Instagram for Business 2016

Instagram for Business

Did You Know?

• More than 400 Million monthly active users

• 80 Million photos shared each day

• 2.5 Billion likes each day

• International audience with 75% users outside USA

• Rapidly Growing with 4x increase in last two years

Growth Projection by 2019

• Highest Engagement

• Better Advertising

• Truly differentiating USPs

Why Brands Should Be on Instagram?

EngagementInstagram’s audience is highly active when compared to other platforms - Most users regularly visit, upload content and interact with posts from other accounts.

• 49% users check instagram daily, 73% at least once a week

• 58x more unpaid interactions per post vs. Facebook on average

• 120x more unpaid interactions per post vs. Twitter on average

• 4,820 likes per post for top brand accounts.

Engagement

• $2 Billion projected ad spend by 2017.

• $600 Million spent by brands on Instagram in 2015.

Instagram gives a powerful set of tools for interacting with audiences

Advertising

• Mobile: 100% of traffic already comes from mobile devices.

• Video: Highly visual feed is perfect for showcasing video posts.

• Messaging: Instagram direct set to challenge popular messaging APPs.

• Curation: Revamped explore feature makes finding new content easier.

• Stories(new): Temporary moments from your life which expire in 24 hours, all set to challenge snapchat.

USPs

• Instagram Stories• Explore Feature on Desktop• Create New Account on Desktop• Video Views• 60-Second Videos and Videos Ads• Switch Between Multiple Instagram Accounts• New Logo• Instagram Algorithm Announced

Recent Updates - Past Year

The Instagram User

Young Mobile-first users

High spending

power

80% - take pictures from

phones to post

Avid travelers 50% - took

four vacations in

the past year

Follow brands on Instagram

Indians on InstagramUsers tend to have higher disposable incomes that

peers on other social networksTop Activities on

platform

Express themselves with pictures

Follow trends and celebrities

Discover new information on topics of choiceShare travel and food experiences

Goals

Build Your Brand With Instagram

Strategize• Understand how to use Instagram by using it yourself.

• Market research: Check out the best businesses on Instagram, understand what kind content they make, understand other key metrics such as how often do they post or timing of their posts.

• Competitive Intelligence: Research on other brands in your industry and understand their strategy, find out what works for them and what does not.

Build Your Brand With Instagram

Strategize• Define your business goals

• Increase product sales• Increase traffic to your website• Increase brand awareness• Increase branded hashtag mentions

• Based on your previous research and business goals, build your own strategy.

• This strategy should mirror your broader social media marketing plan, which acts as your business’ guide for social media activities.

Build Your Brand With Instagram

Mission Statement

We will use Instagram for [ purpose of this social network ] in order to help [ business goal ].

Build Your Brand With Instagram

Content Strategy

With your mission statement in hand, you can move onto your content strategy. This will involve:

• Choosing how often to post• Choosing what time of day to post• Establishing a content calendar• Choosing your content themes or pillars.

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene ChecksGet your audience to participate

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks• Get Discovered:

• Instagram’s explore features• Tag People Involved• Use Hashtags Often• Use Geo Locations

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks• Don’t Dismiss Instagram Analytics

KPI’s • Track post performance• Monitor Instagram trends• Track comments and hashtag usage• Measure audience engagement• Identify influencers• Report across multiple profiles

Build Your Brand With Instagram

• Instagram Ads are created using Facebook Ad account and a Facebook page is required.

• You can create ads for Instagram using Ad creation, Power Editor or the Facebook Ads API.

• It is not necessary to have an Instagram account to run Ads on it.

• Characteristics:• Scalable pricing• Self-serve, instant• Robust reporting, you’re in control• Highly-refined audience targeting

Instagram Advertising Basics

CTAs for Instagram ADS

• Clicks to Website • Website Conversions • Mobile App Installs• Mobile App Engagement• Video Views• Reach and Frequency• Page Post Engagement 

Advertising

Clicks to a Website

The Link Problem• For organic posts, you can't place

clickable links in your posts, brands must direct Instagrammers to the link in their bio.

• This calls for a need to use ads with the CTA of clicks to your website to make it easy for the user to lead onto your website.

• CTA Copy – Can be custom

Advertising

Website Conversions• If you have an ecommerce

business and you want to use Instagram to drive more sales, you could use the Website Conversions objective.

Advertising

Mobile App Installs• Get people to install

your mobile App.

Advertising

Mobile App Engagement• Get more activity on your

mobile App by directing uers to open it.

• Eg. CTAs – ‘Book Now’, ‘Play Game’or ‘Learn More’

Advertising

Video Views• If you have a product that

needs some explaining, you could create a video tutorial and use the Video Views Objective to get people to watch it.

Advertising

Reach and Frequency• Achieve predictable reach and

greater control over message frequency.

• Designed to optimize cost and delivery. 

• Used for remarketing

Advertising

Page Post Engagement• If you haven’t launched your business yet but you

want to build your community, you could use the Page Post Engagement objective to grow your Instagram following.

• Boost an existing post.

Advertising

• #Hashtags make you more discoverable and expose you to a large audience.

• Posts with at least one #hashtag average 12.6 percent more engagement than those without.

• Find the right hashtags:• Check out what hashtags your competitors are using• Use hashtags that influential people in your industry are using• Consider related hashtags - [ hashtagify.me ]• Use Instagram’s search function

#Hashtags

How many Instagram hashtags should you use?

• Don’t use too many or irrelevant hashtags.

• Use specific or niche hashtags.• Don’t forget about popular

hashtags.• Keep your brand hashtags short,

simple, and easy to spell.• Hide your Instagram hashtags

• Include them in the comment section below your post. Once other people leave a few comments, the hashtags won’t be viewable unless the option to See all is selected.

#HygieneTips

• Encourage users to share great content and use that, in return tag them in your posts.

• Instagrams visual nature makes it perfect for UGC.• Highly effective when done right.

Benefits• Low Cost• High external creativity• High engagement• Better SEO• Strong Community

User Generated Content

User Generated Content @beautifuldeastinations

UGC – The Heart of Social Media

• Built the foundation of word-of-mouth recommendations.• Allows you to target an audience of like-minded people that

follow an influencer they trust.

• Who can these Influencers?• Fashion bloggers to show off their style.• Interior designers to display their portfolio.• Travel photographers to catalogue their adventures, and even chefs to

publish their recipes.• Personal trainers are using Instagram to share their workouts.

Influencer Marketing

Influencer Marketing

Influencer Marketing – In Practice1. Choose Relevant

Influencers

Find the right influencers• You can also quite often find

influencers on the accounts of other brands. Look for posts where they tag someone else as the content creator. 

• Use tools such as Whalar

Influencer Marketing – In Practice

2. Do Your HomeworkReseach the competitiors and use ‘Whalar Labs’, which allows you to see metrics on your Instagram account and then compare it with up to three others.

Influencer Marketing – In Practice

3. Set a Clear Brief• Your campaign will be more

successful if you allow the influencer the creative freedom to produce content that they know their audience will love.

• Supply a ‘mood board’ with the brief. (optional)

Influencer Marketing – In Practice

4. Agree On a Collaboration Structure

• Timeframe• Output• Content Usage• Payment Terms

Influencer Marketing – In Practice

3. Set a Clear Brief• Your campaign will be more

successful if you allow the influencer the creative freedom to produce content that they know their audience will love.

• Supply a ‘mood board’ with the brief. (optional)

• Two Domino’s Pizza employees posted a spoof video onto YouTube.• Inexperienced in the ways of online reputation management, their

management chose to ignore it.• By the time they had realised their error, the original video had been

viewed over 1 million times and the damage to their brand was done.• by using basic social monitoring services for online reputation

management, Domino’s could have greatly minimised the damage caused by the incident.

Online Reputation Management – The Situation

Decide what you want to track

What are the primary ‘keywords’ relating to your company that you want to track in online conversations? 

• Company name• Company website address• Names of products• Names of senior employees and Directors• Names of close competitors• Common expressions – e.g. “[Company] is rubbish”, “company is

great”

Online Reputation Management – How To

• Set up accounts with social media monitoring tools

• Set up your alerts and searches

Engage

• Act quickly• Be nice• Be pro-active 

Online Reputation Management – How To

Used Instagram Ads when launching the GLA, which was their first compact SUV.

Case Study - Mercedes-Benz

Post Copy for Ad

“What would you pack in your GLA?”

The Results• The automobile company saw a 14pt lift in Mercedes-Benz

Instagram ads

• 54% increase in website visits from Instagram

• 580% increase in website visits when Facebook and Instagram ads were combined with Facebook direct response ads.

Case Study - Mercedes-Benz

Scheduling• Buffer

• HootSuite

• Latergramme

Tools

Audience Tracking• Locowise

• Crowdfire

• InstaFollow

Tools

Editing• VSCO Cam

• Canva

• Overgram

• Squaready

Tools

Metrics & Performance• Simply Measured

Tools

Metrics & Performance• Iconosquare

Tools

Metrics & Performance• Sprout Social

Tools

Social Media Calendar

• Trello

• CoSchedule

• Evernote

Tools

• App Overview• Ads• Hiding #Hashtags @domperignonofficial• UGC @beautifuldestination• Influencer @watchanish

Hands On Live Session

• https://business.instagram.com/• http://www.shortstack.com/instagram-marketing-strategy-for-2016-infographic/• https://blog.hootsuite.com/how-to-use-instagram-for-business/• https://blog.thesocialms.com/8-outstanding-instagram-marketing-case-studies/• http://sproutsocial.com/insights/instagram-best-practices/• https://www.facebook.com/business/help/1649590841944352• https://www.shopify.in/blog/113202181-the-beginners-guide-to-advertising-on-instagram• https://www.shopify.in/blog/115935109-the-beginners-guide-to-influencer-marketing-on-instagram

References

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