- On Instagram, users can share photos and videos up to 15 seconds long. Photos in particular receive high engagement.
- Hashtags play an unusually important role on Instagram. The only ways to search on Instagram are through hashtags, username search, or geolocation tags. Instagram hashtags help users discover content they’re interested in and help the site identify trending topics.
- Instagram users can like or comment on photos and videos, but the app contains no native functionality for re-sharing others’ content. Third-party apps like Repost offer a workaround, but we don’t recommend them for brand accounts, as the results look unpolished.
- Links in captions and comments aren’t clickable, which makes the link you list in your user profile particularly important. Captions can be edited after they’re published if necessary.
- Instagram offers two side apps: Hyperlapse, a tool for shooting and sharing time-lapse videos, and Layout, a tool for combining multiple images into a single collage.
- Instagram’s primary metrics are engagement and follower growth. You can track these stats manually over time or collect and analyze them through tools like Statigram, Simply Measured, or TweetReach (for hashtag tracking).
Ikea built awareness for its new PS Collection with a faux website on Instagram. The campaign was unique to the platform and perfectly targeted to Instagram’s aesthetically inclined audience.
- 400 million monthly active users, with 2.5 billion daily likes
- Large international audience: 70% of users hail from outside the U.S.
- 28% of U.S. adult internet users are on Instagram — 24% of the entire adult population. This proportion has doubled since 2012.
- Popular among young adults: 55% of U.S. internet users ages 18 to 29 use Instagram
- Particularly popular with non-whites: 47% of African Americans and 38% of Hispanics use Instagram
- Slightly more women than men (34% of female internet users; 27% of male)
- High engagement: 59% of Instagram users visit daily, a 10% year-over-year increase from September 2014
- High brand engagement: In Q1 2015, engagement with U.S. brand posts increased 108% year-over-year
Walt Disney World uses its Instagram account to share fan photos and unique perspectives on its parks.
- When setting up your profile, use a brand logo or some other simple image as your avatar in order to avoid confusion and make it clear that your account is the official brand account.
- Since your profile link is the only clickable link available on your Instagram, make sure it directs to the most logical destination for your Instagram following, whether that’s your homepage, your online store, or a landing page for an Instagram-specific promotion.
- Don’t spam your audience: Limit your posts from a few photos a week to, at most, one daily.
- When creating a new hashtag centered around an event or campaign, keep in mind that the most effective hashtags are short, clear, and unique.
- Use filters sparingly. Your photos should be beautiful enough to stand on their own, and natural lighting is a plus.
- All your photos should share a cohesive visual “feel” and a high level of aesthetic appeal. Experiment with negative space, unusual angles and other ways of styling your photos to make them dynamic and interesting.
- Promote your Instagram profile and content on your other social networks, but steer clear of automatic re-sharing. Often, images from Instagram won’t embed properly and captions will be truncated.
- Moderate comments to ensure that abusive comments are removed, preserving a positive environment for engagement.