnel do you want to improve?o What objective do you want to achieve? If the answer is yes, then Instagram is worth your time for: Instagram has over 300 million active users monthly so you

better be where your potential customers must be. By 2017, Instagram will bring $595 million in mobile ad revenues

worldwide in 2016 and 2.81 billion by 2017. Instagram’s per-follower engagement rate for top brands is 58

times higher than on Facebook and 120 times higher than on Twitter.

Instagram provides an opportunity to market yourself in a new way.

Resource: Hootsuite

B2C Or B2B?■ I believe that Instagram is better for

B2C than B2B as it is an opportunity for businesses to reach out to consumers. Twitter and LinkedIn on the other hand are better for B2B.

■ Moreover, I believe that email marketing is a better investment for B2B instead of Instagram. They will be investing time in resources in a social media platform that will not give them any return of investment.

■ In addition, B2B would be talking to the wrong audience on Instagram.

Instagram success story. 1) The John Lewis campaign. Clothing retailer John Lewis

showcased their autumn/winter fashion collection on Instagram. The Instagram campaign was targeting females between 25 to 34 years old. The goal was to raise awareness on their autumn/winter fashion collections. Afterward, the brand increased the number of followers by 10,000. The brand also saw 14 times the amount of purchasing intent for women within their chosen age range.

Resource: Business.com

Instagram success story

2) Lancôme Paris

Popular with mature women, Lancôme wanted to reach a younger generation. So, they decided to use Instagram to meet their objective. The females they targeted were between 18 to 35 years old. Using Instagram’s targeting, Lancôme reached two million young women throughout the seven-week campaign, which consequently led to more than 1.1 million video views.

Resource: Lancôme Paris

Cost of making Instagram marketing Campaign 1- non-profit/government- Sponsored Posts:o CPC: $0.14o CPM: $4.17*o CTR: 2.96%Campaign 2 – Retail- Sponsored Posts:o CPC: $0.44o CPM: $6.58*o CTR: 1.47%Campaign 2 – Retail- Sponsored Video:o CPV: $0.01o CPM: $2.48*o CTR: 2.08%

As for the platform, it is totally free.Take in mind that you will also need a content calendar so that you can plan in advance what you want to post and when.

Resource: Penna Powers

New to Instagram marketing?

■ Watch this video to tap into instragram to boost your maketing campaign:

https://www.youtube.com/watch?v=OkUClde6a0g

Resources:■ https://techboomers.com/t/what-is-instagram■ http://www.business.com/social-media-marketing/picture-perfect-advertising

-is-advertising-on-instagram-worth-it/■ https://techboomers.com/t/what-is-instagram■ https://www.brandwatch.com/2016/05/37-instagram-stats-2016/■ https://blog.hootsuite.com/instagram-demographics/■ http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-in

fographic#sm.00008s5zksx9fd9nrm02q4h695hc5■ http://www.socialmediaexaminer.com/3-instagram-analytics-tools-for-market

ers/■ https://blog.hootsuite.com/instagram-statistics-for-business/■ http://www.business.com/social-media-marketing/picture-perfect-advertising

-is-advertising-on-instagram-worth-it/