Learn about Instagram Marketing strategy

Instagram is a pioneer in social media marketing trends and has shaped the way brands use social media for over ten years. According to data from Meta, as of early 2023, there were approximately 10.35 million Instagram users in Vietnam, accounting for approximately 10.5% of the total population with access to advertising on this platform. Although not as popular as Facebook in the Vietnamese market, Instagram attracts several users with its own “quality” and unique personality. This allows businesses to reach quality potential customers, helping to improve conversion rates. Let’s explore with Optimal Agency the effective Instagram Marketing strategy that your business can apply when deciding to deploy the Instagram social networking platform!

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What is the concept of Instagram Marketing?

Instagram Marketing is a marketing strategy that uses the power of the Instagram social media platform to reach a target audience, promote products and brands, build a loyal customer community, and increase sales. With the development of social media platforms, participating in Instagram marketing requires businesses to build a clear and effective marketing strategy. This includes creating attractive content, maintaining positive interactions with the target audience, and optimizing advertising campaigns for success.

What makes Instagram stand out from other social media platforms is its focus on sharing information through images and videos. Features such as Stories, Reels, and IGTV are all designed to optimize the ability to convey brand messages through vivid images and quality videos. According to Hootsuite’s Digital 2022 report, Instagram is especially popular among users aged 16 to 34. This is a group of people with great potential for many businesses because they are active consumers and have a strong influence on market trends. Therefore, Instagram has become a priority choice for businesses in building and shaping their brand image. Investing in Instagram Marketing not only helps businesses reach and interact with target customers but also creates opportunities to enhance brand awareness and promote sales effectively.

Summary of the most effective ways to set up an Instagram Marketing strategy

To be able to set up an effective Instagram Marketing strategy, you can refer to the following methods:

Create communication goals

Communication goals are a key factor in Instagram Marketing activities, acting as a compass for the entire campaign. They help manage budgets, set up workflows, and support the achievement of the overall goals of the business. To ensure optimal effectiveness, businesses need to set goals using the SMART method, which means that goals need to be specific, measurable, achievable, realistic, and time-bound.

Here are some common Instagram Marketing goals:

• Raise brand awareness: This goal aims to increase the number of people who know the brand. It is especially suitable for new businesses, when launching new products, or when entering new markets. Brand awareness is an important first step in building a loyal customer base. Businesses can measure brand awareness on Instagram through metrics such as post reach, follower growth rate, brand mentions, and potential reach.
• Build brand reputation: Instagram Marketing plays an important role in building brand trust and credibility in the market. This goal involves measuring public attitudes towards the brand. Metrics for measuring reputation are similar to brand awareness metrics, including brand mentions, tags, and following related hashtags. Using assistive technology software can help measure these metrics easily and effectively.
• Increase website traffic: This goal is not limited to Instagram activities but also extends to the business’s website or e-commerce site. This is an important goal because it directly relates to conversion rates and sales. Metrics to measure include traffic, traffic sources, number of email subscribers, purchase conversion rate, and bounce rate.
• Improve audience engagement: Engagement is an important metric that reflects the loyalty of customers to the business. Followers who regularly interact with the business can be considered loyal advocates. Engagement metrics include reach engagement rate (ERR), post engagement rate (ER Post), and daily engagement rate (Daily ER).

Create your content to build your brand personality

User-generated content is valuable free advertising for businesses. Not only Instagram, but other social media platforms are also where users share their emotions and stories. Although this content may not be very outstanding in terms of images and does not reach too many users, its authenticity brings positive effects to businesses. Feedback from users helps to enhance the brand’s sympathy and reputation.

To encourage users to create content about the brand, businesses need to build a brand image with a clear personality and evoke customers’ emotions. Enable manual approval for tagged posts to easily manage related content. Businesses should actively interact with users’ posts (such as liking, and commenting) to show appreciation and encourage them to create more related content.

Using Hashtags

Instagram is a pioneer in the development and use of hashtags, becoming a popular search engine for users. Hashtags are an important element in building a brand and should be effectively exploited in an Instagram Marketing campaign. Businesses can use popular hashtags to attract attention, such as Red Bull’s #givesyouwings with over 500,000 posts.

However, because hashtags are so popular, businesses should avoid hashtags that are too generic to avoid being lost in other posts. Choose 3 to 5 relevant or brand-created hashtags and use them throughout to reflect the brand’s unique identity. Hashtags also help encourage user-generated content. For example, Coca-Cola’s #ShareACoke campaign is a testament to the successful use of hashtags to encourage users to share content and promote the brand for free.

Partnering with KOLs

Partnering with influencers, also known as KOLs (Key Opinion Leaders), is one of the quick and effective strategies to reach potential customers on Instagram. Influencers not only help brands increase their presence but also expand their reach to their loyal fan base. This is a powerful approach because of the ability to directly connect with the target audience that businesses can hardly reach with traditional strategies. Implementing KOL marketing on Instagram has a high probability of success because this is the most popular platform used by many influencers. According to Statista’s 2021 report, Instagram is the preferred platform of KOLs, which shows the suitability of this platform in influencer marketing strategies. When collaborating with KOLs, businesses can minimize marketing efforts because increasing the number of followers cannot happen immediately. Instead, working with influencers gives brands immediate access to a large, existing audience.

However, choosing KOLs requires careful consideration. Businesses should not only focus on the number of KOLs’ followers but also consider the quality of their followers. KOLs with a large number of followers but not suitable for the business’s potential customers may not be very effective. Therefore, choosing KOLs with real influence and suitable for the target audience is very important. This helps increase the possibility of conversion and bring better results to the marketing campaign. Building good relationships with KOLs not only helps businesses reach new customer groups but also helps build long-term brand awareness. When the brand has a good image, the business can be promoted by KOLs for free, which is similar to user-generated content but at a higher level. KOLs can become passionate brand ambassadors, conveying messages naturally and authentically to their audiences.

Building good relationships with internal employees

Taking advantage of employee endorsements is an effective way to build user-generated content. Compared to encouraging external followers, employee endorsements are often easier and more valuable. Employees, with their deep understanding of the company, will do so more naturally when sharing company-related content such as industry knowledge, product tutorials, or job postings. This makes employee content more authentic and less promotional. Employee endorsements have many benefits for businesses. First, it can have a positive impact on sales because employees contribute to raising brand awareness among their followers. Second, it supports employee recruitment and retention, while strengthening internal cohesion. In addition, employee advocacy also helps minimize the damage from PR and communication crises, thanks to the consensus and deep understanding of the brand by employees.

To ensure effective employee advocacy, businesses need to build and maintain employee engagement. Key factors that affect engagement include development goals, career opportunities, management level, and the level of support from the company. A well-structured internal communications strategy will help businesses continuously assess the wishes and needs of employees, thereby increasing their satisfaction and support. However, employees sharing information about the company also comes with security risks. Therefore, businesses need to establish clear social media guidelines for employees. Employees need to clearly understand the communication message and the best way to convey it as well as how to interact appropriately with their audience. Social media policies should include what is and is not allowed to be shared, topics to avoid (such as politics, and religion), and brand style guidelines.

These guidelines should be presented in a concise and easy-to-understand manner to encourage employees to share brand content naturally. At the same time, businesses need to clarify the regulations from the beginning to avoid information security risks and media crises. For example, a Gucci employee in Los Angeles was fired for making a TikTok clip of the items he received on his first day at work, showing the importance of following social media guidelines to protect the image and reputation of the business.

Although marketing on social media platforms in general and Instagram, in particular, is currently very competitive, if businesses understand the features and algorithms of the platform, they can completely turn Instagram into their own “golden land”. The most important factor in implementing Instagram Marketing campaigns is that businesses must constantly update changes in the platform and user habits, thereby adjusting the campaign to achieve the highest efficiency. We hope that this article will help you better understand Instagram and provide new marketing ideas for your business. Besides, do you know how to run ads on Instagram? If not, find out today, don’t miss it!

Please see more:

• How to link Instagram with Facebook quickly and simply
• Effective Instagram Marketing strategy bring revenue
• Top 10 free and most effective how to increase Instagram followers

Frequently asked questions