3 Reasons Instagram Is Better for Brand Building Than You Think
How well is your business’s brand performing? Does it appeal to your target audience? Does it accurately represent your company’s unique personality and values? In a word, is it you?
There is a lot that marketing offers a business, but branding is one of the most essential. A strong brand is the foundation of your business’s reputation and sets the standard for how it’s perceived by your potential customers. It makes for loyal employees, loyal customers and a business that’s more than the sum of its transactions.
With so much at stake, it’s important to use every tool available to help you build your business’s brand. Marketing copy, design elements, social media and more all need to work together to create a cohesive and consistent brand.
Are you utilizing Instagram among your regular branding tools? If not, you may want to reevaluate that decision.
Why You Should Use Instagram to Help Build Your Brand
Instagram has reach.
With over 700 million active monthly users, including nearly a third of American women and a quarter of American men, Instagram offers an enormous opportunity to evangelize your brand far and wide. (Really, really far and wide—80% of Instagram users are outside the U.S., a fascinating bit of information for businesses looking to grow internationally.)
Effective branding is all about creating a consistent and compelling message, then putting it in front of the right people. On the second point, the right people are more likely than not on Instagram.
Instagram promotes engagement.
Don’t think that Instagram is only good for impressions. It’s also a social network that encourages and builds meaningful engagement—a key feature when trying to create a rapport with your audience.
According to Hootsuite, three quarters of Instagram users take some action when they encounter content from advertisers. This could be liking, sharing or visiting a website.
What’s more, “50 percent of Instagram users follow at least one business, 60 percent say that they learn about a product or service on the platform.”
Your audience won’t just see your brand on Instagram. They’ll help to build it one interaction at a time.
Instagram Offers Creative and Design Potential
Instagram is a visual medium. Sure, copy and tagging have their place, but at the end of the day people go to Instagram for photos. This is why it’s the ideal playground for establishing and maximizing a visual brand.
Don’t take our word for it. WebDam reports that 60% of top brands on Instagram use a consistent filter, helping to create a sense of visual identity that your audience will associate with your business—consciously or not.
"Your audience won’t just see your brand on #Instagram. They’ll help to build it one interaction at a time" TWEET THIS
Tips for Brand Building on Instagram
If you’re just getting started with the network, here are some tips to make the most of it:
- Take advantage of hashtags: For some social media sites, hashtags don’t really do a lot of good. Instagram isn’t one of them. Posts with at least one hashtag receive over 12% more engagement than those without. Plus, hashtags can be used as branding tools in their own right.
- Skew toward a younger audience: There are people of every age using Instagram regularly, but a substantial portion of its regular users are under the age of 30. Try to appeal to younger sensibilities and concerns.
- Post regularly, but not too much: Some social media marketers get the idea that Instagram users like a constant stream of content from every account they follow. This is not the case! Posting too often is more likely to be perceived as spammy than anything else, and can be a great way to get unfollowed fast. Shoot for a steady posting frequency of one to three times per day—with quality always more important than quantity.
- Be social: Instagram isn’t a machine you toss content into until it produces engagement. It’s a social network. That means to get the most out of it you need to participate and engage with other users. Like other people’s posts, follow other users and brands and do all the real work that goes into building a community. It will pay off in the end.
As long as you stay true to your brand, true to your values and true to your customers, you should be able to find great success using Instagram as a branding tool.
I can design really, really fast—in my sleep. Well not really, but that’s what my co-workers say about me. I concentrate on simple user-focused design that brings the strategies our team develops to life. But most importantly, I keep it fresh and real for clients so their marketing doesn’t feel canned or manipulating…just really good design.