The Old versus the NewIt has become vital for businesses to have an online presence and successfully promote their company within the digital world. The way users consume brands and products continues to drastically change.
In order to effectively promote their brands, businesses have adopted and adapted to the social media marketing approach. Social media marketing is considered a hybrid form of marketing because it not only allows companies to communicate with their potential customers, but also enables consumers to communicate with one another. This creates a sense of trust with current and potential buyers - something they lacked prior.
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Social Media: Instagram and Why it works
Businesses have started taking advantage of the visibility Instagram can provide for their brand, and as a way to establish a sense of loyalty and community. According to Hootsuite, Instagram has approximately 1 billion users worldwide, 500 million of which are daily users. It is an ideal platform to use when trying to garner a greater online following.
What gives Instagram the upper hand in comparison to other social media platforms?
Instagram offers more than just visibility for online content. Realistically, any social media platform has that capability. So what extra tools does Instagram provide to help boost your online presence? Here are 5 ways Instagram could help increase your brand exposure:
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- Advanced Social Media Marketing Options
- Tracking Online Sales through Instagram Ads and Understanding Likes and Dislikes With Instagram being managed by Facebook, both sites share the same capabilities when it comes to tracking online sales through their advertising systems. From tracking the number of clicks to the price of every campaign, you can tailor advertisements to be more cost-effective and help drive sales. The greater the online engagement, the greater the potential profit.
- CTA buttons call to action button (CTA), can enable your company to generate the desired goal you wish to achieve whether that be clicking on a link, sharing your content to other users, visiting your website, buying one of your products or even contacting you directly.
- Social Influencers
- Worldwide Access With over 1 billion Instagram users, 50% of those users will visit business profiles regularly. Instagram can provide a virtual reach to consumers who could be located anywhere worldwide. It can drastically extend your brand’s reach, making it more visible to potential consumers. So if you do not have an Instagram account, do you believe you are reaching your full potential audience? Sign up!
Instagram also shares with Facebook the ability to adjust the advertising settings to target audiences who have never visited your site or have never heard of the brand. The introduction of a brand through a targeted ad could encourage online traffic to your page. According to Hootsuite, 60% of users search and discover new products through Instagram and more than half of them will look at a company’s website after seeing their Instagram post.
Another great feature is retargeting. Businesses are now able to promote ads to users who may have visited the site at one point. This helps with keeping your brand top of mind for potential customers.
By tracking online activity, you can also get a greater sense of what a customer is interested in. Being able to see what accounts they follow or what pages they frequently visit is important to understand the likes and dislikes of your target audience.
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Social influencers will usually promote brands using Instagram stories. Studies have shown that the appeal towards Instagram stories is beneficial for both parties because by showing a behind the scenes of their lives, it helps influencers create a more genuine connection between their subscribers. This is a very time-effective method when promoting a brand because an Instagram story can be shared almost instantaneously and these stories will stay on the social influencer’s page for a full 24 hours. Most influencer fan bases will religiously check their page to see the online content they have shared, so this guarantees online traffic to your brand’s site.
Most online users do not want to sit through advertisements, especially ones that are long. Instagram has designed stories to last for about 15 seconds until it cuts in the next piece of content. The duration of the clip is long enough to catch a user’s attention without boring them and making them click out of the influencers profile.
Success Story - Adidas
Adidas has garnered a huge online following on Instagram with a whopping 15 million followers. Their account offers a variety of engaging visual imagery such as photos and videos of products they’re selling. Rather than online engagement, Adidas focuses its posts towards encouraging sales. An interesting fact about their account is that a lot of their online content includes women. This was a smart business tactic because 68% of Instagram users are female. Adidas understands that their greater target demographic is a female audience so they focus their content to that demographic. Caring about the consumer can help increase sales and online traffic to your website. Take notes!