There is a lot of noise about how to get free Instagram followers, more likes, more shares, more engagement. A new report from Mention and HubSpot looked at more than 48 million Instagram posts, and it garnered a wealth of tips for your business growth needs.
After analysing more
than 48 million Instagram posts and 306,278 of the top users, HubSpot and
Mention observed trends about Instagram engagement rates, hashtags, and other
insights that matter to both brands and marketers. Here’s some of what they found:
80 percent of major brands consider the Instagram engagement rate (engagement on whatever social media platform you’re using) to be the top key performance indicator (KPI) of a campaign.
Tagging more than 5 users in a post does not increase engagement rates. For all you rampant taggers out there, take it easy.
Video posts receive more than 2x more comments than other types of posts. Given all the attention on video, live streaming, and real-time stories, this is far from surprising.
As such, here are four key steps to nailing your Instagram strategy:
Post more video
content if you already do, and work to add video content to your standard photo
posting schedule. According to the Mention and HubSpot report, video is
outperforming just about everything else when it comes to online content.
Be Sparing with
You know the
expression: work smarter, not harder. The same goes for hashtags. Be thoughtful
and strategic with your application of them, with the data showing that more
than a few doesn’t do much to boost engagement. Furthermore, there is an
inverse correlation: more hashtags actually leads to less engagement.
In the same vein as the hashtag point, the Mention / HubSpot report has a detailed section on tagging Instagram users. More tags does not equal more likes or followers.
Community and Engagement
If you’re finding it
harder to increase your Instagram followers, the report says you are not alone.
“Competition has increased on the platform so consider it the new norm. It’s far more valuable having a smaller, more engaged community than millions of followers who don’t interact with your content.”
– Mention / HubSpot Instagram Report 2019
In fact, almost half
of Instagram users have fewer than 1,000 followers, and a further third have
between 1,000 and 10,000 followers.
If you want to build your followers base, you have to be genuine. It is tempting to look for shortcuts, but when it comes to social media, they simply won’t work: the reality is, Instagram users are looking for personable, engaging. As per the HubSpot and Mention report, the data backs the common sense approach of the age-old wisdom: there are no traffic jams along the extra mile.
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Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.
Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.
Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.
Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.
A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities