With more and more social media platforms gaining traction these days, it can be hard to know where you should focus your efforts. Some platforms, like Facebook, are essential for just about every business. Others are more of a gray area. Should you invest time and energy trying to market on these platforms, or would your resources be better spent elsewhere?
Instagram is one platform many business owners are unsure about. Does Instagram marketing make sense for your specific business needs and goals? The pros at Personalized Creative can tell you that the answer won’t be the same for every business. Let’s take a look at a few unique aspects of Instagram that could help inform your decision.
Instagram is a Growing Way to Reach Millions of Followers
If you opt out of marketing on Instagram, you could be missing out on millions of followers and customers. Instagram has been booming since the pandemic, and it’s expected to reach 2.5 billion users in 2023. Most users are under 35, but as these users get older, they tend to remain on Instagram.
Instagram is owned by Meta, the company that owns Facebook. However, you’re likely to reach some different users on Instagram than you would on Facebook. Instagram is still preferred by younger users, while Facebook’s average user age is becoming older.
If you’re marketing to the 18-49 year old demographic, Instagram is probably an important tool for you. If your target demographic is over 50, you may want to concentrate on Facebook instead.
Instagram Users Have Slightly Higher-than-Average Incomes
Research shows that 60% of internet users with incomes over $100,000 were using Instagram in 2018. Compared to other platforms, Instagram tends to attract slightly higher-income users. How should your business use this information? If you’re marketing to a higher-income demographic, Instagram might be an especially good choice for you.
However, keep in mind that attracting customers with multiple income levels is an excellent business strategy. If your company offers a range of price points, it might make sense to market the higher-end goods or services on Instagram.
Instagram Has Some Limitations that Facebook Lacks
Instagram and Facebook have a lot in common, but Facebook has greater functionality when it comes to content types. You can add reels, posts, stories, lives, and guides, and there’s even an Instagram Shopping feature that lets users make purchases directly from the app. However, Instagram isn’t ideal for longer videos. If you post a video longer than 1 minute, users will have to click to watch it on your profile.
Instagram also has one of the most expensive ad costs among different social media platforms. Because it offers more engagement than Facebook, on average, you can expect to pay more for ads.
Instagram is Not a Selling-Focused Platform
Why do users visit Instagram? A primary motivation is to share their own posts and videos. Being on Instagram is about showing the world who you are–not necessarily about buying products. Although Instagram is an increasingly popular option for handling customer service issues, you might want to avoid a “hard sell” approach. Use Instagram to tell the story of your business and your products and present a relatable persona.
Instagram is a Highly Visual Platform
Instagram users value aesthetically pleasing posts. Posts without text tend to do better on Instagram than text-based ones. Your marketing strategy will need to focus on visual appeal, not on long-form written content.
When it comes to Instagram content creation, photos are a great place to start. What kind of photos should you post? Try these ideas:
Images of customers or team members using your product
Images that depict your product being made or your service being performed
Images of influencers interacting with your product
Memes
Scenic views
Customer selfies
Instagram Requires an Understanding of Hashtags
To use Instagram effectively as a marketing tool, you’ll need to leverage the power of hashtags. When a hashtag is trending, users will search for it. If your business posts include that hashtag, you could get instant exposure. However, careless use of hashtags can backfire. Make sure your hashtags are truly related to your post, and avoid using the same old hashtag over and over again.
Ready to Promote Your Business on Instagram?
Do you have questions about how Instagram fits into your company’s marketing strategy? Personalized Creative has answers. We know that your business is unique, and we’ll handle your digital marketing with a personalized touch. Is it time to get some seasoned professionals in your corner? Contact us today to get started!