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Front page » Digital Marketing » Social Media Marketing »
Social Media MarketingMany opportunities and also quite a few challenges await brands on Instagram.
Written by Esther Lastra April 11, 2022 at 9:20 a.m.
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On Instagram, new developments and changing audience habits confront brands with a long list of challenges.
In Instagram The news is a ray that never stops, so The brands that operate there must constantly adapt to the new features that periodically appear on this platform.
However, On Instagram, features aren't the only thing at risk of change. So is the audience. This forces brands to constantly refine their strategies in this channel to align themselves as closely as possible with the preferences and habits of their target audience.
According to a recent HubSpot reportThese are the most important challenges that brands must deal with on Instagram:
Hashtags play a vital role on Instagram, but it's not always easy to figure out which hashtags to use and what volume is most appropriate.
Initially, it's best to avoid overly popular hashtags and instead focus on hashtags that are more focused on specific niches (which also have much more engaged communities).
Hashtags that appeal to specific interests and communities are the ones that result in the best engagement rates.
As for the optimal number of hashtags to include in a post, it seems it's definitely better to aim for the largest possible number of hashtags. Adding many hashtags to a post doesn't diminish its effectiveness in any way, according to the HubSpot report.
However, it's important to be cautious and use only hashtags that are relevant to the target audience brands are seeking to connect with on Instagram.
In the eyes of many brands the influencer marketing It seems at first glance out of reach because they associate this discipline with high-profile influencers (those who have several hundred thousand or even millions of followers on Instagram).
HubSpot's study suggests that collaborations with smaller influencers (who simultaneously have much more dedicated communities) translate into better results for brands.
Micro-influencers provide brands with small audiences with high engagement rates and are definitely much more effective in terms of engagement than macro-influencers.
Timing is an often overlooked detail in social media marketing strategies. But considering that Instagram's algorithm tends to favor the most recent content, it's more important than ever to connect with the right audience at the right time.
HubSpot concludes in its report that the content that receives the best engagement rates is that published between 6 and 9 p.m. Conversely, content that appears on Instagram between 5 a.m. and 12 p.m. is punished with the worst engagement rates.
On the other hand, from Monday to Friday the engagement rate remains more or less unchanged, and during the weekends it increases slightly.
This data, however, is only general, and each brand must carefully analyze the behavior of its target audience to determine when they are most active.
When it comes to writing the texts that accompany their Instagram posts, brands often face a lot of pressure. After all, captions need to be compelling and memorable, avoiding self-promotion and overly trite phrases like the plague.
The first mistake brands make is completely ignoring the text that accompanies their social media posts. According to figures compiled by HubSpot, captions boost engagement, increasing from 4% to 6%.
When writing a post, the most important thing is that it reflects the brand's voice and includes keywords related to the company's nature.
Although many assume that images are the most engaging type of content on Instagram, the truth is that on this platform (as on many other social networks) video reigns supreme. On Instagram, video posts accumulate an average of 24 comments and 1,097 likes.
Videos are followed in terms of engagement by carousels, which stimulate interactions much more than static images.
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