WHETHER YOU ARE LOOKING to build awareness, community or sales, Instagram is a powerful platform to include in your marketing mix. In our 2019 Pet Industry State of Instagram Report, OffLeash Communications breaks down how companies in our industry are currently using the platform, how their performance can be improved and how to further capitalize on the platform in the coming year. Download the report here: petsplusmag.com/4192.
Knowing who you are as a brand and how to visually express that is half the battle when it comes to effectively using Instagram. The other half of the battle is finding a balance between promoting products and showcasing your brand’s personality in an entertaining way that captivates the attention of your audience.
Here are five ways to best utilize the platform to ensure you are making the most of your time, effort and money:
1. Don’t start without refreshing your content and social media strategies. Last year’s strategy won’t work for this year’s objectives. Trends and best practices evolve annually, so you must know how to adjust your content and techniques. Use inspiration from leading accounts and consult with experts to get some neutral third-party input.
2. Collaborate with well-aligned micro-influencers and other brands to find new audiences and broaden your reach. This not only helps your brand build trust with consumers by validating your products, but also allows you to enrich the content on your own feed, which increases the return you will see on your influencer marketing investment.
3. Build anticipation for upcoming products and big announcements for your brand. Given the fact that more and more consumers are using the platform as another way to discover, validate, and shop for brands and their products, it is a great opportunity to get your consumers excited about upcoming changes you’re working on to make their experience with your brand and your products stronger and better.
4. Tell your story. Just because Instagram is a visual platform, doesn’t mean there aren’t ways to share your story and deepen the connection you have with consumers. Consumers want to know who you are, what you stand for and where you are going as a company.
5. Understand that the insights are your best friend. Regularly monitoring your Instagram analytics allows you to ensure you’re targeting the right demographics, posting enough (or too much), posting on the right day, and making sure you’re aware of who is discovering you.