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For various brands, Instagram is consolidated as a key space for the fulfillment of different marketing objectives, its relevance is such that, as shared by the firm Our Social Times, the engagement with the publications of the brands in the social network is growing at a faster pace than the brands that are adopting the platform. Adopting the social network can be a good idea, as long as you have a sense of how to develop the presence of the brand correctly. This comes into play because over the years the social network has evolved and some actions of the past are no longer effective today. With that in mind, in this space we decided to highlight the problems with Instagram marketing that brands must know and how they can solve them.
According to 60 Second Marketer, these are the 5 problems that brands and companies may face with Instagram marketing and that they should know how to solve them properly to avoid their effects:
- Focus on growth instead of engagement
As part of this first mistake with Instagram marketing, many marketing and brand professionals have to assume that having more followers means more customers, however this is not the case, unless active steps are taken to convert each one of followers in customers The chances of this happening are low, so having more and more followers can be considered as something without much sense.
More than worrying about the growth of followers, brands should be interested in the engagement they develop with those they already have, when this element exists, people are more likely to become customers.
To solve this first problem, one of the simplest ways to achieve this is to determine why Followers follow the brand on Instagram. And to accomplish this task, the most direct way is to ask people directly. Brands should talk to their followers, respond to their comments and participate in conversations.
Interacting with the people that make up the brand community is key to understanding them and giving a boost to that engagement that can bring more customers to the business.
- Buy likes on Instagram
The second mistake of marketing on Instagram is to take this shortcut to note that the brand is more popular in the niche where it is located, however, it not only covers the purchase of likes, but also the purchase of followers, comments, among other elements . Really brands should completely discard this type of practice, as well as being expensive, they represent a total loss of time and money that can be invested in actions that generate results.
Buying interactions does not make the brand popular, the effect it causes is quite the opposite, the account of the brand or company may end up blocked as this breaks with its policies.
The easiest solution for this problem is to work in an organic way to earn those likes, those follows and respost of the content. The starting point in this is to create attractive content, materials that inspire, entertain, inform or educate the audience. If people like what they see, they will be more likely to interact and follow the brand.
Since it is Instagram, a very visual social network, it is particularly important to take care of aesthetics, it is also important to work by placing locations and good copies to accompany the materials.
- Do not use hashtags correctly
On Instagram, hashtags are a key element within the platform, both so that it made it possible for people to follow them as if they were people accounts. Ideally, each publication of a brand or company should be accompanied by hashtags, however, these can cause problems.
The main detail with this marketing action on Instagram is that many marketers still do not know how to properly use hashtags, there is a tendency to saturate publications with so many hashtags it is possible to place (30 is the maximum number) thinking that it is more likely with it For someone to find the content and interact, however, statistics dictate that the greater the number of hashtags, the lower the engagement received.
The easiest way to solve this problem is to avoid saturating everything with these labels, both in the publications and in the biography of the company's profile. Ideally, only hashtags that are truly relevant to the publication should be used.
- Co-marketing with the wrong influencers
Among the marketing actions on Instagram, one of the most effective is the work with influencers. With them it is possible to increase the awareness of the brand or one of its campaigns, it is a good advertising to choose from. However, not choosing the influence properly can lead to a negative impact on sections such as reputation and results.
At present, finding an influencer can be an easy task, there are many accounts that already accumulate thousands of followers, however this can be a problem because if you collaborate with the wrong one, the resources invested will be lost, in addition, remember what is indicated above, There is already the possibility of buying interactions or followers.
To avoid falling into this scenario with the brand, the best thing to do is to analyze the influencers well. It is important to know your reputation, verify if your followers are real and try to get recommendations or opinions.
It is also important to see if the company's values ??align with those of the influencer and if they belong to the niche.
- Post publications if a clear strategy
Finally, when developing Instagram marketing, it is necessary to understand that publishing without an address can be problematic for brands or companies. Publishing random content does not take these entities anywhere, even if the publications are fun or generate interaction. The only thing to achieve with this type of publications is to divert the attention of the audience.
In order not to fall into such a problem, it is necessary to align the contents with the overall marketing strategy and brand image. It is also valid to analyze previously published content and evaluate the results that have been obtained. Those with better performance can serve as a guide for the development of a strategy.