We’ve all heard about Instagram accounts like GoPro, RedBull or Starbucks that do a great job of Instagram marketing. Every time I read an article about Instagram strategy they pop up first as the best examples in UGC (user generated content) or hashtag contests.
But there must be are other brands and accounts that social media marketers should look up to and get inspired from. Something new and different, that hasn’t been talked about.
So I stumbled upon in this awesome research done by Flipsnack on how popular magazines use Instagram. After they analyzed 15 publishers in 90 days and viewed over than 6000 posts, they got some really meticulous conclusions.
Here, I highlight the reasons I started following these accounts and what I personally learned from them.
1. There is no perfect time to publish on Instagram
Sorry to break it to you right from the start, but I want to make it clear.
Every person, brand, account is different in this social media world.
Why? Because we have different goals, different perspectives, and different strategies. This is why timing is different for the brands. I don’t believe that somebody tells me posting a photo at 09:30 AM on a Tuesday will bring me more engagement than posting at 02:45 PM on a Friday.
Why? Because my community is different than your community. My communication approach is different than your communication approach.
So what should you do? Test and experiment.
Testing is the best thing you can do to find out what works and what doesn’t. Learn why people comment more on your videos and what types of video makes them engage more.
2. Emoji’s are rocking the house on Instagram
It doesn’t matter if you work in a law office, police station or for a Fortune 500 company, Instagram isn’t about who your brand is, it’s about the people on the platform. That means people are following and connecting with a purpose, a curiosity and they’re looking for something interesting.
But Instagram was and is a visual platform. Visuals work much better and more effectively than text. Think about emojis. Some marketers hate emojis, but that doesn’t mean they don’t use them on social media.
And when you have publications like Sports Illustrated or Glamour that use emojis in their comments and descriptions, you should consider using them also.
3. Join in with trends and events
Let’s say you’ve created a whole strategy for Instagram for the entire next month. You know what you’ll post next Friday and the description you’ll add. But then, suddenly, you see a big event coming up that you totally forgot about. So, what to do? Will you ignore it and not mention it? Will you ignore it because you’ve already planned your posts?
I recommend joining the trend and not leaving anything out.
Instagram has a very useful “feature” – TRENDS. So, for example, if an event like an NBA final or the Oscars is coming, join the trend and relate your brand (product or service) to the big event.
The magazine only posted about the events their audience is interested in. Choosing to present the event from a different perspective. And that’s what made people engage!
4. Use new features
When Instagram launched Stories, there were many rumours saying people wouldn’t use the feature because of Snapchat. But top brands and publications joined the game and started using it. They were not only early adopters but also trendsetters.
Another trend to mention is using well-branded link in bio tools. Many Instagram users have turned them into conversion funnels.
So every time Instagram launches a new feature, try it and see how it works.
Why? I believe, Instagram is pushing out users who try their new feature.
5. Quality is Quality
I’ve heard a lot of people talking about the “quality vs quantity” about social media, especially Instagram.
“What works better? A high-quality photo or more posts during the day?”
And every time I hear this, I answer in my head, “quality is qualit,y” and that’s it.
If you go on Cosmopolitan’s Instagram account you will find high-quality photos and simply designed quotes. Why? Because Cosmopolitan is well known to be very serious about quality content on Instagram.
6. Consistency
You won’t build a successful Instagram account overnight. You need to work very hard on your content, understand your audience, and have a clear goal. But you also need to be consistent with your content.
If you promise that you’ll post valuable photos and videos, then make sure to keep your promise.
Conclusion
I believe there are no new lessons about Instagram Marketing. The only lesson I want you to remember is that you need to test, experiment, analyze, and repeat.
Your community is different than your competition’s community.
Your approach is different than your competition’s approach.
Let me know in the comments section which one of these tips you’ll use in your Instagram marketing strategy and why?
