With an advertising audience of over 1.16 billion people, Instagram offers huge reach for brands. And the potential marketing reach on Instagram has grown significantly this year—an increase of 76 million people in the last quarter alone.
As many as 90% of Instagram users follow at least one business. And it’s not just consumer products that benefit. Over 36% of B2B decision makers use Instagram when looking for new products or services.
This Instagram marketing cheat sheet for 2022 will help you improve your Instagram strategy, whether you’re just starting out or already an experienced pro.
Setting up an Instagram business account
Before you start marketing on Instagram, you will need an Instagram Business account or an Instagram Creator account. If you already have one, see the tips below. If you already have a personal account, you can skip to step no. 3 of this manual.
If you’re new to Instagram or creating a new account, here’s what to do:
Step 1: Download the Instagram app.
Step 2: Register
- Open the app.
- Tap “Create a new account”(on iOS) or “Sign up with an email address or phone number”(on Android).
- Enter your email address or phone number and click next.
- Create your username and password.
- Fill in your profile details (more on this in Tip 4) and click next.
Step 3: Switch to a business account
- Go to your profile and tap the hamburger icon in the top right corner.
- Click “Settings”then “Account”.
- Click Switch to a professional account.
- Click “Business”and follow the instructions.
21 Instagram Marketing Tips for Business You Can’t Afford to Ignore
1. Use a business account
Just in case you skipped the section above and are planning to dive into the rest of Instagram marketing tips using a personal account, here’s why you should reconsider.
A business account gives you access to features that you cannot use with a personal account, including:
- Instagram Statistics (See Tip 21)
- Instagram Ads (See Tip 20)
- Shopping on Instagram (see tip 16)
- Primary and secondary mailboxes for messaging
- Contact information and a call to action button on your profile
The creator account has its own set of benefits for influencers and content creators. But for most marketers, a business account is the way to go. Go back to the beginning of this post and convert your account if you haven’t already.
2. Clearly define your goals
All social platforms are tools. But you won’t be able to use these tools effectively unless you know exactly what you’re trying to create.
Instagram marketing can mean different things to different marketers. You want:
- Create an online presence for your business?
- Increase brand awareness?
- Get new leads?
- Make your brand an industry leader?
- Sell products directly from the app?
You may even want to combine several different results. But if you don’t know where you want your Instagram strategy to take you, you’re unlikely to get there.
We have an entire blog post on goal setting to help you decide what matters most to your business.
3. Know your audience
A little upfront research can help you figure out who is the best person to contact when you’re thinking about selling on Instagram. For example, our post on Instagram demographics shows that:
- The most active Instagrammers are between the ages of 18 and 29.
- The United States is Instagram’s largest market.
- More city dwellers use Instagram than their suburban peers.
But that doesn’t mean you should only use Instagram to try and reach urban Americans in their 20s. Instead, you need to define your target market so that you can create content that speaks directly to that audience.
This will also become critical when it comes time to choose targeting options for your Instagram ads.
4. Optimize your profile
In just 150 characters, your Instagram bio should make a great first impression, convey your brand personality, and tell people why they should follow your Instagram account.
That’s a lot to ask from a small space.
Luckily, you also have a few other fields on your Instagram profile to showcase what your brand is all about and make it easier for people to find. This includes:
- Your name: 30 characters included in the search.
- Your username: AKA your nickname. Up to 30 characters included in the search.
- Your website: A clickable URL that you can change as often as you like.
- Category: A business feature that tells people what you do without using a bio.
- Contact information: Tell people where to find you.
- Call to Action Buttons: Give Instagram users the ability to interact with you right from your profile page.
Tourism Vancouver does its best to make the most of all the areas the profile has to offer.
Source: @Inside_Vancouver on Instagram.
To learn more about profile strategies, check out our blog post on how to optimize your Instagram profile for business.
5. Choose the right profile photo
For most brands, your Instagram profile photo should be your logo. This helps build trust and allows visitors to instantly see who you are.
Your Instagram profile photo is displayed at 110px x 110px, cropped to a 110px circle. However, it is stored at 320px by 320px, so you should upload a file of this size to make sure it still looks good if Instagram changes how profile photos are displayed.
If your logo is a square, you’ll need to zoom out to make sure it’s all rendered inside the circle:
Source: The Home Depot on Instagram.
6. Create visually appealing content
Instagram is a visual medium, so your posts just need to look great. You don’t need professional photography equipment, but your photos and videos should be clear, well-lit, well-composed, and at least in focus.
If you’re using images other than photos, such as infographics or animations, make sure they’re crisp, clear, easy to read, and engaging.
More importantly, your visual content needs to be engaging. Great photos are great, but if they don’t tell a story or get viewers excited, they won’t attract followers.
Don’t know what to post? Here are some ideas:
- Behind-the-Scenes Posts: Give followers a glimpse of your office, your storefront, or your manufacturing process.
- Quotes and images based on text. Play with text to create visually interesting content without using photos.
- Regrams and UGC: User-generated content is inherently authentic and engaging.
- Teaching Posts: Teaching followers how to achieve a goal in as persuasive a manner as possible.
- Video: The maximum length of an Instagram video post is 60 seconds, but with IGTV you can make it much longer.
- Movies: See Tip 17 for more information about this multi-format video format.
Beauty Brand Glow Recipe uses IGTV videos to showcase skincare routines for different skin types using their products. They post previews of longer videos in the News Feed so subscribers always know when a new tutorial is ready to watch.
We have an entire blog post filled with Instagram content ideas if you need more inspiration.
Keep in mind that compelling content can expand your reach if people share your news feed posts with their stories. So, when you’re thinking about how to promote your business on Instagram, focus on creating content that can be shared, not just liked.
7. Set the “look”of your brand on Instagram
Once you decide what type of content to post, you need to decide what it will look like. As we explain in our post on creating Instagram aesthetics, color influences buying decisions and brand awareness.
Your Instagram look should be the same across all your posts, helping followers easily recognize your content in their feeds.
A great example of this is the Instagram account @themindfulmaison. Photos have a consistent color scheme, look and feel.
Source: @themindfulmaison on Instagram
An easy way to achieve this consistency is to use Lightroom presets. We have a set of five free Instagram presets that you can download to get started.
If you find a creator on Instagram whose look you really like, it’s worth checking to see if they sell their own presets. Creator @themindfulmaison makes.
8. Write great captions
True, we just said that Instagram is a visual medium. But that doesn’t mean you can ignore signatures. The voice of your brand is just as important as the look of your brand. Just like your visuals, they should be the same for all posts.
Instagram captions can be up to 2200 characters long, so you can use them for anything from a quick joke to a detailed narrative. However, only the first two lines of text are shown in the news feed without clicking any more.
Since people tend to skim captions rather than read them carefully, you want to put all the important information in those first two lines.
In our post on the best caption length for each social network, we recommend the following Instagram caption lengths:
- Organic posts: 138-150 characters.
- Instagram ads: 125 characters.
If you have something to say, speak up. But make sure the extra text is worth it.
National Geographic is a classic example of lengthy content on Instagram. If you can match their storytelling level, don’t be afraid to go long.
Your caption should be relevant, interesting or informative, persuasive, and in line with the brand. For more details, check out our post on how to write great Instagram captions.
9. Use hashtags wisely
Hashtags are a key way to boost your visibility and discoverability.
You can use up to 30 hashtags in an Instagram post. But in reality, you probably don’t want to do that.
We recommend using five to nine hashtags per post. Moreover, it may look like hashtag stuffing, a spamming tactic that scares off subscribers. Even worse, if you use irrelevant or repetitive hashtags, users may not see your content for that tag.
To get the most benefit, choose hashtags that:
- Relevant
- Specific to your niche
- Don’t encourage sharing of likes or likes (like #like4like or #followme).
We have a complete guide with the latest hashtag strategies for Instagram if you want to dive deep into this topic.
10. Get involved
If you want to participate on Instagram, you must participate too. Posting quality content is great, but if you ignore comments and never interact with other profiles, you will be alone online.
At a minimum, respond to comments users post on your feed. But also look for popular accounts in your niche, follow them, like and comment on their posts. Make yourself visible without ads.
If someone tags you in a post, check it out and look for opportunities to participate. Can you re-share their post to your feed or story?
Pinning comments from top fans, or just comments that might spark discussion, is a way to encourage more engagement in your posts.
This makes participation more fun (and productive) for you as you will be more likely to reply to real people rather than bots or trolls.
11. Make the Most of Instagram Stories
Half of the businesses on Instagram use Stories. And they get great results: a third of the most viewed stories are published by companies. Stories are a key part of a good Instagram marketing strategy.
Instagram stories disappear after just 24 hours. Followers expect them to be more real and raw than your carefully curated Instagram feed. They provide an opportunity to connect with followers and build relationships.
In our post on the best ways to use Instagram Stories for business, we highlight the following strategies:
- Tell a story. Keep the message in mind, even for this instant format.
- Think fast: Use a few short “cuts”and get your message across in the first 3 seconds.
- Provide value: Give viewers valuable information or a link to useful resources.
- Use a call to action: Don’t rely on small Instagram overlays that you can “swipe up”for external links. Use text to tell followers why they should swipe.
- Use a consistent brand identity: Like your Instagram feed, your stories should fit with your brand’s voice and aesthetic.
If fans tag you in their stories, you can share the content in your own story. It can be an easy and convenient way to share user generated content to thank your best fans.
Pro Tip: Save time by scheduling your Instagram stories ahead of time with Hootsuite.
12. Use Stories highlights and covers to enhance your bio.
We covered all of the official components of your Instagram bio in Tip 4. But there’s a bonus component we haven’t mentioned: Stories light up covers.
You can create Highlight Albums to save your most popular Stories so they don’t disappear after 24 hours. Your top albums appear right below your biography, and you can create custom covers for each one.
When used effectively, this adds a whole extra component to your bio, giving potential followers more information about your business and why they should follow you on Instagram.
For example, Sephora uses highlight albums to showcase its various product categories.
Source: Sephora on Instagram
We’ve got 40 free Instagram covers to get you started.
13. Check the gift card sticker and button.
You can now sell digital gift cards directly from your Instagram story or profile. This is a great way to build relationships with fans and let them support you through difficult times.
You can add a gift card button just like any other call to action button:
- Click Edit Profile.
- In the Public Business Information section, click Action Buttons.
- In the “Choose a Button”section, select “Gift Cards”.
To add a gift card sticker to your story, select a photo for your story, then add a gift card sticker. If you don’t see it in your sticker tray, search for “gift cards”and it will show up if you have a business profile in the right country.
Source: Instagram
In either case, you will need to use a partner provider to sell gift cards, such as Square. Options appear when you try to add a sticker or gift card button.
14. Create anticipation for a product launch with a Countdown sticker.
Another interactive Stories sticker to create excitement ahead of a product launch or special event. A countdown sticker will alert your most loyal fans to mark on their calendars when you offer something new.
Brujita Skincare uses a countdown sticker to announce the release of its bimonthly products. Since they always sell out, it’s important to make sure the best fans are ready for the first access. It also ensures that the order flow is ready to go as soon as a new product is available on their site.
15. Go live
Instagram Live offers many potential ways to connect with fans in real time. In our post on how to use Instagram Live effectively, we suggest the following strategies:
- Collaborate with an industry expert or influencer using the Add Guest option to start collaborating.
- We invite you to take a look behind the scenes of the event live
- Host a workshop or share a tutorial
- Organize questions and answers
- Conduct an interview with a team member
- Talk to a client or customer
Matthew McConaughey invited Dr. Anthony Fauci to chat with him live on Instagram. For Dr. Fauci, it was a good way to bring important messages about COVID-19 strategies to McConaughey’s 4.3 million followers.
16. Set up an Instagram store
Remember how we said that you must get a business profile? Here’s another reason why: you need a business profile to set up an Instagram store.
This feature, which is not available for personal accounts, allows you to create your own online store on Instagram.
You’ll also get a ‘View Store’ button on your Instagram profile page so fans can navigate to your store without even viewing a specific post.
What’s more, the Browse page now includes a Shop tab, where users can search for new products or view products from brands they already interact with on Instagram.
Source: Instagram
Source: Instagram
With 130 million Instagram users clicking on shopping posts every month, there is a large audience of people looking to buy from the brands they follow. You can tag items to buy in posts, stories, and IGTV.
Tip: If you’re tagging products in Instagram Stories, try turning on auto highlighting. This saves all product tagged posts in Stories Highlights so potential customers can view them for over 24 hours.
17. Experiment With Instagram Reels
There is another new tab on the Overview page: Batins. These layered videos are Instagram’s answer to TikTok. But they are not only for dance tasks. Brands use drums to stand out from the crowd.
Second Shot Coffee used Instagram Reels in both organic and paid posts. The ad received nearly 40,000 impressions, while the organic post received nearly 2,000 views.
18. Post at the right time
Did you know that the best time to post on Instagram depends on your industry?
We analyzed 258,956 posts from 11 different industries and found that there is actually a better time to post despite the fact that Instagram feeds are no longer chronological.
Here are the best times to post for each industry we have analyzed:
- Travel and tourism: Friday, from 9:00 to 13:00.
- Media and entertainment: Tuesday and Thursday from 12:00 to 15:00.
- Food and drink: Friday, 12:00.
- Retail: Tuesday, Thursday and Friday at 12:00.
- Professional Services: Tuesday, Wednesday and Friday, 9 or 10 am.
- Non-commercial: Tuesday, 10:00 or 16:00.
- Non-retail e-commerce: Thursday, 16:00 or 21:00.
- Pharmaceuticals and healthcare: Wednesday and Sunday, 9:00.
- Personal care: Thursday and Friday, 13, 14 or 15 hours.
- Technology: Monday and Tuesday, 14:00
- Education: Thursday, 4 or 5 pm.
Source: HootSuite
Get more details, including the worst times to post in each industry, in our blog post on when to post on Instagram.
19. Try partnering with influencers
Working with an influencer can help build your credibility and introduce your brand to new audiences. A survey conducted by CivicScience found that nearly half of daily Instagram users shop on the recommendation of an influencer.
One easy way to get started with Instagram influencer marketing is to do an Instagram takeover. This means you invite an influencer to take over your Instagram account for a specific period of time, such as a weekend or a special event.
Tasting Table regularly invites chefs and home cooks to take over their account by posting recipes in the News Feed and Stories.
This expands your reach and also gives the influencer access to a new audience.
20. Expand Your Audience With Instagram Ads
The surest way to get your content in front of a new audience is to run ads on Instagram.
Back in Tip 3, you identified your target audience. You can now use this information to target ads based on:
- Location: State, province, city, country, etc.
- Demographics: such as age, gender, and language.
- Interests: For example, other accounts people follow, apps they use, and ads they click on.
- Behavior: Both on and off Instagram.
You can also upload Custom Audiences of people you already have a relationship with and use them to create Lookalike Audiences.
You can advertise in the Instagram Feed, Stories, or Explore.
21. Improve your strategy with analytics
No matter how good you are at Instagram marketing, you can always get better. The best way to improve your results is to learn from what you have already done.
And the best way to do this is to explore all the information available on Instagram Insights.
Here is a tutorial on everything you need to know about improving your strategy with Instagram analytics:
We have a whole blog post on how to use Instagram Analytics if you need more information.