How can businesses increase their engagement on Instagram?
A step further from my previous post on Instagram Marketing, this post will help business minds like you to explore how you can maximise outreach through your Instagram page.
By having your brand’s Instagram page, I’m sure you are already convinced about the power of images, that it can be so amplifying in attracting your brand’s followers. In fact, our brains are engineered to prefer images since 90% of information disseminated in our brain is in visual forms. There is this innate ability about visuals that can proclaim subtly about a brand, which makes it so much more acceptable to the masses as compared to the aggressive selling strategy used-car salesman is all too well-known for.
Building on this non hard selling approach that is enticing about the Instagram’s social culture, we will look at what makes an Instagram post so engaging. First of all, ingeniously taken professional photos, coupled with bright scheme colours, permit that extra alluring factor that increases likes by 24%
Furthermore, followers would be more captivated and could relate better to your brand if there is an experience shared in the posts, creating a more genuine and authentic approach. Instagram influencers can achieve this outstandingly, as we will see from the case of Zafferano.
It is a Singapore-based restaurant who wanted to generate a more online presence of its brand. The restaurant invited influencers to create a first-hand experience from the Italian meal and amazing city view before posting on their social media accounts. By involving 11 influencers in the span of 10 days with 33 posts, this campaign had converted to more than 65,000 outreach and garnering more than 8,500 likes and 280 comments on Instagram. What a worthwhile investment created from this authentic experience and credible story shared!
As we have clearly seen how the power of user-generated content could convincingly influence their followers’ buying decisions, we will also discover what little tricks of composing a strategic Instagram post could do. A succinct and to-the-point caption provides a more impactful attention-grabbing effect than a long-winded description which loses its grip on readers quickly, given the tendency of us millennials just scrolling on our newsfeed. Engagement with readers, and conversion to dedicated fans would also surge when the Instagram influencers diligently respond to their comments and build a constant rapport with their followers.
Last but not least..the power of #Hashtag
Hashtags help to increase viewers outreach to an even wider community of Instagram users with a higher likelihood for discoverability. They also raise the shelf-life of Instagram posts, provided that these hashtags are specific enough to funnel the community of interested viewers and would keep the posts at the top for a longer time. While including hashtags are highly encouraged, it has also been noted that more than 5 hashtags in each post is seen to cause a decline in engagement as it becomes rather messy and diffuses the focus of viewers.
KitKat has utilised this strategy well to their advantage by creating hashtags exclusively for what they want to be known to the public #HaveaBreak, #HaveaKitKat. Hence, your brand too could adopt this keywords and phrases that would best describe your company! On a last note, 78% of consumers made purchases because they were persuaded by a brand’s social media, hence inevitably, when more Instagram users are sharing and complementing your brand, your business definitely stand a higher chance of securing more consumers.
Kissmetrics: A Blog about Analytics, Marketing and Testing. “How to Use Your Instagram to Promote Your Brand and Drive Sales.”
Julius Works: 6 Examples of Brands that Boosted Engagement with Influencer Marketing, November 2016
Author: Octavilia Budianto