Most business owners understand the importance of having a social media presence for their company. But not all social media platforms have the same qualities. All have a different purpose and attract a unique audience.

Instagram is a highly visual social media platform that allows brands and users to tell stories through sharing photos and video. When used correctly, Instagram can hone in on your target audience and put your product at their fingertips.

Like any social media platform, implementation, monitoring and content creation takes time. So, how do you decide if Instagram can create an ROI for your company? Will it be worth the manpower and resources to create an account for your business?

Here are a few tips to determine if Instagram is right for your company:

What’s your purpose for social media?

Instagram is a channel where building and maintaining awareness of your brand needs to come before lead generation. Unlike Twitter and LinkedIn, where you can drive traffic to your site, think of Instagram as a way to grab the attention of industry influencers and prospective clients at a time when they’re not really in ‘work mode’. This is an opportunity to sell your brand values, not your product, and create brand enthusiasts.

Are you a consumer-facing business?

If the answer is yes, you will probably want to be on Instagram. B2C brands have found success on Instagram. If implemented and managed strategically, it is a platform that can raise consumer awareness for your product and create loyal brand enthusiasts.

If that answer is no, you’re a B2B brand, don’t write off Instagram just yet. Many B2B companies have mastered Instagram and it’s become a useful tool. The trick is to focus less on selling your product and more on selling your brand values. Show your company culture and establish deeper connections with Instagram users. If your followers are thought-leaders, influencers and company decision-makers, you could be curating a network of potential customers.

What is your target audience?

Does your company aim for a target market of 18 to 35? While Instagram is used by more than 500 million people worldwide, about 90% of those are under the age of 35. Therefore, this social app is great if you are targeting a younger demographic. Additionally, more than 80 percent of Instagram users live outside the United States, so ensuring you have a product that can be bought/shipped/used internationally is key.

Can you tell a visual story with your brand?

If you have a good marketing team, your answer to this question should be a definite yes! (If not, call us and we can help.) It takes strategic planning and dedicated time, but nearly every brand can tell a story visually and utilize Instagram to their benefit.

–          Hannah

Learn more about Instagram in our upcoming webinar, Incorporating Social Media into a PR Plan for an Event, where we’ll cover: 

• The importance of a positive social media presence
• How to build buzz as your event approaches
• Managing attendee feedback during and after your event
• How to engage with media personalities using social media