Instagram has 9.4 million Australian users and is popular with the younger generation aged between 18 and 34. If you want to target a younger audience, then advertise on Instagram but do so strategically. Here’s what you should and shouldn’t do when advertising on Instagram.
Common mistakes small businesses make on Instagram
Instagram can net your small business more customers provided you avoid these common mistakes:
- Using poor images. Some businesses focus too much on pushing the product and don’t pay attention to the quality of the photos. To stand out in a sea of pictures, take time to create eye-catching images.
- Having an inconsistent voice. As with all marketing messages, a consistent brand voice is important. It’s no different on Instagram.
- Not targeting their ads. With Instagram advertising, you pay to get your brand in front of more eyeballs. However, many small businesses are not strategic about who sees those ads.
- Not engaging with their audience. Don’t make the mistake of posting Instagram ads and forgetting to engage with your audience. It can make a difference in conversion rates.
What you should do when advertising on Instagram
When promoting your small business on Instagram, here are three things you must do.
1. Set a marketing objective
When creating a new Instagram campaign, think about what you want to achieve. Do you want to drive traffic to your website, increase brand awareness, or draw customers?
2. Create a mix of content
Instagram allows you to create photo collages and post videos, so you can create a mix of content. You can also create time-lapse and mini Boomerang videos. On Instagram Stories, 25% of the videos shared are Boomerangs.
3. Use hashtags
Don’t forget to use hashtags. They help your content to surface in searches. A study showed that 9-11 hashtags hit the sweet spot for increased engagement. Avoid using too many hashtags (Instagram allows up to 30) as it can come across as spammy.