Here’s how you can leverage its content generation capabilities and reach:
• Strategy: Instagram requires special attention to the aesthetics and engagement message with the target audience. Since the audience is highly engaged and responds well to hashtag communication, it is always beneficial to use Instagram for campaigns that target a specific group or audience.
• Publishing: Instagram profiles are not created, they are curated. Utilize Instagram’s original post size, update stories, and create profile highlights. Publishing frequency can be the same as Facebook for the profile feature, but stories should be updated regularly based on the nature of your brand. Use captions for tagging relevant audiences and capitalize on trending hashtags.
• Creative: Templating might not be an option for Instagram. The platform offers multiple tools and famous filters to light up the posts. Focus on aesthetic value, choosing a clear subject, and the appropriate framing functionality. Text is secondary but should be used tastefully.
• Audience: Instagram is one of the most evenly balanced platforms with almost equal male and female audiences. The 18-34 age group makes up 61% of the platform audience. It provides a great opportunity to create an ideal audience base that’s engaged and responds positively to content.
• Advertising: Use Instagram to divert traffic to your website or microsite or to encourage app downloads. The advertising platform is the same as Facebook and provides similar functionality, but Instagram is a content-focused platform. Therefore, ads should be specially created and skillfully targeted.
(This is the fourth of 10 Digital Digest articles, provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)
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How to make the most of social media