Instagram: the small marketing guide

Launched in 2010, Instagram has managed to establish itself in the world of social networks. With its 800 million subscribers, the platform seduces an audience eager to communicate in a different and original way.

In order to retain its users and recruit new members every day, Instagram is constantly evolving: modernizing its visual identity, launching new features (stories, lives, etc.), adding options for professionals (such as statistics, for example) …

However, for a company that starts on Instagram, it is sometimes difficult to navigate … So, to implement a strategy adapted to your company, follow the guide!


1) The different publication formats

One of the strengths of Instagram? To be able to share imaged content in many forms! Exit the simple photo, now the platform offers 4 formats:

Standard posts

Users share a visual, a photo or a video.

The galleries

You have the option to share a photo album on Instagram. An ideal format to compile photos of the same event, create a tutorial or show a product from different angles.

Note: you can upload up to 10 photos.

By downloading the Layout mobile app, you can post collages on Instagram. It involves cutting a “square” into several other squares or rectangles, each containing a photo.

The stories
Like Snapchat, Instagram offers subscribers the ability to post videos or photos as stories.

You can tell a story in pictures or share your professional day.

The Instagram Directs
Only available in private message, the live is based on the principle of video conferencing. As a professional, you can use it to guide a potential customer or ensure a very dynamic service.

Instagram Live
Live is now widely used on all social networks. Instagram also offers a feature that allows you to stream live video.

The interactions with the spectators then take place in the form of comments.


2) The proper use of filters

Popular by users, filters allow to publish photos with effects of color or light. The interest of this function? Embellish your images quickly without having any special technical knowledge.

But which filter to choose? It’s up to you according to the visual identity of your company. However, a study by Canva shows that the fashion sector is particularly fond of Valencia, Kelvin and Nashville filters.

For landscapes, Valencia and Brooklyn are very popular, while the food industry often uses Skyline.

As for me I love to use the App Adobe Photoshop Express on my phone.

Nevertheless, you do not have to use a filter! 45% of photos posted on Instagram are in “Normal” mode. In this case, you can take the opportunity to add a popular hashtag on the platform: the famous #nofilter.


3) Instagram codes

Depending on the social network on which you publish, it is essential to respect its codes. Instagram is distinguished by 4 specific elements:

These words, preceded by a sharp, classify the content according to the theme. They usually describe the photo, your business, or your business.

There are also time hashtags like: #instamorning, #instamonday #sundaymood #TGIF (Thanks God It’s Friday!) …

Look at the hashtags used by your community and your competitors to choose the most relevant ones.

These little colorful icons are very popular on Instagram! Do not hesitate to use them to highlight an emotion or an important element of your post.

You can tag another account on your posts. This makes it possible to identify the author of a publication that you have shared, for example.

You can also tag users who will be interested in your photo to make sure they see it in their newsfeed.

By indicating your location, your publications appear in the suggestions of users who are not far from the place mentioned. An effective way to be more visible at the local level!


4) Publication time slots to be favored

Among the factors favoring the visibility of a publication, companies must take into account the time slots during which their community is present.

The frequency of publication must also be the result of a reflection based on the amount of content they can produce.

However, on Instagram, it is better to publish 4 to 5 posts per week. As for schedules, they will depend on your target. Use performance analysis of your publications to define niches that engage your subscribers.


To go further: The 5 techniques to know when to post on your social networks

Ensuring an active presence on social networks is not enough to have commitment. It’s essential to know the best hours of publication to maximize the reach of your posts and fulfill your goals. Indeed, it is during peaks of connection that you will especially touch your target.

But how to know the best hours of publication?


1. Establish the profile of its buyers persona

Knowing your target perfectly is essential to offer new content at the best hours. Establishing the profile of your buyers persona is therefore an action to be taken first!

To determine the profile of your prospects, use a list of questions that allows you to identify:

Their preferred communication channels
How they prefer to communicate
The problems they face
The schedule of his typical day
The first two points help you choose the communication channels and social networks where your target is. The third point focuses on the type of content to be produced and the last one allows you to know its (potential) hours of connection.

It is the basis of a successful social media strategy!


2. Watch the time at which the competitors post

Since your competitors are targeting an audience similar to yours, why not look at the time they post on social media? Thanks to this competitive intelligence, you save time and avoid reproducing their mistakes.

Indeed, it is unlikely that your competitors did not perform an analysis of the ideal time slots to reach their audience. Moreover, if they have been on Facebook, Twitter, Linkedin or Instagram for several months, they have surely analyzed their strategy and refined the hours of publication.

You only have to look at the date and time of their status, as well as the number of interactions (comments, likes, shares) to know the time slots and the days of predilection of your buyers persona.


3. Use statistical tools

Most social networks have analytical tools that allow you to know the preferred schedules.

For Twitter, the Tweriod tool allows you to quickly analyze the activity of its followers. It then provides you with a dashboard with the days and hours of connection of your community.

The OnlyPult tool, besides its multicomputing publishing function, offers you the best hours to post on Instagram.

As for Facebook, you only need to use its statistical tool. You’ll have a very accurate chart of your fan hours, day in and day out. It’s perfect to develop your editorial calendar!


4. Watch the time on your comments

If you sponsor your publications, they are broadcast all day and will necessarily capture your target.

The good idea is to boost posts in which you invite users to leave a comment (to share their opinion, choose between 2 products …). Look at the hours they are commenting.

You will know their hours of presence very easily!


5. Do tests

Test all the tips, it’s perfect to have your first results. Secondly, it is essential to analyze the content that generated the engagement and those that have a weak reach.

Do not hesitate also to test schedules that may seem unusual, but sometimes very effective, as very early in the morning (between 6 and 7 am) or late at night (after 22h). Also think about breaks at 10am, 12h or 16h.

Use your different analyzes to refine your editorial calendar.



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