media update’s Adam Wakefield spoke to Federico Dedeu, EMEA business lead at Indahash, about how brands can use Instagram to get their message to audiences.
How can brands use Instagram to build an influence and presence on the platform?
The way for brands to win on Instagram is to take off their gloves and get dirty, to embrace the platform for what it is and not just treat it as an image gallery.
Brands really need to consider the type of content they should generate, be known and followed for. They also need to understand the platform's limitations, opportunities and innovations.
They should approach it the same way an influencer approaches it, and protect the integrity of the profile at all costs.
What should brands be doing, and not doing, on Instagram?
Brands should not treat Instagram as if it’s Flickr or some image gallery. Only the best or most interesting content should be posted on the profile.
A brand should also be clear on the content pillars and format they are going to be able to sustain and create rather than constantly swap and change.
Brands feel that they have to tell all the story across all the platforms, but that is not the case – the same way we have different conversations at work, at home or on a night out with friends.
How does content that disappears after 24 hours leave a lasting impression?
Ephemeral content, which is available only for a short period of time, is set to be the major content trend for 2018. Fear of missing out, or FOMO, is what makes ephemeral content so effective at driving engagement.
The fact that your video or image content disappears generates a sense of urgency for the audience to tune in and pay attention.
For brands to be successful, they should post regularly for constant engagement and understand what works and what doesn’t.
Because the nature of the ephemeral content is less refined and raw, brands should not be over formal and should be as authentic and personal as possible.
Brands should, again, understand the Instagram platform and generate images and videos that are aligned with it.
You’ve referred to 'key audiences' on Instagram. What are the demographics of this audience, and how can they be reached?
Instagram’s key audiences are traditionally younger, with the main portion (59%) being 18 to 29-years-old. Thirty-three percent are between the ages of 30 and 49, with a skew towards females being the main users.
There is no cookie cutter approach here, and each brand will be different. Understanding why these audiences use Instagram on a daily basis, and how they consume content, will be the key to reaching and engaging with them effectively.
For more information, visit www.indahash.com.
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Facebook is another social media platform brands can use to reach new audiences. But are you using it correctly? Read more in our article, How to use Facebook (and not Boost) to improve your business reach.