Instagram promotion, target audience, content, marketing
Instagram is super popular. More than 200 million users come here every month to upload 58 million images. It is important that more than half of the participants visit their accounts every day! This is amazing engagement and it is much higher than in other social networks.
A reasonable question arises: maybe it makes sense to build a sales strategy on this social network?
According to statistics, over the past couple of years, the number of brands working on Instagram has quadrupled and they doubled their audience.
What to do and how to develop an effective promotion system - read on.
Instagram promotion
The first thing to do is to analyze the target audience. Here you need to remember that more than half of the users are girls under 30 years old. In fact, they are millennials, and they include all the characteristic psychological patterns. These guys are characterized by conformism, self-focus, self-revaluation, narcissism and even autism, with high technological literacy.
To sell them, brands try to surprise, charm and flatter. They talk about uniqueness, fun, freedom, etc. But at the same time, it cannot be generalized, since the target audience in different niches can be very different.
To better understand the audience, you need to analyze:
• popular communities and bloggers;
• popular brands;
• vocabulary and tags;
• current topics;
• related audiences.
Based on these data, you need to compile the most complete portrait.
Marketing research
Before you start promoting, you need to understand why we are doing it.Of course, the main goal is likely to be sales. But along with it they go:
• to declare yourself;
• to increase the authority of the brand;
• conversions;
• to pump up the recognition.
It is important to at each stage, be aware of what you are doing.
You also need to carefully study everything that concerns your competitors. To do this, we recommend creating a table and describing in detail:
• how competitors attract visitors;
• how engaged the user is;
• how often people comment and like;
• what content is most in demand;
• what goals are competitors striving for.
After that, you can start developing your own content policy. It is important to understand how much material you will be posting and what the nature of that material is. These can be videos, pictures, reels, texts or stories. Using a ready-made content strategy, you can create a content plan, work on it and track growth.
Some subtleties of marketing promotion
An important point is honesty, the quality of the product is not visible from the photo, because a little Photoshop is enough to embellish product, and sell the product at an inflated price. But this is a one-way ticket, if the product is not returned immediately, the customer will be lost.
Each brand has a chip that distinguishes it from its competitors. It's good when there are a set of such features, because it is they that create the unique look of the page, and therefore the company itself.
The quality and nature of the content can also be a feature. For example - close-ups on photos, videos from the first person, etc.
If the idea of the brand is directed towards beauty and luxury, the content must correspond completely.Well, or from time to time to contradict the main idea by 180 degrees. For example, there were diamonds and dresses, suddenly - a milkmaid on a collective farm, but in diamonds or an evening dress. Creativity is limitless ... The premium segment creates a lot of work for photographers, operators, SMM specialists and targetologists, here it is important to prove that your product is the best.
Another point is posting user-generated content. It is important that the photos are directly related to the brand. Users love when their photos and videos grab the attention of a wider audience, and this way the brand gets a lot of unique material.
A “production romance” with meaning can also become popular. Some time ago, Pyshechnaya thundered on Instagram, whose marketers created the illusion of a provocative-erotic meaning, but with a bias towards bakery products (if you are interested, you can easily find it). You can add humor and creativity to the content, hold contests and competitions, it is important that it pleases, surprise and attract users.
Another point is to keep up with trends. A couple of years ago, on the environmental wave, the Stella Artois company organized a campaign, according to which, buying its products, users helped those countries in which there is a problem with water. Thus, the brand helped people and gathered almost half a million subscribers.
Well, in the end, I must say that any promotion tools are good, it is important to be able to use them. The issue is solved by selecting a good team of SMM, targetologists and marketers. Practice shows that it is more difficult to find such people than it seems at first glance, but it is quite possible.
- We wish you the best in promoting!
