Jenn Herman - Building Your Brand with Instagram at HUG 2017

Building Your Brand with Instagram
Presented by
Jenn Herman
Inbound Marketing Strategies

@jenns_trends
• Forefront blogger on Instagram marketing
• Top 10 Social Media Blog 2014, 2015, 2016
• Featured in Inc., Yahoo Finance, Social Media
Examiner, SteamFeed, Heyo, Cision, and more!
• Author of “The Ultimate Beginner’s Guide to
Instagram” and “Stop Guessing: Your Step-by-Step
Guide to Creating a Social Media Strategy”
#HUG17 #LearnFromJenn

@jenns_trends
• Take a photo during this session – creativity helps!
• Upload the photo to Instagram by Saturday Feb 4th
• TAG (not just mention) me in the photo and use both
hashtags #HUG17 and #LearnFromJenn

@jenns_trends
• 600 million monthly active users & 300 million DAILY
active users
• 32% of all internet users use Instagram
• Up from 26% in 2015
• 24% use Twitter (up from 23% in 2015)
• 18-29 year olds = 59%
• 30-49 year olds = 33%
• 50-64 year olds = 18%
• Twitter demographics = 36%, 23%, 21%
(2016 Statistics)

@jenns_trends
• Traffic from Instagram has lower bounce rates than all
other social media platforms
• Instagram has some of the highest engagement rates
for all social media platforms
• Currently only beat by Snapchat and live video
• One of the strongest community building tools for your
brand

@jenns_trends
Setting Up Your
Instagram Profile

@jenns_trends
Here’s what you get:
• Contact Button
• Industry Listing
• In-app Analytics
• Boost Posts
• No Negative Impact
on the Algorithm

@jenns_trends
• You need a Facebook
business page and Business
(Ad) Manager account

@jenns_trends
• 5 Key Factors in Your Profile:
• Name & Username
• Profile Photo
• Bio Description
• URL
• Contact Info

@jenns_trends
Content Strategies

@jenns_trends
• Products or services
• Offers and promotions
• Behind-the-scenes
• Tips or tutorials
• Greetings or messages
• Contests or giveaways
• Instagram EXCLUSIVE content!

@jenns_trends
• Use “organic” or
“native” style images
• Not so magazine or
studio style
• Puts the viewer in the
scene and makes
emotional connections

@jenns_trends#HUG17 #LearnFromJenn
• Unique Content that
Stands Out in the Feed
• High Resolution
• Unique Perspectives
• Evokes Emotions

• Tell your company or brand story
• How your company started
• How your company has evolved
• How your company is growing
• Use trends like #TBT to share memories

• Creating Branded
Content
• Connect emotionally with
your audience
• Relevant to your brand
• Consistent
• Recognizable
@chobani

• Creating Branded
Content
• Connect emotionally with
your audience
• Relevant to your brand
• Consistent
• Recognizable
@burberry

• Using Text Overlays
• Canva
• WordSwag
• Phonto
• Photo Grid/ InstaSize
• Text Cutie
• Photoshop
• Pixlr
• PowerPoint

@jenns_trends
Captions and
Calls-to-Action

• Be descriptive
• Be entertaining, educational,
informative, or valuable
• Not too short, not too long
• 1-3 short paragraphs
• Take the photo/video “story” that
much further

• Use captions effectively
• Use text overlays
• Tell people what you want them to do – go
to your website, call you, use a hashtag, or
tag themselves, etc.

• Be clear about what you want
people to do
• Make it easy to do
• Make it valuable

@jenns_trends
Hashtag Strategies

@jenns_trends
• Hashtags
significantly
increase the reach
of posts
• Help your target
audience find you

@jenns_trends
• 10-20 hashtags per post
• Use your own custom-branded
hashtags
• Use trendy or themed hashtags
• Use content-related hashtags
• Use industry-related hashtags

@jenns_trends
• Combine the following RELEVANT hashtags:
• 4-5 popular hashtags (millions of posts)
• 5-6 moderately popular hashtags (hundreds of thousands)
• 2-5 niche specific hashtags
• 1-3 branded hashtags
• Top Posts are how your audience finds you!

@jenns_trends
• Top Posts are how your
audience finds you!
• Use niche specific hashtags
that your audience is
searching for

@jenns_trends
• Facebook’s ad targeting platform
• Reach NEW highly targeted audiences
• Affordable ad budgets (even lower than Facebook ads)
• Instagram ad revenue in 2015 $600 Million
• Instagram ad revenue in 2017 (projected) $2.81 BILLION

@jenns_trends
• Drive REAL results – sign ups, opt-ins, sales!
• 97% of campaigns see significant results (Instagram)
• Ad recall on Instagram was 8x higher than
other online media (Nielson)

@jenns_trends
Resources &
Downloads

@jenns_trends
Local Events or
Promotions

@jenns_trends
Products or
Services

@jenns_trends
1. Photo/video
2. Text
3. CTA button
1
2
3

@jenns_trends
• While your ad is running, notifications via Instagram
• After your ad is completed, use the
Facebook Ads Manager

@jenns_trends
Instagram Analytics

@jenns_trends
• Know what works and doesn’t work
• Use A/B testing
• Know your audience demographic & behaviors
• Know what is driving inbound traffic
• Track weekly, monthly, quarterly, and/or annually

@jenns_trends
• When to post for ideal post engagement
• Average engagement per post
• Most engaged followers
• Most popular posts
• Followers
• Campaign analytics
• @mentions or tags
• Click through rates to your website

@jenns_trends
• Analytics are
available for
individual posts and
your account in
general

Iconosquare

• Squarelovin
• Free service
• Locowise – Instagram Analyser
• Free service
• Social Rank
• Free or Paid service
• Bit.ly and Rebrandly
• Free service
• Agorapulse
• Paid service

@jenns_trends
• www.jennstrends.com
• @jenns_trends
• jenn@jennstrends.com

Jenn Herman - Building Your Brand with Instagram at HUG 2017

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