Instagram is an essential pillar of social media marketing. 

Brands with a presence here have the chance to showcase their products and services through both a curated feed of images and more casual video options like Stories.

Building a presence that draws fans and leads to sales isn't as straightforward as it was in 2010 when Instagram was founded, but we've got everything you need to know to make Instagram marketing one of your pillars. This is how to succeed on the “Gram.”

What is Instagram marketing?

Companies use Instagram marketing in two ways: to build a brand image and to promote their products and services. They create content that appeals to their target market.

That content falls into three categories:

  • A well-curated, thoughtful photo feed with high-quality images. What determines the quality is a combination of brand personality and what the audience wants to see. The feed includes captions with relevant keywords, and the brand can nurture engagement by responding to comments.
  • Instagram Stories, which are casual, often off-the-cuff collection of videos. Stories disappear after 24 hours and the audience usually looks for things like behind-the-scenes footage, reposted user-generated content (UGC), short conversations, and notifications that new content has posted. The brand can use things like polls and questionnaires to encourage audience engagement.
  • Instagram Reels, which are short videos that typically blend the polished content of the photo feed with the slightly more casual feeling of Stories. In some cases, brands may choose to publish only Reels, especially if they have a younger audience that is used to TikTok.

Brands may also choose to use paid ads in their Instagram marketing strategy for even more reach, directing existing and potential new followers to Instagram content or to an online site like a website or landing page.

What are the benefits of Instagram marketing?

The Instagram app is highly visual, something companies can use to their advantage to create a unique and widely recognizable brand. Instagram marketing also offers an opportunity to show users exactly what a product can do and how the company aligns with followers' values and needs. It's a popular and highly influential platform for social media marketing.

Wide audience reach and high engagement rates

Any social media content your brand creates for Instagram has the potential to reach over two billion monthly active users. Only Facebook and YouTube have more.

Instagram connects with both millennials and older Gen Z users, with 31% of its most active user base falling between the ages of 18-24. And despite its age, it experienced a 25% year-on-year audience growth as of January 2024. 

These numbers cover a global audience, not just those based in the United States. The majority of Instagram users are located in India, with the US and Brazil coming in second and third place, respectively. Thanks to features like Instagram Stories, Reels, and interactive polls, brands can take part in direct and meaningful interactions with their followers, leading to higher engagement rates compared to some other social platforms. Enterprises with a global reach (or aspirations for one) would do well to make sure they have an Instagram account and a strong Instagram marketing presence.

And it's not just about the users. Over 80% of global marketers are using Instagram marketing to promote their businesses, making it an essential part of a company's digital marketing strategy. Your competition is likely already on the platform creating content and selling their products and services, so creating an Instagram presence is almost non-negotiable. If you build a winning Instagram marketing strategy, you'll have the potential to meet and beat the competition.

Influencer collaboration

Instagram makes influencer marketing easy. Companies can connect to potential influencers through direct messaging, and influencers can create content that leads directly to brand products and services via a dedicated shopping tab. 

Since influencers have established trust with their audiences, brands can use this authentic content and connection to improve reach. You'll be able to reach new followers already actively engaged with the influencer. Many times, those users belong to a group your company is already targeting, making this strategy a good partner for our next one.

Targeted advertising

There's a lot of organic reach on Instagram, but businesses can also use Instagram ads as part of their Instagram marketing strategy. The platform gives you specific parameters to customize your paid media. You can choose the usual location and demographic data, but also things like previous behaviors, interests, and traits. Users can also opt in to receive reminders from ads they're interested in, and Instagram will remind them of things like events, countdowns, and other time-sensitive things.

For example, if a global perfume brand wants to reach a new audience, it might combine influencer marketing with paid social media ads. The brand can contact an influencer to give an honest opinion about one of its most popular perfumes. From there, anyone who clicks on the influencer's link will start seeing ads for other editions of perfume, including an upcoming limited release. Since this audience already demonstrated interest, the perfume brand may see an uptick in conversions for these ads.

Instagram allows you to make real-time adjustments to paid media and supports multiple types of ad content, from photographs to videos. This flexibility makes it easier to A/B test ad content to find out exactly what your audience prefers.

Shoppable features

Instagram has also expanded its shopping features, allowing your followers to make purchases directly within the app. Product tags let you highlight items from Reels, Stories, and your feed. They're also available in ads. Followers can click for more information directly from whatever content they're consuming and see your product within the Instagram app.

The Instagram platform also allows you to help a customer complete a purchase from messages. This enables a new layer of customer service, since many consumers now expect to be able to complete a task within the platform where they started the inquiry.

Community building, brand awareness, and loyalty

Features like comments, direct messages, polls, and Q&A sessions help brands interact directly with users, giving followers a voice and making them feel valued. This two-way communication builds deeper relationships with Instagram users, reinforcing a sense of belonging.

Additionally, the chance to use strong visuals in diverse formats, combined with the above engagement features, helps create a strong brand voice. Your Instagram followers are more likely to recognize your content immediately as they scroll and return to your Instagram when they need something.

The pandemic created a drop in brand loyalty as consumers weighed their options during supply chain disruptions. Pre-pandemic levels of brand loyalty haven't returned. Though it sounds dire, this is actually a good thing for social media. 

Brands that can actively engage with consumers, especially through more casual and authentic content on social media, have the chance to woo customers away from long-established brands and the competition. While this means you have to work a little harder to keep your own customers, it's an excellent opportunity because their loyalty is no longer tied to your competitors.

Analytics and insights

If you have an Instagram business account, the social media platform offers native analytics tools that can get you started understanding your audience. However, as you build a long-term Instagram marketing strategy, these tools may prove to be too limited. 

Third-party analytics tools give you dashboards and access to more granular data to answer specific questions. Since Instagram offers multiple types of content, you'll have quite a bit of freedom to experiment, test, and then refine content based on the actual behavior and preferences of your target audience.

Cost-effectiveness

Companies can use Instagram marketing cost-effectively for both immediate results and long-term growth. Here are some benefits:

  • Free organic reach: It costs nothing to open an Instagram business profile and start using it. Your Instagram posts form the foundation of your Instagram marketing strategy because paid ads without a feed may seem suspicious to Instagram users.
  • Long-term brand equity: Speaking of organic reach, consistent organic presence fosters lasting brand loyalty and awareness, making marketing on this platform more sustainable over time.
  • Scalable ad options: Flexible ad formats allow enterprises to run both small-scale tests and large campaigns.
  • Precise targeting: Advanced targeting ensures ads reach relevant, high-value audiences, optimizing ROI.
  • Pay-per-performance models: Cost-effective ad models such as pay-per-click ensure the budget is spent only when desired actions occur.
  • Influencer and UGC opportunities: Strategic partnerships with influencers and user-generated content can amplify brand reach efficiently.
  • Viral potential with Reels and Stories: Organic features like these allow for broad reach and community engagement without significant costs.

Mobile-focused

Over 60% of internet traffic comes from mobile devices. As more companies push for mobile optimization in their own websites and landing pages, there's good news. Instagram is a mobile-first app. Launched as an iOS-exclusive app, it didn't even have a desktop version until several years later, and only recently enabled all Instagram's features through that desktop version.

This takes a lot of pressure off companies. They're able to reach users who use their mobile devices, if not exclusively, at least part of the time to consume online media. So, content and ads are automatically optimized for this segment of consumers.

Showcasing user-generated content

User-generated content (UGC) is any content that’s created by your followers, fans, or customers that features your brand, usually posted on social media. It could be a photo of them wearing your product, a video of them using your product, or simply a mention of how much they love your service. The best UGC will both feature your brand in the photo or video and also call out your brand in the caption or tags.

Because you can repost and stitch your followers' content (with permission) on Instagram, you have a ready-made treasure trove of pictures, Stories, and videos for your profile. People like to see others with similar experiences and the casual, not ad-driven, nature of UGC can help convince them to follow and make a purchase.

How to set up Instagram for marketing

Let's get your profile set up strategically.

Create a business account

Start by switching to an Instagram business account for access to analytics, promoted posts, and ad tools tailored for companies. This account type supports more complex social media marketing efforts like customer service, campaign management, and brand monitoring.

Complete your profile

Fully optimize your Instagram profile with a clear logo and contact details. Include your website link or a landing page URL to capture leads. Use a compelling bio that communicates your brand's core offerings and global presence.

Connect to Facebook

Link your Instagram account to your enterprise Facebook page to unlock cross-platform advertising options, unified analytics, and smoother management of large-scale campaigns. This integration is vital for holistic campaign insights and retargeting. It also gives your followers on Facebook a way to find your Instagram profile (and vice versa).

Use high-volume industry keywords in your name field and Instagram bio. For enterprises, this can include your brand name plus key services or products, ensuring you're easily discoverable by users searching for relevant terms.

Develop a content strategy

Align your content with broader brand campaigns, product launches, and corporate messaging. Use a mix of high-quality visuals, thought leadership, and user-generated content to tell your brand story and highlight innovations.

Use hashtags strategically

Employ a mix of branded, industry-specific, and campaign-specific hashtags. As an enterprise, your Instagram hashtag strategy should support global visibility, while also focusing on specific regions or product lines as needed.

Post consistently

Develop a consistent posting schedule that aligns with your marketing calendar. For enterprises, this means coordinating Instagram content with broader campaigns, events, and product launches to maintain brand presence. Also, schedule Instagram posts for when your audience is most active on the platform.

Engage with your audience

Scale engagement by using community managers or dedicated teams to respond to comments from Instagram users, handle customer queries, and join relevant conversations. This level of interaction fosters brand loyalty, trust, and a global community around your brand. It's a key component of your Instagram marketing and helps you continue to form relationships with your Instagram target audience.

Leverage Instagram Stories and Reels

Use Instagram Stories and Reels to share global campaigns, product demos, and behind-the-scenes glimpses at major events or launches. This format helps build excitement, humanize your brand, and increase visibility through highly shareable content.

Set up Instagram shopping (if applicable)

For businesses that sell physical products, set up Instagram Shopping to streamline the path to purchase. Link it to your e-commerce platforms, allowing users to buy products directly from your Instagram posts, creating a seamless shopping experience.

Run Instagram ads

Use Instagram Ads as part of your social media marketing strategy to reach segmented audiences globally. Tailor ads for different regions, demographics, or product lines. You can use Instagram's advanced targeting and retargeting features that we mentioned above to maximize campaign impact and conversions.

Monitor performance

Track metrics like global reach, engagement rates, lead generation, and conversion rates using Instagram Insights. Use third-party analytics tools like Brandwatch for more detailed reporting, allowing you to adjust strategies based on real-time data. Regular performance reviews ensure that campaigns meet broader business goals.

How to create an Instagram marketing strategy

Once you're set up, how do you create a strategy that works on this platform? Here are the steps.

Define your goals

Casual users of the platform can post whatever interests them, but businesses need to be more strategic. Clearly define your goals for using your Instagram account as a marketing tool. Maybe your goal is to increase website traffic or to sell out a new product. Whatever the goal, ensure it's clear, measurable, and directly tied to a bigger business goal.

Identify your target audience

Yes, there are two billion monthly active Instagram users, but they aren't all interested in your product. Trying to create content for two billion different people is a recipe for making something no one cares about. Instead, figure out who your target audience is and make content specifically for them. That way, you can measure what's working and make adjustments if it's not, rather than hoping for the best.

Analyze competitors

If your competitors are already on the platform (hint: they almost certainly are), they've probably already figured out something about your ideal audience. Take a thorough look at not just their content, but their profile and engagement strategies. You'll see what's working for them, what's not, and identify gaps your company can fill.

Create a content plan

Once again, metrics. A clear plan is measurable and works consistently towards a goal. It also makes it easier to follow brand guidelines and work toward the ultimate goal: a strong, recognizable brand presence.

Choose a consistent visual style

Instagram posts and Instagram marketing are all about consistency. Your audience should be able to recognize your brand, ideally across social media platforms, but at least on Instagram itself. Changing your style too often may disrupt your image and be jarring for your audience. When you have a consistent visual style, followers know what to expect.

Regardless of your style, you'll want to make sure your content looks great. Here are some tips taken from our Instagram marketing strategy guide that might help:

  • Take advantage of natural light by framing photos near a window or outside after sunrise or before sunset.
  • Use negative space to draw the focus to the subject of your photo. Pictures with minimalist backgrounds don’t contain any distractions, and it makes the object really stand out.
  • Photograph one subject at a time. Do your best to avoid overcrowded scenes and cluttered backgrounds.
  • Experiment with different angles to create interesting perspectives.
  • Look for interesting patterns and symmetry to create eye-catching compositions

Use Instagram features strategically

Each feature caters to a different style of audience engagement. Posting a casual update from the founder on Stories might get a lot of likes, but it may feel forced on the feed. Likewise, Instagram posts about major product updates on Stories could cause many of your audience to miss them. Instead, they can live on the feed for when existing and potential new followers are exploring what your brand is all about.

Write engaging captions

Storytelling is powerful in marketing, and captions tell a story. These are ideal places for connecting to an audience because thoughtful story-driven captions provide critical information, clear call to actions (CTA), and any relevant updates.

Utilize hashtags

Hashtags are still an important part of captions and content. Using a mix of industry-specific, trending, and branded hashtags helps new followers find you and connects your existing followers. Instagram allows up to 30 hashtags per post, but you don't need that many. Three to five well-chosen ones from a mix of the three categories above improves discoverability. Too many hashtags and your content will feel spammy. 

You can use hashtags in posts but also in Reels and even Stories. Regularly monitoring your analysis through a reliable third-party tool gives you an idea of what resonates with your audience, especially since trending hashtags come and go.

Engage with your audience

Don't forget the “social” aspect of your social media strategy. Once you post content, stick around for a while and respond to comments and direct messages from your followers. You can also look for user-generated content as your audience responds to your latest post in their feeds. 

Engagement isn't limited to posting times, either. To help your reach, interact with followers regularly on their feeds, especially if they post about your brand. Continuing to connect will help build a loyal community and increase your brand visibility to Instagram users who haven't interacted with your content before.

Partner with influencers

We mentioned influencers already, but influencer marketing is worth mentioning again. Influencers already have a built-in community that trusts their opinions and content. When you find an influencer who's a good fit for your brand, they can help build trust as they post about you. Don't force this. Look for influencers that match your brand voice and can create authentic content about your product or service.

Monitor analytics

When people talk about the algorithms on social media, it may seem like a mysterious force that allows some content to go viral and “hides” other content. However, with social media analytics, this isn't true. You can understand a lot about what your audiences loves and dislikes by creating clear, measurable goals and following the data on your Instagram analytics tools.

Data can reveal the best times to post on Instagram. It can tell you if your audience prefers casual stories or polished Reels. It provides a foundation for targeting ads and builds a base for making better decisions with each piece of content.

Companies have a diverse range of ad formats at their disposal to use for Instagram marketing. From engaging visuals to immersive video, here's a breakdown of the most popular types of Instagram ads and how they can enhance your advertising strategy.

Photo ads

Photo ads are classics. These single-image photos appear in users' main feeds and are good for promoting products, events, and announcements. Photo ads use high-quality visuals that pay close attention to brand style and a clear CTA in the caption.

Video ads

Instagram allows you to make videos up to 60 seconds to post on main feeds. You can use video ads to demonstrate products, highlight a brand moment, or showcase anything that would benefit from a dynamic motion or someone talking. Photos still show slightly more engagement on the platform overall, but videos still beat average engagement.

Carousel ads comprise several pictures users can swipe through. If you have multiple products, this could be a good way to showcase them. A brand with a large holiday launch could utilize carousel ads to give an audience an idea of what's coming.

Story ads

Story ads appear between Instagram Stories from accounts users follow. Your ad would be part of the lineup as they scroll from one story to the next. This can be a good way to catch users for quick promotions or flash sales, among other things. The swipe-up CTA Instagram Stories provide makes heading to your desired location a one-click movement.

Explore ads

The Explore section introduces people to new content from brands and people they've never interacted with before. It's a curated list of suggestions from Instagram that can help an audience discover new people to follow. Explore ads nestle in between these suggestions and fit great with people looking to discover new interests.

Shopping ads

Shopping ads allow users to browse and purchase directly from the ad itself within the Instagram app. This is a really simple way for users to find products they love and get them without having to go to a new location. Using these types of ads can streamline the purchase process.

Reels ads

Instagram Reels ads use short-form videos in a vertical format. They're dynamic and can be very interesting for viewers. With a good CTA, viewers can shop directly from the app or head to your website to find out more about the product or your company.

Collection ads

Collection ads combine a cover image or video with multiple product images below, creating a mini storefront experience. When users tap on the ad, they're led to a full-screen Instant Experience, making this format ideal for driving product discovery and sales.

Top 3 Instagram marketing tools

Some social media management services to get you started on your Instagram marketing journey include ones for scheduling, extended analytics, and organization.

Brandwatch

Brandwatch offers advanced social listening and analytics, making it ideal for enterprises looking to understand audience sentiment, identify trends, and refine campaigns in real-time. Its AI-driven insights provide brands with a deeper understanding of their Instagram presence, enabling more informed decisions. With its comprehensive analytics and intuitive interface, Brandwatch stands out as a powerful choice for brands aiming to elevate their Instagram marketing strategy.

Buffer

Buffer is a tool for scheduling and publishing Instagram content. It's especially helpful for managing content calendars, planning posts, and monitoring engagement across multiple accounts. Its simplicity and streamlined workflow make it a reliable option for large teams that want to stay organized and consistent.

Sprout Social

Sprout Social is an all-in-one social media management tool that offers scheduling, analytics, and engagement features. It's designed to help teams collaborate effectively, track hashtag performance, and generate detailed reports, aligning social media strategies with broader Instagram marketing goals.

FAQs

How is Instagram used in marketing?

Instagram offers brands the opportunity to develop a deeper relationship with customers through a combination of curated and casual content. It's a highly visual social media platform that showcases products and brand identities through multiple types of media.

What are the 3 Cs of Instagram marketing?

The three C's of Instagram marketing are content, consistency, and community. Developing high-quality content based on audience data introduces your brand, and consistency helps improve relationships with followers because they know what to expect. Community is the ultimate goal of Instagram marketing (and Instagram in general). You'll end up with loyal customers ready to buy when you have products to offer.

How much are Instagram marketing fees?

Organic content is free. Fees for paid content depend on several factors, including engagement type, the audience you're targeting, and the bidding model you use. You can choose cost per click (CPC), cost per engagement (CPE), or cost per thousand impressions (CPM). Manual bidding allows you to set a target spend, while automatic bidding lets Instagram choose and is best for beginners.

How do I market my small business on Instagram?

A perk of Instagram marketing efforts is that small brands can make just as much of an impact as large ones. Keep the three C's in mind and focus on consistently building community, utilize hashtags and paid ads for extended reach, and leverage a comprehensive analytics tool to help you make decisions.

What are the best posting tips on Instagram?

Use high-quality visuals that are aligned with your brand, and write engaging Instagram captions with a strong call to action. Post consistently, either daily or a few times a week, depending on your audience analytics, and remember to use a mix of Instagram Reels, Instagram Stories, and carousel posts to keep content dynamic. Incorporate relevant hashtags and remember to post at optimal times based on when your audience is most active.

Let Brandwatch help you master your Instagram marketing strategy. Our comprehensive tools give you a clear picture of what your audience loves, and all the ways you can refine your Instagram marketing campaigns to build a community of loyal customers.