Instagram Marketing For Small Business (2024 UPDATE)

Summary

The video script addresses the evolving landscape of Instagram marketing, emphasizing the shift from photo to video content and the importance of adapting strategies accordingly. It offers 10 actionable tips for small businesses to enhance their Instagram presence, including optimizing bios, developing brand consistency, balancing content types, and leveraging user-generated content and micro-influencers. Additionally, it highlights the significance of timing, audience demographics, and the potential of Instagram Reels and advertising for reaching wider audiences.

Takeaways

• 🔍 Instagram's platform focus has shifted from photos to video content, emphasizing the importance of video in marketing strategies.
• 📹 Utilizing different video formats like posts, stories, reels, and live videos is crucial, with reels currently dominating in terms of reach and engagement.
• 🎯 Small businesses should adopt 10 specific Instagram marketing strategies to connect and convert their ideal customers more effectively.
• 👤 Optimizing your Instagram bio is fundamental, ensuring it clearly reflects your business and includes a clear call to action (CTA).
• 🔗 Avoid overwhelming users with too many options in your bio link; focus on a single, direct CTA to prevent the paradox of choice.
• 📈 Develop a brand plan for Instagram with consistency, clarity, and congruence to ensure a cohesive brand image and message.
• 📱 Finding the right balance between different content types—feed, reels, stories, and lives—is essential for effective Instagram marketing.
• 🔑 Instagram Reels offer 'Real Reach', providing greater potential for content to be seen by new audiences and to go viral.
• 📝 Research and use relevant hashtags to tap into your target market's interests and improve the discoverability of your content.
• 🤝 Micro-influencer marketing can be a cost-effective way to reach niche audiences who may be more engaged with smaller, less commercialized influencers.
• 📸 User-generated content (UGC) can significantly boost engagement and authenticity by showcasing real users in real situations with your products or services.
• 🕒 Timing is vital for content posting; understanding the best times to post can maximize the visibility and engagement of your content with your target audience.
• 📊 Analyze your analytics to determine the optimal posting frequency and timing that resonates best with your specific audience demographics.
• 📈 Instagram advertising, managed through Facebook's business manager, allows for precise targeting and optimization of ad campaigns.
• 🌐 Recognize that a vast majority of Instagram users are also active on other social media platforms, indicating the need for a multi-platform marketing strategy.

Q & A

Why might the current Instagram marketing strategies not be working as effectively as before?

The strategies that worked a few months ago may not be effective now due to changes in the platform that were not communicated to users, requiring an update in tactics to align with the current trends on Instagram.

What does Adam Mosseri, the head of Instagram, emphasize about the platform's focus?

Adam Mosseri has stated that Instagram is now focused on video content rather than just being a photo-sharing site, indicating a shift towards video marketing.

What are the different ways to upload videos on Instagram, and which one is currently dominating?

Videos can be uploaded as a post, a story, a reel, or through live streaming. Currently, Instagram Reels are dominating as they offer greater reach and the potential to go viral.

What is the significance of optimizing an Instagram bio for marketing purposes?

Optimizing an Instagram bio is crucial as it should clearly reflect what the user does and for whom, providing clarity and a call to action, which is essential for first impressions and guiding users towards the next steps.

Why is it recommended to avoid linking to a link tree or multiple link database in the Instagram bio?

Linking to a link tree or multiple link database can overwhelm users with options, leading to the paradox of choice, where too many options result in no action being taken. It's better to focus on a single call to action.

What are the three Cs of developing a brand plan for Instagram?

The three Cs are consistency, clarity, and congruence. Consistency refers to regular posting and engagement, clarity ensures the brand's message is easily understood, and congruence means that all aspects of the brand's presence align and make sense together.

How has the balance between different content types on Instagram evolved, and what is the current focus?

The balance has shifted with the introduction and emphasis on Instagram Reels, which have become a key feature for reaching new audiences. The focus is now on leveraging Reels alongside traditional feed posts, stories, and live videos.

What is the importance of using hashtags in an Instagram marketing strategy?

Hashtags are still relevant for reaching the target market and should be researched to ensure they are applicable to the business and industry. They help in tapping into different market segments and trends.

How can micro-influencer marketing benefit a small business?

Micro-influencers have a niche and specific audience that may not have been approached by larger brands. Working with them can be cost-effective and provide access to a dedicated audience that is likely to be more engaged.

What is the role of user-generated content (UGC) in an Instagram marketing strategy?

UGC involves leveraging images, videos, and stories from users who are wearing or using the product in various situations. This content can showcase the product in real-life scenarios, adding authenticity and increasing engagement.

Why is it important to use Instagram direct messages (DMs) strategically in marketing?

Instagram DMs offer a personal way to connect with users, build relationships, and provide value. However, it's crucial to avoid spamming and to engage in a way that is meaningful and not immediately transactional.

What are some best practices for timing when posting content on Instagram?

Best practices include posting at times when the target audience is most active, such as early morning, late night, or early evening. Mondays and Thursdays are generally good days for posting, and the first 30 minutes after posting are crucial for engagement.

How can demographic details of Instagram users inform marketing strategies?

Understanding the demographic makeup of Instagram users, such as age, gender, and interests, helps in tailoring content and targeting specific audiences more effectively.

What is the relationship between Instagram ads and Facebook's business manager?

Since Meta (Facebook) owns Instagram, Instagram ads are managed through the Facebook ads business manager. This integration allows for more options in optimizing and targeting ads.

Why are Instagram Reels considered advantageous for advertising?

Instagram Reels are favored in both the organic algorithm and the advertising platform, offering greater reach and engagement, making them an effective choice for ad placement.

What does the statistic about 0.1% of people using only Instagram imply for a multi-platform marketing strategy?

The statistic suggests that almost all Instagram users are also active on other social media platforms. This implies the importance of a cross-platform marketing strategy to reach users where they are most active.

Outlines

00:00

📈 Instagram Marketing Evolution & Strategy

The paragraph discusses the shift in Instagram's focus from a photo-sharing platform to a video-centric one, as emphasized by its head, Adam Mosseri. It highlights the need to adapt marketing strategies to align with current trends, such as the rise of video content, and provides a list of 10 strategies for small businesses to connect and convert their ideal customers. The speaker also emphasizes the importance of optimizing the Instagram bio with clarity and a call to action, and advises against using link trees due to marketing and psychological principles.

05:01

🎥 The Dominance of Instagram Reels and Content Balance

This section delves into the evolution of Instagram's features and the importance of balancing different types of content, including feed posts, stories, live videos, and reels. It underscores the growing significance of Instagram Reels as a key feature for reaching new audiences and potentially going viral. The speaker also touches on the concept of 'Real Reach' associated with Reels and suggests leveraging short-form vertical video content across multiple platforms for broader reach.

10:03

🔍 Hashtag Research and Micro-Influencer Marketing

The paragraph focuses on the relevance of hashtag research for businesses to connect with their target market effectively. It stresses the importance of using relevant hashtags that the target audience is searching for and testing different kinds of hashtags to tap into various market segments. Additionally, it introduces the concept of micro-influencer marketing, which involves partnering with influencers who have a smaller but niche audience, potentially offering better value for money.

15:04

📸 User-Generated Content and Direct Messaging for Engagement

The speaker discusses the power of user-generated content (UGC) in marketing, especially for fashion and wearable brands, and how it can be leveraged to showcase products in various contexts. The paragraph also highlights the strategic use of Instagram's direct messaging feature for networking and engaging with potential customers authentically, without coming across as spammy. It also introduces the Dollar Eighty software, designed to streamline the process of engaging with audiences through comments on Instagram.

⏰ Timing and Frequency in Instagram Posting

This paragraph emphasizes the importance of timing and frequency in posting content on Instagram to maximize engagement. It suggests starting with a basic frequency of once a day and gradually increasing to multiple posts and stories, depending on resources. The speaker provides general guidelines for the best times to post, such as early morning or late at night, and advises tailoring the posting schedule to the target audience's activity patterns. It also mentions the significance of responding to engagement within the first 30 minutes of posting.

📊 Demographic Insights and Advertising Integration

The final paragraph provides insights into Instagram's user demographics, highlighting the platform's broad appeal across various age groups and the even split between genders. It categorizes Instagram as part of 'The Big Four' social media platforms essential for reaching diverse audiences. The speaker also offers advice on incorporating Instagram advertising into marketing strategies, emphasizing the use of Facebook's ad manager for optimal targeting and placement, and suggests starting with Instagram reel ads for new advertisers.

Keywords

💡Instagram Marketing Strategy

Instagram Marketing Strategy refers to the methods and tactics used to promote a brand, product, or service on Instagram. In the video, it is mentioned that what used to work even a few months ago is dramatically different from the strategies succeeding now, emphasizing the need to adapt to the changing platform dynamics.

💡Video Content

Video Content is the use of moving visuals to convey a message or tell a story. Adam Mosseri, the head of Instagram, has stated that Instagram is now focused on video rather than photos. The video script discusses the importance of video content and how it has become the primary focus of the platform, indicating a shift from photo-sharing to video-sharing.

💡Instagram Reels

Instagram Reels is a feature that allows users to create and share short, 15 to 30-second multi-clip videos with audio. The script highlights Reels as the dominant feature on Instagram, providing a way to reach new audiences and potentially go viral, which is crucial for the success of marketing strategies on the platform.

💡Brand Plan

A Brand Plan outlines the strategy for developing and maintaining a brand's image and message. The video emphasizes the importance of consistency, clarity, and congruence in a brand plan for Instagram, which helps in creating a cohesive brand image and message across all content posted on the platform.

💡User-Generated Content (UGC)

User-Generated Content refers to any form of content, such as images, videos, or text, that is created by users and then shared by the brand. In the script, UGC is presented as a valuable marketing tool, where brands can leverage content created by their users to showcase products in real-life situations, enhancing authenticity and engagement.

💡Micro-Influencer Marketing

Micro-Influencer Marketing involves partnering with influencers who have a smaller but more engaged and niche audience. The video script discusses the benefits of working with micro-influencers, who can be more cost-effective and provide access to specific target markets that larger brands may not have reached.

💡Direct Messages (DMs)

Direct Messages, or DMs, are private messages sent between users on Instagram. The script advises on leveraging DMs for networking and building relationships with potential customers or partners, while cautioning against spamming and emphasizing the importance of providing value in these interactions.

💡Hashtags

Hashtags are words or phrases preceded by the '#' symbol, used to categorize content and make it discoverable. The video script explains the importance of researching and using relevant hashtags to reach the target market, as well as the need to test different kinds of hashtags to tap into various market segments and trends.

💡Optimize Bio

Optimizing a bio on Instagram involves making it clear and concise, reflecting what the account represents and whom it serves. The script stresses the importance of clarity over creativity in the bio, ensuring that it includes a call to action, which is crucial for guiding users towards the next steps the brand wants them to take.

💡Content Scheduling

Content Scheduling is the practice of planning and timing the release of content to maximize its reach and engagement. The video script provides insights into the best times to post on Instagram, suggesting that understanding when the target audience is most active is key to effective content scheduling.

💡Instagram Algorithm

The Instagram Algorithm is the set of rules that determine the order of posts in a user's feed. The script mentions that creating content that the algorithm favors, such as Reels, can increase the likelihood of content being seen by a wider audience, highlighting the importance of aligning with the platform's algorithmic preferences.

Highlights

Instagram's shift from a photo-sharing platform to a focus on video content.

The importance of adapting marketing strategies to current trends on Instagram for better engagement.

Different content formats on Instagram: posts, stories, reels, and live videos, each with unique advantages.

The dominance of Instagram Reels for reaching wider audiences and potential virality.

Optimizing your Instagram bio for clarity and including a clear call to action.

The debate on linking to a link tree versus a single call to action in Instagram bios.

Developing a brand plan for Instagram using consistency, clarity, and congruence.

Balancing content distribution between Instagram's feed, stories, reels, and live videos.

The effectiveness of short-form vertical video content and its impact on Instagram's algorithm.

The relevance of hashtags in Instagram marketing and the need for targeted hashtag research.

Utilizing shortcuts for efficient hashtag use in Instagram posts.

The benefits of micro-influencer marketing for small businesses on Instagram.

Leveraging user-generated content to enhance brand authenticity and customer engagement.

Strategic use of Instagram Direct Messages for networking and relationship building.

The significance of posting timing and frequency for maximizing content reach on Instagram.

Demographic details of Instagram users and the platform's role in the 'Big Four' of social media.

Incorporating Instagram advertising into marketing strategies through Facebook's Ad Manager.

The importance of a multi-platform social media marketing strategy beyond Instagram.

Transcripts

- Your Instagram marketing strategy

isn't working as well as you want right now

because things have changed,

but nobody told you, and that's not cool.

But the fact is that what used to work even a few months ago

is dramatically different than the strategies and tactics

that we're seeing succeed on the platform right now.

The good news is you're here, right now,

and I'm gonna be giving you the goods

on exactly what's working on Instagram right now.

I'll show you what's hot, what's not,

and what you may already know but might have forgot.

That rhymed, didn't it?

For example, Instagram is a photo sharing site, right?

Wrong.

Even the head of Instagram, Adam Mosseri,

has come out and said that video, not photos,

is what Instagram is now focused on.

- Today, I actually wanna talk a bit more about video.

And I want to start by saying

we're no longer a photo-sharing app

or a square photo-sharing app.

- Okay, so you can just make a couple videos

and upload them to Instagram

and they'll do okay, right?

Wrong again.

Whoa, sorry.

That was a little harsh.

What I mean is that it's a lot more complicated than that.

For example, you can upload videos as a post, as a story,

as a reel, or go live.

And each of those has its own advantages and disadvantages.

But there is one

that's pretty much dominating all others right now.

Here's the deal,

only a very small percentage of businesses

ever managed to figure out the key to Instagram success

and the secrets that'll allow them to reach more people,

build a massive audience of loyal fans,

or create million dollar generating campaigns.

So here are 10 Instagram marketing strategies

for small businesses,

so you can better use the platform to connect and convert

your ideal customers and clients.

Also, a big thank you to Dollar Eighty

for sponsoring this video,

but more on that later.

For now, let's dive right into the tips,

starting with tip number one, optimize your bio.

Now I appreciate, this sounds like pretty basic information.

I mean, optimize your bio?

Isn't that kind of marketing 101?

And well, yes it is.

But common knowledge isn't always common practice,

and this is why the very first thing you need to do

is take a look at your Instagram bio

and make sure that it clearly reflects what you do

and who you do it for.

I couldn't even begin to tell you

the dozens and dozens of different bios

that I've been sent over the years

by clients and by students,

where I've gone to them

and I've really been confused.

I mean, I know these people,

and I still can't figure out what they're trying to do

with their Instagram bio.

This is why one of my biggest rules

when it comes to marketing

is that you always want to prioritize

clarity over creativity.

First impressions matter.

So make sure that you're making it very clear

what you do, who you do it for,

and why someone should follow you

or stick around for what you've got to offer.

Also, never forget to include a CTA, or call to action,

which is that link in bio that guides people

towards what you want them to do next.

Now, one of the most controversial points

in that link in bio, when it comes to Instagram,

is should you link them to something like a link tree

or a multiple link database,

which is essentially just fancy talk

for saying a place with a whole bunch of other links.

My argument is pretty much always no.

Now, there's a number of reasons for this,

including direct response marketing principles

of always having just one call to action,

as well as psychological principles,

something known as the paradox of choice

where you give people too many options

and they tend to pick none.

But if you can focus on just that main entry point

into your funnel or into your business,

that's probably going to do significantly better

than overwhelming people with all kinds of options

that may or may not be relevant to them.

Tip number two is to make sure that you have a brand plan.

Now, the way to develop a brand plan for Instagram

is to follow the three Cs of consistency, clarity,

and congruence.

So let me explain those now.

Consistency simply means that you're consistent

with your content

as well as with your engagement on the platform.

So are you regularly posting content

and are you regularly responding to DMs

and to messages that you get?

We've all seen the websites with the links to social media

and we've clicked on them

and we found an abandoned Twitter page from 2015.

That ain't good for business.

So if you're making the commitment

to double down on your Instagram marketing efforts,

then make sure that you're carving out the time

and the money and the energy to do so appropriately.

Next, it's clarity.

And again, just like with the bio,

this is where you wanna be crystal clear about what you do

and who you do it for and how you help

and what kind of content that you talk about and provide.

Also, make sure to take a look at your brand guidelines

or your overall style.

Is there a consistent theme or aesthetic on your page?

Basically, does it look good?

And then there's congruence,

which is essentially making sure that what you say

and what you do and what you post and what you talk about

and the value you provide,

that it all works together, that it all makes sense.

Of course, the best way to do this

is to have some set of established brand guidelines.

I'm not talking about a fancy 400-page document

with all kinds of different graphics and images and logos

for your business,

though if you have one, that's fantastic.

Nope, instead I'm talking about just a few simple rules

about what kind of colors you'll use, what kind of fonts,

what kind of content,

what kind of frequency and posting schedule

you're going to stick to,

and then try to stick to it as closely as possible.

All right, tip number three is one of the most important

and certainly the biggest change that we've seen

when it comes to what's actually working

on Instagram right now.

And that's finding that balance between feed and reels

and stories, as well as lives.

Now, in the good old days of Instagram,

well, we basically focused on feed and on stories.

So we had our regular posts that we did

and then we had our stories for our short-term content.

Ah, those were the good old days.

But things have changed.

Instagram has released new features.

They've removed old features.

They've updated other features.

And they just keep messing things around.

But, that's how it's always been

and kind of how it's always gonna be.

So if you can't beat 'em, join 'em.

Here's how to join 'em.

All right, so first up is your feed

and this is the main page, the main post that someone sees

when they visit.

And the term that I like to use here is "Real Good".

So essentially you've taken some time,

you've designed a decent post or a decent carousel,

and you're kind of putting your best foot forward.

Then you have stories.

These are what I call "Real Time"

because they're used for less produced and more authentic

kind of behind the scenes footage

of what's going on in real time.

Then you have lives, and I call these "Real Authentic".

It doesn't quite have the same ring to it, but it works.

Essentially, the beauty of going live on Instagram

or basically any other social media platform

is that it is truly authentic because it's happening live,

which means you can't fix slip-ups or mistakes

or if you feel a bit off or you say the wrong thing,

and people like it.

It's more natural.

But then, then we have reels,

and reels my friend,

this is where you want to pay attention.

You see, it's no secret

that short-form vertical video content

has kind of taken over in the past few months,

maybe even a year or so.

Now it could be argued who stole what feature

from what different social media platform,

whether it was Instagram stealing from Snapchat

or YouTube stealing from Snapchat

or TikTok stealing from Snapchat.

Whatever the case, it doesn't matter who started it,

it matters where we're at right now.

Clearly TikTok has become a power player.

YouTube now has their YouTube Shorts,

which is their short-form vertical video.

And clearly, Instagram has Instagram Reels,

which has become the dominant player

and the dominant platform

or dominant placement, feature, tool?

All of the above.

Basically, the key to success, at least today,

right now, on Instagram,

is by doubling down and leveraging Instagram Reels.

So I say Reels, "Real Reach".

This is because the way that the Instagram algorithm works

with Reels

is that it's far more conducive

to getting in front of new audiences

and essentially having that potential to "go viral".

Even if going "viral" isn't your end goal,

it still gives you far more likelihood

of getting in front of the people that you actually want to

because you're giving Instagram what they want,

which is more Reels content.

The beauty of filming short-form vertical style videos

is that you can upload it natively as an Instagram Reel,

but you can also upload it natively as a TikTok

and natively as a YouTube Short.

Now, when I say natively, what I'm talking about

is actually taking the raw footage

and putting it directly into the social media platforms

rather than copying and pasting different links

and sort of just putting an Instagram Reel

and pretending it's a TikTok,

'cause that doesn't work as well.

Okay, next, let's talk hashtags,

but we'll make it quick

because while they are still pretty relevant,

well, there's a lot of other information out there

if you want to go deeper.

The first phase though

is that you definitely still need to do research.

You've gotta find out what hashtags are relevant

and applicable to you, to your business, to your industry,

as well as, most importantly, to your target market.

So essentially, what are the terms that they're looking for?

And then you need to use those.

(Adam puffing)

I know, it's not very profound.

But like I've said before,

common knowledge isn't always common practice.

So you've gotta make sure that you're applying this

and actually using the hashtags

that your target market is using

and not just the ones that you think might work best.

The data's there, you just gotta look for it.

The flip side of this

is that you also want to include variety

and essentially test out different kinds of hashtags.

So you can tap into different sentiments

and different trends

as well as different segments of the market.

Next, let me give you a little tip about shortcuts

and a way to use them to quickly autopopulate

all kinds of different hashtags in only a few seconds.

All you really need to do here

is go into your mobile device, or your tablet,

or even your desktop computer

and look for different shortcuts that are available.

And then you can pre-write texts.

So essentially you can copy out your most popular

or most common hashtags, give them a bit of a short code,

and then all you need to do is type a few keys

and it autopopulates for you.

All right, tip number five

is to leverage micro-influencer marketing.

Now it's no secret that with the rise of the creator economy

and the increased spending and budget allocations

toward influencers and influencer marketing,

well, clearly this is becoming a more established path

to growing your business.

But it's also getting more expensive

as it gets more competitive

and as people realize that influencers

are actually helping to drive revenue

for the businesses they promote.

But there's still a smaller segment of the market

that you can tap into

known as micro-influencers.

And in many cases,

they may be just as

if not more valuable for your business.

Now, a micro-influencer is essentially someone with reach,

someone with an audience that you want to tap into,

but is at a smaller scale

than the larger big household names that you may know.

The beauty here is that they typically have a very niched

and very specific audience.

And they've probably not been approached by larger brands,

which means that you can get in there

for pennies on the dollar.

I mean, if someone has never worked

with a large brand before,

they may be willing to provide you with a shout-out

simply for an exchange of services or products

or merchandise or materials or anything like that.

On the the topic of leveraging other people

to help with your marketing initiatives,

let's talk about tip number six next.

And tip number six is all about using UGC,

or user-generated content.

User-generated content is one of those fancy marketing terms

that pretty much just says exactly what it sounds like,

where it's essentially having your users generate content

for your business.

Now this is typically done with fashion brands

and with anything that's wearable or usable.

Usable?

Yeah, like, let me give you an example.

For example, if I owned a watch company,

I don't, but if I did,

well, what I would do would leverage images and videos

and stories of people wearing my watches

in interesting situations or interesting locations.

Now, ideally I would tie this

to some kind of unique value proposition

or unique selling proposition

that would actually make my watch ideal

for a certain kind of person in a certain kind of market.

For example, if I sold, I don't know,

like a diving watch for someone that went scuba diving,

well, I'd be doing everything I could in my power

to get people to take pictures or videos of them

scuba diving,

and then sending that content to me so I could highlight it

and showcase it on my Instagram.

A perfect example of this is GoPro,

who, if you visit their site,

you'll find it's full of all kinds of different content

that's generated from people using GoPros.

Now, I myself have never uploaded a single thing

to their platform,

but that's because it's mostly just me

doing things in the backyard, which is kind of boring.

All right, tip number seven

is all about leveraging Instagram DMs,

or Instagram direct messages.

Now here's the thing with the Instagram DM,

it is an absolutely fantastic way to connect with people

that you want to start a relationship with,

that you want to engage with their content,

that you want to provide value to,

but please, for the love of all things holy,

don't spam people.

There is a way to do networking properly.

There is a way to introduce yourself

without spamming someone.

And there is a way to comment on someone's posts

and to send them a message and to congratulate them

or to provide value

without looking like you want something immediately

in return,

which, let's be honest, people can see right through.

The big point here is that a lot of business

actually takes place through direct messages

and through contact and communication with your market

and with your customers,

so much so that there's even a brand

or business statement around this term

known as "It's going down in the DMs."

Which basically just says that stuff's happening

in the direct messages.

And that leads me perfectly to this video's sponsor,

Dollar Eighty. (bell dinging)

Dollar Eighty is a software

based on the Dollar Eighty strategy

coined by entrepreneur and marketer Gary Vaynerchuck.

Basically, it's an engagement strategy

that encourages users to go onto their Instagram account

and leave their two cents on nine posts

across 10 relevant hashtags,

which equals 90 comments a day.

But that's a lot of work.

So the purpose of the software

is to help you do this all a whole lot easier

by creating a space to set up hashtags

for posts to comment on,

track comments, and analyze growth.

Doing this not only grows your following,

but also creates a more authentic and engaged audience.

To learn more about Dollar Eighty

and to sign up for a free trial

all you need to do is click the link

in the descriptions below this video.

Tip number eight is that timing matters,

both in regards to the actual time

that you are going to post your content,

as well as the frequency and schedule

that you decide to keep

in order to make sure that you're giving your content

the best chance possible

of ending up in front of your target market.

Now, like all things in business and in marketing,

there is a good, a better, and a best.

So what I'm gonna do is offer suggestions for all three,

and you can find where on the spectrum you wanna start

and where you ultimately want to end up.

First, let's talk about frequency

and just how often you're going to be posting.

Now, if you're just getting started,

let's say the good is once a day.

I appreciate that might even sound like a lot,

but remember there are different ways of doing this.

You can create a story, for example, in 15 seconds.

You can create a post possibly in say 15 to 30 minutes.

And you can create a reel in 15 to 30 minutes,

maybe up to an hour if you really wanna make it amazing.

But you don't have to.

But if you've got a little bit of extra time and money

and energy, well, my suggestion is to upgrade

to the better and possibly even the best

of posting a couple times a day.

I'm not saying you need to put out three reels a day,

two posts, and 15 stories,

but hey, I mean, if you can, probably won't hurt.

But a reel a day is a really great place to start,

a post every day or two is good,

and a few stories scattered throughout the day

can really go a long way

in helping you to build an authentic and engaged audience.

Next, let's talk about when the best time to post is.

Now, full disclosure,

this is going to vary depending on your business

and your market and your industry,

as well as the time zone in the area that you're located,

and most importantly of all, your audience is located.

So, take all of this as what it is,

which is a general guide and a really good place to start.

But then make sure to analyze your analytics.

Analyze your analytics?

That's kind of redundant.

And figure out what works best for you.

For most businesses in most markets

in most industries though,

these are good times to post.

The first of which is somewhere around 8:00 am or 9:00 am

Eastern Standard Time.

Also, if you're a night owl, and your audience is too,

2:00 am Eastern Standard Time tends to work well as well.

And if you'd like to post three times a day,

then the third time you can try

is 5:00 pm Eastern Standard Time.

Now what you'll probably notice here

is that most of these times

fall outside of those usual 9:00 to 5:00

business working hours.

And this is why it's incredibly important

to know who your market is

and when they're active and present online

so you can post content

when they're actually going to engage with it.

As for what days of the week,

well, Mondays and Thursdays tend to do best

and Sunday tends to do worst of all.

And as for engagement

and for you spending time on the platform,

well, the best time to do it

is within the first 30 minutes after you post content,

which will enable you to respond to any DMs

or reply to any comments that you get.

A quick tip here, though,

if you're still struggling to figure out

when the best times to post are

is to simply follow your colleagues and your competitors

and then model your posting frequency and schedule

and even style

after what they're doing.

If they're brand new, well,

they may not know what they're doing.

But if they're established

and they've been around for a while,

odds are good that they probably have a clue

about what works best for them

and therefore what might also work best for you.

On the topic of your audience though,

let's talk about tip number nine next,

which is all about demographic details.

So what kind of people are using Instagram?

Well, as you probably already know, most people.

In fact, the odds are good

that you personally use Instagram,

you know people that use Instagram,

and you know of other people that use Instagram.

But, we can get more specific.

So, 61% of Instagram users

fall between the ages of 18 and 31,

and depending on what statistic you look at,

some are showing that most users of Instagram, around 69%,

fall under the ages of 35 and under.

There's a pretty even split between males and females,

although it edges out slightly more

towards the female demographic.

But, probably most important of all,

there are older demographics and younger demographics

on Instagram,

both present and active.

And this is why I put Instagram into a category

that I call "The Big Four", which is made up of Facebook,

Instagram, LinkedIn, and YouTube,

meaning that no matter what business or market

or industry you're in,

what target market you're seeking to serve,

you can probably find them on one, if not many,

of those big four platforms

because they're big

and a lot of people use 'em.

Next, let me give you just a few helpful tips

about how to incorporate Instagram advertising

into your overall strategy.

First things first,

Instagram ads are run through the Facebook ads

business manager.

This is because Facebook, now Meta, owns Instagram

and therefore, if you wanna run the ads,

you need to do it that way.

Fortunately, it's really easy to do.

All you need to do is go to business.facebook.com,

sign up for a business account, then create an ad account,

then link your Instagram account,

and you're pretty much done.

Sounds more complicated than it is,

a quick Google search and you'll figure it out.

Now the trick with Instagram advertising

is to know that if you do want to run ads,

you want to do it properly and set it up,

like I've just talked about,

through the Facebook ads manager

'cause it gives you just so many more different options

in regards to optimizing it and targeting and placements

and everything involved.

One of the biggest and most important rules

when it comes to advertising

is making sure that you've really dialed in

your ideal target market,

really figuring out who is that ideal customer avatar,

their demographic details like age, gender, income,

and occupation,

their geographic details like what city or state

or province or country they live in,

and what psychographic details

like what are their attitudes and their values

and their interests and their beliefs?

Once you've got that dialed in,

well, then you can start to work on the offer

that you're going to be putting in front of them.

So, think about what can you do

and what kind of offer can you make

that's compelling and interesting

and actually going to get someone to take action?

Then you can decide on what kind of placement

is going to work best.

You can run it as a story,

you can put it in the feed,

or you can run it, like I would suggest, as a reel.

You see just like reels

are getting almost an unfair advantage

and an extra push in the Instagram organic algorithm,

well, they're also getting some pretty decent results

through the advertising platform as well.

So whether you've been running Instagram ads

for any length of time

and you've not fully pursued reels yet,

now's probably a good time.

And if you're just considering

kind of dipping your toes in the water and testing them out,

well, the best place to start

is probably with an Instagram reel ad.

All right, now tip number 11,

which is a bonus tip for you.

You see, I recently came across a statistic

that said just 0.1% of people only use Instagram.

Now admit I had to read this twice

to figure out what exactly they were saying.

But essentially the takeaway is

is that of the people that use Instagram,

well, just 0.1% of them use Instagram alone

and 99.9% of them use some

or many other different social media platforms.

Sometimes it's Facebook.

Sometimes it's Twitter.

Sometimes it's YouTube.

But in only 0.1% of the time, it's just Instagram.

This is why you need to create

a social media marketing strategy

that works across multiple different platforms.

So to help you do just that,

I've linked up a video right here

that's going to give you a step-by-step guide

on how to create a social media strategy.

So make sure to check that out now

and I'll see you in the next video.

Is what happens after you post your content?

And this is really what separates

the amateur social media marketers from the pros.