How To Maximise Instagram’s Potential As A Small Business In 2024

Instagram remains a powerhouse for small business marketing. With 78% of marketers leveraging the platform, and 64% planning to increase their activity, it’s obvious that Instagram is very important in the digital marketing landscape .

The platform's true potential lies in user behaviour: As most Instagram users follow at least one brand, and 54% have made purchases after seeing products or services on Instagram . This makes Instagram particularly well-suited for small business owners who may lack extensive marketing budgets.

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Is Instagram Right for Your Business?

Before diving into Instagram marketing, it’s essential to determine if your target audience is active on the platform. 

Here are three ways to find out:

1. Ask Your Customers: Conduct a survey via email or in-person to discover their social media habits. Tools like SurveyMonkey and Typeform can facilitate this process.

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2. Compare Demographics: Analyze Instagram’s user demographics to see if they align with your target audience. For instance, the 18-29 age group is most active on Instagram.

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3. Study Competitors: If similar businesses are doing well on Instagram, your audience is likely there too. Conversely, if your competitors aren’t on Instagram, it might indicate untapped potential for your niche.

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Getting Started with Instagram Marketing

Setting clear goals is crucial for defining your Instagram marketing strategy. Common goals for small businesses include increasing sales, growing their audience, improving brand loyalty, and driving website traffic. Once you establish your goals, create content pillars or themes that align with your audience’s interests.

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Example Content Pillars:

• Behind-the-Scenes: Show the human side of your business
• User-Generated Content (UGC): Feature content created by your customers
• Product Demos: Showcase your products in action.
• Educational Posts: Provide tips, tutorials, or informative content related to your industry.
• Motivational and Lifestyle: Share content that resonates with your     audience’s values and lifestyle.

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Best Practices for Small Businesses on Instagram

1. Optimise Your Profile: Use a recognizable profile picture, write a clear bio, and include a link to your website or a specific landing page.

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2. Be Relatable: Focus on creating engaging content rather than just promotional posts.

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3. Engage with Followers: Respond to comments, like posts, and maintain a conversation with your audience.

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4. Grow Organically: Avoid buying followers; instead, attract them with quality content.

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5. Utilise Instagram Carousels: Engage users with multiple photos or videos in one post.

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6. Post Regularly: Consistent posting helps keep your audience engaged and grows your following.

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7. Measure Success: Use Instagram Insights to track performance and adjust your strategy accordingly.

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New Instagram Features for 2024

To stay ahead, leverage the latest Instagram features:

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• Music on Carousels: Just the way you add music to your reels, you can now add music to your carousel.

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• Pinned Comment: You can pin comments right below the caption to control which ones your audience sees first. Businesses can use pinned comments to highlight positive messages, answer common questions, or showcase a funny comment.

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• Remix: The Remix feature lets you create a Reel using someone else's photo or video. It's perfect for reaction videos, engaging comments, or supporting other users.

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• Product Tags: Product tags are a fantastic tool for retailers on Instagram, and a great feature for online shoppers. This Instagram shopping option lets businesses showcase their products and allows consumers to buy them directly within the app.

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• Collaborative Posts: Partnering with up to three accounts on a post can help get greater reach.

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Instagram’s evolving features and vast user base make it an indispensable tool for small businesses. By following best practices, setting clear goals, and leveraging the latest features, you can build a robust Instagram presence that drives business growth. Ready to take your small business to the next level? Start crafting your Instagram strategy today.

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