Instagram marketing is now more popular than ever.
In its early days, Instagram was the darling of filter-obsessed adolescents.
Since then, Instagram’s user base has swelled to over 600 million and the platform has become a robust
visual marketing tool that brands simply can’t afford to overlook.
If used correctly, Instagram can help build your brand image and win you, new customers.
We’ll reveal 5 secrets that successful brands use to grow their following and convert the
toughest of leads to scale their business to new heights.
Link Out To a Customized Page for Your Audience
Most social platforms allow clickable-links or ‘hyperlinks’
Instagram does NOT allow clickable links anywhere but in your brand’s profile section
Don’t try to cheat:
Adding a link to photo caption or comment areas looks spammy.
With only one chance, make it good:
A link to your site’s homepage could break context and cause confusion
Option 1: A landing page dedicated to Instagram-content
Provide relevant information and context related to images
eCommerce sites: Create a page where shoppers can quickly purchase items.
Option 2: Long-form content
Direct purchases from Instagram are rare.
Target-audiences require lead nurturing.
Clickable-link should lead to long-form content:
- blog,
- newsletter,
- webinar,
- or videos that educate and groom potential customers.
Provide value rather than selling service.
Host Contests (That Incentivize Action)
This right here is Instagram marketing gold.
Contests accelerate the pace at which users interact with your brand.
Science Reason:
The allure of a ‘prize’ taps into people’s competitive drive
Simultaneously triggers loss aversion instinct – psychologically more powerful than gain.
Contests drive engagement and generate ‘buzz’ around your brand.
Option 1: Like to Win
Requires visitors to follow your brand and ‘like’ a post during a given time-frame in order to enter.
You select a winner at random from this pool entrants.
Why these contests work:
- low-barrier of entry
- require minimal effort in order to enter.
Downside = Quality of entrants is low
Many will ‘like’ to win a prize without any real interest in your brand.
Run these contests periodically.
Option 2: User-Generated Content Contests
Gets your customers to promote your brand.
How to do it:
Create a unique hashtag for your contest
Entrants post a photo of themselves using your product to enter.
Starbucks #WhiteCupContest did a great job with this
People decorated a white cup and the winning selection was printed as a limited-edition cup.
Why these contests work:
- Public recognition & a prize instill a powerful motivation to enter.
- Images of real people using your product = social proof
- This enhances your brand credibility
- Each entry can be used as original content.
Downside:
- Longer time commitment to enter
- May scare off interested contestants (especially if they think the winner will be selected at random)
Tip: have the public choose a winner.
This leads to contestants promoting the contest for you in order to garner votes.
Option 3: Mention A Friend
Requires users to tag a friend in order to enter.
Intent: get the tagged individual to become a follower.
Why these contests work:
- People are willing to tag their family and friends if it’s a product they like
- Especially if they think their family and friends may like it.
- increases your brand’s reach and exposure.
Downside:
Most people will only tag 1-2 people
Caps your reach
Run Multiple Highly-Targeted Accounts
Most brands have multiple buyer-personas to appease.
Create multiple Instagram accounts to
- segregate into highly-targeted channels
- address the fears, challenges, and pain points of each persona.
Examples of content to host on different accounts:
- Highlight different uses of your product
Example: Beauty care giant L’Oreal has separate Instagram accounts for
Makeup
Hair
Skincare
- Target geographical spread
Create separate Instagram accounts to target regional and international variations.
Example: Whole Foods has different accounts for different cities
- highlights local food and events
- Promotes local organic products which aligns with its brand character.
Serve Up Exclusive Content
Foster this feeling of belonging
Make your audience feel special.
This will motivate engagement.
Option 1: Offer special discounts
Instagram-exclusive discounts:
- increase exposure of your brand – followers spread your brand name to family and friends
- entices those to become your followers.
Encourages followers to keep coming back.
Dedicated flash sales: makes followers feel as if they have an opportunity that others don’t.
Option 2: Provide sneak peeks
Show your audience a product before it hits the market.
Builds curiosity, hype, and demand
OR
Provide a behind-the-scenes look at everyday life in your company.
- humanizes your brand
- allows followers to build an emotional connection
- builds loyalty – followers feel part of a real and credible community.
Partner Up With Supporters Who Champion Your Brand
Option 1: Partner with Influencers
Influencers are authoritative-individuals with a significant following.
Partnering with influencers to promote your business introduces your brand to new audiences
A “shout-out” to your brand from an influencer impacts conversions.
Why?
Buyers trust influencers more than a brand “tooting its own horn.”
How to find influencers in your niche:
Analytics tools:
Narrow down a list of targets
Send out a free version (or trial) of your product.
Ask influencers to organically mention your brand in a post if they like your product.
Instagram gold:
When the mention of your product appears like an original and honest review of a loved-product.
Not like paid-promotion.
Option 2: partner with charities
Millennial consumers are socially aware
they like to associate with brands that are socially responsible or have a positive environmental impact.
Donating to a campaign or cause that aligns with your customer’s values and mission:
- attracts their attention
- forms strong emotional connections with your brand
Goal = win public goodwill and sway opinions.
Don’t try to measure engagement or ROI or you’ll seem disingenuous.
Not officially associated with a charity?
- Donate time or resources
- Send employees on community service trips
- Hold fundraisers.
Update your followers with images.
Example:
Toyota USA Gave $50 to Boys and Girls Club of America every time a follower posted a selfie with #selflessie hashtag.
Instagram marketing can be confusing and challenging, but with the right focus and long-term dedication, you
can comfortably convert visitors into followers and customers.
Instagram offers unique challenges
But also unique opportunities for engagement.