Instagram is a battlefield; for attention, views, and customers. Developing a comprehensive Instagram marketing strategy is a must for all businesses; it is an opportunity to meet your consumer where they are and connect them to your mission and products.


Allow me to re-introduce myself

Whether you are starting off fresh, or recently gained a bunch of new followers, reinforcing your brand personality allows customers to quickly know who you are and what your business is about. You have about 3 seconds (or less) to get liked or get swiped, so use this opportunity to concisely and creatively showcase your brand.

Here are some questions you can use to guide your brand story:

  • What are your brand values?
  • Why should users follow you?
  • What solutions are you providing for your customer?
  • Who are the people behind your brand?


Content Planning 

Creating content series provides structure and takes the edge off of your content planning. There are hashtag based series such as #WomenCrushWednesday or #FlashBackFriday that you can curate content around or you can build out a series based on your brand’s content pillars. These series let your audience know what to expect and keeps them coming back for more.

Keeping up with content-scheduling can be extremely time-consuming. And when you’re running a business, time is money. Setting aside 1-hour to plan out and schedule your posts for the week keeps you consistent and efficient. Many scheduling tools (Later, Preview, etc) allow you to preview your feed so you can keep your aesthetic clean and on brand.


Celebrate Your Loyal Customers

Provide additional value to your most loyal and engaging followers. Rewarding your followers who tag, comment and engage will strengthen your brand relationship with them and also demonstrate to others the benefits of becoming a core customer.

Platform features such as questions and polls on IG Story allow followers to engage directly with your brand -- leverage these features to identify and galvanize your loyal followers. Offer a free surprise (sample products or services) for followers who engage with your posts or host a contest where your followers can tag and share with friends, a.k.a. word of mouth marketing 2.0.

Another great way to celebrate your customers is re-sharing their posts on your feed and stories. User-generated content (UGC) provides authentic user experiences with your product/brand and as an added bonus it helps fill out your content planning.


Video Content Rules ALL

Video has been crowned queen and is reigning supreme. Video posts receive 38% more engagement than image posts. Incorporating video into your marketing strategy can really boost your engagement numbers and exposure on the explore page.

A fun twist on video content is going live on Instagram! This gives your customers a behind-the-scenes look into your business and since users can like and comment in real time, you can interact directly with your followers. Giving your customers a look into the people behind the brand or inviting them to give input on a product decision, builds a trusting and sincere relationship. 


Convert Followers into Customers

Elevate your feed and your customers' shopping experience. Instagram’s shop feature makes it easier for people to shop the products they find on their feed by viewing “tagged” products in posts. Each posts allows for up to five tagged products from your catalog; the possibilities are endless: think bundle deals, seasonal look books and collection launches.

You can also use Instagram Stories to drive even more sales. Tagging products with the product stickers is a more organic way to promote shopping on stories, and since the swipe up feature is limited to accounts with 10K+ followers, this is a great opportunity for small businesses to drive traffic to their products.


Instagram is an invaluable marketing tool that is ever-changing with features to connect with customers. Following these tips will put you on the path to building a successful marketing strategy.