Instagram has perched atop social media for a while now. Yet, businesses and users alike still find it hard to connect with people and gain a solid following.
Instagram users are more discerning. When Facebook and Twitter came into the picture, everyone wanted to connect with everyone. Some sent friend requests to all the people they met at a party. Some followed profiles on Twitter in hopes that they would follow back. This method worked for many Twitter users. They built massive audiences. They found out later that the number of junk posts on their feeds from folks they can hardly remember also blew up.
People on Instagram learned that valuable lesson. And this change in mindset poses a new test for brands. They must work harder to capture even a few seconds of their target audience’s time and attention. But, if you do get new followers, they are more likely to avail of your products and services. Your following tend to engage in your posts.
How do you break the wall? Instagram owner Facebook is kind enough to share how.
In its “How to Connect with New Audiences on Instagram” report, Facebook shares new insights on what Instagram users look for brands on the platform. It also has tips on what to do next based on their findings.
Facebook touts that 57 percent of the 21,000 of respondents use Instagram more than they did a year ago. About 44 percent say they will use it more in the year to follow.
Hardly surprising, as Instagram added around 500 million users in the last two years alone. Instagram Stories is now at 500 million daily users since it launched in August 2016.
One finding in the report shows how many users go to Instagram to connect with brands.
“When we asked people what they associated with Instagram, some of their top responses were that the platform allows interaction with celebrities and influencers. Additionally, 2 in 3 respondents (66%) told us that Instagram is a platform that allows interaction with brands,” posted Facebook.
Instagram users tend to engage with your company if you have polls in Instagram Stories to let fans vote on your next offering.
People may be using the platform to engage with family and friends, but the findings also show they are open to connect with your brand.
Overall usage shows that younger Instagram users tend to come to the platform daily. Older users are also fairly active. They still come back daily to check for updates.
Respondents want to see short and well-targeted content, with creative designed for Instagram. If you want to optimize your use of the platform, find out what works. Do not just post click baits. Create content that promotes your business and also engages with your target audience.
Granted that building an Instagram audience is hard, you cannot just like every post from every person or follow back to rack up numbers. These strategies may work to a degree, but most of these people may not be part of your target audience.
The best approach is research. Find out what other brands or influencers in your niche are posting, check which posts their audiences are responding to, and scan relevant hashtag lists to see what people are posting. After you knock this down, create a timeframe for results, stick to your schedule, and improvise based on your responses.
Facebook’s full “How to Connect with New Audiences on Instagram” report is here.