18 May 2018
Is It Too Late to Make it on Instagram as a Business?
Instagram is BIG and super saturated with businesses of all stripes. In fact, as of November 2017, there are now 25 million+ business profiles worldwide. So, does it make sense for a business to start an Instagram account at this stage in the game? After all, isn’t Instagram just a place for picture-perfect beach bods and food and travel bloggers in exotic destinations?
So how can your company leverage this brave new world known as “Influencer Marketing”? First, you gotta play it smart.
Alright, alright. . . you see where I’m going with this. But it’s true — your website is much like a car. It can be a powerful tool if cared for properly. On the other hand, it can also be an eyesore money-pit if you neglect to maintain it.
Instagram’s User Base is. . . Alive and Well
We decided to let the data speak for itself. According to a 2017 Omnicore study , Instagram is used by 31% of American women and 24% of American men. In fact, 32% of all internet users are on Instagram. And that’s not deadweight. In 2017, Instagram had 500 million daily active users on the app (Omnicore) , and 59% of these users checked the app every single day (Forbes) .
Our projection? Certainly this behavior will only increase in the foreseeable future, as social networking tools (especially those owned by Facebook!) are quite addictive. And Instagram might just be the most addictive of them all. According to a 2016 Forrester report, Instagram has a 2.2% per-follower interaction rate. This absolutely dwarfs other networks, including Facebook with its 0.22% per-follower interaction rate. With engagement like this, it pays to take notice.
With a highly-active user base, it makes sense to wade in the Instagram waters. But then what? If you’re concerned that your business will be snubbed for not being a “person” on this platform, you don’t have to worry. In 2017, Instagram claimed that 200 million+ Instagrammers visit at least one business profile daily. And, in a 2015 Instagram-user survey, 60% of people said they discover new products on Instagram (Instagram internal data). In other words, Instagrammers are open to seeing new offers and finding new businesses to follow using the app.
How to Make Your Business Stand Out on Instagram
According to a 2018 report by Instagram Partner Iconosquare, “Instagram is going to become less about aesthetically perfect content, and more about real, ‘of the moment’ content delivered through video.” And it’s already happening. We saw Instagram cannibalize users from Snapchat with the introduction of the ‘Stories’ feature, and now this type of ephemeral content is fast-becoming the majority of posts on Instagram. Think Instagrammers will tune you out on the stories feature? Fear not! 1/3 of the most-viewed stories are from businesses (Iconosquare study) . In other words, become a pro at the ‘Stories’ feature, and you’re sure to rise above the noise.
Instagram Bots for Business Accounts, are They Worth it?
People who pay for bots to do commenting, follow/unfollow, liking, and other activities on Instagram are soon going to pay a heavy price. Instagram recently added security features that track the hand movements of Instagrammers to ensure that the actions are human, and not performed by a bot. Watch and see how many profiles that were once growing like wildfire suddenly come to a grinding halt.
Still other business accounts have tons of followers, but looking at their recent posts they are only getting a few likes. Why is it happening? Well, there are no legal bots that work for business Instagram accounts, or personal Instagram accounts for that matter, as it violates the Instagram Terms of Service. And Instagram is cracking down.
So what beats the bots? Great content, and strategic advertising. Period. Whatever marketing spend you were going to feed the bots (which typically ran between $45-$200 per month) use that money to run targeted ads. Hey, you were going to ‘pay to play’ anyway. Now you’re just playing in a way that won’t put all of your content at risk of being deleted. And if you need help creating an ad that will truly work to get follower growth and new business, talk to your friends here at Coachella Media. We’ve got you covered.
Instagram is unique, and potentially better-suited to business than other social media platforms in that they are more likely to buy right away, on their mobile device. So, let’s get it going! If you need more info or just a nudge in the right direction, get on the phone with us for a free discovery call.
And in the meantime, keep on Coachellin’!