New Business eBook – Instagram for Business: The Definitive Guide for 2018
With the holiday break coming up, business folks have been asking us to recommend some holiday reading to them. So when you’re done with family time and looking to sneak in a little bit of educational development, be sure to check out a few of the works we’re taking a look at this month.
The ebook we’re taking a look at today is called Instagram for Business: The Definitive Guide for 2018, and we think most readers will really enjoy it. It’s got four sections, covering everything from the basics of Instagram, to what content brands like yours should post, to how to monetize your photos, to the future of the network. We’re posting a little excerpt from one of the sections below, to give you a taste of this book.
Chapter 3: Marketing on Instagram
Leverage the power of influencers. We all deal with a serious case of #FOMO (fear of missing out) and feel a pressing urge to do the things that others are doing. This ties back to the concept of conformity, which basically states that we change the way we behave to match the way that others are behaving. This, along with the concept of social proof (where, similarly, people assume the actions of others), demonstrates why utilizing influencers in your Instagram marketing can be so powerful. When your followers see people of authority or people they respect in your own posts, it adds even more legitimacy to your brand—and, for better or for worse, exacerbates that “I’ve gotta have that too!” feeling that seems to run rampant on social media. As a result, posts that are backed by an Instagram influencer result in a much higher level of engagement.
Engage with your followers. Social media isn’t about broadcasting your own message into the abyss—instead, it’s about interacting with your followers and fostering a sense of community around your brand. Turns out, users aren’t just scrolling through their social media feeds out of pure habit. It’s important to not just fill your own Instagram feed, but also interact with the people who have joined your community. Set aside some time each day or week when you can go through and respond to comments, like photos from other users and brands, and generally step up your level of interaction on the platform.
Develop a personality. If Instagram is indeed about connectedness, it’s important to remember this one fact: People don’t connect as well with brands as they do with other humans. Research even goes so far as to say that—the more human-like a brand becomes—the more people identify with that particular brand. This is why it can be helpful to go beyond facts, figures, and promotions and develop a more human-like personality for your own brand. It doesn’t hurt to think of some ways that you can insert more of a human element into your Instagram page. Try these tactics.
- Working with influencers, as mentioned above
- Using more photos of people instead of just objects or landscapes
- Telling real stories of your own customers
- Showcasing photos of your team and the people behind your brand
Appeal to emotions. Some of the most memorable marketing campaigns out there appeal to people’s emotions. Campaigns with purely emotional content reportedly perform twice as well as those with mere facts. And, images play a huge role in this effect. Generate a list of the emotions you’d like your brand to inspire (whether it’s hope, joy, humor, sadness, or anything else!) and then brainstorm some different tactics you could use on Instagram in order to do just that.
Reward your audience. In social psychology, the concept of reciprocity basically means this: You reward one positive action with another positive action. So, how does this apply to Instagram? Well, there are plenty of ways that you could see this play out. You could reward your followers with frequent special discounts or promo codes. Or, maybe you’ll choose a follower to showcase during one day each week. The important thing to remember is that your social media relationships can’t be all take and no give. Your followers will expect you to return the favor in some way every now and then.
Post consistently. By now, you’ve probably heard the advice that you can’t just show up on your social media accounts once in a blue moon—you need to be posting on a somewhat consistent and predictable schedule. But, why is that? It can be credited to something called the Propinquity Effect. Put simply, the more frequently your followers see your posts and updates appearing in their Instagram feed, the more likely they are to not only remember you—but value you.
This ebook is free to download and read. To get the entire PDF, head to Schedugram.com.