9 Things Most Brands Do Wrong On Instagram

Socialfox

  ·  

November 17, 2020

This year, eMarketer expects that more than 70% of brands will use Instagram for marketing purposes. If their projection is accurate, it represents a 42% increase in just 2 years.

This trend is to be expected, as Instagram is one of the fastest growing social networks. While platforms like Twitter and Pinterest have lost momentum, Instagram has added 100 million new active monthly users so far this year. Currently, approximately 800 million people use Instagram at least once a month.

As with many marketing channels, marketers must approach Instagram with a great deal of thought and care in order to make it pay off. One approach is to use the best Instagram analytics tools to understand your metrics. Despite the remarkable reach that Instagram offers companies, there are a number of common mistakes that can doom an otherwise well-thought-out plan. This article will help marketers to recognize some of the common mistakes brands commit on Instagram, and how to avoid them.

1. SPEAKING TO EVERYONE AND NO ONE.

Marketers hoping to hit various key performance indicators are often tempted to speak to as large an audience as possible. The larger the audience, the thinking goes, the easier it will be to convert audience members into customers.

In reality, speaking to everyone means you are speaking to no one. This is especially true on Instagram, where users are inundated with compelling content from friends, influencers and other brands.

To develop a dedicated following on Instagram, marketers must develop campaigns that speak specifically to the target audience. Make the campaign about this target group, and you will find greater engagement than if you try to speak to everyone.

2. TREATING INSTAGRAM DIFFERENTLY FROM OTHER MARKETING CHANNELS.

Instagram does have unique characteristics that marketers need to take into account in order to be successful. That said, many marketers fail to understand that, at the end of the day, Instagram functions like any other marketing channel.

In order to find success on Instagram, marketers need to develop thoughtful campaigns that are well executed and have a clear goal. Simply posting good-looking content on Instagram over a sustained period of time will not produce a meaningful marketing result.

3. IGNORING THE POWER OF INSTAGRAM ADS.

Since Facebook owns Instagram, Instagram offers marketers a rich set of target and content options when it comes to ads. With Instagram ads, marketers can use photo, video, carousel or Stories ads to speak to a hyper-targeted group of users.

Some of the Instagram ad types available to marketers include look-alike audience ads, which use an algorithm to find people who have a background similar to your ideal customer; retargeting ads, which appear only when someone visits specific pages on your website; and custom audience ads, which are based on a specific set of email addresses you upload.

4. FAILING TO EMBRACE INSTAGRAM STORIES.

Instagram Stories is the fastest growing component of Instagram. Over 250 million people use Stories every day, which is more than the total number of people who use Snapchat. Stories is a great way to deliver content to your target audience via new and interactive media.

With Instagram Stories, brands have the ability to mix photo, video and written content to provide audiences with a rich and unique experience. A particularly attractive benefit to brands is the ability to link a webpage to a story. With a single swipe, someone viewing your story can instantly visit the associated webpage – you no longer have to direct people to a link in your bio.

 5. MISUNDERSTANDING THE ROLE ENGAGEMENT PLAYS IN POST PERFORMANCE.

One of the biggest factors that determines the success of a marketing campaign is customer acquisition cost (CAC). Campaigns with low CAC are able to deliver a return on investment faster than campaigns with high CAC, all other things being equal.

Instagram offers marketers a great way to lower CAC through the organic amplification of content via the Instagram Feed and Explore page algorithms. A number of variables determine what content is organically amplified. Post engagement is one of the most important factors.

Marketers should focus on creating Instagram content that receives great engagement. Doing so will make it more likely that the post will be organically amplified to similar users across Instagram.

6. OVERLOOKING THE EFFECTIVENESS OF INFLUENCER MARKETING.

The vast majority of marketers (over 90%) believe that influencer marketing produces results. Influencer marketing can help brands reach new audiences, or it can build credibility among audiences that are already aware of your brand.

While it may be tempting to focus on tried and true marketing tactics, social media marketers who embrace influencer marketing will be more likely to find success on the platform than those who stick to traditional organic or paid content.

The key to a successful Instagram influencer marketing campaign is selecting a collaborator who has a following comprised mostly of people in your target audience.

To measure the quality of an influencer’s audience, you can use Instagram’s analytics tools in conjunction with website analytics tools to monitor audience behavior on Instagram and on your website. Audiences that engage with content, visit your brand website and spend a reasonable amount of time exploring your site are almost certainly people within your target audience.

7. ASSUMING INSTAGRAM CANNOT BE MEASURED.

As alluded to above, Instagram is a platform that can and should be measured. Contrary to popular belief, social media marketing does not need to be a soft or fuzzy element of your strategy. Metrics that can translate to a meaningful impact on your business, like profile views, follower engagement and website visits, should be tracked in order to understand how changes to strategy impact performance.

In addition, coupling metrics that relate specifically to the Instagram platform with metrics related to lead generation or funnel performance can help marketers compare the effectiveness of Instagram to other channels.

8. ASSIGNING AN INEXPERIENCED MARKETER TO RUN INSTAGRAM.

It might be tempting to assign an inexperienced member of your team to Instagram on the basis that young people will understand social media better. Some brands also feel that Instagram isn’t a major contributor to business performance, and therefore does not deserve the attention of senior marketers.

Both assumptions are false. Instagram requires thought and expertise in order to perform optimally. Furthermore, if used correctly, Instagram holds the potential to make a meaningful impact on the bottom line. Ensure you have at least one experienced marketer overseeing your Instagram strategy.

9. CHANGING INSTAGRAM STRATEGY ON A WHIM.

To perform well, brands must develop a clear and long-term Instagram marketing strategy. Changing an Instagram strategy on a whim simply because another brand launched a cool campaign or because a topic is trending is not a recipe for success.

While it is important to develop a strategy that is flexible enough to react to broad trends on the Instagram platform, it is equally important to put forth a consistent brand voice that transcends flash-in-the-pan trends.

CONCLUSION

Instagram is what you make of it. Brands that put in the time to develop a well-thought-out strategy involving ads, viral organic content and careful measurement will eventually generate meaningful business results. However, businesses that treat Instagram as a secondary marketing channel will never find success on the platform.

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