Creating a branded Instagram page could help you build your brand and connect with potential customers in a cost-effective way. For those of you who don’t know, Instagram is an image-sharing app that boasts a highly engaged audience. The app has over 300 million users worldwide.
Instagram’s user base
The Instagram audience are typically younger than those using Facebook or Twitter, with 53% of Americans adults aged 18-29 , and 25% of all Internet users aged 30-49, using the app. If your site targets those demographics, Instagram could be a great brand awareness and acquisition channel for you. It’s important to consider your demographic in the content you post, however. Look at other Instagram posts that achieve high levels of engagement to get an idea about what works well with that audience.
Niche targeting opportunities
Hashtags on Instagram present an excellent opportunity to target potential members of niche sites. You could target multiple niches from one centrally branded account by posting different images with hashtags relevant to that particular niche. Popular and frequently used dating hashtags are below - you could also consider using hashtags relating to single parents, occupations and locations.
Consider the time running another channel takes
Running a high-quality social media channel is time consuming. Bear in mind that while you don’t need to post as regularly as you would on other social media channels, Instagram posts may require a bit more creativity.
Determining your ROI
Research has suggested that the average cost per lead from Instagram could be $65, meaning this isn’t a cheap acquisition channel. However, it’s important to bear in mind the value this channel could have when it comes to raising brand awareness. While it can be difficult to measure brand awareness, think about measuring engagement and the number of followers you have. To determine the impact the channel has on driving traffic to your site, start by measuring your referral traffic in Google Analytics.
NB: Instagram only allows you to publish links in page bios, not in every post. As a result, it’s more difficult to track individual campaigns in the same way that you would on Facebook and Twitter.
A huge number of brands aren’t using Instagram yet, which means competition is less fierce and consumers aren’t being inundated with advertising content. Why not give it a go?
If you want more advice about how to optimise your brand’s Instagram account, get in touch with the partner team.