On account of the fact that Instagram has 300 million active monthly users who share an average of 70 million photos per day, it is perhaps no surprise that more and more businesses are targeting the image-sharing app as their latest social media priority.
In addition to its self-serve advertising platform, which was recently made available to all users, Instagram has now launched a dedicated business account to help brands make the most of the network.
Aptly titled @instagramforbusiness, this account will provide followers with actionable tips as well as case studies looking at businesses that have achieved image-sharing success.
A closer look at Instagram for Business
On a blog post that announced the account, Instagram said “businesses have been an integral part of the platform’s ecosystem since we began, and with the launch of Instagram ads worldwide, more and more businesses will use the platform to tell their business’ story.
“Each week, we’ll run exclusive, behind-the-scenes stories that inspire, inform and showcase the work done by three important groups in our business community from all around the world—brands, small businesses and creative agencies.”
Success story example
For businesses still sceptical about the power and potential of simply sharing images on a mobile app, Instagram used world-famous ice-cream company Ben & Jerry’s to demonstrate the influence that it can have.
Since joining in 2011, Ben & Jerry’s has been able to connect with fans and tell the brand’s story in a variety of unique and effective ways according to Mike Hayes, the company’s Global Digital Marketing Manager.
“We want to talk to fans where they are, whether that’s at a music festival or on social media. As more of our fans joined Instagram, we leveraged advertising to reach even more of them.
“When we first joined Instagram, we didn’t really know what to take pictures of, or have a photography style. Over the last 4 years, we’ve developed our own style and have leveraged Instagram to connect with fans all over the world.”
Hayes goes on to add that the reason for their success on Instagram is the ease in which ice-cream fans can engage with the brand’s posts and share pictures of themselves eating Ben & Jerry’s. “Instagram has allowed us to leverage the relationship we have with our fans and make them even stronger.”
Encouraging Instagram ads uptake
Despite the fact several businesses will appreciate the tips Instagram publishes, the account is bound to promote the use of its self-serve advertising platform as well.
Previously only available to a limited number of major brands, Instagram ads can now be utilised by anybody for the purpose of increasing brand awareness, encouraging app installs, and boosting sales.
Brands have the ability to publish ads in both landscape or portrait modes and can also run ads for up to 30 seconds in length, as opposed to 15 seconds for regular users. With new tools and products for ad campaigns being released, Instagram clearly wants businesses using its platform to choose paid-for promotion instead of trying to gain attention through organic means alone.