Currently, a company being present on social networks is essential for it to be relevant in the market. In the middle of so many options, such as Facebook, Twitter, LinkedIn, and TikTok, Instagram for companies has been gaining more and more prominence.
In addition to enabling a closer relationship with the public, having an Instagram profile is a great way to promote your brand. Today, the network already has more than 1 billion active users worldwide, which shows that it is still in rapid growth.
In this article, we will talk about the importance of Instagram in the marketing strategy of companies, and explain the reasons to bet more and more on this social network.
What is Instagram for Business?
Also called Instagram for Business, Instagram for companies is a logic that the social network has developed so that sellers can offer their products in a specific model for commerce practices.
When choosing to have a business profile instead of a social one, Instagram facilitates some tools that help manage the company, and focus on practices that direct the content produced to customers in B2B, such as: creating ads, accessing relative data brand performance, insert addresses and other additional information, better target published content, use a link to products or the store’s virtual address, and much more.
There are 5 big advantages of Instagram for fashion companies:
1. Disclosure of products/services
Instagram has helped online stores enable businesses to showcase their products and services with prices and other information quickly, cheaply, and effectively. And because of that, it also increases traffic to your website or e-commerce.
2. Assertive segmentation
There’s nothing like using Instagram to accurately reach your target audience by targeting paid advertising campaigns: Instagram Ads. If you want to invest in advertising, do it, because the segmentation possibilities are endless: gender, age, location, interests, professions, family composition, etc.
3. Interaction with followers
On Instagram, you can take the opportunity to interact with people, using tools to get more comments from users interested in your brand, thus creating an emotional, positive and lasting relationship. To build and maintain relationships with your followers, you need to post relevant content.
4. Monitoring results
Instagram Insights allows you to collect and analyze results, and this is very important to define digital marketing strategies, as you can only understand if you have reached your goals by looking at concrete data, such as reach, impressions, visits to your profile, etc.
5. Increase in sales
By using Instagram in favor of your company, and being assertive in all marketing strategies to boost your brand, you will be able to obtain the most profitable advantage of all for your business: increased sales!
How and why to use Instagram for Business
Currently, talking about digital marketing is talking about metrics. Metrics are everything that can be measured and quantified on social networks, and when you choose to use Instagram for businesses, you will have access to several that will boost your business.
In addition to likes, views, and comments, metrics provide an answer to the question regarding the marketing strategies adopted, and whether these are paying off.
In B2B, especially, Instagram strategies are very important, as there is an opportunity to reach where customers are,find potential leads, become a reference in your sector, enhance the image of your business and make important partnerships.
Some of the metrics that you should pay attention to and that can help you capture new customers in B2B (but also valid for B2C) are:
1. Reach
Reach is the metric referring to the number of people who saw your post. Reach can be organic or paid. For Instagram, the number of people that are organically reached by its posts – that is, without being driven by paid advertising – is extremely important, because, in this way, it analyzes if it is producing really interesting content, and will make it your content is always outstanding for your audience. To have a good reach, it is necessary to bet on quality images, captions, and hashtags.
2. Impressions
There is a general confusion between reach and impressions. However, the difference is that while reach measures the number of people reached, impressions refer to the number of views, that is, if the same person has seen the content more than once. This metric helps you understand if your content is interesting and if people are wanting to see it more than once.
3. Profile view
If impressions can show how interested people are in your content, the profile views metric shows how much people are looking for your profile. This metric is extremely important, especially to be able to check if when you launch some new content, people search for it.
4. Clicks on the website
Instagram still does not have a 100% functional tool for sales, that is, the sale cannot be finalized in the application. However, it is possible to obtain information on how many people you managed to direct to your website.
5. Main publications
It is not necessary to always investigate which publication generated more engagement or higher sales, as Instagram itself helps by signaling these same contents. This will be an essential help to know what is working.
6. Profile of followers
Don’t confuse being able to see who your followers are with this metric. When choosing to use Instagram for companies, the tool will give you numbers regarding the behavior of your followers, such as the age group and time they are online the most, which will help you understand the best way to publish.