Instagram has become a social media network heavyweight. To say that brands are now paying more attention to Instagram might be an understatement.
The average number of brand followers on Instagram has surpassed one million — almost five times more than last year, according to Forrester Research. Although follower counts for large global brands on other major networks doubled over the past year, they did not grow as dramatically as their Instagram followers.
Marketers are also posting more frequently on Instagram. Marketers now post 4.9 times per week on the network, an increase of more than 50% over last year. Top brands post slightly more frequently on Twitter and Facebook.
Michael Kors shows its products in context on Instragram. Photo via Social Media Examiner
Although brands’ per-follower interaction rate has declined on Instagram, Forrester Group analyst Nate Elliott says the network is still the king of social engagement. While Instagram’s follower interaction rate of 2.3% is barely half of what it was in 2014, it’s still far higher than on other networks. Engagement rates on Pinterest, Google+ and Twitter also fell significantly. Only Facebook saw an increase, probably because more brands are paying to promote Facebook posts to more fans.
How to Succeed on Instagram
Posting quality content and remaining patient and consistent are the keys to success on Instagram, said Andy Shepard, a professional photographer who gained over 4,000 followers in a year.
“Last May I had less than 100 followers on Instagram, and most of those people were friends or family,” Shepard posted on Medium. “That was when I decided I would focus on consistently posting strong images and dedicating my Instagram feed to growing my business.”
On the other hand, he’s careful not to flood his feed. He treats his account as a curated gallery and not a place to dump every photo he’s ever taken.
For small business owners, separating personal and business life is essential to avoid an awkward misrepresentation. “This mixed representation in general can muddle your image and have a negative image on the viewer,” he said.
Daniel Habashi, Instagram director of brand development, speaking at the Decoded Fashion Summit reviewed some major companies that are conducting successful social media marketing campaigns on the network.
These are his main tips for successful Instagram marketing, via eMarketing & Commerce.
• Color Palette – A cohesive color palette is crucial to portraying the brand in a good light. Michael Kors provides a superb example of the use a cohesive color pallet that subtly exhibits the brand name.
• Real-Life Setting – Displaying products in their environment is better than simply showing its label. Herschel Supply Co., manufacturer of backpacks and headgear, displays travelers in different countries with their Herschel products.
• Coordinated Imaging & Messaging – Match your campaign to your brand’s image and message. Authenticity is key. Consumers will notice if the brand is not being true to its audience.
• Authenticity – Slick Photoshopped images are not the best strategy for all brands. Some marketers use short real-life videos effectively.
Increase Your Instagram Followers
Hootsuite suggested seven ways marketers can increase Instagram followers. These are some of the best, and often overlooked, ideas.
- A clear strategy defines what you want to achieve, so you can better target and attract new followers. That entails researching competitors, deciding what story you wish to tell, and setting goals.
- Announce your Instagram presence on other social media networks. Consider paid advertisements of the announcements.
- Link to your Instagram account from your website, email signature and newsletters.
- Following fans and liking or commenting on their photos can increase your visibility.
- Embed your Instagram photos in your blog posts.
- Including relevant hashtags can help more people find your brand. You can use a hashtag tool to find popular hashtags or invent your own that your audience may find enticing.
- Testing how your photos perform at different times of day can reveal the best time to post.
- Photo captions are an important tool on the network. Asking questions, tagging users and tagging your location can help increase engagement.
Bottom Line: Social media marketers have taken notice of Instagram, and brands’ activity on Instagram has skyrocketed. Following these tips can help marketers conduct successful campaigns on the growing social media network.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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