Why Your CPG Brand Should Use Instagram
Instagram is one of the hottest social media platforms right now, giving rise (we think in combination with Pinterest’s popularity) to the visual nature of social media content. Users are being trained to look for images instead of words when engaging with brands on social media.
We always tell our clients that you need to insert yourself into the conversations your audience is having. Instagram is such a popular platform for your audience that if it suits your brand, you should absolutely be playing there. It’s where your audience spends their time, where they document their day to day lives. Now go be a part of that!
Instagram Stats You Need To Know:
- Instagram has over 500 million active monthly users
- An average of 95 million photos and videos are shared per day
- 80% of Instagram users are outside of the US, which means big time global ad revenues
- 31% of American women and 24% of American men use Instagram regularly
- Among teenagers ages 13-17, 23% of girls and 17% of boys use Instagram
- It is expected that 70.7% of brands will use Instagram in 2017
- The top brands post 4.9 times per week on Instagram
- 60% of brands use a consistent filter, giving their accounts a cohesive look and feel
- 75% of Instagram users take an action, such as visiting a website, after seeing an Instagram advertisement
- Using at least one hashtag results in an average of 12.6% increase in engagement
There are a few key ways we like to see our clients using Instagram.
Yes, this is a pay to play, but hey, influencers do just that – they influence your audience. No matter what, it is still true that family, friends and in general, the people you trust matter to your audience. In this social media day-in-age, your audience trusts these influencers.
Leveraging an influencer with the same audience as your brand gives your CPG company access to a whole new audience with a voice other than yours. With the right guidance, an influencer can create amazing content on behalf of your brand in a truly authentic and beneficial way.
Having a goal in mind
So this is a little more on the tactical and strategic end of things, but you have to have a goal in mind for your CPG brand when you are playing on the Instagram ‘field.’ Do you show behind the scenes product development? Do you need to showcase company culture? Do you need to inspire people to try your CPG product? Whatever it is, stick with it! Yo-yoing all over the place is going to give your account a frenetic vibe and turn off users.
Using the right hashtags to grow a new audience
Just throwing in a #mondaymotivation type hashtag because it’s trending isn’t the best use of your airtime on Instagram. Being relevant, even specific, is going to help you attract new users and grow a new audience for your CPG brand. For example, don’t use #fashionblogger if you aren’t a fashion blogger; don’t use #TBT (throwback Thursday) if you aren’t throwin’ it back.
In this participation trophy era we live in, people expect engagement from your brand. A like on their comment and even better, an authentic response from a brand, is like a little trophy for their participation on your account. When someone takes the time to comment, write back to them! Engage them in further conversation with your CPG brand.
Take your engagement one step further and seek out users talking about your CPG product or brand. Comment on their photos, like their photos, even ask to repurpose them for your own account!
At the end of the day, almost any brand can be successful on Instagram with a few goals and a strong strategy. Consistency is key and content is king!
Here are some brands excelling at Instagram:
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