Instagram guide for businesses

Instagram is one of the world's most popular social networks and is used by around 21 million people every day in Germany alone. In our blog article How Instagram marketing works, we presented Instagram as an effective marketing strategy 6 years ago. Since then, the photo-sharing app founded in 2010 has undergone a virtuoso metamorphosis and developed into a hub for business activities. Instagram has not only grown in user numbers, but also in value as an advertising channel.

Sowhy is it worthwhile for companies to create an Instagram business account and what goals should you be aiming for? Last but not least, we want to know: How can companies establish a sustainable Instagram strategy without missing out on crucial success? To get to the bottom of these questions, let's first take a look at the benefits of Instagram Business.

Advantages of an Instagram business account

It's no longer a secret that Instagram is the marketing trend of the moment. Speaking of trends - in one of our latest blog posts, we give you an insight into the social media trends of 2021, and Instagram is definitely not to be missed when talking about real customer experiences.

Instagram cracked the 1 billion active accounts mark 3 years ago . Did you know that 90% of Instagram users follow at least one company? According to a survey conducted by Facebook Ipsos in November 2018,84% of users use Instagram to discover new products and services.

Instagram also plays an important role in purchasing decisions: a survey by IDC found that 75% of B2B buyers and 84% of executives use social media to make purchasing decisions.

This really calls out for Instagram to be integrated into the corporate strategy. But what are other good reasons for your company to set up an Instagram business profile?

Find new customers and get discovered

Instagram makes it super easy to be contacted directly by your customers. There are several ways for you to communicate with your customers and target groups:

A direct message directly via Instagram
An email via the email button
A call via the telephone number provided
The contact options in your own profile link
Contact via your website
Comments via the Instagram posts in the feed
Messages or comments directly in the stories

All of this gives you a direct line to your existing and future customers and makes it much easier to get in touch.

Achieves more reach, attention and sales

Instagram has a high interaction rate , which according to the Entrepreneur's Handbook is ten times higher than Facebook, 54 times higher than Pinterest and 84 times higher than Twitter. There are numerous ways in which this interaction takes place: Whether it's via the Like button, a comment or by having your posts shared by your followers, such interaction is guaranteed to get your brand or business noticed. And the best thing about it - this type of advertising doesn't cost you a penny! Last but not least, your increasing brand awareness leads to the development and expansion of a new customer base, resulting in increased sales for your company.

Benefit from Instagram's diverse formats and functions

Instagram offers many different formats and functions. Here is an overview of the most important ones:

Instagram photos at a glance:

Feed: The feed is also known as the Instagram homepage and is the most common way to share photos or videos with your followers. Before your post appears in the feed, you have the option to add the finishing touches to your photo using the image editing function. Among other things, you can try out the familiar Instagram filters and optimize the brightness or sharpness of your image. If you want to show several pictures in one post, you can do this with the help of a so-called carousel post, which comprises up to 10 pictures. Videos of up to 60 seconds can also be inserted at any point and viewed as a kind of slideshow by swiping to the left.

Instagram videos at a glance:

Instagram Story: Instagram Story is the most popular video function on Instagram. Since 2016, it has been used to capture everyday moments as a picture or short video and to draw attention to other content. Powerful tools such as stickers, music or GIFs create exciting effects and make your content more visually appealing. The special thing about Instagram Stories is that the 15-second videos automatically disappear again after 24 hours if they are not saved. Of course, you can also easily immortalize your favourite moments under your profile in the story highlights. Other functions include the Boomerang and Superzoom, as well as poll stickers. What tops it all off: You can get creative yourself and create your own GIF stickers for Instagram Stories.

Instagram Live: Instagram Live is suitable for events or question & answer sessions where you can interact with your followers in a personal and direct way. Short interviews at trade fairs give your viewers an authentic look behind the scenes and give them the feeling of being up close and personal in real time.
Instagram Live Rooms: Live Rooms is the latest feature that allows you to start a live broadcast on Instagram with up to 3 other participants to discuss and exchange ideas at the same time. Live streams are one of the most successful formats on Instagram.

Step 1: Download and start the app

Download the Instagram app for iOS from the App Store, for Android from the Google Play Store or for Windows Phone from the Windows Phone Store. Once the app is installed on your cell phone, tap on it to open it.

Step 2: Information about yourself

Tap on Register, enter your e-mail address and tap on Next. Watch out! If you plan to grant access to multiple users or you want to connect your Instagram business account to your Facebook page, make sure you use an admin email address to log in or tap Log in with Facebook.
Step 3: Set up a free business account

Search for the settings in the app and then scroll down to the option Switch to professional account and select Business. Then decide on a suitable business category. Once you have set up your business account, you can add important information such as your email address, your company address or a phone number. Once you have entered all the relevant contact details, click on Done.

Congratulations! You now have an Instagram business account! 😀

How to develop a sustainable strategy for your business

Instagram business account created - what's next?

With the creation of your business account, you have already successfully mastered the entry into the Instagram business world. Before you dive headfirst into the Instagram adventure, you should pause for a moment to consider the following 2 questions. WHAT do you want to achieve with Instagram Business? And more importantly, HOW do you want to achieve this? Of course, you don't have to have the answers to these questions ready straight away, because they should be well thought out. We will be happy to accompany you on your digital journey of discovery on the social web and work with you to find a strategy for social media marketing or content marketing for Instagram and co.that suits your company !

Optimize your Instagram business profile

An Instagram profile offers a small space to achieve a lot. This is where Instagram users can learn more about your brand, visit your website or even book an appointment using an action button. The 3 most important elements for a compelling profile are:

# Account name: Choose a clear name that best reflects your brand.

# Profile picture: Use your brand's logo or a memorable image that is associated with your business. Keep your image consistent across all your social media channels to make it easier to recognize. Also make sure your profile picture is high-resolution and fits in a circle section.

#Bio: This is a short summary in 150 characters or less that introduces your company and tells the story of your brand. Use line breaks for better structure and include appropriate emojis. Also encourage your audience to visit your website by including a link - preferably with a shortened, trackable URL.

Define your target group

A solid social media strategy starts with a sound understanding of your target group. Characteristics such as gender, age, income or place of residence are just as important as the question of what wishes, problems or needs your target group has. On Instagram, 25 to 34-year-olds represent the largest advertising audience. Determine who is already buying from you and check the analytics of your other social media channels to find out who is following you there.

Bring your brand persona to life

Developing a brand persona starts with defining your brand's personality and values. Is your brand cheeky, playful, minimalist, fun or sophisticated? Whatever you decide, make sure to keep this theme in your images, videos, captions and hashtags. In this way, you create a recognition value for your company. As your brand persona is a central pillar of your marketing activities on Instagram, you should define it before you create your first content. Ask yourself this question: Which characteristics best describe the personality of our company?

Create a content calendar and use a publishing tool

Creating and posting content on an ongoing basis requires a certain amount of planning. A social media content calendar is ideal for planning the publication of your posts in a targeted manner. This way, you save valuable time through good organization and don't miss any important dates.

Look out for opportunities to develop topics or regular episodes that you can expand into a series. Also very important: post when your followers are online to improve your organic reach. With your Instagram business account, you can identify the days and hours when your target group is most active. We also recommend using a social media publishing tool, which will give you a better overview.

Create scroll-stopping content

Instagram is an extremely visually-oriented platform - this means that the quality and aesthetics of your content are crucial. When creating cool content, you should consciously aim to establish a unique and consistent brand personality. This will attract more users and make your company stand out from the crowd.

Design your individual visual look

Once the topics of your future posts have been determined, it's time to create a consistent visual look. This includes a memorable color palette and an overall aesthetic that your followers will immediately recognize when it appears in their Instagram feeds.

Take varied pictures

Instagram's roots lie in photo sharing, which is why images are still the most basic form of content within this platform. Therefore, you should showcase your business with a variety of photos to visually engage your audience. Avoid posting too many product images and promotional content as this can be repetitive and distract your followers. Instead, offer more variety with images that illustrate different aspects of your business.

Behind-the-scenes images that give an authentic insight into your company. Show your employees, business processes and your corporate culture. This allows potential applicants to get an idea of the company in advance - an important component for strengthening your employer brand that should not be missing from any content marketing strategy.
Educational images that give tips on how to use your products.
Inspirational images that contain motivational quotes. Use messages that are relevant to your target audience and in line with your brand guidelines.
Humorous images that are shared simply for the purpose of entertaining your followers.

You don't have to be a professional photographer to create brilliant pictures for Instagram. You can also use simple tricks to take impressive pictures with your smartphone, which you can then post directly from your device. Focus on natural light and use the suggested Instagram filters wisely, because sometimes less is more. Experiment with different angles to create exciting perspectives. If you attach great importance to high-quality photos and have sufficient budget, it's best to get help from a photographer.

Use your videos skillfully

The preference for video content, especially among millennials and Generation Z, is growing every year. Instagram has responded accordingly with a wide range of different video options and formats to engage your audience. Video marketing holds huge potential for your business, with video storytelling being the magic word.

However, you don't always need expensive equipment to make a good video - you have everything you need with your smartphone. We have summarized the most important tips for you in our blog article 6 tips for making cell phone videos yourself. If you prefer something a little more professional and want to try your hand at something bigger, it's worth taking a look at Your own video equipment - How to make a successful corporate video shoot.

We already introduced you to the different formats and functions of Instagram videos at the beginning of our Pillar Page, now we'll give you a few more examples.

Instagram Stories are particularly suitable for giveaways - small promotional gifts, shoutouts - links to other profiles and competitions. This way, you are guaranteed to attract attention among your followers and it will help you to win over new Instagrammers.

You can also create a poll or quiz with an Instagram Story . Not only does this method serve to entertain your followers, but it also allows you to showcase your product catalog and get to know your customers better while providing them with quality content. New product releases should also be announced in your Instagram Story to build excitement. Your Instagram highlights offer space for tips, FAQs and short tutorials, as well as product collections.

Write meaningful captions

Even the most eye-catching images or videos need a caption to add context and encourage engagement from your target audience. A caption can be used to tell the story behind the photo. Speak in your brand's voice to deliver specific messages to the Instagram world that reflect your company's tone and values and ultimately set you apart. Analyze your audience to find out how they communicate. This will allow you to customize your messages in a way that resonates with your followers.

Use the right emojis to spice up your captions and attract attention. Make sure that the first three lines of your caption are particularly meaningful to encourage users to click "more" and read the entire text. Encourage your community to share their thoughts in the comments or view links to your website, blog post or product page.

Use the right hashtags

What would Instagram be without its famous hashtags? One thing is certain: hashtags make it easier to find your content on Instagram. If you click on a specific hashtag or search for it, all related content will be displayed. This is a fabulous way to get your content in front of people who don't (yet) follow you and increase your reach enormously. Although you can use up to 30 hashtags, you should generally limit yourself to a maximum of 10 to avoid so-called "hashtag stuffing" - an excessive pile of hashtags.

Involve your followers with user-generated content

Wouldn't it be great if your satisfied customers generated great content for you? We have good news for you! Many Instagrammers are already doing this, especially when companies use branded hashtags. User-generated content is any content created by your followers that showcases your brand. For example, this could be a photo of them wearing your product or simply a mention of how much they value your product or service. To take full advantage of UGC, you can repost your followers' content that portrays your brand in a positive light. This has two benefits: You increase engagement and generate social proof at the same time.

Link your Facebook page with your Instagram account

What are Instagram Ads?

What types of Instagram Ads are there?

Targeting: Determine your target group

Set up advertisements

Work with influencers who fit your brand

What is a B2B influencer?

Insights

Activity

Target group

Reach

Impressions

Content interactions

Use the findings to improve your performance

Great, now you have a Mount Everest of numbers to look at! And now what? Now it's time to make sense of the analyzed data and figures in order to remain successful with your business account on Instagram in the future. Regular evaluations are recommended. The best way to do this is to create an Excel file in which you enter the key figures that are most relevant to you each week so that you have a better overview of your development on Instagram. Which key figures are important and how important they are depends on your personal goals. Use the insights you gain to decide what to post in the future, who you want to target with your ads and how to market your business on Instagram. Repost content types that have been successful in the past and avoid those that have not achieved the desired results.

Best practices: 3 successful Instagram business channels

B2B Instagram marketing

More than 25 million companies around the world are taking advantage of Instagram Business. The online platform for sharing photos and videos is also boosting B2B marketing. Instagram is a goldmine for B2B companies, as the B2B audience has remarkably high brand engagement rates. According to a study by TrackMaven, B2B companies experience their highest engagement rates on Instagram - meaning that Instagram encourages the highest number of interactions per number of followers of the major social networks. Instagram generates 20 times more engagement for B2B brands than LinkedIn, for example .

Instagram offers the best opportunity to give your own brand a face, emotionalize products and services, retain customers and increase traffic to linked landing pages. Business relationships can therefore be significantly strengthened with the help of Instagram. The following 3 company examples illustrate in different ways how to be successful in the Instagram business.

#SAP SE

If you take a look at SAP's business account, you immediately notice the clear blue color concept, which corresponds to the company logo and runs through the entire Instagram channel. It is also striking that the software company publishes a suitable post on the occasion of a public holiday and thus appeals to its international audience. The company also makes sure to integrate photos of employees into its Instagram presence and portrays SAP CEO Christian Klein himself in one of its pictures. The company also uses the technique of reactive storytelling, in which a current story or idea is combined with a captivating marketing message. SAP deliberately uses this method at popular events to show how events use the company's technology.

#SIEMENS

Siemens is a great example of a company that values its history. The German technology company invites its 205,000 followers on a journey through the company's history. In honor of the International Day Against Homophobia, Siemens made a clear statement: on May 17, the company not only had its company logo lit up in the colors of the rainbow, but also posted a video on its Instagram feed celebrating the diversity of its employees. In this way, Siemens communicates its corporate values to the Instagram community. Apart from this, the company uses the various Instagram formats. In the Story Highlights, Siemens informs its audience about the company's history in an entertaining way with a quiz and offers a selection of different podcasts for those interested.

#BASF SE

The chemical company BASF makes exemplary use of Instagram Story Highlights. The company keeps its almost 13,000 followers up to date with regular podcasts and gives them authentic insights into the day-to-day work of its chemical technicians under the hashtag #ohnedichläuftnix. The company has also advertised an internship position in one of its stories and included a link that takes interested applicants directly to BASF's career website. Of course, the company's history should not be neglected on the Instagram channel either, as shown with a black and white photo of the company. BASF uses impressive imagery, as can easily be seen when looking at the Instagram feed. Particularly nice: every picture is somehow special. Sometimes it's the interesting perspective, sometimes the colors, sometimes the idea.

Everything important at a glance: Dos & Don'ts

Instagram as a platform for visual storytelling is an important part of the marketing mix these days. With a great deal of creativity, various corporate goals can be pursued there and potential customers or future employees can be reached. Ultimately, Instagram is the ideal place for a company to present its story to a target audience in a captivating and memorable way.

👎 Don'ts:

Publish irrelevant content just to have posted something
Use user content without asking for permission first
Not valuing users and ignoring their criticism
Buying bot apps for more followers or likes
Not answering questions from the community
Bombarding followers with advertising
The follow-unfollow game
Neglecting captions
Hashtag pile
Do nothing

👍Dos:

Define your strategy and target group
Use few but relevant hashtags
Create brand recognition for your brand
Benefit from more reach through Instagram ads
Post regularly - preferably several times a week
Put a link to your website in your Instagram bio
Encourage interaction with CTAs in posts or stories
Link your profiles on various social networks
Respond to comments and mentions of your business
Involve your followers with surveys, competitions or UGC
Use real-time content such as Instagram Live for more authenticity
Pay attention to emotional imagery with high-quality photos and videos
Analyze your content with Instagram Insights and adjust it if necessary
Experiment on your way through the Instagram business world and stay true to yourself

Instagram for businesses

CONTENTS

Why shouldcompanies use Instagram?