How Instagram Marketing Strategy Made the Platform a
Sensation
With billions of users worldwide; Instagram marketing strategy is an amazing reflection of solid growth and success. This platform is indeed one of the best and most widely used social media platforms.
Instagram started off as an app formerly named Burbn that was designed to facilitate location sharing with features such as check-in and photo sharing.
The app was launched in 2010 and has grown significantly where it generated hundreds of millions of users in a span of 3 years.
How was that possible?
Let’s get straight into it!
4 Top Areas of Instagram Marketing Strategy
1. Unique Selling Proposition
It was observed by the founders Kevin Systrom and Mike Kriegerthat the users were mainly using the photo-sharing feature so they decided to remove the other features following this observation.
The name was changed to Instagram with the aim to provide the best photo sharing experience for its users.
The founders solely focused on the usage frequency of the features which helped with refining and crafting their strategy. After carefully observing its user activity, the main focus was to continuously improve the photo sharing experience.
The photo sharing feature facilitates the enhancements of mobile photos through its filters that made mobile photos look way better.
The filters made the photo sharing feature attractive to its users; after all, it's what made Instagram unique! This is what differentiated the photo sharing app from its competitors which is the unique selling proposition of Instagram marketing strategy.
The photo sharing feature enabled users to share exciting, fun and specially captured moments that even facilitated engagement with other users. Users gravitated toward this by making full use of the comment and like features which helps to enhance the experience of the app.
2. Word-Of-Mouth
The app also grew considerably as a result of word of mouth from celebrities and high-profile individuals through their music and interviews. They helped to promote it by encouraging their followers to explore the app.
Over 20,000 users signed up on the day Instagram was launched. People shared their experiences about the app online and this helped to generate a large number of users. Word of mouth is quite powerful and effective especially when it’s from celebrities and well-respected influencers.
3. Simplicity and Newer Features
Continuous improvement and simplicity are key components of Instagram marketing strategy.
The founders wanted to design the app in a way that was easy to use and navigate, so they made it free which is an excellent start! Creating an account was simple and the interface was such that users could easily upload photos and videos.
The original version of Instagram was limited in terms of the media size display that was in the form of a small square ratio. However; that was temporary as after a few years, users were able to upload larger media displays.
Additionally, users can edit their media using the filters and they can share locations and include hashtags. Many photos, videos, hashtags and locations can be found and viewed when users use the search icon.
Users are able to easily view photos, stories and videos when they follow other users as they automatically appear on their feed. This feature reflects current trends and also encourages engagement by providing users with the option to like and comment on photos, videos and even stories.
There’s also the option for users to make their profile public or private and even create public profiles specifically for business.
Public profiles enable any user to view your photos, videos and stories with the option to comment and like whereas any media uploaded on private profiles can only be viewed upon permission of the user.
Instagram has grown to be an excellent tool for content creators, businesses and professionals to share high quality and engaging content while organically building their communities.
A major part of Instagram marketing strategy is the addition of tools for business profiles for content creators and businesses such as ads to promote product or service offerings, content insights and analytics.
Content insights and analytics basically provide an overview of how content creators and business profiles are performing to determine if their content strategy is successful or effective.
The key takeaway here is not to make things technical and confusing for your customers/audience. Always try to keep it as simple as possible while continuously enhancing your service to make the customer experience even better!
4. User Flexibility
The app provided users with the option to share their photos and videos on other platforms such as Facebook and Twitter that helped generate its awareness.
Users love to share their photos and videos on social media and the option to share it on other platforms enabled user flexibility that in turn added to the user experience.
Instagram marketing strategy worked because careful observation was placed on user activity and maintaining simplicity through its easy interface and functions.
It was through this observation that the main focus was on continuously enhancing the photo sharing feature that led to engagement among users, not to mention; word of mouth from popular influencers.
2023 Instagram Strategy Update
In 2022, Instagram placed too much emphasis on videos
to the point where it was shifting away from its unique selling proposition: “providing
the best photo sharing experience.” This created some confusion
regarding its brand identity and image where it was no longer viewed as unique.
Many users highlighted that Instagram spent too much time trying to keep up with the latest marketing trends rather than staying true to the core essence of its brand.
These observations pushed the team at Instagram to change its strategy. Instagram’s chief, Adam Mosseri, announced that photos are going to be a focus again in 2023. Therefore, it is important that priority be placed on Instagram's unique selling proposition while creating a balance between photos and videos for its users.
introducing the META VERIFIED programme
Meta, announced back in February that it will be a launching a paid subscription verified service called the Meta Verified programme. What this means is that users can pay to become verified.
Meta is the parent company of Facebook and Instagram and it's currently testing this service in Australia and New Zealand. Additionally, Meta is currently rolling out this service to the UK, India along with some of the Caribbean countries. The monthly subscription service will start at the rate of $11.99 per month for the web option and $14.99 per month for the mobile option on iOS or Android.
The aim of this service is to provide protection against invalid/impersonating account profiles together with generating increased online visibility and further access to customer support. As such, increased authenticity and security is what Meta is trying to promote and implement for its users.
The Meta Verified programme is something to observe and follow closely where you can strategically consider if it's feasible for your brand whenever this service becomes available in your country.
If Instagram is one of the channels you use to promote your brand and that's where you effectively build your audience and connect with your community, then it might be something worth considering and exploring.
july 2023 update: Introducing threads!
Everyone is talking about threads. The app is basically a direct competitor of Twitter and generated over 30 million users in less than 24 hours. This is a platform that can drive engagement via text conversations about various topics, sharing thoughts and expert content relating to your niche. You can share your photos and videos on the app plus upload your thread posts to your Instagram stories.
I recommend exploring it, familiarising yourself with its features so that you can determine if it makes sense to build your community there. It's easy to download, user friendly and it also seamlessly integrates who you're following from your Instagram account.
I'm very curious to see if threads will maintain its hype that it has built in just a few hours. Not only am I using it to build my community, but I'm also going to observe its progress over time.
Can threads produce tremendous impact for your brand? Only time will tell.
If it fits well with your niche, give it a try.
2024 Updates
Testing of 3 and 10 minute reels
Instagram is testing out 3 and 10 minute reels. This will allow content creators to include more detailed content in the form of videos. The reality is that more and more persons are consuming longer form videos on platforms such as TikTok and Youtube.
Therefore, Instagram is looking to get on board with facilitating the upload of longer form videos.
I believe it's a feature that's necessary because there's only so much content that can be condensed into a 90 second video and it can be a challenge to properly relay your message in that short time frame.
This is a feature Instagram content creators can look forward to.
Instagram has launched some new updates designed to enhance the experience for creators.
These updates include:
- Enhanced analytic tools to provide more concrete insights into content performance and audience engagement
- Additional monetization options with a wider access to affiliate marketing and brand partnerships
- Advanced editing tools for creating more valuable content.
- Rewarding original content over reposts
- Introducing AI chatbots for influencers to engage with followers
- Enhancing the AI capabilities across Meta platforms
- New features such as the Notify sticker
- The ability to comment on individual carousel images
- Simpler hashtag experiences designed to offer users more engaging ways to interact and share content.
These updates demonstrate Instagram's aim to provide creators with the tools they need to grow and monetize their presence on the platform.
Instagram doubles down on shorter form videos
Marketing trends play a key role in your marketing strategy; however; it is important to not totally shift your focus away from what makes your brand unique. The key takeaway here is to always pay attention to your customers/audience and focus on enhancing their experience with your product or service.
Innovation and the best customer experience are what makes the true essence of your marketing strategy.
- Marketing
- Good Marketing Strategies
- Instagram Marketing Strategy