Instagram advice: channel, community, advertising
The very first step to increase your own reach on Instagram is to contact a renowned social media agency that also specializes in Instagram. When contacting such an agency, the first step is to communicate the roughest framework data so that the agency can select the right contact person for the new project. Depending on whether it is e.g. financial services of banks or investment properties, latest trend fashion for the season or even travel destinations of major tourism providers, depending on which target group should be reached.
If all parameters fit for both sides, it goes to the workshop.
But first the question arises, how much market share does Instagram have by now? Compared to the largest social network Facebook (2.49 billion users), Instagram reaches 44% with currently 1.1 billion users.
Instagram – 44% of the reach of Facebook
Target group primary – 18-35 years
Instagram Shopping has been an issue for many brands for quite some time now. But the new, extremely increased presence of the Shopping feature within the app, which brings competition to TikTok, should definitely be worth an extra mention! As of this weekend, the Shopping feature is more present on Instagram than ever, right in the main menu of the app, always and everywhere, no matter what you’re doing on Instagram. Also extremely interesting in conjunction with influencer marketing for advertising on Instagram, with direct sales. But how does Instagram shopping work? Can anyone do it? Here’s a little insight.
The first, real social shopping network
As a social network, Instagram has over 1 billion monthly active users. This makes Instagram the network with the highest engagement, even ahead of Facebook itself. Approximately 70% of Instagram users are under 35 years old. An extremely strong target group, also with a view to the future and the strategic development of one’s own brand. Products have been linkable on Instagram for about two years now. That’s why the function has been an insider tip of our e-commerce agency for quite some time.
Until now, you had to create a Facebook shop for this. Accordingly, the effort was too high for many, after all, the own shop had to be connected with Facebook to then mark products on Instagram. Now everything is much easier, much more present.
Workshop and roadmap
The Instagram workshop is primarily about understanding for both sides, you as a customer learn how the agency’s services work exactly and what added value and gain they bring to your company. At the same time, the Instagram or social media agency gets to know you as a customer. Your brand, your values, your products but also part of your team.
Depending on the size and effort of the project, the length of this workshop varies.
For you as a customer, such a workshop means above all understanding the material! We answer every question until everything is understood. From the basic communication concept of each individual method, to the knowledge of the resulting success for your own company.
After the joint workshop is finished, we go into detail as an Instagram agency. Back in the office, we work on the concept and the final strategy.
Questions? Talk to our Instagram experts: Contact
Concept and strategy
In the finished strategy paper, the roadmap, you will find all the important information you need for your Instagram marketing. What content will be produced, how will this content be produced, when and with whom will the content be produced, when will content be published and how will it be supported by paid reach? The answers to all questions can be found in the roadmap and of course much more!
With the concept and strategy ready, we can start working immediately to attract new followers.
Every day counts, because the growth becomes exponential with increasing reach if the content is published regularly. The strategy follows the classic principle of word-of-mouth. If on average each person, theoretically tells two others about a brand, e.g. because he likes it, of which 50% themselves seek information about the brand, every day counts, because the growth bed take along as reach exponentially, if the content is published regularly. The strategy follows the classic principle of word-of-mouth. In a small theoretical model, it would look like this, each person tells five friends about a brand, two out of five friends, or 40%, will then search for information about the brand. One of the two friends, becomes a follower of the Instagram account themselves. That means 20% of the people who heard about the brand have become fans themselves. Now you already have two people talking about your brand, accordingly you reach out to 10 more friends of which two in turn follow your channel. Now four people are already talking about their channel, thus reaching 20 people of whom in turn 4 more will follow your channel. If you take this theoretical model of virality or word-of-mouth further, you will quickly reach thousands of followers.
So every day without posting or Instagram Story is a day lost!
Contact persons and distribution of tasks
In the strategy paper, you will of course not only find the operational and strategic processes, but also the distribution of tasks between Instagram agency and their own employees. Because especially in large companies and corporations, people often fall back on their own personal resort.
We would have him not only with the creative ideas but also with the right staff structure and work distribution.
Active work and operational community management is then primarily about creating and publishing content. Growth then occurs organically or through paid reach. A monthly editorial plan is now derived from the roadmap that is to be prefabricated.
The editorial plan of an Instagram channel usually covers 30 – 90 days and is structured in tabular form. In this table you will not only find the content that will be published, but also other information, e.g. the categorization of the information that is derived from the strategic orientation. On the basis of these categories, e.g. certain topics are served. After a certain time, it can be evaluated which topics have had greater success in the community. With the information, more content is played from these well-performing categories.
A good Instagram editorial plan not only ensures that everyone involved knows the content that will be published and the posting times. Analysis and optimization can also be improved through the editorial plan.
For the production of content, the editorial plan is just as important. Whether it’s creative copy, graphics, photographers or even videographers, everyone can coordinate through the plan and media can be created early so there are no bottlenecks. The larger the company, the more frequently content is published. For large corporations with over 500 million in annual revenue, often as many as five to ten posts or stories a day.
The editorial plan also coordinates the various media campaigns. From Instagram advertising to cross-media content, which is also distributed on YouTube, Facebook or Tik Tok.
- Joint coordination of the contents
- Possibilities for grinding changes
- Categorization of topics and target groups
- Analysis and optimization
- Team coordination for employees
- Time coordination for content producers
- Coordination with campaigns (Instagram advertising)
- Cross-media coordination
When the plan is created it can go to production. Here there are different ways and possibilities, we would like to show you two important. On the one hand the photo and video production, a little more complex and expensive. With people or the graphic production, e.g. ideal for companies that have a large image archive.
Instagram Management Germany
Many who are looking for an Instagram management for Germany, are looking for a partner for the complete care of the Instagram channel. Because as you can see from the above, the management and creation of content and communication with the community can sometimes mean a lot of effort. A lot of effort that you as a company or business might prefer to put into your actual core business. Why worry about an Instagram photo when the same person could support the sale?
The most important task for your Instagram marketing is all the basics before we can work with advanced features, content production.
Tip. Instagram user numbers and user behavior can be found here: Statistics & Users.
Photo and video production
With the entire new production of photo and video content, it is first of all again important to work out a concrete objective. This means that the necessary framework conditions are taken from the strategic paper. What kind of media is needed for which channels, in what form and quantity. Is it about photos, galleries, video sequences in short or long, are larger packages put together in which all media are needed? The more precisely the goals of the production are defined, the better and faster the process of the entire production and the faster the content can be published.
The next step is always about the team and the location. At one point all important parties have to be brought together and already in the run-up the right people have to be found, suitable photographers, videographers who have their finger on the pulse, models who fit to your brand, or brand advocates, influencers. For this you need good photo studios for shoots, preferably daylight studios. If you want to produce outdoors, you should also always think about the weather conditions. Storms, rain, all of these can quickly ruin a shoot. As soon as the right people are found and the production days are set, you can start!
After production, all produced media are then collected as quickly as possible and made ready for acceptance by you as the customer. The produced media can then be used in many ways, not only for a one-off campaign but also in the image archive of your company.
But you can also create great graphics from the created content, small animated gifs and much more.
- Objective, type and quantity of media
- Team consisting of photographer, videographer, models and, if necessary, influencers.
- Location, photo studio or outdoor shooting
- Possible production days, meeting Instagram agency, production team and client
- Production monitoring and coordination
- Media pre-selection, pre-production and final selection with the customer
- Format adjustment for different media and split testing
Graphic creation is part of the daily business of Instagram marketing. Graphics for Instagram ads, graphics for story posts, whether it’s an offer or with the appearance at a trade show, even produced media often need to be reworked, cropped, changed, improved, there are many possibilities.
Especially popular are small tricks that specifically draw the attention of users. These include, for example, graphics that show a comparison. That means e.g. one person on the left, the other person on the right. Immediately the human eye looks for differences, for thecomparison… Thus they have achieved interaction! The longer a graphic is viewed, the more often it is liked or commented on, the higher the performance increases.
Another popular trick in Instagram marketing but also in the entire field of online marketing are graphics with relatively many image contents. Through a small graphic, e.g. an arrow or a circle is then pointed to a certain part of the image. Of course, in small resolution it is not immediately recognizable what it is supposed to be about. Therefore, users zoom or swipe to see more images in the gallery. The trickier and more sophisticated such graphics are, the higher the interaction of the users, the relevance in the algorithm of Instagram increases and thus also the reach.
- Graphic creation is part of the daily business
- The higher the interaction, the better the performance in the algorithm
- Interaction has many parameters, dwell time, likes, comments….
- Tricks like image comparison, graphics with hint by circle or arrow
All Instagram goals are recorded in the strategy paper, the roadmap gives a clear line ahead, the editorial plan contains all daily publications of our produced photos, videos and graphics. Now it’s time for the fine art: community, followers and reach.
Concept: A lot helps a lot!
Now don’t think of a big film set with 3 camera men, sound recording, light setting and many other human resources plus equipment. Just try to think of a colorful wall, a young person and a smartphone. In the simplest case of the case, they have already footage for a whole week and even videos for small stories or even a video posting.
Your social media content production won’t be quite that simple, but you can see that such an Instagram photo production doesn’t have to be as complex as it would be for a billboard, for example. Usually, Instagram productions are shot in a regular period of time. This means for new products or new collections, you meet every 30 or 60 days and produce the necessary material. Ideally, you as a client still provide small snack content for in between. This can be Instagram Stories, for example, which are only available for 24 hours, or image material that we can use as an Instagram agency to place between the planned postings.
If you have further questions about social media content production and planning, please feel free to contact our social media experts and consultants. We are happy to think about your project together to find the best strategies and solutions for your target group.
Blogger Relations and Influencer Marketing
Collaboration with bloggers and influencers plays a large and central role, especially on Instagram. Instagram, along with Pinterest, is the medium for new trends that are quickly noticed by the user. On YouTube, you have long-term video placement, users stay in the video for two, four or even ten minutes and look closely at the product presentation. On Instagram, on the other hand, content is tailored for just a few seconds. When opening the Instagram app, people usually look at eight or ten photos, in a maximum period of ten or 20 seconds. If you want to place products here, in the average possible perception time, you need not one posting but several. Preferably not only from one person but different postings, on different days from different bloggers.
The more frequently your product or marketing message is placed, the higher the probability that users will engage with your product or service. Just like in traditional advertising, it’s all about the amount of contacts. The more often a person hears our name, the more likely they are to reach for our product in the supermarket or online shop instead of the competition, which they know nothing about. Thanks to our advertising, they know us!
Advertising and paid reach
As just described in Influencer Marketing, for social media marketing concepts, just like in advertising, it is especially about the amount of contacts or the reach. The more often a person hears our name, the more likely they are to use our product in the supermarket or online shop. That’s why we want to generate additional reach through paid reach, so-called Instagram Ads, away from our organic reach – one of the most important social media goals.
Ads on Instagram are very diverse and are mainly managed through the Facebook App Manager. Facebook bought Instagram many years ago and therefore most promotions are also managed via the Facebook Ad Manager. Here you can create campaigns with which you can send individual content, e.g. photos or videos but also texts to certain target groups. You can then run these different campaigns against each other and compare the different metrics at the end. For example, which campaign brought us the most sales in the online shop? If we had ten different campaigns running, with different videos, to different target groups, we can now draw results from that. The advertising campaigns that performed best are given more advertising budget and the advertising campaigns that performed less well are shut down. This way, ads can also be optimized piece by piece, so that in the end they bring the best experiences, the most visitors or the most sales.
If you still have questions about Instagram marketing, contact us now. We look forward to your inquiry and your projects. Please remember to send the most important framework information with your first inquiry. You can find all information and contact persons under Contact.
Insider tip or already standard?
Instagram is often still an insider tip in the online marketing of companies and businesses for their products and services that are to be advertised or promoted on social networks. Since a few weeks, however, it is also possible to advertise on Instagram. What distinguishes Instagram, especially from the other major social networks, is the very precise targeting. Due to the previously very specialized user group, the image network is inherently provided with little wastage in the promotion. Unlike the old marketing strategies, in which high scattering losses are to be expected due to imprecise targeting, Instagram offers a very fine, precisely definable target group.
Instagram user numbers in comparison
The size of the social network is increasing rapidly. According to Statista, the distribution by number of users looks like Instagram is catching up to the big players in the industry. The statistic shows the world’s largest social networks, based on their monthly (active) users. More? Read here: Social media statistics: users.
- Instagram already unites over 1.1 billion (as of 02/20) users around the world
- Facebook has since taken the top spot with over 2.49 billion users (as of 02/20)
So Instagram is no longer an insider tip, most people already have an account here.
Instagram – 44% of the reach of Facebook
Back then there was Bravo, today it’s Instagram. Whether it’s favorite stars, celebrities, friends or acquaintances. Most young people are on Instagram. A very special target group that has been relevant for strategic brand awareness in all eras. Young people are not only an independently acting target group, through them it is also possible to activate their social environment (mother, father, grandparents, etc.).
Instagram – The image network of young target groups
The social network Instagram started its services a few years ago with users’ phones. At that time, Instagram was a purely mobile application for smartphones and tablets. Even today, Instagram is difficult to access via the PC, or not to edit for its users. Nevertheless, pictures can also be viewed on the internet, from notebooks and PCs. However, the main carrier for the social network Instagram is the smartphone. Users mainly process image material here.
Use and development of the network
Instagram is less about a detailed text description, so strong visual features. Instagram uses only pictures – and since recently also short videos (max. 15 seconds). Users take pictures and record videos, save them and can then share them with their friends at any time. Images are uploaded individually and later displayed chronologically in the user profile.
The advantage of Instagram is that you can reach for a creative and especially young people. While Facebook is increasingly better in terms of the cut of its users, Instagram is the network for young people and young audiences.
The own community is translated in classic marketing as the group of people who could be identified as brand fans. A heterogeneous group arises from the individual and personal reasons to follow the Instagram channel. This group has different needs, wishes, but also expectations of their Instagram channel. Basically, good community management can be broken down to one factor: One’s own community must be valued and cultivated.
Valuing and nurturing followers
If you’re wondering what such appreciation looks like, you don’t need complex marketing books. Just think about the brands you follow. Whether it’s on Instagram, traditional media like TV, or even other social networks like Facebook or YouTube. Users want information more than anything else. People always need something to do, so your brand should also be available in the stream every day. Just like a good commercial in classic advertising, which only develops its effect through high frequency, it is the same in social networks. Daily publications, daily information are the basis.
Tip. This is not only positive for your own community, but also for the Instagram algorithm. Social networks prefer channels with regular and high-quality content, accordingly, frequent publications. As previously mentioned, to public large companies sometimes up to 3 posts a day and sometimes up to 15 story posts.
All with the goal of increasing interaction.
Only publishing new information does not bring a lasting effect. At least not in such a way that the followers grow as previously predicted. For this, they need interaction, which is expressed in many parameters. One of these indicators is, for example, the dwell time known from general online marketing and search engine optimization. If there are ten providers on a certain topic and one of them achieves particularly long dwell times, e.g. through creative graphics, it is upgraded by the algorithm.
Another important indicator is the interaction on the medium. E.g. by swiping a photo gallery, or also by a well-produced video that is not only briefly watched but also by partially jumping back in time, e.g. to perceive my information correctly. The video is not only streamed, but really consumed and accordingly, actions, interactions are made on the medium. However, even more relevant are indicators such as the number of likes given by users. In addition, there are also comments and much more importantly, the sharing of information. The more often a post is shared, the higher the virality of the post, the further not only the medium, but also your Instagram channel will be moved up in the ranking.
So a few of the indicators are:
- Dwell time
- Action with the medium
- Likes by users
- Sharing rate, virality
Organic reach is so coveted by companies because the reach does not have to be purchased at a high price. Those who manage to build up their own community can quickly and effectively distribute new information, offers, products and much more to the right target group.
Organic reach is defined by the people who can be reached directly, as well as the second circle of people who can be reached e.g. through likes of our community or comments, accordingly the followers of our followers.
People who can’t be reached through organic reach fetch through paid reach or Instagram ads.
In terms of advertising, there are two key means on Instagram paid reach through ads and reach through other channels called influencer marketing.
- Influencer marketing
Paid Reach: Place Advertisements
If you want to place ads on Instagram, you can control your campaigns via the ad manager, which we’ll get to in a moment. First, however, it is about the initially created strategy, the mercenaries, to create the right content for the ads. This includes not only the creativity, for example, in the content such as graphics, photos or videos but of course also the right target group definition.
On Instagram, just like on Facebook, YouTube and the other social networks, ads are tested against each other. Accordingly, not only different media content is played against each other, but also different target groups. Simply explained, this could be, for example, men and women who get an individual ad from your company, brand, or product, in rather warmer colors for the women, rather cooler colors for the men.
Women and men not only receive different colors but also different media content, e.g. the aforementioned graphics, photos or videos. In addition, the groups also differ in age and their wishes. This must also be taken into account during testing. In this way, even a small campaign idea results in a large, diverse group of target groups, media and runtimes.
- Split Test 1 – different media formats (like graphic, photo, video)
- Split Test 2 – different single media (video with 15 seconds, 30 seconds, 45 seconds)
- Split test 3 – target group definition 1A (simplified men and women)
- Split test 4 – target group definition 2A (simplified e.g. different age segments [14-18 years, 19-24 years, etc.])
For Instagram advertising, there are several tools that can be used. For example, there is Facebook’s basic ad manager, which is used to create, set up and run campaigns. In addition, there are other software products, e.g. Talkwalker, with which you can check global mentions (online, social and print) or also Hootsuite, Buffer and Co. for the daily publication of content, which is then supported by paid reach in the second step.
Here you can see the user interface of the ad manager, with which the actual placement takes place but also a large part of the subsequent reporting and monitoring.
Tip! Did you know? Instagram Ads also run through Facebook’s Ads Manager. Read more about Facebook Ads advertising.
Referral marketing, testing and unboxing
If you want to attract more attention for your brand or product on Instagram, you need brand advocates. In order to reach the target group as effectively as possible, it is worth spreading the word across different channels. For example, through small actions, such as testing new products or even unboxings, so that the Instagram stars in their Stories, together with the followers, have a shared experience when unboxing. Product, brand and novelty are thus perfectly staged.
The big difficulty in companies is to find the right brand advocates. Because it’s not just about filtering the right influencers, analyzing their channels, it’s also about contacting them, negotiating and later monitoring the results.
If you want to bind brand advocates even more intensively to your own brand, you invite them to events.
Product presentations, annual meetings, if you want to attract and build brand advocates, or influencers, in the long term, you need more than just a few products sent over once a year. Influencer events are a very popular way to do this. Not only do they help motivate your own people to network, but your Instagram channel followers get to see a lot of what their social media stars are experiencing. Often directly and live in Instagram Stories.
At events, 15 to 50 influencers are usually invited to whom something is then exclusively presented. What exactly the something is, is of course already determined at the beginning in the strategy and roadmap. Especially presentations, e.g. of new programs, workshops or products are very popular in the event planning. Because for both sides there is a great profit effect here. The bloggers have exclusive content, they get reach. Win-win!
The collaboration with brand messaging and then goes a bit deeper. As you’ve already read in the Influencer Events topic above, it’s all about long-term engagement and frequenting so that there’s enough new material to get noticed by influencer audiences. The more contacts, the more interaction, the better.
Virtual & digital influencers
Virtual models now appear on the covers of major magazines like Vogue, Harpers Bazaar, Elle and Vanityfair. They are the new faces of marketing campaigns and get a lot of kudos and attention on social media. Not only are the models generated incredibly hyper-realistic, but they are also able to transform seamlessly to reveal entirely new outfits, poses, and faces. Since each model’s look is completely unique and generated from scratch, the models can be tailored industry specific to meet the desires of each client. This technology has the potential to be used by fashion brands as a time and money saving measure in influencer marketing. The possibilities for what can be created are virtually endless.
You’ve read a lot, learned a lot! Now it’s time to choose the right Instagram agency, with good recommendations. Good references. Conveniently, they’re already there. Sought, found! We look forward to your project.
Instagram Marketing and Content Creation
Contact, create graphics, photo production and video production, all in-house and without long communication channels.
Ads on Instagram
We advertise on Instagram, we set up campaign, split test and analyze the results for regular reporting and reporting. Through additional regular communication, the reach of your individual advertising strategy increases day by day.
Instagram Keynote Speaker
Are you looking for a renowned speaker for Instagram without social media marketing? Our social media and Instagram expert Stephan Czaja talks about innovations, strategies and best practices. When it comes to social media expert, you’ve come to the right place! Read more here.
Media and press
You want to communicate the mechanisms and processes of Instagram to your readers or viewers? We are at your side for interviews. You can find more on the topic here:
You want to bring your employees up to date through an intensive workshop? Whether further education, training or internal structuring and distribution of work, as consultants we take an intensive look at your company, the structures and improve and optimize the processes together with you.