Let's start with a few interesting facts...
1. With Instagram reporting more than 600 million active users, there's a good chance your target audience is there, right?
2. It had taken thirty-eight years before 50 million people gained access to radios. It took television thirteen years to earn an audience that size. It took Instagram a year and a half. - Gary Vee
Let me guess..
You're reading this article because you want to
- Grow your Instagram account.
- Get more engagement on your photos.
- Build a relationship with your followers.
- Turn your fans into subscribers and customers.
- Or to find out what tools to use...
1. Posting too much or too little
We all follow a few of them, the Instagram accounts that post a nauseating amount to their Story. If you get anxiety the second you see all the tiny Story indicators at the top, you know what I am talking about.
While you might be inclined to watch a long Story from your very best friend or mom, there is no chance you are sitting through a brand's 100-post-long Instagram Story. Don't be that brand.
Your target audience most likely does not have the time to absorb all of that content, so you are wasting time and resources ($) by creating it. Instead of posting every little thing to your Instagram Story, use it for business highlights and be a critical editor when it comes to content.
At the other end of the spectrum are brands that post so infrequently you sometimes wonder if they are still in business. Your heart has stopped no less than 3 times when you thought your favorite local donut shop was closed but alas, they have just become lazy Instagrammers.
Ensure you post consistently to make sure your customers do not forget about you.
To find your posting sweet spot:
Pay attention to analytics. Conduct a simple experiment by posting every day for a week, then every other day the next week, twice a day the next week, and focus on your results to figure out how much content your audience wants. You can also post a poll to your Instagram Story where you straight-up ask your audience something they have seen brands get great results from.
Test different times. Your lack of engagement might not be due to the frequency of your posts, but because of timing. Follow our data on the best time to post on Instagram and then test a variety of times to get optimal results.
Think quality over quantity. While the details of your business are undoubtedly interesting to you, your audience probably doesn't need to see where you take the garbage out at the end of the day. Before you go wild with your posts, think about what your overall goals are, and whether this specific piece of content will help you reach them.
2. Using poor quality images
When a potential customer first looks at your Instagram page, what kind of message are you sending? If the message is blurry photos and videos that look like they have been shot on a potato, you might want to reconsider your visual strategy.
Using bad quality images immediately discredits your brand and gives off a less-than-professional vibe especially on Instagram. When you have lackluster visuals cluttering up your Instagram page, it sends the message that you don't take your business seriously.
First impressions matter when it comes to your brands social media presence, so make sure you are serving up the best looks possible. It does not have to cost a lot of money. Some simple tweaks can make a huge difference.
These are a few tips you can put into action today:
Use the right tools. For example, we have found that lighting makes the biggest difference when it comes to my Instagram images. If I can't get a photo in natural light (always the first choice) I won't post anything without first adjusting the lighting in the Adobe Lightroom CC app.
Mix up the perspective. Don't rely on the straight-on shot or flat lay in all of your posts. It is important to provide your audience with different views and angles to keep things interesting. Close-ups, super far away shots, and videos all provide variety that will not only engage your audience, but will simply look better on your Page.
Carefully consider the background. I can not tell you how many times I have seen a potentially beautiful shot ruined by what is happening in the background. Whether it is a piece of garbage or a cluttered table top, make sure you put as much thought into the background as the subject of your image. For example, single tiles in natural stone or pretty patterns (from any home improvement store) can provide aesthetically-pleasing backdrops for a number of shots. For an extra professional touch, you can also buy a lightbox online for under $50.
3. Ignoring analytics
Imagine if you took a test and never got your grades back. It might be a surprise when your final report card comes and you find out you flunked your class. The same kind of unfortunate surprise can happen when you don't pay attention to your Instagram analytics.
When you ignore your Instagram analytics, you miss out on important information that could help you plan future campaigns. Your analytics show you what content is getting results and what content is wasting precious resources.
Analytics also help you get to know your audience better. When you know your follower demographics, interests, and online purchasing behavior, you are able to create content that better engages your followers. Do your followers prefer video content or photo posts? How many of them are swiping up on your Instagram Story and visiting your website? This is all key data that will help shape your strategy.
How can you give your Instagram analytics the attention they deserve?
Know which metrics to track. What are your business goals and objectives? Once you figure this out, you will have a much clearer idea of what numbers you need to keep track of. Some key metrics include: top posts (those that have earned the most engagement in a month), top mention (the most-liked post where another Instagram user mentions your username), new followers, engagement, engagement rate (number of engagements divided by number of impressions (how many people actually saw your post), and Instagram reach percentage (total impressions divided by total followers.)
Use the right tools. Whether you want to measure your audience growth, directed web traffic, or the success of your Instagram ads, there is an analytics tool for your business. Instagrams free native tool, Insights, will provide data such as how many users visited your profile, the number of post-saves you get, and how many times people sent your Instagram Story.
4. Buying likes and followers
This one seems like it should be a no-brainer, but unfortunately this practice shows no sign of slowing down. When you buy likes and followers, you are only hurting yourself.
I spoke to Erin Sousa, Vancouver-based digital marketing expert and founder of Sparkle Media, about why exactly buying followers and likes is such a cardinal sin.
"Buying Instagram followers and likes is really the equivalent of fraud, since many influencers who do this are making money and receiving product based on their follower and engagement numbers. Anyone who has done this runs the risk of not only discrediting their brand, but real legal ramifications as some brands are adding clauses about fake followers to their contracts, Erin explains.
Not only that, but buying likes and followers is strongly connected to poor return on investment (ROI) on the client side of things.
It never pays off because brands that don't see a ROI working with false influencers will put two and two together, realizing the numbers are not legit, Erin says. This act hurts the industry as a whole since it degrades the user's credibility. Brands leave the transaction thinking that the investment wasn't worthwhile, reducing budgets for future promotional opportunities with legitimate influencers and Instagram users.
Also, buying likes and followers will not give you the return you want when it comes to your own business results. If you are looking to grow a following of real people and other brands interested in your products or services, fake followers are not going to cut it.
You have to Engage with the right people. Instead of buying fake followers take the time to build a real community through your brand and engage with people who respond to your content.
I know what you are thinking now This needs effort and time and I have already a lot of responsibilities.
The good news is that now you can earn targeted followers according to your niche without spending hours in IG platform searching to interact with the right people.
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You might be guilty of some (or all) of the Instagram sins mentioned above, but it’s not too late to get back on track. Follow the expert tips shared above and never make the same Instagram mistake again.