Why your business must be using the Instagram platform to engage with your clients

Why using the correct social media platforms for your business can really pay dividends when connecting with your target audience.

When the era of social media began, Facebook was easily every marketer’s favourite platform. There wasn’t any algorithm in the early days that kept a check on how much reach a business page’s post could get. All that changed in recent years due to an influx of users complaining about being advertised to excessively. Since then, Facebook has kept its algorithms in check, allowing businesses to operate on a pay to play basis. The most you invest in promotions, the further your posts will go, regardless of most other factors. This isn’t the same case with Instagram. 

We live in a Visual age We live in an increasingly digital day and age, our lives seem to be predominantly centred around our phones, computers and tablets all hooked up to some system of wifi connection. Consequently, we're living or moving through a very visual time; people are looking more than they are reading, so all the more critical that the visual messages represent the majority and humanity. Images that we hope to bring to light, are those that constitute eloquent, genuine, exciting and ethical sensibilities. For commercial businesses, this is of equal importance, in so much as the message you hope to convey, is one that resonates with your audience. Whether you’re using it to promote your own personal brand, charity or promoting a business, incorporating Instagram into your marketing strategy is a must!  The ability to tell stories that can resonate with your target audience is a powerful tool from a business perspective. Sharing visual content is one of the best ways to let your audience know what you’re about and help to build relationships with potential future customers and even ambassadors.

How demographics affect Instagram

John Ferguson's Instagram Post

Instagram’s algorithm ensures that the most recent post from any source a user is following will be the first to appear on their timelines. This allows businesses to reach their audience at a much cheaper rate. As long as a business maintains an active page with relevant posts, they can amass a larger following than on Facebook.

You will find that the younger generations and adults under forty are the ones who are active on Instagram. Most of the audience on Facebook seems to be funneling into older users who just want to stay in touch with family, or users who have an account just to stay updates with their friends and family members. 

But Instagram is where it’s at. From children to adults, Instagram’s quick scrolling, less reading type of platform allows for casual browsing. Since most businesses have their target audience on Instagram, it only makes sense to exist more actively on this platform. There are over 1 billion active users on Instagram every month. Since teenagers and young adults use this platform heavily it won’t be surprising if they continued to do so even in the years to come just as the previous generation still uses Facebook. 

The features 

Apart from just posting things on Instagram with a campaign hashtag, there are several things you can do on Instagram to leverage some reach. For instance, Instagram stories are a great way to capture the attention of followers. They appear on the top of the user’s feed and stay there for 24 hours. Once the 24 hours are up, the stories still remained pinned to the top of the source’s profile so it can be revisited at any time.

Instagram analytics now allows businesses to track their progress on the platform. The analytical tool provides valuable information from demographics of followers, their location, the total reach and impressions. These type of factors help a business to study its audience in a better way. It allows one to plan campaigns and implement them accordingly. 

A post from John Ferguson’s Instagram site.

A post from John Ferguson’s Instagram site.

Instagram Influencers 

Businesses are making use of the availability of Instagram Influencers. These are people who amass a following for various reasons and continue to entertain and inform them. Influencers can help a business advertise its products or services in a matter of seconds, with a huge audience reach. This is a great way of promoting new products and services. You don’t always have to hire an influencer, if your product or service is good enough, someone might just pick it up and review it for free if they appreciate it. So the solution to Instagram influencer marketing is a mix of luck and strategy for businesses who want to make it big on the platform. With active users, fresh users joining every day and loads of influencers to work with, Instagram is one of the best places for businesses to network today.

John Ferguson's Instagram page-2.jpg

Instagram in order to be effective, needs careful management and curation. As a business this is important as your Instagram feed is a direct reflection of your company. Professional branding or commerical photographers can help improve the quality of your content, they will not only create a steady flow of posts, but you also ensure that your content will be of the quality that will engage your followers, generating favourites, comments and shares to gain your brand further exposure.”

John Ferguson’s Instagram page

John Ferguson’s Instagram page

But whether or not your brand is present on the platform, people will still use it to talk about your products and services as they do on other social media channels. They’re already publishing pictures of products they buy from you, recording videos, and commenting on each others content about your brand.

If you’re looking to hire a photographer you feel will get the job done, instead of contacting them immediately, inquire further about the photographer’s professional experience. In creative fields, portfolios and past work samples are of the utmost importance. Examine both these closely to safeguard that you’ve found the right person to work with. If you plan to make Instagram your go-to social channel for lead generation, you’d be wise to consider upping the quality of your posts by way of a professional photographer. But either way, consider how best you or your business can utilise this powerful social media platform, it still holds a prominate place in the digital world, it would be mad not to make use of it properly.