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Do you want to know how Instagram really works and what mindset you must have to succeed in this platform? If you just starting reading through this guide and are thinking that your business isn’t an eCommerce business and so Instagram isn’t the place for you, think again. Remember, the key proposition that Instagram brings is visualization. Consider these examples: 1. You’re a real estate agent and want to highlight the newest mountain home that you have on the market 2. You are a world-class hospital that just released a new mother’s ward with beautiful birthing and stay suites with a spa-like feel 3. You’re a restaurant owner and want to highlight your savory and mouthwatering specials each week The above examples are all situations where nothing is actually being transacted online, but the business is building brand awareness and drumming up interest so that the consumer will visit their website, or pick up the phone, to learn more. The mysterious Instagram algorithm While we’ll never know exactly how Instagram has weighted the various data points that they put into their algorithm, we do know that Instagram’s back-end technology now focuses on relevancy, serving up the posts that are most likely to relate to certain users based on their activity on the site. So, every time a user clicks through a post, or spends a certain amount of time looking at a certain influencer, Instagram is capturing that data in some way, and building it into their engine to ensure that posts that users won’t care about are less likely to show up in their feed. We do know, however, that Instagram is looking at the following: ● Timely content - This is all about recency, meaning if a user hasn’t logged in for a while, they won’t have to scroll through outdated (and no longer relevant) posts. They’ll be shown timely content that matters to them. ● Interest - This is really the secret sauce, as Instagram is paying attention, and will serve content that it believes the user will be interested in. ● Relationships - Instagram knows what photos users tag, and where they comment. So, if a user has interacted in some way with certain brands in the past, they are far more likely to be served content from that brand, or similar brands, in the future. For marketers, this is a great thing. It means that as Instagram learns more about your brand, your posts and advertisements are more likely to get in front of your niche, or target audience. A few notes about Instagram Shopping With the release of Instagram Shopping in late 2016, Instagram literally turned their platform into an online marketplace. While it is still a common practice to include website links to your business site, and even to a product page, now it is possible to allow the customer to transact directly on the Instagram platform. For businesses that want to enable the Shopping capability, they need to meet the following requirements: ● You must have an Instagram business profile ● That business profile needs to be connected to a Facebook catalog ● Your company’s registered headquarters location must be located in one of the Instagram approved countries ● Items for sale must be physical goods that comply with the trading guideline and terms of use set forth by Instagram As this Instagram Marketing Guide is intended as a resource for those getting started with Instagram marketing, we will not be providing a deep dive of the Instagram Shopping capability. Here is a Preview of What You Will Get: ⁃ A Full Book Summary ⁃ An Analysis ⁃ Fun quizzes ⁃ Quiz Answers ⁃ Etc Get a copy of this summary and learn about the book.
