Make the Most of Instagram For Business

Sep 05, 2016 Beth Smedinghoff

Create, Marketing, Social Media

In May of 2016, Instagram officially launched its business tools to help companies better utilize the social media platform for marketing purposes. This marked an excellent opportunity for companies to use instagram for business and think outside the box. Unlike other social media platforms, Instagram is a great place to share stunning visuals and may offer businesses a whole new audience. With the new integrated business tools, you can now make the most of your Instagram business presence.

Optimize your business profile

In order to access a business profile for your Instagram account, you need to have a Facebook Business Page already in place. If you already have that accomplished, the conversion to an Instagram business profile is simple. Simply access your Instagram profile and choose the Switch to Business Profile option to gain access to the business tools. Check out Facebook’s Advertiser Help Center for additional help getting started with your Instagram Business Profile.
Fill in your profile as completely as you are able. Enter your website, contact info, and location if you have one. Instagram gives followers the options of contacting you directly via a phone call, text or email, and will even offer up your location should a fan want to visit you in person. This is where you can make the most of your profile. Having this contact info makes it easy for fans to contact or come to you. And really, this is, or should be, your ultimate goal.

Using Insights for your analytics

The Insights analytics tool provides the perfect information for marketers. While the Impressions metric is useful for seeing the overall popularity of a post, don’t neglect the times your followers are online. This is one of the best little gems you can utilize within the business tools. As most marketers know, great content is only great if it is being seen by your audience. If no one sees it, a seemingly perfect image could go unnoticed.
In addition, the Engagement metric will tell you how many likes and comments you have received on a post. Pay attention to the highest ranked posts and try to surmise why they are receiving lots of attention. In doing so, you may uncover the key to your next piece of viral content.
One of the other best takeaways is the number of Website Clicks. Insights will tell you how many people have clicked on your website from your Instagram post. Since increasing website traffic is ultimately your goal, knowing when your posts are getting those precious click-throughs is one of the most helpful pieces of information you need.

Promoting your Instagram post

By choosing the Promote link on your Instagram post, you can now bump your content to reach a wider audience. You will set your budget and duration for your post, but here is where you can really make the most of really leverage those promotions: define your audience. If you are just getting started or want to take the tools for a test drive, Instagram can and will set your audience for you. However, the real power of promotional posts is the ability to define your audience.
You can set parameters that are as basic as gender, age, and location. You can also further refine your audience with interests, actions, and more. You can even create a lookalike audience. Defining your audience gives you the real power to reach those who love your content. Check out Facebook’s Advertiser Help Center for help in creating your custom audiences.

Use striking images

Ultimately, Instagram is a visual platform. These business tools will only be beneficial if you actually have images worth seeing. So make sure you are selecting those pieces of content that will catch the eye of your audience.
Now that you’re making use of Instagram’s business tools, follow this best practice template for running advertising campaigns on Facebook as well.

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