How to build an Instagram following
Instagram for Business: How to Use the Business Account Correctly
What is Instagram anyway?
Together with Facebook or Twitter, Instagram is one of the largest social networks in the world. Instagram focuses on pictures and short videos that are tagged with hashtags (#) so that non-subscribers can also find the pictures.
All pictures and videos are created in a square format on Instagram and can be edited with various filters. On the one hand, this serves a retro trend, because the pictures and videos should be reminiscent of Polaroid recordings. On the other hand, Instagram focuses in particular on motivating images, which are given a more charming touch by the filters.
In 2012, Instagram was bought by Facebook. Since 2016, the app has also offered the option of creating a business profile in which you can receive detailed statistics and start campaigns compared to your private account. Both the private account and the business account are generally free of charge, provided no ads are placed.
When is an Instagram account worthwhile for founders?
Instagram serves a rather younger target group, which is why a business account is a great opportunity, especially if you are targeting young people with your product or service.
Since Instagram only relies on pictures and videos, you should set up a business account above all if you can inspire with creative and motivating images. They not only arouse stronger emotions, which are better conveyed through images compared to texts. You also benefit from a comparatively high level of interaction that Instagram offers compared to other social networks.
More than Instagram: As part of your social media strategy, define which social media platforms are worthwhile for you.Use social networks properly
The so-called "Instagram Stories", in which companies can give their fans exclusive insights, are particularly popular. Stories are repeatedly supplemented over the course of a day by short video messages that are automatically deleted after 24 hours However, pay attention to the factors of time and goals: Because (personnel) costs or costs for a PR agency specializing in Instagram and the benefits of social media activities should be in a good relationship.
How do I set up an Instagram business account?
If you want to set up an Instagram business account, first download Instagram from your mobile app store.
You can then fill out your profile, which includes:
- A meaningful profile picture with recognition value
- A brief description of your company
- Link to your legal notice
When your profile is ready, you can switch to the company profile. To do this, click on your settings and select "Convert to Business Profile". Then link your channel to your Facebook page.
With an Instagram business account, you benefit in particular from better statistics and extensive contact options. It takes about 15 minutes to set up Instagram and create a business account.
Create the right strategy for your Instagram business account
Step 1: define goals
You shouldn't set up an Instagram Business account (just) to be part of it. Your channel will only be successful if you pursue a well-thought-out strategy with it. So ask yourself beforehand:
- Do I have the personnel capacity to fill my account regularly?
- Do I have interesting and appealing pictures and / or videos that I can use to win new fans?
So the first step in getting started on Instagram is goal setting. Do you want to increase the awareness of your brand, improve your image or advertise a specific product?
When defining goals, also note that Instagram thrives on emotions. Classic advertisements in the form of posts do not work for free here - put people and experiences in the foreground with your pictures or videos on Instagram.
Step 2: know your competitors
After you have defined the goals, you should analyze your environment: Which competitors are represented on Instagram with a business account? How are the channels there being filled? What is going well - what is not? Which hashtags are used? Let the competition inspire you, but don't lose sight of your own goals.
The next step is a hashtag analysis. Research important hashtags that work for your industry on Instagram in advance. Good hashtags can increase your reach enormously. But be careful: use hashtags consciously and don't flood your subscribers with them - less is sometimes more on Instagram, too.
Step 3: target audience and content
You should know your target group well: How old is it? What are your preferences? What time is it particularly active? Accordingly, plan posts and topics that may interest your target group in advance. Hashtag campaigns, competitions or stories can also inspire your subscribers.
How about, for example, letting your fans take a look behind the scenes of your production for a day in an Instagram story? Or let your subscribers post pictures under a hashtag - and the best picture wins your new product?
Step 4: here we go
Getting started right doesn't just mean posting your own content. Be interactive on Instagram, i.e. like other pictures and channels that may fit your profile and write comments if you like pictures. However, make sure that
- Your interaction always fits your company.
- Don't be too promotional.
- Find the right level of communication.
Step 5: use statistics
If you use the Instagram Business account, you can see the following things in the statistics:
- Saved posts
- Impressions (how many people viewed your post - possibly multiple times)
- Reach (how many people were your post shown - not multiple times)
Use these evaluations in the Instagram business account to learn for future posts: Which pictures went particularly well? What was on it? Which hashtags were used? What didn't go so well - what could you do differently next time?
You should also use the overall statistics (icon at the top right of your own profile) in order to continuously improve your activities. An Instagram business account not only offers the opportunity to view the total reach or the total impressions. Profile views as well as top posts and top stories are also displayed at a glance. You can also use the information about the activities of your subscribers: When are they online and particularly active? Use these times for your postings.
Three examples of good start-up Instagram channels
The smoothie provider true fruits provides a good example of a creative Instagram business account. Photos are posted there especially on certain occasions, for example for Valentine's Day, Mother's Day or the company's anniversary. Otherwise, photos of the cheeky sayings on the smoothies and in the form of texts and hashtags predominate, as this example shows:
Instagram as a coach operator? The Flixbus Instagram business account shows that this can work out well. There you will find pictures of popular travel destinations that make you want to go on vacation. Of course, always tagged with the popular hashtags such as #eurotrip or #weekendtrip. With the #FlixTakeOver, Flixbus repeatedly relinquishes its own account for two days - for example to travel bloggers.
With its Instagram business account, the fitness app Runtastic focuses on motivating slogans on pictures, such as before and after pictures, happy people running or tips for healthy eating. Runtastic also actively participates in campaigns such as #RunForTheOceans by the parent company Adidas through postings.
Conclusion: Instagram business account for founders
A company profile on Instagram is particularly worthwhile if you address a young target group, you can offer strong images and you have the necessary personnel capacities. You will then benefit from a comparatively high level of interaction on Instagram compared to other social networks.
An Instagram business account is quick to set up and has the advantage that you receive more detailed statistics and can offer better contact options. Instagram has only been offering the company profile since 2016 - so it can be assumed that the functions for the business account will be even more extensive.
For communication on Instagram, it is advisable to define a strategy for your business account in advance: In particular, you should define goals, know your target group and your competition, and plan content accordingly. Use the statistics to continuously improve your communication on Instagram.
There are also many other social networks besides Instagram. You can get to know them here. Everything about the topic of social media strategy can be found here. Find out when a social media manager pays off and how high the personnel costs are. And so that you can keep an eye on the success of your campaigns, we have summarized the most important information on the subject of social media monitoring.
As editor-in-chief, René Klein has been responsible for the content of the portal and all publications by Für-Gründer.de for over 10 years. He is a regular conversation partner in other media and writes numerous external specialist articles on start-up topics. Before his time as editor-in-chief and co-founder of Für-Gründer.de, he advised listed companies in the field of financial market communication.
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