Instagram Marketing Will Make or Break Businesses in 2022
Carol Feigenbaum |
 04/19/22 |
5 min read

Instagram Marketing Will Make or Break Businesses in 2022

Instagram is the second most popular social network after Facebook. More than one billion people use the visual-first social network monthly, and 500 million people post on Instagram Stories every day.



There has been a surge in brands developing a presence on the platform. Oberlo estimates 71% of US businesses have a presence there, in fact.

What’s the point of using the platform, and should your business also use it? Yes, and here’s why:

As Instagram has become more mainstream, it is no longer just a personal tool. Now, it’s a global platform that enables brands to humanize their content, recruit new talent, showcase products, and inspire audiences

Why Instagram Marketing is Essential for Consumer Engagement

Instagram users are not just active – they are engaged as well. Active users on Instagram spend an average of 7 hours per week browsing content and interacting with friends and brands. And in addition to growing your brand awareness, Instagram can introduce you to new products. 130 million Instagram users interact with shopping content every month. Instagram allows you to market your products and brands in a friendly, authentic manner without hard-sell tactics.

Despite all these Instagram stats, you might still be unsure of how to start. It’s understandable that the platform can be intimidating at first, so we’ve created this guide to help.

Instagram reports that 90% of its users follow brands. According to Facebook data from 2019, 54% of people have purchased a product or service after seeing it on Instagram, so it’s definitely a place to be. Let’s explore some success stories to see its impact in action.

Instagram Marketing Success Stories

For small business owners without a lot of time or budget to spend on expensive marketing campaigns, Instagram may be the perfect solution. With unpaid social media marketing, you can reach more customers without a dedicated marketing team or a big budget – you just need an account and a smartphone camera.

We can see this when we look at Southern Elegance Candle Company (SECC), a brand with an active Instagram presence. Social media helps SECC build a loyal fan base and generate consistent revenue each month. And understanding some basic Instagram best practices can help your small business grow using the platform as well!

Starbucks

Starbucks’ global same-store sales and same-store sales in the Americas grew by 3% in one quarter after using Instagram to promote its Unicorn Frappuccino.

Starbucks’ Unicorn Frappuccino, a pink-and-purple fruity drink that changes color as you drink it, not only captured the attention of their younger customers but also effectively aroused feelings of FOMO (fear of missing out) among Millennials.

In addition to Instagram, Facebook, Pinterest, and Twitter, thousands of consumers shared pictures of themselves with the product:

It generated nearly 155,000 posts and drove huge amounts of foot traffic to the physical stores, eager to try the Unicorn Frappuccino before it sold out.

As Starbucks’ successful Instagram campaign on Instagram proves, creating scarcity is an age-old marketing trick that still works today. Capitalizing on this tactic via social media can create opportunities for your campaign to go viral in no time. They played smart, knew exactly how to engage their social-media savvy audience, and acted quickly. Their results were clear for all to see (and learn from).

How Instagram Has Changed Marketing Forever

Instagram’s efforts to increase commerce are notable. Ads on Instagram have excellent results and are highly engaging. And Instagram shopping streamlines the process of selling on Instagram.

Those who have over 10,000 Instagram followers can add Swipe Up links to Instagram Stories to drive traffic directly to their websites, something that was otherwise not possible. And Instagram continues to grow and become more valuable for merchants and online retailers, especially those whose products have a strong visual appeal.

What’s the best part? According to Instagram’s algorithm, users see your content based on their interests and behavior. So you get more engagement from your Instagram marketing efforts when you reach people who are likely to engage with your brand. It’s a cyclical win-win!

How to Create a Business Account on Instagram

An Instagram Business account or an Instagram Creator account is required to use Instagram for marketing. Changing your personal account to a professional one is as easy as switching to the Instagram app.

Here’s what you need to do:

  1. Go to your profile and click the hamburger icon () in the upper right corner.
  2. Click on Settings. Depending on your account, you may have the option to switch to Professional Account. If not, follow the steps below.
  3. Click on
  4. Click on the “Switch to Professional Account,” then
  5. Now choose your business category, then tap
  6. Next, click on Business and follow the prompts.

Create an Instagram bio and add your contact information after setting up your account.

And now you can search for influencers to partner with you!

Power of Influencer Marketing

Marketing via influencers can be a powerful tool for generating brand awareness, and this is especially true when working with a visual medium such as Instagram. More people who see your brand’s posts, the more likely they are to become aware of it.

When a reputable influencer endorses your service or product, it is instantaneously validated among your target demographic. Customers are more likely to trust your brand when an influencer endorses it. Influencer marketing can help you expand your reach and boost engagement. And NetBase Quid makes it easy to identify them:

influencer-analysis-and-identification-dashboards

Fiji Water

Many brands today are rich because of healthy lifestyles. To promote their water brand, Danielle Bernstein (2.2 million followers on Instagram) was selected as the influencer. Since Danielle is a fashion blogger, the target audience was clearly defined: women who want to look good, have a nice body, and live a healthy lifestyle. With Danielle’s help, they created a promotional campaign that showcases a brand in an unobtrusive manner.

Her most frequent promotion was posting promotional posts on Instagram and appearing in public holding a bottle of Fiji water. In the promo, Danielle and her personal trainer provide viewers with 8-minute workout videos. This marketing technique effectively appealed to followers through their desire to look like Danielle. The key to staying fit is staying hydrated, and Fiji Water will facilitate this. That’s how you boost your brand.

Most recently for Fiji, they were sharing snaps of how well hydrated they kept celebrities at the Grammies and the Time’s Women of the Year Awards – which is influencer marketing to the extreme!

 

View this post on Instagram

 

A post shared by FIJI Water (@fijiwater)

Instagram for Business – Start Now!

Using Instagram for business is never too late. Social media has never been more valuable, from creating a personal brand from scratch to establishing a company’s Instagram presence.

Instagram’s explosive growth and evolving capabilities as a marketing tool make it more vital than ever for brands to develop effective Instagram marketing strategies. To do so, you need to comprehend the Instagram marketing landscape and be able to measure what works and what doesn’t.

Businesses of all types can benefit from establishing a presence on Instagram, whether it’s to grow an engaged community, reach new customers, or sell products online. Reach out for a demo and we’ll show you how to get started!



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