Increased Customer Engagement x 120 = Business Growth

Thursday 18 June 2015


In an age of technology immersion, there is a never ending range of new applications introduced to the market every year that change the way consumers and brands interact. Instagram was released in 2010, and bought by Facebook in 2012. Since the acquisition, Instagram has seen exponential growth, now having 300 million active users.

Research conducted by Forrester about consumer interactions with more than 2,500 brands, found that Instagram had 58 times more engagement in their posts per follower compared to Facebook and 120 times more engagement compared to Twitter.  

When selecting your social media platform remember to make sure it is aligned with your target audience. Statistics suggest that 90% of Instagram’s audience is under 35 years of age and most of them are women. Furthermore, the Instagram App’s main focuses are business to consumer and consumer to consumer.

So, if your business targets female consumers under the age of 35 you seriously need to consider including Instagram in your strategy to attract consumers. 

So how do you begin to attract consumers in Instagram?

  1. The first thing you need to do is create a hashtag (word or phrase that identify messages on a specific topic) that will represent your campaign. According to research conducted by Quicksprout  if you have more than 11 hashtags, your interaction will increase to 79.5% per 1,000 followers.
  2. You then must find and interact with influential people (ie. Active Instagram users with a substantial amount of followers) that relate to your product, and will like or share your post.
  3. Remembering that many of your clients or prospects might already have an Instagram account, ensure you invite them to follow your Instagram account.
  4. You can push your Instagram campaign by sending an email to your clients or prospects. Include the pictures that you have uploaded to your account and encourage them to engage by following you, liking or sharing your post.
  5. Keep posts simple and post often. The frequency recommended on Instagram is 3 to 4 posts a day, but remember they need to be relevant to your campaign and strategy.  

You may find this to be the easiest engagement you have ever created. All you need is your mobile phone and a series of attractive pictures that showcase what your brand is all about, and is relevant to your campaign and target market.

Keep in mind also that consumer needs and the way that they engage with products are constantly changing. This means that what may have worked five years ago may not work now, so you should always be on the lookout for more ways to interact with your target audience.