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How to use Instagram for business


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Learn how to use instagram effectively for business

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How to use Instagram for business

  1. 1. Social Media Course Session 3 Instagram By: Susan Probert
  2. 2. Instagram
  3. 3. Introduction Instagram has become a marketing essential. 24% of adults are using it with 55% of young adults ages 18-29 on the service*. The mobile-based photo- and video-sharing social network powers the sharing of images and creation of community among users around the world. At only six years old the platform grows rapidly. • *Demographics of Social Media Users, Pew Resarch Center, 8/19/15
  4. 4. Instagram is for posting photos and videos. Use either your own camera app or the built in Instagram camera to take a photo or record a 1 minute video. Choose a filter, add a caption, and you’re good to go! How It Works
  5. 5. How to Post • Take a picture or video • Select it on your Instagram Mobile application (the only way to upload) • Crop and edit as desired • Choose a filter from the available filters • Write a post caption • Use appropriate hashtags • Share on Instagram • Tick other Social Media you wish to share on (not recommended)
  6. 6. Setting Up •Instagram is only available via mobile app and not desktop. •Setting up Instagram is easy and can be done by linking to your Facebook account. •The only place where you can put a clickable link on Instagram is in your profile, below your bio description (and now in stories) •You can use this link effectively and change it as often as you like.
  7. 7. Make sure profile information is filled in. There is space to add a custom bio and a website. Profile Fill in your Profile
  8. 8. Elements of your Profile
  9. 9. The most important setting on the Options screen is “Linked Accounts.” Use this to connect your account to Facebook. After linking your personal account, you can choose where photos are shared. This will default to the Timeline of your personal account, but can be switched to post to a page instead. Linked Accounts Options
  10. 10. Multiple Accounts You can now have multiple accounts managed from one mobile app. You can add more accounts by going to setting and adding the accounts there.
  11. 11. Elements of a Posts
  12. 12. What to Post
  13. 13. You can post any images on Instagram, although if boosting through Facebook do not put too much writing on them. You no longer have to post a square image, however these often look best as they are cropped. Video can now be 1 minute. Types of Content Photos and Videos
  14. 14. Including a location on your photos adds them to the feed for that spot, boosting discovery and reach. If you can add a location it is best practice to do that. Location Get found in a certain spot
  15. 15. People and other accounts can be tagged on Instagram both in the photo caption and on the image itself, just like on Facebook. Tagging in text doesn’t increase reach, but it will notify the user of the tag. If you’re going to engage with fans in your photo comments, always tag the person you’re responding to so they receive a notification. Mentioning Other Accounts Tagging
  16. 16. Post Captions Enhance your post and convey a clear message to your audience. The post caption, which is the first comment immediately underneath each Instagram post, is the comment you include during the upload process. No matter how many subsequent comments are added, the original caption will always remain complete and visible beneath the post.
  17. 17. Utilise Post Captions This valuable Instagram real estate should never be left blank •Post Captions should be as descriptive as necessary to complete the message. Don’t repeat what the picture says, just enhance it. •Have keywords and hashtags to help if people search on a particular subject. •While you’re allowed up to 2,200 characters in your Instagram caption, 200 to 300 characters is usually ideal. •Include a clear call to action in your post caption so it will drive traffic and results. If you want people to visit your website, ask them to “Click on the link in the bio” or write some other message requesting they navigate to your profile to access the direct link.
  18. 18. Instagram has a lesser known feature called Instagram Direct. It’s direct messaging, but with photos. Try giving a big fan the surprise of a lifetime by letting them be the first person to see cover art or hear a short clip of a song via video. Find Instagram Direct at the top of your share screen. Instagram Direct Direct messaging Photos
  19. 19. How to Use Effectively
  20. 20. Instagram Algorithm In March this year Instagram switched away from a chronological feed to an algorithm based newsfeed. “On average, people miss about 70% of the posts in their Instagram feed. This change is about is making sure that the 30% you see is the best 30% possible.” What it means for marketers is again we accountable to create good content in order to get reach.
  21. 21. Hashtags
  22. 22. Hashtags • Hashtags will help increase your reach, engagement and overall visibility • Add hashtags that are related to your business, your post and your target audience. • Avoid popular hashtags if they are completely unrelated in an attempt to get on a popular search. • Try to use about 10 hashtags per post. Only use 5 hashtags if that’s all that’s needed or more only if they are justified. You can use up to 30 hashtags per post. • Use a mix of highly popular hashtags (those with hundreds of thousands or more images), moderately popular hashtags (those with thousands of images), less popular (those with fewer than 1,000 images)
  23. 23. Use Text in your Images •Another way to add something extra to your Instagram photos is to put a text overlay on your image. Whether you’re sharing tips, promoting a sale or just branding a pic, this ensures people won’t miss your message. •Use a desktop tool like Photoshop or PowerPoint or a website like Canva or PicMonkey to create text overlays on your images before you upload them to Instagram.
  24. 24. User Generated Content If your customers post photos with your products, share them as user-generated content (UGC). A reposting app will allow you to give the original user credit, while showing your audience how others enjoy your product. This use of UGC on Instagram is very powerful and rewarding.
  25. 25. Best Practice • Understand your brand’s audience, even in Instagram. Amex or Burberry followers will expect something different than Starbucks or Red Bull • Create a theme for your content and be consistent. Constant product placement is not a theme. • Take lots of photographs and make them aesthetically pleasing and creative. • Spread out posts like you would any other network. Post once or more a day. • Engage with your followers. Comment. Follow back. Like things. Be human. • Tell an interesting brand story through your images and captions.
  26. 26. Instagram Apps
  27. 27. Hyperlapse: Create your own timelapse videos Boomerang: Make gif-like video posts turning small, short movements into hypnotic repetitive images Layout: Create photo collages and comparisons Apps from Instagram Instagram has introduced its own photo tool apps:
  28. 28. Use Repost to give fans a shout while adding their own content to your feed. The app will credit the original photographer while generating a new post for your own account. Repost Share other people’s content
  29. 29. Quickly add text to your photos with Quick (formerly Overgram) for iOS and Android. Quickly (Overgram) Add Text on Photos
  30. 30. Need to schedule posts for later? If you’re on the go and planning content in advance, check out Latergramme or on desktop Latergramme or Schedule Posts
  31. 31. Compile existing photos into a slideshow video. Recap a tour or flip through an album package. Flipagram is available for both iOS and Android. Flipagram Create Slideshows
  32. 32. Instagram Stories
  33. 33. Do you think they copied Snapchat?
  34. 34. Instagram Stories The essence of both the platforms is the same – users can post pictures and videos which stay on friends’ timelines for 24 hours before disappearing Instagram Stories gives you the option of scribbling or texting on pictures with a range of pens, colours and highlighters
  35. 35. The Similarities and Differences • You can add emoji to your images - like Snapchat • On the flipside, Instagram Stories doesn’t have filters • A story you share on Instagram goes away in 24 hours, but on Snapchat Stories, ‘Memories’ allows you to save the pictures to a network that is private. • You can save pictures to the camera roll and post on the regular feed as a permanent picture on Instagram.
  36. 36. The Culture of Stories The huge difference between the two platforms was in the culture and behavioral patterns of users. While Snapchat users are traditionally perceived as goofy, fun and irreverent, Instagram is seen as appealing to users who take great care and pay extra attention to composing and framing their photos. The changes that Instagram may bring in the future needs to be observed carefully to understand whether more users migrate to the platform or whether Snapchat will continue to snap them up!
  37. 37. First Update to Stories At the bottom of the image above you can see a ‘See More’ prompt - click on that link and you’ll be taken to whichever URL the creator desires, which will open in Instagram’s in-app browser. The ability to add links within stories
  38. 38. Measurement
  39. 39. There are some free/affordable tools that can help: • Iconosquare (formerly Statigram) – Great for finding hashtag usage for a contest • – free for 7 days – measures audience and engagement • PicStats – a new tool that analyzes account behaviors to show what works best Analytics Measuring Success
  40. 40. Analytics
  41. 41. Analytics
  42. 42. Tracking Website Traffic Google Analytics won’t recognize mobile traffic that comes from Instagram. It has to do with the process of having to select a browser when navigating away from Instagram. Therefore, when someone clicks on the link in your Instagram bio, Google Analytics records the traffic as direct, not a referral from Instagram. This can cause confusion when you check analytics. The best fix is to use a trackable link in your Instagram profile. Instead of listing the full URL, get a Bitly or link that allows you to track clicks.
  43. 43. Real Life Best Practice
  44. 44. Starbucks Starbucks’ Instagram success has had much to do with its habit of finding and re-sharing photos posted by its fans, earning them goodwill. The Seattle-based retail chain also understands the artsy aesthetic favored by users of the app, cleverly modeling the photos on its account after shots shared by popular Instagrammers.
  45. 45. Starbucks UGC Examples
  46. 46. NATGEO
  47. 47. End of Session 6 Any Questions?