Instagram Marketing – Today it is one of the leading social networks. With more than one billion users around the world, Instagram covers a wide range of topics including lifestyle, fashion, perfume, jewelry, travel and more. The more relevant the social network becomes, the more people want to play. The more players there are on the meadow, the less space there is for each one. The right strategy for content planning, community management, but also Instagram advertising will ultimately determine success. But Instagram is not like the other social networks, to be conquered only by mere facts and figures, Instagram must be fun! Daily new postings, new stories for the community, Instagram means a lot of work, if you do it right.
Workshop and strategy
Today we want to take a detailed look at Instagram Marketing and Instagram Advertising so that you already have an idea of how such a consultation, the subsequent workshop, strategy development and the finished concept to get started. Once the roadmap is in place, the red thread for content, times and task distribution, you can move on to active marketing on Instagram. The big goal is to increase reach, build community and thus ensure organic reach.
Phone call and contact
Workshop date for understanding both sides, product
As an Instagram marketing agency, we place special emphasis on social media content and Blogger Relations. The foundation of any functioning Instagram channel is content. Only with the right content, photos, videos, texts and text statements, as well as questions, competitions, unboxing… the possibilities are so manifold. Can we reach our community and motivate them to interact. The interaction from our side but also the counter-reaction of the community is an important indicator for the Instagram algorithm. The faster the reaction time to interactions, the better. But to get the first interactions at all, we have to deliver the right content. Photos, videos, stories that you have seen a thousand times before will usually not work. Instagram lives from trends, from inspiration for everyday life and from the new. The half-life of posted media is usually only 24 to maximum 72 hours. After that, a large part of the content is no longer visible in the news feed.
As a useful addition, paid coverage or advertising on Instagram can of course be considered. First, however, you need to apply Instagram’s basic marketing principles to your company, product or service. Let’s take a deeper look at Instagram Marketing, Influencer Relations and content production for Instagram.
How does Instagram work?
As described above, Instagram is especially a social network for the young target groups. The majority of users on Instagram are between 15 and 32 years old. Instagram is usually consumed as an entertainment medium on the side. For example, when people are waiting for a date, for the next bus or for a friend’s response at Whatsapp. The Instagram App is opened and you can see what’s new or what you should know. Fashion trends, beauty tips, travel, the new dream car, the lives of our favorite actors, musicians or athletes.
Our story must be planned accordingly. What content do we want to report on? In what form do we want to do it? Which media and production means do we need? Which post appears when in the editorial plan? These and other questions we have to ask ourselves to create a coherent Instagram concept. So that we can seamlessly tie in with all other marketing activities, from influencer relations to paid advertising through ads.
What does an Instagram agency do?
Channel, target group and competitor analysis with subsequent consultation and goal setting.
The very first step to increase your reach on Instagram is to contact a renowned social media agency that also specializes in Instagram. The first step in contacting an agency is to provide the most basic information so that the agency can select the right contact person for the new project. Depending on whether it is e.g. financial services from banks or also capital investment objects, the latest trend fashion for the season or also destinations from large tourism providers, depending on which target group is to be reached.
If all parameters fit for both sides, the workshop starts.
But first the question arises how much market share does Instagram now have. 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
Workshop and roadmap
The Instagram Workshop is mainly about understanding both sides, you as a client will learn how the agency’s services work exactly and what added value and gain you bring to your company. At the same time, the Instagram or Social Media Agency gets to know you as a client. Your brand, your values, your products but also part of your team.
The length of this workshop varies depending on the size and complexity of the project.
For you as a client, such a workshop means above all understanding the subject matter! 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 as Instagram Agency go into detail. Back at the office, we work on the concept and the final strategy.
In the finished strategy paper, the roadmap, you will find all the important information you need for your Instagram Marketing. What content is produced, how is this content produced, when and with whom is the content produced, when is content published and how is it supported by paid reach? The answers to all these questions can be found in the Roadmap and of course much more!
With the finished concept and strategy, we can start work immediately and win 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 propaganda. If, on average, every person, theoretically two others, tells about a brand, e.g. because they like it, 50% of them are looking for information about the brand themselves, every day counts, because the growth bed to take with them becomes exponential with increasing reach, if the content is published regularly. The strategy follows the classic principle of word-of-mouth propaganda. In a small theoretical model it would look like this, each person tells five friends about a brand, two out of five friends, so 40% will then search for information about the brand. One of the two friends becomes a follower of the Instagram account himself. This means that 20% of the people who have heard about the brand have become fans themselves. Now you already have two people talking about your brand, so you can reach 10 more friends, two of whom follow your channel. Now you have 4 people talking about your channel and you reach 20 people and 4 people will follow your channel. If you continue to think this theoretical thought model of virality or word-of-mouth propaganda, you will quickly reach thousands of followers.
So every day without posting or Instagram Story is a lost one!
Contact persons and distribution of tasks
Of course, the strategy paper not only describes the operational and strategic processes, but also the distribution of tasks between Instagram Agency and its own employees. Because especially in large companies and corporations, it is often the case that they resort to their own personnel resort.
We would have it not only with the creative ideas but also with the right employee structure and distribution of work.
In active work and operational community management, the main focus is then on the creation and publication of content. Growth then occurs organically or through paid reach. A monthly editorial plan is then derived from the roadmap that has been prepared.
The editorial schedule 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 is published, but also other information, e.g. the categorization of the information derived from the strategic orientation. Based on these categories e.g. certain topics are served. After a certain time it can be evaluated which topics have been more successful in the community. More content from these well-running categories is played with the information.
So 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 by the editorial plan.
The editorial plan is just as important for producing content. No matter if creative texts, graphics, photographers or even videographers, everyone can coordinate through the plan and the media can be created early so that there are no bottlenecks. The bigger the company, the more often content is published. For large corporations with annual sales of over 500 million, often as many as five to ten postings or stories a day.
But the editorial plan also coordinates the various media campaigns. From Instagram advertising to cross-media content, which is additionally distributed on YouTube, Facebook or even Tik Tok, for example.
Joint coordination of the contents
Options for change loops
Categorisation of topics and target groups
Analysis and optimization
Team coordination for employees
Time coordination for content producers
Coordination with campaigns (Instagram advertising)
Once the plan is created it can be given to production. Here there are different ways and possibilities, we would like to show you two important ones. One is the photo and video production, a little more complex and expensive. With people or the graphic creation, for example ideal for companies that have a large image archive.
Many who are looking for Instagram Management for Germany are looking for a partner to provide full support for the Instagram Channel. As you can see from the above, managing and creating the content and communicating with the community can be very time consuming. A lot of effort that a company or enterprise might prefer to put into its core business. Why bother with an Instagram photo when the same person could support the sale?
The most important task for your Instagram Marketing is to get the basics right before we can start working with advanced features, the content production.
In the entire new production of photo and video content, it is first of all again a matter of working 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 tied up in which all media are needed? The more precisely the goals of the production are defined, the better and faster the entire production process will be and the faster the content can be published.
The next step is always about the team and the location. At one point all the important parties have to be brought together and the right people have to be found in advance, suitable photographers, videographers who have their finger on the pulse, models who fit the own brand, or even brand advocates, influencers. For this you need good photo studios, preferably daylight studios. If you want to produce outdoors, you should also always think about the weather conditions. Storm, rain, all this can quickly ruin a shooting. As soon as the right people are found and the production days are fixed, you can start!
After the production, all produced media will be collected as soon as possible and made ready for acceptance by you as a customer. The produced media can then be used in many different ways, not only for a one-off action but also in your company’s image archive.
From the created content, great graphics can also be created, small animated gifs and much more.
Objectives, type and quantity of media
Team, consisting of photographer, videographer, models and if necessary influencer
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 design is part of the daily business in Instagram Marketing. Graphics for Instagram advertisements, graphics for story postings, whether it is an offer or with the appearance at a trade show, even produced media often need to be reworked, cut, changed, improved, there are many possibilities.
Especially popular are little tricks that specifically attract the attention of users. These include, for example, graphics that show a comparison. This means e.g. one person on the left, the other person on the right. Immediately the human eye looks for differences, after the comparison h… With this you have achieved interaction! The longer a graphic is viewed, which I like or comment on more often, the higher the performance increases.
Another popular trick and Instagram Marketing but also in the whole area of online marketing are graphics with relatively many image contents. A small graphic, e.g. an arrow or a circle, then points to a certain part of the image. Of course, it is not immediately apparent in low resolution what it is supposed to be about. Therefore users zoom or swip to see more pictures in the gallery. The more tricky and sophisticated such graphics are, the higher the user interaction, the relevance in Instagram’s algorithm increases and with it the range.
Graphic design 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 indication by circle or arrow
All Instagram goals are set out in the strategy paper, the roadmap gives a clear line of approach, the editorial plan includes all daily publications of our produced photos, videos and graphics. Now it’s time for the high art: community, followers and reach.
Concept: Much helps much!
Now don’t think about a big film set with 3 camera men, sound recording, lighting 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, you already have footage for a whole week and even videos for small stories or even a video posting.
Your social media content production won’t be that easy, but you can see that such an Instagram photo production doesn’t have to be as complex as it would be for a billboard. Usually, Instagram productions are shot on a regular basis. This means that for new products or new collections we meet every 30 or 60 days and produce the necessary material. Ideally, as a customer, you still provide small snack content for in-between. This could be Instagram Stories, which are only available 24 hours a day, or image material that we as Instagram Agency can use to place between 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 at any time. We look forward to thinking about your project together to find the best strategies and solutions for your target group.
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 users. On YouTube one has a long-term video placement, users stay in the video for two, four or even ten minutes and watch the product presentation closely. On Instagram, on the other hand, the content is tailored for just a few seconds. When opening the Instagram app, users usually look at eight or ten photos, in a maximum of ten or 20 seconds. If you want to place products here, in the average possible perception time, you don’t need one posting but several. Preferably not only from one person but different postings, on different days from different bloggers.
The more often your product or marketing message is placed, the more likely it is that users will engage with your product or service. Just like in classical advertising, it is all about the amount of contacts. The more often a person hears our name, the more likely he will reach for our product in the supermarket or online shop instead of the competition, about whom he knows nothing. Thanks to our advertising, they know us!
Advertising and paid reach
As just described in Influencer Marketing, social media marketing concepts as well as advertising are concerned with the amount of contacts and the reach. The more often a person hears our name, the more likely he will fall back on 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 – one of the most important social media goals.
Ads on Instagram are very diverse and are mainly managed through the Facebook App Manager. Facebook acquired Instagram many years ago and therefore most of the ads are managed through the Facebook Ad Manager. Here, campaigns can be created with which you can send individual content, e.g. photos or videos but also text to specific target groups. These different campaigns can then be run against each other and in the end the different key figures can be compared. For example, which campaign brought us the most sales in the online shop? If we had ten different campaigns, with different videos, to different target groups, we can now draw results from them. The advertising campaigns that performed best will be given more advertising budget and the advertising campaigns that had less performance will be shut down. In this way, even ads can be optimized piece by piece, so that they end up delivering the best experiences, the most visitors or the most sales.
If you have any questions about Instagram Marketing now, contact us now. We look forward to your inquiry and your projects. Please remember to include the most important background information with your first inquiry. You will find all information and contact persons under contact.
Secret tip or already standard?
Instagram often still an insider tip in the online marketing of companies and businesses for their products and services to be advertised or promoted on social networks. Since a few weeks it is also possible to place advertisements on Instagram. What distinguishes Instagram, especially from the other major social networks, is its very precise targeting. Due to the previously very specialized user group, the image network is inherently low scatter loss in promotion. In contrast to the well-tried marketing strategies, where high wastage due to inaccurate targeting is to be expected, Instagram offers a very fine, precisely defined target group.
Instagram user numbers in comparison
The size of the social network is growing rapidly. According to Statista, the distribution by number of users is such that Instagram is catching up with the industry. The statistics show 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 first place 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
Then it was Bravo, now 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, they also enable the activation of 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 user phones. At that time Instagram was a purely mobile application for smartphones and tablets. Even today, Instagram is still difficult to access via PC or cannot be edited by its users. Nevertheless, images can still be viewed on the Internet, from notebooks and PCs. But the main carrier of the Instagram social network is the smartphone. Here, users mainly process image material.
Use and structure of the network
Instagram is less about a detailed textual description, and more about strong visual features. Instagram uses only images – and recently also short videos (max. 15 seconds) – and users take pictures and record videos, save them and share them with their friends. Pictures 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 getting better and better in terms of the average of its users, Instagram is the network for young people and young target groups.
The own community is translated in classical marketing as the group of people who could be identified as brand fans. For individual and personal reasons to follow the Instagram channel, a heterogeneous group is created. They have different needs, wishes and expectations of their Instagram channel. Basically, good community management can be broken down to one factor: The own community must be valued and maintained.
Valuing and maintaining followers
If you are wondering what such appreciation looks like, you don’t need complex marketing books. Just think of the brands you follow. Whether it’s on Instagram, traditional media like TV, or other social networks like Facebook or YouTube. Above all, users want information. People always need something to do, so your brand should be available in the stream every day. Just like a good commercial in classic advertising, which only makes its impact through high frequency, it is also in social networks. Daily publications, daily information are the basis.
Tip! This is not only positively received by the own community but also by the Instagram algorithm. Social networks prefer channels with regular and high-quality content, correspondingly frequent publications. As mentioned before, to large public companies sometimes up to 3 postings per day and sometimes up to 15 story postings.
All this with the aim of increasing interaction.
Publishing only new information does not have a lasting effect. At least not in such a way that the followers grow as previously forecast. For this they need interaction that is expressed in many parameters. One of these indicators is, for example, the length of stay 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 retention times, e.g. through creative graphics, the algorithm will upgrade it.
Another important indicator is the interaction on the medium. E.g. by swiping a photo gallery, or by a well produced video, which is not only looked at briefly, but also jumps back in time, e.g. by perceiving my information correctly. The video is not only streamed, but really consumed and accordingly actions, interactions are carried out on the medium. But even more relevant are indicators such as the number of Likes, which were assigned by the 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 move up in the ranking.
So a few of the indicators are:
Action with the medium
Likes by users
Division rate, virality
Organic reach is so sought after by companies because the reach does not have to be purchased expensively. So if you manage to build up your own community, you 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. by Likes of our community or comments, accordingly the followers of our followers.
People who cannot be reached by organic reach, get advertising through paid reach or Instagram advertising.
In terms of advertising, there are two key means of Instagram paid reach through advertisements and reach through other channels, called Influencer Marketing.
Paid range: Placing advertisements
If you want to place ads on Instagram, you control your campaigns via the ad manager, and we’ll be right there. First of all, however, it is a matter of creating the right content for the advertisements from the strategy created at the beginning, the mercenaries. This not only includes creativity, e.g. in the content such as graphics, photos or videos, but also the right target group definition.
At 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 put, these could be men and women who receive an individual ad from your company, brand, or product, in warmer colors for women, cooler colors for men.
Women and men will not only get different colours but also different media content, e.g. the mentioned graphics, photos or videos. In addition, the groups also differ in age and their wishes. This must also be taken into account in the testing. Thus, even a small campaign idea can be turned into a large, diverse group of target groups, media and running times.
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.])
There are several tools that can be used for Instagram advertising. For example, there is the basic Facebook ad manager, which is used to create, set up and run campaigns. In addition, there are other software products, such as Talkwalker, with which global mentions can be checked (online, social and print) or Hootsuite, Buffer and Co. For the daily publication of content, which is then supported in the second step by paid coverage.
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 later reporting and monitoring.
To attract more attention to your brand or product in Instagram, you need brand advocates. In order to reach the target group as effectively as possible, it is worthwhile to spread the message through different channels. For example through small actions, such as testing new products or unboxing, so that Instagram Stars have a common experience in their stories, together with the followers. Product, brand and novelty are thus perfectly staged.
The big difficulty in companies is to find the right brand advocates. Because it is not only about filtering the right influencers, analyzing their channels, it is also about establishing contact, negotiations 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, who wants to win over and build up brand advocates or influencers in the long term, needs more than just a few products that are sent by once a year. A very popular means are influencer events. They not only help to motivate your own people, but also the followers of your Instagram channel get to know a lot about what their social media stars are experiencing. Often directly and live in Instagram Stories.
At events, 15 to 50 influencers are usually invited to attend and are then presented with something exclusive. What exactly that something is is of course defined at the beginning in the strategy and roadmap. Especially presentations, e.g. of new programs, workshops or even products are very popular in event planning. Because for both sides there is a big profit effect. The bloggers have exclusive content, they get reach. Win-Win!
The cooperation with brand message and then goes a bit deeper. As you have already read in the Influencer Events section above, the main focus is on long-term commitment and frequent attendance, so that sufficient new material is created that is perceived by the target groups of influencers. The more contacts, the more interaction, the better.
You have read a lot, learned a lot! Now it’s time to choose the right Instagram agency, with good recommendations. Good references. Practically they are already here. Wanted, found! We look forward to your project.
Create Instagram marketing and content
Contact, create graphics, photo production and video production that all in-house and without long communication channels.
We advertise Instagram, we set up campaign, split test and analyze the results for regular reporting and review. Through additional regular communication, the reach of your individual advertising strategy increases day by day.
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 practice examples. If you are looking for a social media expert, you have come to the right place! Read more here.
You want to bring your employees up to date with an intensive workshop? Whether further education, advanced training or internal structuring and work distribution, as consultants we take an intensive look at your company, the structures and improve and optimize the processes together with you.
On May 24, 2017, the first Influencer Event of Generali Versicherung Deutschland took place in Munich. Numerous well-known names from the fitness and lifestyle sector were on the Gästeliste. Pamela Reif @pamela_rf was invited as a star guest
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