Should my
business
be on
Instagram?

Instagram can be a great platform for small businesses to showcase a product or service and find new customers.

In fact, it has over 1 billion monthly active users, who use the app as a way to connect with friends, follow celebrities, consume content about things they are interested in, and see what the brands they like are up to.

More recently with new shopping capabilities being added, it has also turned into a valuable eCommerce outlet.

There are over 25 million businesses using Instagram. But, is it the right platform for your business? Let's take a look...

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First of all, remember that Instagram is primarily a visual platform,
and users expect to see original content of an appealing visual quality.

Your product or service may not be one that converts into nice photographs, and if this is the case, you may be best off sticking
to other channels.

Not all channels will be for you, and it’s better to know this and play
to your strengths, than to try and break onto a platform that won’t be
worth your time.

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B2C businesses reap the rewards of Instagram, while it tends not to be
a strong B2B channel. Brands across all sectors in the B2C market can achieve success on Instagram; from clothing and homeware to florists, hairdressers, pet services, spirits, landscape gardeners and more!

60% of users seek out and discover new products on Instagram,
so if you are a B2C business, you have a real chance of being found
by new customers.


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71% of Instagram users around the globe are under the age of 35.
So generally speaking, this platform attracts a younger demographic.
If your customers tend to be a bit older than this, you may find that they aren’t on Instagram and prefer to use other channels, instead.

Why not look at your business’s audience on Facebook insights or LinkedIn Analytics and see if your current audience sounds compatible with Instagram’s younger audiences?  


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Instagram users like to see regular content being produced by the brands they follow; accounts that appear inactive may be unfollowed. What's more, Instagram’s algorithm favours content from regular posters – so if you can’t commit to posting a couple of times a week, your reach may dwindle when you do get round to posting again.

While on the topic of frequency, we’d recommend posting no more than one page post per day – and around 5-10 stories at a time.


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Run a competition! Competitions are a great way to expand your following and give back to your audience; a popular style of competition is to post a picture of the prize, then ask followers to like the post, follow you, and tag one or more friends that they’d share the prize with in the
comments below.

Make sure you include a closing date, and use an internet randomiser to select your winner.


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Do you have enough to talk about? As mentioned,
your frequency matters on Instagram.

Varying up your updates – from product shots, before-and-after transformations, behind-the-scenes images or the process behind
the product, and even images of your staff at work – ensure that users
will stay engaged.

Remember, you have to capture your users’ attention, inspire them,
make them desire what you’re selling, and build an affinity for your brand.

Sit down and brainstorm the type of photos and videos you’d like to post, and ask yourself whether this is content which your audience will be interested in.

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Testimonials help to sell products, they help users to understand the value of your product or service, and help them to envisage their purchasing journey with you.

Seeing people using your product or service therefore is likely to help to build this sense of community and convey proof that they should take the plunge and purchase with you.

Plus, adding a human touch is key! People don’t necessarily want ‘the hard sell’ all the time, so it’s nice to show them other aspects of the business, such as the human side.

Make sure if you’re featuring people (staff or customers) that you have their permission - or their parent’s permission in the case of
children - to do so, first.

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Want to learn more about using Instagram
or other social media channels to boost your business?

Visit bgateway.com/digitalboost to discover more of our top tips,
free skill-building workshops, tutorials and one-to-one expert support.