why is instagram important for business
A huge audience and a lot of advertising opportunities are
the answer to the question of why entrepreneurs spend money, time and effort to
promote their business on Instagram. However, if you still do not understand
how and how to hook your audience on this social network and what specific
tasks an Instagram business account can solve, read this material. At
Pressfeed, we identified 10 reasons why companies go to Instagram, and each
reason was illustrated with real cases.
While everyone rushed to master a new promotion channel -
the social network TikTok, we will tell you about the good old Instagram.
Moreover, there is something to talk about. More than 500 million users visit
Instagram every day. In total, the network has over 1 billion active accounts.
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In addition, back in 2016, Instagram gave users the ability to connect business accounts, which in their functionality are significantly different from regular profiles. To switch to a business account, you need to link your company's Instagram profile to its public Facebook page.
What are the benefits of a business account.
Convenient statistics. You can estimate which posts are
viewed the most, at what time of day, how and when subscribers click on links,
and much more. Statistics allow you to build a successful content strategy and
assess the return on investment.
Additional page description. The "Contact" button
appears, subscribers see the business category, company address, phone number
and email.
Lightweight ad launch functionality. You can promote the page both through the Instagram application and through the Facebook advertising account. Experienced professionals usually use Facebook, as it allows you to set up more complex and targeted campaigns.
About company
The basis of the concept of the STORIES chain of
international coffee houses is the popular phenomenon of stories on Instagram
today, when people take short sketches from everyday life. This is what formed
the basis of the brand - daily stories. The coffee shop serves coffee of
different colors, brews signature drinks and applies images using a coffee
printer. In addition, the STORIES coffee shop is not only a meeting place, but
also a convenient venue for hen parties, baby-showers, conferences, concerts,
lectures, master classes and other activities.
Instagram promotion goals
The main goal is to engage the target audience. The STORIES
brand is not only about coffee, but also about an active life position, events,
learning, new knowledge, emotions, daily stories. On the company's Instagram,
subscribers can get acquainted with the new menu items, view the event digest
and find the address of the nearest coffee shop.
What's happening on the page
The main thing on Instagram is beautiful pictures, and for
STORIES a cup of coffee is a canvas. Coffee is painted in bright colors, images
and inscriptions are applied to it using a coffee printer. The coffee in the
photo is spilling, flowing from glass to glass, or doing somersaults in the
air.
The brand introduces its subscribers to the history of the
origin of coffee drinks and desserts.
Every week, the page administrator selects 5 photos using
the # stories_photo hashtag and offers to vote for the best in the comments.
The winner wins 1000 bonuses for visiting one of the coffee shops.
A weekly "Digest" section is published so that guests
can find out about all the upcoming events in the coffee houses.
Now the brand is developing an action to "return"
guests. Each guest who posts a post about the coffee shop in stories will be
sent a special offer for the next visit to the institution.
Unusual activities
In February 2019, a competition with the "reverse
auction" mechanic was held on the page. A certificate for 1,500 rubles was
drawn. During the auction, subscribers lowered the price by 10 rubles. The
winner was the participant who wrote the lowest bid, and his comment lasted
more than five minutes last. The contest lasted 18 hours, and the post
collected over 1,450 comments. Subscribers have already begun to get to know
each other and invite each other for coffee.
The work with bloggers is based on barter: the blogger is offered a deposit to visit a coffee shop in exchange for stories and publications. A person comes, spends time in a coffee shop and writes native text. It turns out not advertising posts, but something like advice or a friendly recommendation.
results
The current number of subscribers is more than 5,800. The
company says that they have never engaged in cheating, all subscribers are
"live". Users actively participate in contests and ask questions in
the comments.
A coffee shop is a business format that will never sell its
products through Instagram. The page works specifically for loyalty and user
engagement in the brand.
What to take note of
The brand conducts shootings for Instagram 1-2 times a week.
They not only take beautiful photos, but also think over informational leads
for publications in advance: for example, the Zenith game or the Oscars.
Stories told by real buyers and customers inspire other people to share content. It's great if the company comes up with mechanics so that live subscribers post posts mentioning the brand as often as possible.
Generation of leads, that is, calls, requests and orders, is
a natural and understandable desire of small business owners who start
promoting on Instagram.
It is believed that the page on Instagram is a "gold
mine" for the beauty industry and small online stores of clothing and
accessories. Of course, customers will not come to you without a
well-thought-out strategy and well-tuned targeted advertising.
Cosmetology clinic in St. Petersburg SkinLazerMed provides
services of laser hair removal, photorejuvenation, body shaping, etc.
What's happening on the page
An SMM specialist writes a content plan for two months in
advance, photos and texts are prepared for it. When developing a content plan,
it relies on seasonal demand for certain types of services. A month before the
procedure becomes relevant for the target audience, posts about it appear on
the page.
When preparing photos for the account, only real photos are
used, that is, only the content that is filmed in clinics is published on the
page. The photography involves doctors, administrators and patients.
The company pre-determined the tone of the posts - a
restrained and respectful appeal to subscribers with an emphasis on brand
values (safety, high quality services, expertise and professionalism).
On the page, the brand talks about the results of the work,
about the features and benefits of various procedures.
Business promotion on Instagram
In terms of the page's appearance, the company sought to
combine elements of the company's corporate identity and geometric shapes that
are associated with medicine and science.
Unusual activities
The brand introduced the heading "The manager
speaks", when the director of the clinic talks about the specifics of the
business and the principles on which it is built, shares news about the
development of the company, its plans, events and upcoming changes.
To attract subscribers, the brand holds joint promotions
with the largest restaurant chain in St. Petersburg, Ginza Project, and also
collaborates with the Mrs St. Petersburg competition. Partner activities
involve joint draws, as well as cross-promotions and event announcements.
Instagram promotion costs
The budget for promotion per month is about 40 thousand
rubles for advertising and the salary of an SMM specialist.
SkinLazerMed does not buy ads from bloggers, as this is
against the clinic's policy. The brand invites bloggers to free treatments and
asks for an honest assessment.
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