Engagement on social media platforms is a lot of work, but considering Instagram’s statistics, over 3 million Nigerians are on the platform and with over 1 million active users daily; it is definitely place to be. More than 500K images are uploaded daily globally so it’s easy for brand information and ad related post to get lost in the middle if all the chaos.
Instagram is a platform that connects both the young and old. The young tries to show off their cool to their peers. The old are constantly trying to catch up with new trends. Making sure they don’t get left behind has ignited their inner passions and talents, especially with being so creative with videos with the former 15secs clips, which was later extended to full 60 seconds. This was good news for both Instagram users and extremely good news for marketers. Nigerian brands that latched onto the trend early before it became populated include fashion brands like Yomi casuals, food brands like chef Ros and Doonie’s kitchen, and also fitness brands like HIIT.
Making it even harder is the fact that organic impression on Instagram is solely based on the number of followers you have, so getting followers is important. A lot of brands have been doing so by posting visually engaging images with short and interesting captions, contest, and other means of engagement to keep current followers and attract new ones.
Marketers have often complained about how to optimize Instagram for either conversion, reach or both. But since the platform was not built for that intent, it’s been hard to infuse ads on the platform. Since the acquisition of Instagram by Facebook in 2012, it has seen a lot of improvements. One of the first was integrating your Facebook profile to Instagram. And then an increase in the video time for 15 secs to 30 secs. Also, it’s been able to integrate Facebook ads on the platform. Having heard of top global brands complaints’ on the above issues, Facebook has worked on introducing Instagram for business, which solves some of the basic issues of advertising on the platform.
Here’s an overview of the new features on Instagram for Business
A free feature for accounts wanting to be recognized as business on Instagram. This is a replica of the page type selection when creating a new page on Facebook. With the business profile, business can choose how they want their customers to get in touch with them. Either by a call, text, or email with a tap of the contact button as well as directions/store locators. This also grants access to insights and the ability to run ads.
As a digital marketer or as a marketer at all, insights and interpretations are everything. They not only tell you who is buying your products, but data on how they buy, and why they buy. Transforming all of these information will make you spend less showing your ads to people who may never buy, and focus your ad spend on those who are most likely to buy. Insights on Instagram will also give actionable data on who your followers are and which post resonates with them. Best part is the app is still on mobile. You can do all your business on your mobile phone!
The best part of promoting on the new Instagram for business is that you can post a content organically and the rate of response can determine if you should promote. If the content resonates well with them organically, it will do great when promoted and vice versa. It lets you turn good performing post into ads by simply picking a previous post, and adding a call-to-action. You can either select your target audience or let Instagram do the targeting for you. Your post will then be promoted for any length of time you choose just like you will do in a Facebook ad.
So how does this help your business?
With these new business tools on Instagram, you get so many benefits. First, you don’t have to tell followers to click on a link in your bio to get to their website.Or have to copy and paste a phone number to call merchants, saving valuable time. You also get insights into the performance of your content. That alone helps you create better engaging content. And promoting your posts is now just a click away.
These business tools are some ways Instagram hopes to make growing a business on its platform easier. The tools (Business profile, insights and ads) will be available in the US, Australia and New Zealand first and should be in Nigeria before the end of the year.
Do you think more should be done for businesses on Instagram? Let us know in the comment box below.