It’s no secret that social media has revolutionized the way we socialize, perceive and interact with each other in the 21st century. And that smart businesses are capitalizing on it.
On the one hand, spending hours of your day scrolling Instagram when you have more important things to do, can seem like a time-waster. But on the other hand, utilizing the app to grow your business or personal brand can expand your reach to potential customers and wider revenue streams. You can profit from it or let it profit from you. At Avintiv Media, we believe in the latter.
Instagram is the shiny window display for your products and services. Think of your grid as the first impression you want to convey before consumers set foot in the door (or their mouse hits your page).
If you can find a way to deliver compelling content to your target audience without bombarding them with obnoxious sales pitches, you’ll do well. In fact, 65% of top-performing Instagram posts feature products. Consumerism has blossomed on Instagram and users certainly aren’t opposed to it, as long as you can package it in an engaging way.
It’s difficult to measure conversion rates or ROI (return on investment) when it comes to organic social media reach. It’s not always as simple as posting a call-to-action and analyzing the subsequent conversions.
Instagram can work on your follower’s subconscious to earn sales. Let me explain. I could really enjoy a brand’s content and over time, and continually “liking” their posts, I form an attraction or lust for their products. So eventually when I come to justify that expenditure or I’m suddenly in need of what they provide, that brand is the first that comes to mind. And of course, the more followers you have, the more legitimate your brand appears and the more likely you are to convert leads. Post consistently to build brand awareness and loyal fans. This will act as a solid foundation for converting leads.
If Instagram is your main marketing strategy for generating sales, you’ll need outstanding content and a devoted following.
A unique brand voice and aesthetic is crucial. If you copy what’s ‘popular’ on Instagram and evade authenticity, you’ll end up in the depths of oversaturated content when you really want to stand out. Communicate your brand’s story through your captions.
Secondly, you must identify your buyers. Really think hard about who they are and what their mindset may be. For every post you should picture the persona you’re talking to and put yourself in their shoes. What are their interests, wants, needs?
But that’s just the tip of the iceberg. In the following list I’ll go more in depth about the ways to maximise your conversions on Instagram, supplemented with the most recent stats about the social media platform.
1. Invest in a photographer.
The harsh reality of Instagram these days is that 70% of posts don’t get seen. The creators of the algorithm claim that it favors quality photography, which is why we recommend thoughtfully curating your posts and hiring a photographer to take your content to the next level. Note that unlike Facebook, pictures perform better than video by 36%. Another way around the algorithm and to get your content in front of as many eyes as possible, is the Instagram story feature. You can create a post in story dimensions (1080 x 1920 pixels) to correspond with your upload that drives users to your profile in a clever way.
2. Once you’ve polished your brand voice/aesthetic and acquired your ideal base, repost their content.
User-generated content has a 4.5% higher conversion rate. We can equate this to word-of-mouth marketing. It’s the most effective type of marketing by far, simply because consumers trust other consumers more than they trust brands whose sole purpose is profiting. Authenticity sells and the data supports this. One way to get your audience posting your products is to run campaigns with branded hashtags and encourage them to use your hashtag in the post for a chance to be featured on your account. This is definitely the direction social media marketing is headed, 70% of hashtags on Instagram are now branded.
3. Analyze what resonates with users and adjust your content accordingly.
Invest in an Instagram analytics platform. We suggest evaluating your account biweekly or monthly and taking note of which posts drive the most likes, comments, and overall engagement. Note that photos with faces get 38% more likes. The more likes a post gets the greater chance it has of being seen and or featured on the discovery page which means more brand exposure and lead generation.
4. Provide value.
Having authority in your field builds consumer trust which in turn drives sales.
Informational content isn’t just for your blog. Not every follower has the time or energy to ‘click the link in bio’ to read your article. But they’re much more likely to read over a snippet of information in an Instagram caption and engage with a post that provides them value.
5. Engage to build your audience.
Another way to help your posts get seen is to like/follow/comment on user’s pictures in your target demographic. If you’re in the fitness field you can search hashtags like #fitness, #supplements, #health, etc, and go through and like posts. Or you can visit a similar brand to yours and go through their followers and like their pictures. This is one of the services Avintiv offers under social media management which is extremely effective in increasing engagement.
6. Tag related accounts and the location of or around your business.
Posts with a location actually acquire 79% more engagement. So, wherever possible include a location in your post. Tagging relevant accounts can also increase your post’s visibility.
Social media marketing can be a beast to handle on your own. If you’re the type of business owner who’d prefers to delegate to an agency of professionals, reach out and schedule an appointment with Avintiv Media. We’d love to help grow your brand on social media.