An Ultimate Guide To Instagram Marketing

In the world of memes and live streams, Instagram has thrived, with 2 billion Instagrammers logging in on the platform monthly. This user base majorly includes younger audiences, especially Generation Z and Millenials.

The app was once merely used for sharing pictures and videos, but now, it has evolved with new shoppable features for businesses. Businesses are now capitalizing on this evolution by expanding their marketing efforts through Instagram, giving rise to Instagram Marketing. It is one of the leading marketplaces that can reach the right audience through ads, posts, Instagram Shop, etc. 

You can easily expand your online presence with the right Instagram marketing strategy and Instagram for Business. This guide is here to help you understand how to market products on Instagram, what you need, important marketing strategy, and a bonus section with secret tips that’ll help take your content to the next level.

Without any further ado, let’s dive right into the process of Instagram marketing and how you can flourish your business on the ‘gram! 

What Is Instagram Marketing?

Instagram marketing involves using Instagram to share your brand, products, or services with users, called Instagrammers, aiming to engage audiences and meet business objectives. It leverages Instagram’s visual focus to connect with people using engaging photos, videos, stories, reels, ads, and more, making it a dynamic tool for promotion and audience interaction.

To access all this, you need to create an Instagram for Business account. This account helps you connect your online business, find potential customers, advertise, create shoppable tags, set up Instagram Shop, etc.  This way, you can kickstart your selling journey on Instagram.

What Are The Benefits Of Instagram Marketing?

Here’s why you must invest in Instagram marketing –

Algorithms That Help Boost Engagement:

Instagram’s robust algorithms help find the right audience. It considers several criteria, such as users’ liked posts, saved reels, interests, etc. If the algorithm deems them as relevant customers, your page, ads, and other content will be suggested to the user. 

Easy To Catch Users’ Attention Through Creative Posts:

You can create various types of content through posts, reels, stories, etc. You can use templates and other creative elements to make your campaigns captivating. 

Helps With Driving Higher Conversion:

The platform allows you to set up ad campaigns that can lead to conversions. You can easily link your store in the bio or add CTAs (call-to-actions) or links in stories to take the customer to your online store. Another way is by running Instagram ad campaigns and creating posts with product tags. 

Perfect Spot For All Business Types:

Instagram caters to different niches. It’s a great platform for all types of businesses – apparel, shoes, electronics, furniture, food supplementary, gym equipment, etc. You name it, and you’ll find it!

It’s also a right for small businesses on Instagram who wish to grow their reach and revenue.

Easy To Analyze Your Competitors:

You get an edge while conducting competitor analysis. You can engage with their content directly and understand their strategies. 

What Do You Need Before Marketing On Instagram?

It’s time to explore the prerequisites one needs to run one’s marketing campaigns in the marketplace. 

Instagram for Business

This part of Instagram lets you market your products and services on the platform. It involves the creation of a business account and connecting it across all Meta technologies. Here’s what you can do –

• Set up a Business profile.
• Create and run advertisements.
• You get access to insights and analytics. 
• Unlock Instagram Shopping features, such as Instagram Shop, product tags, shoppable posts, etc. 
• You can easily run different marketing campaigns. 
• Find potential customers. 

The most important element is an Instagram business account. It works like a personal account with business perks where you get detailed analysis and insights on user engagement. 

Let’s see how you can create it –

Setting An Instagram Business Account

To set it up, follow these steps – 

• First, open the Instagram app on your mobile device or the computer application and log in to your account, which you’ll use for the business.
• Navigate to the three bars on the top right. 
• There are two ways to switch to professional mode – Go to ‘Settings and Privacy.’ In the search bar, enter ‘Professional.’

The other way is by going to the ‘Edit Profile’ section, scrolling down, and tapping ‘Switch to a professional account.’

After creating your business account, you can access – 

• Meta Commerce Manager – Manage product catalog and sales channel on Facebook & Instagram. Easily export product feed to the Commerce Manager.  

• Meta Business Suite – Helps manage your business on Facebook, Instagram and Messenger. 

• Meta Ads Manager – Create and run ads on Facebook & Instagram and easily connect ad accounts. 

• Facebook Page – This lets you create pages for businesses and commercials. 

• Instagram Shop – An in-app shopping experience with product display pages (PDPs), collections, etc. It serves as an extension of your online store. 

How To Use Instagram For Marketing?

Instagram lets you use different features to create content and show them to the world. The most prominent ways to engage them are listed below – 

Instagram Posts, Stories, & Reels

Using posts, stories, and reels are the most popular ways to market your products. It’s easy to display products and their practical use, add store or product page links to them, etc. It’s also easy to display the latest arrivals, inform people of a sale, etc. 

Instagram Live

It’s a great way to engage with your audience. You can release new product launches, new sales, live shopping, etc., on Instagram Live and even interact with your audience through live comments or adding them to your live stream. 

Instagram Ads

You can even advertise products by displaying them in front of your target audience. It’s easy to add product tags, which can be added to an Instagram post, story, or reel. This helps provide information about the product the customer is viewing while they’re on their profile or ‘For You’ page (FYP), which can initiate the buying process. 

Instagram Shop

Instagram Shop is an extension of your online store where you can curate products in one place and provide an immersive shopping experience to customers, accessible through the Instagram business profile. The Shop is customizable, and it’s easy to add your product catalog to it. 

Top Instagram Marketing Strategies For Maximum Success

Now that you know how and where you can market your products, it’s time to apply the right Instagram marketing strategies that will help you with acing the marketing game! 

Utilize All Instagram’s Features To The Fullest

Yes, you heard it right – use all the features that Instagram offers. As mentioned earlier, these features include stories, posts, and reels. Harnessing them to their maximum potential will be fruitful.

Most Instagrammers prefer content that conveys the message quickly and does not beat around the bush. If it’s lengthy, your target audience might scroll past your content. Stats show that 7-15 seconds is best for most users, and 30-60 seconds is suitable for some audiences. So, it is important to produce content that talks about your product within seconds or a minute. 

Sprinkle in some visually appealing graphics, trendy beats, and memes to make your content seem approachable and easily engage the audience. 

Go A Step Forward! Now, you can create Facebook lookalike audiences for your Instagram campaigns!

Post Content At The Right Time

Posting content during specific time slots is vital. If you want your target audience to find your content, you must research the right time your target audience is mostly online. This strategy helps boost engagement on your content. 

To check the time they are online, simply visit your dashboard analytics. In that, go to ‘Total Followers’ and scroll down to ‘Most Active Times.’ There, you can analyze the time and day you should post your content. Based on the analysis of your followers, you’ll also track new customers. 

💡Pro Tip: If you think you have done everything and still see less engagement, chances are you might have been ‘shadow-banned.’ It basically means that your page has been muted or blocked without you being notified. To avoid this, ensure you’re not using any third-party apps that track unfollowers or doing anything that violates Instagram’s policy. 

Leverage Influencer Marketing

Collaborating with influencers in your niche can take your marketing game up a notch. It helps build trust and acts as a social proof, which can help garner new customers. For example, if your brand sells diapers, it’s best to collaborate with a parenting influencer, like moms, dads, or parenting coaches. 

So, look for influencers who can produce genuine content to advertise your products, whether famous or just with a few thousand followers. If you are an established business with a good budget, you can also collaborate with celebrities like singers, athletes, etc. 

Verify the trustworthiness of the influencer. If you come across unfavorable feedback about their sponsored initiatives or products, or if they exhibit poor social media behavior, it’s advisable to avoid them, as it could negatively impact your brand’s reputation. 

💡Pro Tip: Try incorporating referral codes. Leads generated via referrals boast a conversion of 30%, making it an effective marketing strategy. While collaborating, you can provide customers with a code that, when availed, offers a certain discount that acts as an incentive. Here’s how you can implement – 

Creating A Compelling Instagram Bio

Without an Instagram bio, your business profile will look dull, and some Instagrammers might not understand your business’s intent.

A bio must have all the following –

• Brand name
• What your brand is about
• Have important links like store links
• Any CTAs
• All kinds of contact information 

While these are must-haves, you can make your bio more interesting and relatable by adding #hashtags and emojis, as long as they fit your brand’s intent. A bio should be easy to read and summarize almost everything in a few lines. 

If it is too long, chances are Instagrammers might skip reading it or leave your business profile. So, write something that’s engaging and makes the customer want to stay longer and even make a purchase. 

Remember, your bio plays a key role in making potential customers stay, so ensure it’s concise, fun, and easily conveys your brand’s story. 

💡Pro Tip: Add product teasers or share new releases/upcoming sales in your bio that entice customers. 

You can also mention any humanitarian initiatives that your brand has taken up – towards the environment, sustainability, helping underprivileged communities, mental health, etc. This will boost engagement as Instagrammers nowadays favor businesses that are conscious about the planet and society. Here’s an example –

Get Verified

Getting a blue tick creates a sense of authenticity in customers. Getting Meta verified for Instagram displays that your store is genuine and unique. 

To get verified, avoid doing the following – 

• Your Instagram profile is not fully set up at the time of verification. 
• You’ve integrated your account with a third-party app for verification. 
• You have provided inaccurate data about your business. 
• Applying for the verification badge countless times before getting Instagram’s final decision. 

The verification rules state that your profile must be – 

• Authentic: A real person, registered business, or entity can only register.
• Unique: The person or business must have a unique presence. Only one account per person or business may be verified, with exceptions for language-specific accounts. General interest accounts are not verified. 
• Complete: Your account must be public, have a bio and profile photo, and be active when you apply.
• Notable: Your account must represent a well-known, highly searched-for person, brand, or entity. The platform checks if you or your brand has been featured in multiple news sources. They don’t consider paid or sponsored media content as sources for review.

If you live in the United States, the cost of getting a blue tick is $14.99. If you live outside of the United States, the prices may vary.  

Instagram is the perfect spot for selling and advertising your clothing line! If you’re new, you can learn to sell clothes online, even on Instagram.

Try User-Generated Content

Creating user-generated content (UGC) also serves as social proof. 79% of individuals believe that It is more relatable to the general audience and can help create word-of-mouth marketing. 

UGCs are created by real users and also help customers make purchasing decisions. 

Here is how you can implement it –

• Create contests and ask users to use specific hashtags and tag your business. 
• Re-share users’ content via posts, stories, or reels. 
• Provide giveaways when users mention you and your products in their content. 
• Start a hashtag campaign/trend. 

Organically Grow Followers Without Buying Them

Buying followers will not fetch you the sales and engagement you want. The paid followers may consist of bots and spammy accounts, which can hamper your growth. Also, many Instagrammers can tell if the account has paid followers, which will not reflect well on your brand, leading to genuine users not following you, collaborations will be difficult, and Instagram might purge your account. 

So, the best and safest way is to gain followers organically. Here is how you can do it –

• Use SEO-rich keywords for products and business profiles.
• Add a proper bio and links to your product pages or online store. 
• Make the most of hashtags. Research and play around with them from time to time. [Do not overstuff hashtags!]
• Leverage Instagram’s algorithm for better content reach. Understand how the algorithm works and how to make the most of it for content reach. 

💡Pro Tip: Try interacting with your customers. Mention them in the comment section and reply to their comments. Accept the praises and resolve the problems they are facing. DM (direct message) them only when they put an issue in the comments, asking how you can improve. However, do not go overboard with DM-ing, as it can have detrimental effects. 

Use Instagram Insights & Strategize

The best way to understand engagement, viewership, and conversions. Utilize Instagram’s dashboard analytics, which will help you strategize effectively and market your products and services. 

You get firsthand insights on how well your page is doing, your followers’ engagement, and overall stats. You can also track the trends and understand your audience better. Overall, this will help create a well-structured engagement strategy where you can set goals, plan major events, and incorporate new trends to create relatable content. 

Also, you can even conduct competitive analysis that can help you develop unique content and fill in content gaps. Understand how they’re attracting customers and what visual tools or marketing psychology tactics they are using to engage their customers.

💡Pro Tip: Don’t limit yourself to your competitors. Go beyond your brand’s niche, explore other types of businesses, and understand their Instagram marketing strategy. 

You can also check influencers who can help boost engagement, inform you about the latest marketing trends, and provide tips to boost your social media marketing game. To name a few, you can check out these content creators: Jasmine Star, Neil Patel, and Mari Smith. 

Use Apps To Track & Improve Marketing Performance

Utilize apps to improve the performance of your marketing campaigns. Here are some apps that you must try –

1. Hootsuite

It’s a social media management app that helps It helps with scheduling posts, publishing them, and even designing content. It comes with dashboard analytics and uses AI to generate captions and hashtags for you. It also monitors keywords, hashtags, and mentions so that you stay on top.

Pricing:

• Professional – $99/month
• Team – $249/month
• Enterprise – Custom

Available On: Google Play | App Store

2. Restream.io

Restream.io helps conduct live streams on different social media platforms at once. If you have your online business on other platforms like Facebook, YouTube, Twitch, etc., you can use this app to live stream on different platforms at once.

Pricing:

• Free
• Standard – $16/month
• Professional – $41/month

Available On: Read here.

3. Meta Business Suite

Also known as Facebook Business Suite, it is easier to carry out your Meta-related tasks like scheduling posts, publishing them, etc., while on the go. You can easily access your Business Suite through the mobile application.

Pricing:

• Free

Available On: Google Play | App Store

4. Iconosquare

Iconosquare simplifies Instagram strategy and presence management. Easily plan and schedule content on the mobile-first platform for both original and reposted content. Manage multiple accounts, optimize posts, and analyze performance wherever you go. The app also provides analytics and saves hashtags and other content.

Pricing:

• Single – $49/month
• Teams – $79/month
• Custom

Available On: Google Play | App Store

Run Effective Ad Campaigns

Advertising your products will not only increase your brand’s visibility but also conversions. That’s why Instagram lets you advertise your business on the platform. You can create an ad campaign based on the following intent – 

• For Awareness. 
• For Consideration.
• For Conversion.

Instagram lets you retarget existing customers, too. Retargeting is a great way to market new arrivals and get conversions. 

Setting up an ad campaign is a fairly easy process. All you need is an integration with Meta, an Instagram ads account, an Instagram ads manager, and a sales channel (for eCommerce platform users).

For online stores on eCommerce platforms like Shopify, it’s a great way to market your products on the platform. To learn more about it, the next section focuses on marketing on Instagram via Shopify. 

Marketing On Instagram Via Shopify

Marketing on Instagram via Shopify allows users to expand their business and market their products across the platform. By using the Instagram product feed, Shopify users can seamlessly showcase their products directly on Instagram, enhancing visibility and engagement. The Instagram shopping domain can help you achieve all your marketing goals on this platform.

Apart from running ad campaigns, you can easily create an Instagram Shop, a digital storefront within the app. 

For running ads and creating a Shop, you need to integrate the Facebook & Instagram sales channel and export your product catalog from Shopify admin to Instagram’s catalog. To do so, you can use data feed URLs to integrate your Shopify product feed. For this, I personally recommend using AdNabu, a feed management app that creates accurate data feed URLs. 

These URLs are localized, meaning you can create catalogs in your regional language. 

Besides Instagram, it can also generate URLs for Facebook, Pinterest, X (formerly Twitter), Snapchat, TikTok, Bing Shopping Feed, and Google Shopping Feed. 

Export Product Feed From Shopify To Instagram

Here is a detailed explanation of exporting product data from Shopify in a few simple steps – 

1. Go to Marketplaces, and select Facebook and Instagram Feed.

2. Select a default country and language.

3. You can customize UTM parameters like source, medium, and campaign. 

4. Once you click on Enable and Save, a unique Data Feed URL will be generated for you.

5. Copy the URL and use it as a data source in your Meta Commerce Manager.

6. You can also click on the Refresh button to regenerate the Data Feed URLs.

Follow the below steps to add the above Data Feed URL in your Meta Commerce Manager:

1. Go to Catalog, and select the Data Sources tab.

2. Select Data Feed under the Add Items section.

3. Go to Choose file -> Use a URL, and enter the copied URL.

4. Click on Next and Set Schedule.

5. Click on Save Feed and Upload

And voila! In just a couple of clicks, you can successfully sync your product catalog.  

After exporting the product catalog, if you plan on running ads, you also need to add Meta Pixel, a piece of code used to track customer engagement on your Facebook and Instagram ads.

Pixel provides data on Events Manager, which helps in gaining insights on page visits, purchases made, popular products amongst customers, etc. You also get a better understanding of your target audience through pixel.

Bonus: Creative Instagram Marketing Ideas

It’s time to take your business a little further. Let’s see different creative ways you can make your content more appealing to your customers –

Consistently Post Content For Better Engagement:

It’s an art to post your content. That’s why it is crucial to learn the timings your followers are mostly online. Consistently posting will not only enhance visibility but also add value to your brand.

As a thumb rule, try posting a minimum of 2 to 3 times a week but not more than 1-2 times a day. Start scheduling post timings on a calendar and post when most followers are online.

Add The Fear-Of-Missing-Out Concept:

Popularly known as FOMO, it is a great way to create urgency in customers to make a purchase. You can add limited-period offers to product bundles, holiday season sales, missed opportunities, etc.

FOMO creates curiosity and excitement and makes them look forward to your products.

Utilize Color Theory:

Colors play a major role in invoking emotions in customers. They dictate customers’ moods and their perception of your business. For example, red can denote passion & excitement, pink – femininity, softness, purple – loyalty, justice, blue – sadness, calm, etc.

Play around the colors to find out what will suit your brand best. Try incorporating those colors into your Instagram content.

Tap Into The Minds Of Your Customers:

Just posting your content is not marketing. A lot goes in the background if you want to garner conversions.

To go a step beyond, you must tap into your customers’ emotions and how your product is the solution to their problems. For this, you can try incorporating how your business changed lives or revealing behind-the-scenes of your business to show how the individuals running businesses are just like them; humans.

Make Your Posts Funny:

Instagram recently saw a surge in content leaning towards the humorous side. Funny posts and reels lead to more engagement via likes, comments, and sharing. For example, Duolingo’s marketing campaigns involve funny captions, trending audio, trending reel formats and concepts, etc. You can try incorporating a fun way to engage your audience. Remember, do not take jokes too far, as it can affect your business’s identity.

Conclusion

Instagram has unlocked so many opportunities, thanks to its dynamic features and helping businesses expand their reach via ads, Shop, and more. With the right strategy and marketing skills, you can take your business to new heights. So, what are you waiting for? It’s time to soar higher and get the engagement and sales you deserve!

Get those double ❤️ instantly on your product posts, stories, and more!

FAQs

How do I define and understand my audience on Instagram?

Understanding your audience on Instagram involves researching and identifying the specific segment of your market that uses the platform. Consider demographics, interests, and behaviors to tailor content that resonates with them. For instance, younger audiences like Generation Z might be more inclined towards product discoveries, reviews, and exclusive launches on Instagram​​.

What are the best practices for optimizing my Instagram profile for business?

Optimizing your Instagram profile involves using a clear and professional bio and avatar, and including a link to your website. Keywords in your bio can enhance discoverability, and utilizing a link-in-bio tool allows for sharing multiple URLs. This helps users immediately understand your business and encourages them to explore further​​.

How do I create an effective Instagram content strategy?

An effective Instagram content strategy requires setting clear goals, understanding your audience, and planning content that aligns with your objectives. Utilize an editorial calendar to schedule posts around relevant events, holidays, and trends. Flexibility in your plan allows for real-time responses to current events or trends​​.

Should I use Instagram Stories and Reels in my marketing strategy?

Yes, incorporating Instagram Stories and Reels can significantly enhance your marketing strategy. Reels, for instance, offer a great reach and can be more casual, allowing you to connect with your audience dynamically. Stories provide an opportunity for real-time engagement and can feature promotions, behind-the-scenes content, or user-generated content​​​​.

How important is maintaining a consistent theme on my Instagram feed?

Maintaining a consistent theme is crucial for creating a cohesive and visually appealing brand image on Instagram. It sets customer expectations and reflects your brand’s identity, whether it’s through a color scheme, style, or type of content. A well-organized Instagram feed enhances professionalism and brand recognition​​.

How can I leverage user-generated content (UGC) on Instagram?

Leveraging UGC involves encouraging your followers to share their experiences with your products or services. This can be done by creating a branded hashtag, collaborating with influencers, or featuring customer reviews and photos. UGC enhances credibility and fosters a community around your brand​​.

What are the benefits of offering discounts and promotional codes on Instagram?

Offering discounts and promotional codes can incentivize purchases, drive sales, and encourage first-time customers to engage with your brand. Utilizing Instagram’s shopping features in conjunction with promos can facilitate impulse buys and enhance the shopping experience directly on the platform​​.

How can hashtags improve my Instagram marketing efforts?

Hashtags increase the visibility of your content on Instagram, making it discoverable to users searching for related topics. Use a mix of popular and niche-specific hashtags to reach a broader audience while maintaining relevancy. Creating a branded hashtag can also promote user engagement and generate UGC​​.

What role do calls to action (CTAs) play in Instagram marketing?

CTAs are crucial for guiding your followers on what steps to take next, whether it’s visiting your Shopify store, signing up for a newsletter, or sharing content. Clear and compelling CTAs can significantly increase engagement, drive traffic, and enhance conversions on your Shopify store​​.

How do I analyze and improve my Instagram marketing strategy?

Analyzing your Instagram marketing efforts involves using analytics tools to track performance, understand audience engagement, and gather insights on content preferences. Regularly review analytics to identify what works and where improvements can be made, allowing for data-driven decisions to refine your strategy for better results​​​​.