With over a reported 800 million active users per month, Instagram can be an attractive marketing tool for any business. But marketers beware! There are a few things to consider before taking the plunge and creating that account.
Where Are Your Customers?
Before taking the Insta-plunge, consider if it’s worth your time and money. Who are you trying to reach and are they on Instagram? Since its beginnings, the ‘grammer demographic has always been skewed towards a younger, predominantly female audience. However, over the last couple of years, this tide has begun to change. Current statistics show the Instagram demographic is 38% female and 59% in the 18-29 age bracket.
Do You Have Time?
Planning and executing a successful social media strategy can be time-consuming. And if you’re doing it right, it absolutely will be. Before committing, consider when you will post and set aside time every week to plan. While there are plenty of handy scheduling tools out there, such as Schedugram, don’t underestimate how long it can take to properly schedule. Especially in the beginning when you’re learning the ropes!
Do You Have a Budget Allocated?
Instagram is free to post. But, if you’re planning on building and reaching a large audience prepare to whip out your wallet. Since being purchased by Facebook in 2012, brands have seen a steady decrease in organic (or ‘free’) views. For brands, it’s largely become an advertising platform where you need to pay to play. But don’t worry. The better you understand your audience and tailor your content strategy accordingly, the more likely you are to reach and engage.
What Exactly Are You Going to Post?
Speaking of content, a strong strategy is key for success here. Before even creating the account, map out what messages you want to convey, and how you plan on doing it. If you’re a restaurant, do you have high-quality food images that make your menu look #delicious? Instagram is a visual platform first and foremost, so consider what content will represent your brand best and where exactly you’re going to get it from.
What Does Success Look Like for You?
One of the biggest social media myths is that it’s impossible to track results. Before embarking on your Insta-journey, consider what success looks like for you. Is this going to be a sales platform for you, or are you more interested in brand awareness? Or is creating loyalty and brand engagement the KPI you want to smash? Whatever it is, write it down! Then track how you’re going regularly to monitor what’s working, and what isn’t.
If you’ve considered all the above, and still want to go ahead and join the ‘gram – consider hiring a consultant or taking a short course. There’s a whole world of industry tips and tricks to discover.