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In 2016, digital marketing expert eMarkerer predicts that nearly 100 million Americans will log on to Instagram at least once a month, and by 2017, over half (51.8%) of all social network users in the U.S. will be on the fast-growing photo and video sharing platform. As greater numbers of consumers turn to Instagram to keep abreast of the latest trends, receive news through the app’s growing number of Instagram publishing channels, and make purchasing decisions, developing a comprehensive Instagram marketing strategy is now one of the best ways to reach audiences who spend hours a day on social media apps and networks.
To grow and remain viable in today’s hyper-competitive commercial landscape, successful brands must find a way to capture the attention of audiences who now look to social media platforms for entertainment and information by generating momentum through both owned media channels (the company’s own Instagram channel) and earned media (word-of-mouth or influencer marketing) recommendations. Developing an effective Instagram marketing strategy can be a powerful way for companies to showcase their brand, goods, and/or services in the most favorable light, solidify brand messaging through branded sponsored posts, boost brand relevance, and gain exposure to millions of new consumers.
Because Instagram is the favorite platform for teens and millennial users (Wall Street Journal), brands who engage in Instagram marketing now will also be in a better position to reach future generations who will wield more purchasing power as they get older.
To learn more about the most noteworthy Instagram marketing trends in 2016, see our article here.
Instagram marketing involves more than simply creating an Instagram account and publishing content once or twice a month. As Forbes’ A.J. Agrawal points out, businesses who want to drive sales and see positive ROIs from their Instagram marketing efforts must be “tactical in their delivery of posts.” Adhering to the following strategies will help companies develop a strong presence on Instagram:
Instagram’s popularity has left it saturated with content—according to the latest Instagram press release, an average of 80 million photos and videos are published on the platform every day. Coupled with the advent of Instagram’s new newsfeed algorithm, collaborating with top Instagrammers to create branded or brand-sponsored photos or videos can help companies rise to the top of audiences’ Instagram feeds and expand brand reach to millions. Because Instagrammers have spent years developing relationships with and cultivating the trust of their followers, partnering with the platform’s magnetic social media influencers can also inspire purchasing decisions and increase brand relevance in the eyes of engaged consumers.