This article discusses 3 additional benefits of using Instagram for your business’s social media marketing, including boosting your web traffic, accessing advertisements and boosting your content posts.
Instagram is a free photo and video sharing application, with an emphasis on mobile use and visual sharing. It is a simple, fun and creative way to capture and edit photos and videos to interact directly with your followers. Giving them a chance to participate through likes, comments and shares allowing them access to candid photos of your everyday life. For business, Instagram gives you an even better opportunity, more than any other app, to tell stories about your business and the lives involved. Thanks in part to the stories feature, Instagram is one of the top social media platforms in use today. So, it isn’t surprising with over a billion monthly users, you are interested in using Instagram for your business or are wanting a better understanding of your Instagram business profile. It is important to understand that there are differences between a personal Instagram profile and a business profile. To better understand Instagram for your business, we are going to explain the next 3 benefits of a business profile. Let’s get to it!
For more information on what exactly an Instagram business profile is, see Benefits of Instagram for Your Business – Part 1.
Benefits of an Instagram Business Profile
1. Boost Website Traffic
There are 2 main ways to boost website traffic using your Instagram business profile. The first, is by leveraging your Instagram bio. Many users use their bio as an afterthought, or a place to include emojis, however for a business, this is an area to include valuable information; it’s where you welcome users to your profile. The bio on your Instagram business page is the first impression your audience may have of your brand and should convey key information. Common things to include in your bio include who you are, what you offer, how you are unique from others (Unique Selling Point), clickable tags to promote branded hashtags, and a call-to-action with a link. The call-to-action is a very important feature to use within your bio because you are able to request that your followers complete a specific action, and then can include a link for users to immediately take action. This creates a great opportunity to link them to your website. An example would be “click the following link to access our latest products!”, followed by a link that goes directly to your website with the products you offer.
The second way to boost your website traffic is by adding links to your stories. Stories are content that appear for 24 hours on your profile featured in the “Stories” section. Considering 1/3 of the most viewed stories are from businesses, users must be interested in seeing them! When you add a link to stories, a “See More” button appears at the bottom of your story post where users can click to access the website URL you have given. Providing links in stories was originally only available to verified business accounts, however it is now also available to business accounts with over 10,000 followers. Verified business accounts are Instagram business profiles that have been verified as the authentic business public figure, which allows users to know they are following the correct brand account and prevents users from following fake accounts. In the past verification was a way for brands to be recognized as “notable”, as it was an option only available to established brands or celebrities, however it is now an option for all brands that are approved though an application to be verified. So, adding links in your stories can be an extremely effective engagement strategy for your social media. Research has shown that brands who post Instagram stories with links get a 15%-25% click through rate.
2. Access to Advertising
Using the paid Instagram ads are a great way to increase your reach (viewership) on the platform and promote your products. Not sure if Instagram’s the way to sell products, well over 1/3 of Instagram users have used the app to purchase a product online. Instagram ads in essence are promoted posts created through Facebook’s advertisement manager. This means according to Instagram there are 2 conditions you need to meet in order to run ads: first a Facebook business page and second an Instagram business profile. Once you achieve these requirements, your Instagram advertising gives you the ability to target the exact audience you would like with each advertisement including options for location, demographic, interests, behaviours, specific users and even users that are similar to other users.
Using paid advertising can also be a great way to increase the reach of your posts due to the algorithms being used for business content. One thing is very clear with Instagram and Facebook, they want you to pay for ads. Due to this, they may make adjustments to decrease the number of followers that are seeing your content on their feeds. When you see your engagement numbers dip, you are far more inclined to pay for advertising. Sneaky!
Please note: We will not explain Instagram Shop as this feature is currently only available for businesses in the United States.
3. Boost Your Posts
Other than paid advertising to advertise the products you offer; you can also boost your posts on Instagram to accomplish specific goals. What does it mean to boost a post? Boosting a post is when you pay a social media platform to amplify one of your existing posts. This boosts the viewership on your content post, provides a call-to-action button and it will show up as a sponsored post on user’s feeds. When boosting your Instagram post, you first need to know if your goal is to attract more profile visits, website traffic, or promotion views. Choose the option that best describes what your goal is as this decides where the “Call-to-action” button on your sponsored post will direct your audience. Once you decide your budget, and the duration of your boosted post, Instagram will predict the reach of your post and the click through rate of your post.
Is Instagram for Your Business?
There are many things to consider when choosing the social media platform that is right for your business. Now that you understand what an Instagram business page is, along with the benefits for your social media marketing, you are now ready to decide! Is Instagram a good choice for your business?