When working on your marketing plan for 2019, it’s important to look at all available social media platforms and weigh the importance of each. I’m here to say you shouldn’t rule out Instagram as quickly as you may have last year. Posting on the platform that 59% of 18 to 29-year-olds use can seem daunting at first, so let’s take a look at the platform a little more closely.
Instagram announced this year that it had hit over 1 billion active monthly users, meaning this platform can directly impact your company’s strategic goals! You just need to align those goals to metrics specific to Instagram. Here are some goals that Instagram can directly influence:
All of this sounds great so far, but how can you actually make this happen? Consider incorporating one (or two or three!) of these Instagram trends into your marketing plan in the new year:
When it comes to Instagram, it isn’t just about the number of followers you have—you need to post quality content and represent your brand in a way that is authentic.
Recently, we have been seeing a shift towards authenticity in marketing that isn’t just happening on Instagram. There has been a dramatic change in tactics overall, and brands have gone from selling via elitism to selling via inclusivity. What some people are calling the “Fenty Effect,” brands are seeing much more success with their customers when they are marketing using welcoming, authentic, and inclusive messaging. The “Fenty Effect” refers to the growing popularity of Rihanna’s brand Fenty, including both lingerie and makeup. Her brand includes women of all sizes, shapes, colors, and ability, and is almost the polar opposite of the tactics Victoria’s Secret uses. As a result, Victoria’s Secret has seen their sales declining in recent years. This change in tactics towards diversity and inclusion is vital to keep in mind as you plan your Instagram content.
Some examples of Instagram accounts that are doing social media marketing right can be found here! While it is important to follow some of these larger brands like Airbnb and Tesla, make sure you’re also looking at your local or industry competitors for inspiration.