Instagram is one of the fastest-growing social media platforms, it has more than 300 million monthly users. A recent Iconosquare’s 2015 Instagram study revealed that 70% of Instagram users have already searched a brand on the network. Instagram is a world where the only way to success is the content you provide. For example, the professional pictures and simple captions. Having said that with efficient content Instagram will assist turn online customers into confident and loyal customers. However, using Instagram for business motives in the correct way could immediately outcome in a viral marketing success.
Instagram has recently gone beyond their usual risk management in offering new features that would not only benefit the consumer base but also the business organizations. “Instagram has been critical for brand exposure, dialogue with new and potential customers and being discovered by partners and retailers” (Monroe, 2016). Instagram is one of the many few companies that took their customers feedback in consideration, they listened and took hundreds of interviews with businesses. A recent study taken by IBM showed, “more than 70% of ceos are seeking a much better understanding of individual customer needs because customer insights is the most important aspect to the overall performance”. The most important key requirements are finding new customers, developing insights and being unique.
Every business wants a tool that makes it easier to communicate directly with consumers. For example, a furniture shop in San Francisco stated that it is difficult to track all the customers’ comments and requirements only from the pictures and videos they post. They thought it would be much more preferable to have an email section so consumers can directly email them and receive faster responses. Moreover, organisations want a simple way that can help them find insights. Information is needed because it will help the company understand the basic behaviour that drives other businesses/competitors. For example, how much the average customer is spending and such information will assist them to exceed the competitors’ performance. Last but not least, the main concern companies had was reaching customers. Instagram helped address all these problems using business profiles, providing insights and promoting businesses with ads.
To understand how to create business profiles and how they work click here
Business profiles were generated in order to segment the type of service they offer and what they are good at. This is a free feature where accounts will be recognised instantly and can also choose the way they want customers to contact them. For example, email, phone numbers or even text messages. Not only that but next to the contact button you can unlock access to the insights of your profile and be able to promote freely. Insights will give the account holders an idea of what are the most popular posts and who their followers are, which age groups and specifically their nationalities they are targeting. Therefore, the main objective of any business is to develop the content they provide and this feature will allow them to learn about the behaviour of their targeted audience. Last but not least, promotion which helps convert posts into advertisements to help attract more customers.
As social networks become more mature they start attracting the older generation, Instagram not only presented tools to help businesses and consumers communicate more efficiently. But also introduced the live story tool to help engage with different ago groups. More importantly it is known that Snapchat is mostly targeting young consumers and not many older people would be using this application. However, Instagram was smart enough to host an Instagram story where even older user base would have access to this tool. Helping older audience get involved and familiar with different kinds of brands through the advertisements and the live stories available. Not only can customers interact but also follow hashtags by finding out the location of the shops through a map interface. Such business pages are categorised for example when looking for health coaches, trainers or even restaurants. Allowing this kind of audience to be familiar with Instagram story will make them no longer want to join Snapchat because they are already experiencing it in another platform. Nonetheless, an explore page was also announced where the most liked and trending photos or videos will be found and this is also another way to attract different age groups. Thus, having a lot of options and different types of products and services that appear from that page.
Whereas Instagram’s main aim is attracting older user base customers because they are the ones with the higher purchasing power and loyalty. This kind of communication will further gain accounts higher chances of success, giving your company an instant response in adjusting strategies when needed.
To learn more about how to use these features and how they may improve your business performance:
References:
2017. How to Use Instagram to Promote Your Brand and Drive Sales. [ONLINE] Available at: https://blog.kissmetrics.com/drive-sales-with-instagram/. [Accessed 12 April 2017].
Alex Thomson. 2017. What does Instagram Stories mean for Snapchat and Digital Marketing?. [ONLINE] Available at: https://blog.purplefrog.co.uk/instagram-stories-mean-for-snapchat-and-digital-marketing. [Accessed 12 April 2017].
Brenna Lemieux. 2017. Listening = Key to Business Growth, Say World’s CEOs. [ONLINE] Available at: http://www.insureon.com/blog/post/2013/10/03/ceos-say-listening-key-to-growth.aspx. [Accessed 14 April 2017].