Instagram Is No Longer A Photo-App | What It Means For Businesses
“Hey, everyone” Adam Mosseri, the Head Of Instagram starts his IGTV. “I thought it would be good to start sharing more about what we are currently working on internally at Instagram just to give you a sense of what's coming, before it comes”.
The IGTV, which has raked up over 2 million views on Adam’s Instagram account alone, goes on to detail specific categories that Instagram will be focusing on in the coming months: Creators, Videos, Shopping and Messaging. “We’re no longer just a square photo-sharing app” he continues. “People are looking to [Instagram] to be entertained.”
So what do these changes mean for small businesses, creators and ecommerce businesses in the coming months? Here are some things to look out for and adapt to make sure your content continues to be seen with these changes to Instagram.
Produce More Video For Instagram
It’s no secret in the social media world that Instagram has been striving to compete with the mega-app TikTok since its meteoric rise in 2020. TikTok, which has recently introduced more sponsored content and promotional tools for creators and businesses, has set a high bar for video content. As a result, Instagram has been enhancing its video features to keep up. With the end of Vine in January 2017, many creators were left searching for a new platform for video content and found their new home in TikTok. However, Instagram offers an equally compelling space for video, and businesses should capitalize on this.
Producing videos for your business doesn’t have to be hard! Modern smartphones, especially iPhones, are equipped with high-quality cameras that can produce excellent video content. All you need is a little creativity and a few ideas to get started.
Why Video Content is Essential for Instagram
Video content is a powerful tool for engaging your audience on Instagram. Here’s why you should prioritize video:
Higher Engagement: Videos often receive higher engagement rates compared to static images. They capture attention quickly and can convey more information in a short time.
Algorithm Favoritism: Instagram’s algorithm favors video content, meaning your videos are more likely to appear in users' feeds and on the Explore page.
Versatility: Videos can be used for a variety of purposes, from showcasing products to sharing behind-the-scenes moments.
Ideas for Creating Engaging Video Content
Behind-the-Scenes Moments: Show your audience what goes on behind the scenes in your business. This could include how your products are made, your daily operations, or team activities.
Example Video: A day in the life at your company, highlighting different departments and employees.
Product Demonstrations: Create videos that demonstrate how your products work. This can help potential customers understand the value and functionality of your offerings.
Example Video: A step-by-step tutorial on using one of your products.
Meet the Team: Introduce your team to your audience. Personal stories and employee spotlights can build a stronger connection with your followers.
Example Video: Short interviews with team members sharing their roles and favorite moments at work.
Customer Testimonials: Share videos of satisfied customers talking about their positive experiences with your products or services.
Example Video: A customer review highlighting how your product solved a specific problem for them.
Live Sessions: Use Instagram Live to interact with your audience in real-time. Host Q&A sessions, product launches, or virtual events.
Example Video: A live unboxing of a new product line with real-time audience interaction.
Tips for Producing High-Quality Videos
Use Good Lighting: Ensure your videos are well-lit. Natural light is great, but if you’re shooting indoors, consider investing in affordable lighting equipment.
Stable Footage: Use a tripod or stabilizer to keep your camera steady and avoid shaky footage.
Clear Audio: Invest in a good microphone to ensure your audio is clear and professional.
Engaging Thumbnails: Create eye-catching thumbnails that encourage users to click on your videos.
Editing Software: Use editing apps or software to polish your videos. Add effects, music, and text to make them more engaging.
Promoting Your Videos on Instagram
To maximize the reach of your video content, use Instagram’s various promotional features:
IGTV: For longer videos, use IGTV. Share previews on your main feed to drive viewers to the full video.
Stories: Post short, engaging clips on Instagram Stories. Use interactive elements like polls, questions, and swipe-up links (if available).
Reels: Take advantage of Instagram Reels for short, catchy videos that can go viral.
Ads: Promote your best videos using Instagram Ads to reach a wider audience.
2. Diversify The Content On Your Instagram Feed
With recent announcements about changes to Instagram's algorithm, there is an anticipated shift in how recommended content will be delivered to users. Soon, users may have the ability to choose topics they are and are not interested in, allowing the app to share more relevant content with them. This presents a significant opportunity for business owners to diversify their content and engage their audience more effectively.
Seize the Opportunity with Diverse Content
For businesses, this change means that creating varied content that appeals to different facets of your target audience's interests is more crucial than ever. Diversifying your content not only keeps your feed interesting but also increases the chances of your posts being recommended to users interested in those specific topics.
Understanding Your Audience's Interests
To effectively diversify your content, you need to understand the psychographics of your audience. Psychographics go beyond basic demographics (age, gender, location) and delve into the lifestyle, interests, and values of your audience. Here’s how you can analyze your audience’s psychographics:
Age: Consider the age group of your audience. Younger audiences might prefer trendy, fast-paced content, while older audiences might appreciate more detailed and informative posts.
Occupation: Knowing your audience's occupation can help tailor content that resonates with their professional interests and daily routines.
Location: Location influences lifestyle. Urban audiences might enjoy content about city life, while rural audiences might prefer nature and outdoor activities.
Interests and Hobbies: Identify common hobbies and interests among your audience. Are they fitness enthusiasts, pet lovers, travel addicts, or tech geeks?
Brainstorming Diverse Content Ideas
Once you understand your audience's interests, brainstorm content that aligns with these interests while still fitting your business's brand. Here are some ideas:
Lifestyle Posts: Share content that reflects the lifestyle of your audience. If your audience enjoys the outdoors, post about hiking trails, camping tips, or beautiful nature spots.
Behind-the-Scenes: Give your audience a peek behind the curtain. Show them how your products are made, introduce your team, or share your office setup.
User-Generated Content: Encourage your customers to share photos and videos using your products. Repost this content to show appreciation and build community.
Educational Content: Provide value by sharing tips, tutorials, and how-to guides related to your products or industry.
Personal Stories: Share personal stories or testimonials from customers. Highlighting real experiences can build trust and connection.
Seasonal and Trendy Posts: Stay relevant by posting about current trends, holidays, and events.
Making Content Interesting and Enriching
To make your content interesting, enriching, and entertaining, focus on the following:
Visual Appeal: Use high-quality images and videos. Instagram is a visual platform, so make sure your content is aesthetically pleasing.
Engaging Captions: Write captions that are engaging and encourage interaction. Ask questions, use humor, and tell stories.
Interactive Features: Utilize Instagram's interactive features like polls, quizzes, and questions in your stories to engage your audience.
Consistency: Maintain a consistent posting schedule and visual style. Consistency helps build brand recognition and keeps your audience engaged.
Leveraging the Algorithm Changes
With the anticipated changes to Instagram's algorithm, where users can select their preferred topics, diversifying your content becomes even more important. Ensure that your content covers a broad spectrum of interests that align with your brand and audience. By doing so, you'll increase the likelihood of your content being recommended to users who have expressed interest in those topics.
3. Advertise on Instagram Shopping
Instagram has rapidly evolved into a powerful ecommerce platform, especially with the increased shift to online shopping during the pandemic. Leveraging Instagram Shopping can significantly boost your business's visibility and sales. Here’s how to make the most of this feature:
Stay Current with Listings and Products
Instagram frequently updates its features and algorithms to enhance user experience and support ecommerce activities. Ensure that your business keeps its product listings and inventory up to date to stay in line with Instagram’s updates. Regularly review your Instagram Shop to add new products, remove discontinued items, and update product details and pricing.
Utilize Product Tags in Posts and Stories
One of the most effective ways to drive sales on Instagram is by using product tags in your posts and stories. Product tags allow you to link directly to your ecommerce products, making it easier for customers to learn more about and purchase items they see on your feed.
Benefits of Product Tags:
Seamless Shopping Experience: Users can click on the product tags to view product details, pricing, and purchase options without leaving the app.
Increased Engagement: Posts and stories with product tags often see higher engagement rates as they provide immediate value to the viewer.
Enhanced Discoverability: Instagram tends to favor content that utilizes its latest features, potentially boosting your posts' reach.
Maximize Feature Utilization for Better Reach
The more Instagram features you use, the more likely the platform will push your content to a broader audience. Here are some strategies to maximize your reach:
Shoppable Posts: Create engaging posts that feature your products with shoppable tags. Highlight the benefits and unique features of each product to entice potential buyers.
Instagram Stories: Use stories to showcase your products in action. Add swipe-up links (if you have the feature) or product tags to make it easy for viewers to shop.
Instagram Live Shopping: Host live sessions where you showcase new arrivals, answer questions, and offer exclusive discounts. During the live session, you can tag products, making it easy for viewers to purchase directly.
Ensure Integration with Facebook Business Page and Website
To fully utilize Instagram Shopping features, your products must be available online through your Facebook Business Page and website. Here’s how to set it up:
Create a Facebook Business Page: If you don’t already have one, create a Facebook Business Page and add your products to the shop section.
Connect to Instagram: Link your Instagram account to your Facebook Business Page. This connection allows you to sync product catalogs and tag products on Instagram.
Set Up a Product Catalog: Use Facebook’s Catalog Manager to upload your product inventory. Ensure your catalog is comprehensive, with clear images, detailed descriptions, and accurate pricing.
Enable Instagram Shopping: Once your catalog is set up and connected, apply for Instagram Shopping. After approval, you can start tagging products in your posts and stories.
Promote Your Instagram Shop
Once your Instagram Shop is set up, actively promote it to drive traffic and sales. Here are some tips:
Announce Your Shop: Use posts and stories to announce the launch of your Instagram Shop. Highlight the convenience of shopping directly from Instagram.
Run Promotions and Sales: Offer exclusive discounts or limited-time offers to your Instagram followers. Use stories, posts, and ads to promote these deals.
Collaborate with Influencers: Partner with influencers who align with your brand to showcase your products. Influencer collaborations can drive significant traffic to your shop.
By staying current with Instagram’s features, utilizing product tags, and integrating your Facebook Business Page and website, you can effectively leverage Instagram Shopping to boost your ecommerce business. Embrace these strategies to enhance your reach, engage your audience, and drive more sales.
4. Work with Social Media Influencers and Creators
In the ever-evolving landscape of social media, influencers and creators have become essential players in marketing strategies, particularly on platforms like Instagram. Leveraging the reach and authenticity of these individuals can significantly boost your brand’s visibility and credibility. In this section, we'll explore how working with social media creators, particularly micro-influencers, can help them make a living through creative apps like Instagram, and how your business can benefit from these collaborations.
Micro-Influencers: The New Age of Sponsored Content
Micro-influencers, typically defined as influencers with follower counts ranging from 1,000 to 100,000, have carved out a niche in the social media world. Despite their smaller following compared to macro-influencers or celebrities, micro-influencers often boast higher engagement rates and a more loyal audience. Their followers view them as relatable and trustworthy, making them highly effective for sponsored content.
Why Micro-Influencers Are Ideal for Instagram
Authenticity and Trust: Micro-influencers maintain a close connection with their audience, fostering trust and authenticity. Their endorsements are perceived as genuine, increasing the likelihood of followers engaging with and purchasing the recommended products.
Cost-Effective Partnerships: Collaborating with micro-influencers is often more budget-friendly than working with high-profile influencers. This allows brands to work with multiple micro-influencers, diversifying their reach and impact.
Niche Targeting: Micro-influencers often focus on specific niches, whether it’s fitness, fashion, beauty, or tech. This specialization enables brands to target precise segments of their audience effectively.
How Creators Can Make a Living Through Instagram
Creative Apps and Revenue Streams
Instagram has introduced numerous features that allow creators to monetize their content and build a sustainable income. Here’s how creators can leverage these tools:
Sponsored Posts and Stories: Creators can collaborate with brands to create sponsored posts and stories. These partnerships typically involve showcasing a product or service in an authentic and engaging manner.
Instagram Shopping: With Instagram Shopping, creators can tag products directly in their posts, making it easier for followers to purchase items. This seamless shopping experience boosts conversion rates and provides creators with a commission.
IGTV Ads: Instagram's IGTV ads provide creators with a share of the ad revenue generated from their long-form video content. This is an excellent way for creators to monetize their engaging video content.
Branded Content Tags: Instagram allows creators to use branded content tags to disclose paid partnerships. This transparency builds trust with their audience while complying with advertising regulations.
Collaborating with Creators: Best Practices for Brands
To maximize the benefits of working with social media creators, brands should follow these best practices:
Identify the Right Creators: Look for creators whose audience aligns with your target market. Their followers should be interested in your products or services.
Foster Authentic Relationships: Build genuine relationships with creators. Understand their content style and values to ensure your collaboration feels natural and authentic.
Provide Creative Freedom: Trust creators to present your brand in a way that resonates with their audience. Provide guidelines but allow them creative freedom to maintain authenticity.
Measure and Analyze: Track the performance of your influencer campaigns using metrics such as engagement rates, reach, and conversions. Use this data to refine your strategy and improve future collaborations.
Explore More Trends
For more insights into the world of social media marketing, including the latest trends and strategies, check out our blog post on Organic Social Media Marketing Trends for 2021.
