Social Media Marketing Strategies

Instagram Marketing Strategies

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By the end of this chapter you will:

Have examined how Instagram is utilized for

personal and business purposes
Have analyzed Instagram wins and fails case
studies
Be familiar with how to run an effective targeted
marketing campaign
Know how Instagram analytics functions and
enables marketers to make informed, data-
driven decisions
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Instagram – History

A photo and video sharing social network

allowing people to connect more visually than
Facebook
Launched in 2010
2016 – 500M Users
Owned by Facebook

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Instagram – Personal

Very visual medium

One of the first to provide creative filters
Predominantly a mobile social network

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Instagram – Mobile View

Go through the elements

Discuss:
Options
Photo Map
Home
Search and Explore
Camera
Like

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Activity – Points of Comparison

Compare the three platforms.

The first five comparisons are done.
Find five more.
Discuss.

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Instagram – Business

Advertising is a new phenomenon

Instagram blends ‘instant’ and ‘telegram’
Implies instant communication
Visual and almost real-time
For business, it is key to show the ‘face’ of
the company

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Instagram – Business Profile

Same tools
Customers should
relate to the images
Not always easy

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Activity – Get The Picture

1. Visit Instagram “Content Strategy Tips”.

2. Choose three companies that don’t have Instagram.
3. Write their details down.
4. Select a goal:
Awareness / Perception / Audience / Storage
5. Find a suitable image.
6. Describe why you chose it.
7. Include a caption and hashtag and explain why.

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Instagram - Video

60 seconds or less to tell a story

– Awesome Employees
– Product launches
– Customer experiences
What other ways could Instagram promote a
brand?
Likes and reposts are crucial to success.

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Instagram – Loop Giveaway

Review the text and research loop giveaways.

1. What is your opinion of loop giveaways?

2. How successful are they?
3. How real are the followers garnered?

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Instagram – Wins and Fails

Review the case studies.

McDonalds:
1. What could change?
2. Describe examples of good posts.
3. Will interruption become common?

Starbucks:
1. Could other products be billboards?
2. Describe how.

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Instagram – Branded Posts

Depending on the message, consider some of

these approaches:
Cross-channel marketing
E.g. Items on Instagram are also promoted through Facebook.
Exclusivity
Posts only on Instagram create a feel of exclusivity, making the
followers feel special.
Paying it Forward
Engaging with a brand by following, liking, commenting, and
reposting its target audience’s posts.

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Instagram – Hashtags

Perhaps more important than on Twitter

Instagram allows many hashtags to
increase attention
Posts with the highest success have 22 or
more

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Activity – Using Hashtags on Instagram

1. Research a brand that uses hashtags on

Instagram.
2. Describe the brand, campaign, and hashtag
use.
3. Note one useful takeaway idea.
4. Share your results.

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Activity – The Evolution of Paid Ads

Research the article and discuss the questions:

• Which brands were selected?
• Why does Instagram want the ads to blend in?

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Instagram – The Carousel Ad

Introduced in 2015, marketers can include

three to five images or videos in a single post.
How could it be used?
CTA Buttons:
– Shop Now
– Book Now
– Download
– Learn More
– Sign Up

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Instagram – Analytics

Social Specific Metrics:

Three Tools: • Likes and comments function the same
– Account insights as on Facebook
• Help the marketer understand a post’s
– Ad insights engagement
– Ad staging
Ensure you understand the terminology:
– Impressions
– Reach
– Frequency

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Instagram – Account Insights

It is possible for the account holder to see

impressions, reach, and engagement.
Specifically:
– Monthly and weekly impressions
– Monthly and weekly reach
– The number of profile views, website clicks, and followers
– A profile summary

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Instagram – Ad Insights

Ad Insights “shows the performance of paid

campaigns with brand analytics (impressions,
reach, and frequency) for each individual ad…”
Specifically:
– An ad campaign’s objective or goal
– The time period or dates the campaign will be running
– The target demographic
– The target impressions

Provides current information on a current

campaign’s effectiveness

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Activity – Underperforming Ads

Imagine your are a marketer using Instagram

and discover your entire campaign is
underperforming!

List five reasons why this might happen.

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Instagram – Ad Staging

Ad Staging allows the team to collaborate on

upcoming ads.
It could be compared to a private screening
prior to a movie release.
It allows for refinement before it goes live.

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Activity – Improving an Instagram Ad

1. Look at an Instagram ad.

2. Imagine it is not live yet. You will evaluate it.
3. Give constructive feedback.
Content, Image, or video:
– Quality?
– Is it compelling?
– Is it relevant?

4. Suggest a way the advertiser could improve.

• Research optimum times for posting.

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Chapter Review

1. Which of the following is not true of Instagram?

– Instagram is an invitation-based platform.
– Instagrammers can repost content.
– Instagram offers account holders suggestions or recommendations.
– Instagram allows account holders to follow whomever they choose.
2. A retailer of slippers wants to shift consumers’ perceptions about
where and how his product is made. What kind of image and
accompanying caption and hashtag could he post on Instagram to
achieve this?
3. How long can Instagram videos be? What could a company show in a
video that would bolster its public image?
4. How has paid advertising changed on Instagram?
5. What four factors are associated with engagement on Instagram?

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