A study released last week by Immediate Future found that B2B professionals are turning to Instagram to consume content as the image-focused platform is no longer just seen as a hub for selfies and memes, and is instead a place for the “blurring of work and play”.
There are now in excess of 25 million business profiles on Instagram, and more than 200 million people make the effort to visit a business profile every day, so taking the time and effort to optimise your campaigns can pay dividends. Here are five tips for a focused strategy.
Avoid over-selling
Marketers and advertisers often use Instagram to post images of new products, but relying on self-promotion can be a turn-off to audiences craving something more in-depth and valuable. Instead, try to incorporate storytelling to push brand messages while also inviting audiences to ask questions and interact.
Avoid over-polishing
Instagram is known for its pixel-perfect snaps, but polished content may not be the root to the hearts and minds of B2B buyers. People prefer relatable, authentic content, so attempt to keep it simple and mix in static and interactive content in a creative way to improve the experience for followers.
Don’t forget hashtags
Hashtags are a cornerstone of Instagram marketing, but using them incorrectly can have a detrimental impact on brand image. It is important not to overdo it, so use them sparingly to increase their relevance. You can track the performance of hashtags you have used in the past to find out which ones resonate the most.
Post great content
Effective use of hashtags won’t save you if there is a dearth of high-quality content being posted on your profile. Instagram prioritises great content above all else.
Avoid bot-bought engagement
Cutting through the noise on Instagram is becoming more challenging due to paid advertising and the rise of bot likes and comments. While it can be tempting to get your campaigns off the ground using these methods, fake engagement will not lead to any long-term tangible gains. Once more, consistently sharing great content is the way forward and the only sure-fire method for sustainable success.
