Feeding the Brand to Brand the Feed

With Insta (and any other social network for that matter) continuously changing their algorithm, standing out and boosting your brand’s visibility is quite the challenge. However, with the right strategies, your brand can not only stand out but also thrive. I’m gonna try to help you navigate the complexities of Instagram and achieve substantial growth.

The Basics: Understanding the Challenges of Insta Growth

Many brands struggle with low visibility on Instagram, despite regular posting. The lack of new followers and disappointing engagement rates can be frustrating, especially when you see competitors succeeding. The key to overcoming these challenges lies in adopting smart, data-driven and social Instagram marketing tactics.

The Importance of a Well-Optimized Instagram Profile

This goes for LinkedIn, YouTube, and for sure for Insta too. Your Instagram profile sometimes is the first point of contact for potential followers, but for sure a point of contact somewhere in the funnel. Here’s how you should optimize it for maximum impact:

• Profile Picture and Bio: Ensure your profile picture is clear and recognizable, ideally your brand logo. Craft a compelling bio that clearly communicates your brand’s voice and purpose. This first impression is crucial for attracting and retaining followers.

• Stories Highlights: Use Instagram Stories Highlights to give a quick preview of what your account is about. Keep these highlights up-to-date and visually appealing to support your brand’s aesthetic. Think of these as the main supporters for your topical authority / brand pillars.

Scheduling and Analyzing Instagram Posts for Optimal Engagement

Consistency is key on Instagram. Here’s how to schedule and analyze your posts effectively:

• Use Scheduling Tools: Utilize tools like Later’s Visual Planner to schedule your posts in advance and ensure your feed looks cohesive. Posting at optimal times can significantly boost your reach and engagement. !Be sure to also read the next section, crucial additional step there.

• Analyze Instagram Insights: Regularly review your Instagram insights to understand which content resonates with your audience. This data will help you refine your content strategy and make informed decisions.

Engaging with Your Audience to Build Community

Any Social platform is a two way street, and Engagement is the way it takes shape. Not just on Instagram btw, this goes for more platforms. Here’s how to build a loyal community:

• Respond to Comments and Messages: Promptly respond to comments and messages to start genuine conversations with your followers. This builds trust and loyalty, enhancing your engagement rates.

• Engage prior to posting: You want to signal the algo that there’s “love in the air” so get yourself a boost in visibility by engaging with (potential) followers before posting.

• Use Interactive Elements: Leverage Instagram Stories features like polls, quizzes, and Q&As to engage your audience and showcase your brand’s personality.

Creating Compelling Content to Capture Attention

High-quality content is the backbone of any successful Instagram strategy. Here are some tips:

• Diverse and Engaging Content: Focus on creating a mix of high-quality (doesn’t mean it needs to look premium) videos and images. Include behind-the-scenes clips, product tutorials, and user-generated content to keep your feed diverse and engaging.

• Instagram Reels and Carousel Posts: Consistently share Reels to reach new audiences via the Reels and Explore tabs. Carousel posts are great for sharing educational or insightful content and are highly shareable.

• Pitch, Play, Plunge: This comes straight from some sessions I had at Meta previously. Users want different types of content for different moments. When you’re on the train you have plenty of time to plunge into some longer form content, when you’re just standing in line at Starbucks waiting on your low-fat non-dairy latte it’s a different story. Create content for all of these moments.

Leveraging Instagram Stories and Contests

Instagram Stories and contests can significantly boost your engagement and visibility:

• Instagram Stories: Use Stories to share quick updates, sneak peeks, and exclusive content. This keeps your audience engaged and interested in your brand.

• Create Instagram Contests: Hosting contests encourages users to participate and share your content, which can expand your reach and attract new followers.

Collaborating with Influencers for Credibility

Partnering with influencers can place your brand in front of new audiences and lend credibility:

• Choose the Right Influencers: Collaborate with influencers who align with your brand values and target audience. This can help you reach a broader audience and gain new followers.

• It’s not a One Night Stand: Nothing says inauthentic like an influencer talking about your brand once, and then talking about your competitor the next day. Make sure the influencer fits in the long(er) run.

Investing in and Targeting Ads to Your Audience with Precision

If your budget allows, Instagram advertising can be a potent tool for growth. Effective targeting is crucial for reaching the right audience:

• Instagram Audience Targeting: Use the targeting features in Instagram’s ad campaigns to reach the most relevant audiences for your brand. This ensures your content is seen by people who are likely to be interested in your products or services.

• Targeted Ads: Use Instagram’s advertising platform to promote top-performing content. Ads can be tailored to specific age groups and areas of interest, resulting in a wider and more engaged audience.

Cross-Promoting Your Instagram Handle

Cross-promotion is essential for growing your Instagram presence:

• Cross-Promote on Other Channels: Add your Instagram link to your website footer, blogs, marketing emails, and other social media profiles. This helps redirect potential customers from other channels to your Instagram profile.

Using User-Generated Content (UGC)

UGC can engage your followers and provide unique content:

• UGC Campaigns: Create a hashtag campaign for Instagram users to promote your branded hashtag. Share user-generated content on your feed and credit the authors to engage your followers and attract new ones.

• Give Credit and Love Comes Back: Sharing UGC can also created a sense of being valued by your audience, and shows followers you appreciate them. It’s the main reason behind the success I saw at Marantz when launching their Insta account.

Analyzing and Adjusting Your Strategy

Continuous analysis and adjustment are key to a successful Instagram strategy:

• Monitor Analytics: Use Instagram insights and third-party tools to monitor your performance. Adjust your strategy based on what works and what doesn’t to ensure continuous growth.

It’s not Easy, but their can be Instagram Marketing Success

Finding your path to success on Insta can be, correction: will be challenging. With the right strategies though, it can also be highly rewarding. Here’s a personal anecdote to illustrate this:

I once launched an e-commerce shop with my brother and a friend. We started selling premium wine as a side project, that turned out to be a challenge in a beer-focussed country where people do not like to dish out more than €10,- a bottle on average. So we took our passion for wine and pivoted on the execution. That led to starting an Instagram account called Wine-Reviewer. This account now has over 18K followers and has taught me the importance of community and strategic storytelling on Instagram. The best part, we get the occasional bottles and glasses sent to us for free.

I know you’re thinking: “why are you not monetizing this?” 
Different story, but we want to keep it authentic and as a hobby.

Sparking Engagement and Starting Conversations

To make Instagram a place where your brand thrives, you need to engage with your audience actively. Here are some ways to spark engagement:

• Ask Questions: End your posts with questions that encourage followers to comment and share their thoughts.

• Share Controversial or Thought-Provoking Content: Sometimes, sparking a bit of controversy or debate can drive engagement. For example, you could post about industry trends or common misconceptions in your field.

• Host Q&A Sessions: Use Instagram Stories or Live to host Q&A sessions where you answer questions from your followers.

By implementing these strategies, you’re not just posting content aimlessly — you’re creating a deliberate path to Instagram growth. So, what’s next for your brand? Are you ready to fine-tune your Instagram strategy?