The Ultimate Guide to

Instagram
Marketing
Digital Marketing Class
– Karyawan PKS – Semester 2
Every day, 55 million
photos are uploaded,
86.4 million comments are
posted, and 691.2 million
users like various photos in
their feeds on Instagram.
If your strategy includes
marketing to Generation Y
or Millenials, Instagram is
kind of a big deal.
Are you using it effectively
The Ultimate Guide to
InstagramMarketing
1 Getting Started:
Account Setup

2 Marketing Effectively
on Instagram

3 Taking Your Instagram

to the Next Level
 1 Taking Your Instagram
to the Next Level
The first step in establishing your Instagram presence is creating
your brand or organization’s profile through three main tasks:

Adding a Profile Picture

Writing a Bio

Connecting a Website
DOING IT RIGHT:
STARBUCKS

Profile Picture Connected Website Brand Bio

ADDING A
PROFILE PICTURE

CONCEPT The profile picture should be iconic and

representative of your organization, such
as your logo.

STRATEGY Over time, people start to remember your

profile picture when scanning through their
newsfeed and you want them to remember
something that is used in other mediums.
WRITING
A BIO

CONCEPT You have under 200 characters to tell the world:

1. Why your Instagram page is worth following
2. What you offer as a service or product

STRATEGY Enhance your bio by encouraging users to

share content relevant to your brand using a
specific hashtag.
CONNECTING
A WEBSITE

CONCEPT It’s important that you drive your users down the
path to purchase as much as possible and your
website should be an avenue in which that can
take place.

STRATEGY Ensure that your URL directs users to a mobile

friendly site, as most traffic to Instagram happens
through a mobile device.
 2 Marketing Effectively
on Instagram
Once you’ve created a profile, identify what types of posts your
target audience will be interested in. There are four main categories
of successful and viral posts:

Brand Centric Content

Reactive Storytelling

Behind the Scenes Content

Inspirational & Motivational Quotes

DOING IT RIGHT:
LAYS //LULULEMON

Images and visuals covered

with brand’s logo and color
pallete

Focusing around
the ideas and feeling
associated with the brand
BRAND CENTRIC
CONTENT

CONCEPT Brands who use Instagram must understand the

importance of brand storytelling.

STRATEGY Whether through photos of products or photos

of the results of their product, businesses using
Instagram effectively showcase what they have
to offer.
DOING IT RIGHT:
OREO
REACTIVE
STORYTELLING

CONCEPT Reactive storytelling leverages a human truth,

timely event or unique insight to generate
immediate feedback from their target audience.

STRATEGY Brands who use reactive storytelling tend to use

references that are either meme based or pop
culture based.
REACTIVE
STORYTELLING

TOP OF MIND BRAND RELEVANT

INTERESTING MARKETING
STORY MESSAGE

REACTIVE
STORYTELLING
DOING IT RIGHT:
TELUS // LEGO
MEME BASED:
REACTIVE STORYTELLING

CONCEPT Meme based reactive storytelling is when brands

leverage a popular meme and use it to communi-
cate a brand relevant message.

STRATEGY Generate buzz and ultimately spark conversation

about yourbrand.
DOING IT RIGHT:
BRISK
POP CULTURE BASED:
REACTIVE STORYTELLING

CONCEPT Pop culture is a driving force for media and

consumers attention.

STRATEGY Share content that references pop culture

and drive engagement.
DOING IT RIGHT:
STEAM WHISTLE BREWING // TECHCRUNCH

Showing themaking Showing the inner workings

of theirproduct of theorganization
BEHIND THE SCENES
CONTENT

CONCEPT People are looking for transparency and an

inside look at how things are built or done
within yourorganization.

STRATEGY The internet has made secrets a thing of the

past. Brands are now looking at how they can
be more authentic, as its what consumers are
asking for.
DOING IT RIGHT:
LULULEMON // FORD
INSPIRATIONAL &
MOTIVATIONAL QUOTES

CONCEPT Sparking emotions in your customers or

target audience is the most effective way to
drive shares, likes, comments and any sort of
connection to your brand.

STRATEGY The key is to recognize what quotes will reso-

nate with your audience and then deliver
them in a beautiful way.
 3 Taking Your Instagram
to the Next Level
Now that your brand has developed a relationship with your audience,
users will be more inclined to like, comment and share your images.
But how can you take it to the next level?

User Generated Content

Use Hashtags

Have Call to Action on Images

 DOING IT RIGHT:
FRANK & OAK
On Fridays, they often
run a contest called
#NecktieFridays where
they encourage guys
from all over the world to
upload photos in their
neckties for a chance to
win a Frank & Oak tie.
USER GENERATED
CONTESTS

CONCEPT When users create content that is associated

with a brand, that content combines with
other stories to develop an overarching brand
story.

STRATEGY Contests are user generated content directly

influenced by the brand, but done so in a
unique, compelling way.
DOING IT RIGHT:
STARBUCKS

4 interesting hashtags

63.9 thousandlikes
in 4 hours.
USE HASHTAGS
ON INSTAGRAM

CONCEPT Hashtags present a great opportunity to

broaden the reach of your images.

STRATEGY Brands need to think about what hashtags are

relevant to the different images they share
and how they can leverage existing hashtag
trends.
DOING IT RIGHT:
BRISK // THE SCORE
HAVE A CALL TO ACTION
ON IMAGES

CONCEPT Instead of making the call to action in the text

description that is associated with the image,
many brands are including the call to action
directly in the visual.

STRATEGY Another approach for driving interaction is

giving users a this or that choice and then
asking them to “like” for this or “comment” for
that.
It’s important to identify and analyze your
overarching digital plan and
determine whether or not Instagram
is a good fit for your audience.

From there, it’s time to plan.

 These tips and tricks will help you in
the planning stages, but constantly push
yourself to be innovative and

think different.
Aspire to create compelling
content and refuse to accept
the belief that what others
have done in the past must
be replicated.
Strive to create yourownpathand
use Instagram to visually engage
and connect with your audience.
INTERESTEDIN LEARNING MORE?
There two main features of Instagram
Marketing that commonly used :
Insights and Promote (Instagram Ads)

The materials will given separately

on ms.word/pdf.