Using Instagram to build a brand

There’s no sign of Instagram slowing down anytime soon. Instagram is not just about choosing filters to transform images and sharing them with others. Studies have shown that on Instagram, users are more likely to be shoppers than on any other social networks. There are nearly one billion active users on Instagram, and its brand engagement rate is the highest of any social media platform.  90 % of users follow at least one brand on Instagram in order to get perks and giveaways. How and why this hub of business activity is effective is given below.

1) Content optimization –  just any content will not cut it with Instagram’s savvy audience .  The content used has to be non-obvious, natural, and true to a brand. 150 characters in the bio can be used to give followers a reason to follow a brand, and also to tell them what makes a brand unique. The tone should be light and fun, and the bio should include  a business-specific hashtag. Some businesses choose to include a link, as that slowly helps to build their brand image rather than “force” consumers into making purchases

2) Consistent editing and filters – It is better to decide on a filter that a brand will use consistently. The filter should help the images used on Instagram to reflect a brand’s personality and culture, whether it is serious and professional or fun and playful. Not using filters can also make images stand out from a plethora of heavily edited photos. The nofilter hashtag is often employed to show how one didn’t depend on filters to produce stunning images.

3) Monitor hashtags – Many consumers use tags to connect with a brand or a business. It is important to check on hashtags for reputation management purposes. Hashtags also provide  a way for people to discover products and services. Hashtags are also used by people to search for content on Instagram. A good mix of broad hashtags related to a business or service will enable a brand to make regular appearances within the Top Posts and Recent Post sections of the Instagram search page.

4) Instagram contests – Instagram contests always get more engagement. They get followers to discuss brands and tag friends and family. They also help spread the word about a brand across Instagram and beyond. There are also some simple contest strategies, like asking consumers to like a photo, to re-post an image, or follow an account. A short call-to-action also helps to amplify entries. Simon and Schuster asked users for stories, for instance. Users had to comment with their personal troublemaking strategies. The prizes were a book, tote bags, pins and a bookmark. The contest was a hit.

5) Scheduling posts – To increase the effect of promotions and campaigns, posting photos at exactly the same time every day is helpful. Content details can also be released at a set time. Using an instagramscheduler can also help in creating a more consistent brand experience, which would ultimately lead to more Instagram followers.

Ronn Torossian is CEO of 5wpr, a leading PR firm.