There is no doubt that if you want to reach the younger online audience, particularly those between 18-24 years old, that implementing paid marketing campaigns on Instagram should be a key part of your strategy.
The social media channel, which has grown by nearly 400% since its inception in 2012, now has over 1-billion active monthly users (24-million of whom are in the United Kingdom), of which 71% are between 18-24, with this number growing steadily month on month.
But whilst the size of the potential audience you can reach with a digital marketing campaign is a major positive, there is major competition to ensure that your brand, product or service stand out and engage with your target audience.
Here are 4 key tips to making your campaign stand out:
1. Have a plan well in advance
Brands post on average nearly 28 times per month, which means that to keep up you’ve got to have content ready to go virtually every day.
Spend time at least 2 weeks ahead of a campaign launch setting out exactly what each day’s post will be – if your strategy brings a consistent message and narrative through well-planned images, copy, relevant hashtags and accounts you might want to tag, you’ll be able to present your campaign professionally.
There are tools you can use to schedule your posts, including Later or Facebook’s Creator Studio, so make use of these to alleviate rushing around when your campaign launches.
2. Research your tags
Discoverability is a huge part of generating reach for your campaign. Check out your competitors and posts that are relevant to your campaign, and ensure you include these in your posts.
Be sure to include general, trending and specific hashtags to cover all bases – on average you should aim to use between 5-10 hashtags, but research shows that 9 is absolutely optimal.
3. Timing is everything
Getting the timing right is vital. The churn of content on Instagram is fast, and posting to reach an audience at the wrong time – for example too early in the morning or late at night (bearing in mind where your audience is in the world) can mean your post simply doesn’t get seen.
According to SproutSocial, the best and worst times to post are:
- Best: Wednesday at 11am, and Friday between 10 – 11am
- Worst: Sunday, and late night or early morning (especially between 11pm-3am)
4. Keep track of results
Measuring how well your posts do using the following key metrics will help you optimize your future campaigns. Keep a log of the following:
Comments – create a sentiment matrix if possible to track how many positive, neutral or negative comments your posts receive. Apply a 7-10 score for positive comments, 5-6 for neutral, and a 1-4 for negative (this is quite subjective but should give you a good indication!)
Engagement – knowing how engaging your posts are is vital. Work out a post’s engagement by dividing the total number of likes and comments by the total number of followers.
Reach – Instagram Insights will tell you the reach on a post (the number of people who have seen a post).
Creating consistently good results from Instagram posts and campaigns will take time, but hopefully the above tips will set you in the right direction!
For more guidance and advice on creating effective digital marketing campaigns, contact one of our friendly staff today.