UNIT 4 DM Instagram Notes

UNIT-4
Instagram Marketing
Prof.Reeta Singh , IMCOST ( Thane)

Content
• Instagram
• Mobile Marketing
• Mobile Usage
• Mobile Advertising
• Mobile Marketing Toolkit
• Mobile Marketing Features
• Campaign Development Process,
• Mobile Analytics

Introduction
• Instagram is a popular photo-sharing app that lets you
connect with brands, celebrities, thought leaders, friends,
family, and more.
• Instagram marketing is simply another strategy used to
spread your marketing materials across a
given digital channel.

Where the name suggest ??
• Instagram began development in San Francisco as
Burbn, a mobile check-in app created by Kevin Systrom
and Mike Krieger in 2010. They renamed the
app Instagram, a portmanteau of :-
"instant camera" + "telegram“= Instagram

Why Facebook buy Instagram ?
• The emails revealed that Zuckerberg wanted to buy Instagram as
it was becoming a threat to Facebook. "Facebook, by its own
admission saw Instagram as a threat that could potentially siphon
business away from Facebook," Nadler said during the hearing on
Wednesday. "So rather than compete with it, Facebook bought it.
• In 2012 Facebook buy Instagram in 1 Million dollar, that time
instagram have 30 M users.
• Total employees are 550.

Instagram
• Instagram is the second most accessed network behind Facebook.
• Instagram sees over one billion active monthly users and 500
million daily Instagram Stories.
• There are 140 million Instagram users in the U.S.
• Instagram is the second most accessed network behind Facebook.
Users browse for an average of 53 minutes per day.
• About 71% of US businesses use Instagram.
• Nearly 45% of Instagram’s users are between the ages of 18 and
44.

Instagram Business

Why Marketing on Instagram?
• It‖s clear that Instagram isn‖t just for personal use anymore. It‖s now a
global platform that allows brands to humanize their content, recruit
new talent, showcase products, and inspire their audience.
• Moreover, Instagram users aren‖t just active — they‖re engaged. About
59% of the platform‖s active users visit the site daily, and spend at
least 7 hours per week browsing content and interacting with friends
and brands.
• Instagram can also help you grow your brand awareness and introduce
new products. Every month, 130 million Instagram users engage with
shopping content. Instagram allows you to promote your brand and
product in a friendly, authentic way without hard selling to your
customers.

Role of Instagram In Digital Marketing
#1 – Instagram is centred on story-telling
#2 – Visual content is essential to your marketing strategy
―#3 – You can reach a LOT of people through Instagram marketing
#4 – It‖s the perfect opportunity to engage with your community
#5 – It‖s a goldmine of useful feedback and insights!
#6 – It‖s great for keeping an eye on your competitors

Instagram Mobile Marketing

Mobile Usage
• There are 3.5 billion smartphone users worldwide.
• US adults spend an average of 2 hours and 55 minutes on their smartphones
every day.
• 69 percent of internet users prefer to look for reviews on their phones than
approach an in-store employee.
• Two-thirds of internet users use shopping apps on their mobile devices.
• Six out of ten shoppers say the possibility to shop via mobile is an important
factor in brand selection.
• Mobile web traffic accounts for 52.6 percent of global web traffic.
• 70 percent of the total digital media time in the US is spent on smartphones.
• More than two-thirds of the total digital ad spend in 2019 was on mobile ads.
• The global retail conversion rate on mobile phones is 12.82 percent,
compared to 3.9 percent for desktops.
• Six out of every ten smartphone users have tried voice search at least once in
the past year.

Mobile Usage

Social Media Platforms

Gender Ratio

Tips for Instagram Mobile Marketing
1. Switch to a Business Profile ASAP
2. Use Free Instagram Marketing Tools
3. Post Product Teasers That Will (Gently) Urge People to Buy
4. Create Sponsored Ads
5. Use Instagram Stories
6. Partner With Influencers For a Wider Reach
7. Collect User-Submitted Photos
8. Come Up With an Interactive Branded Hashtag
9. Post at The Right Times (and Don‖t Over-Post)
10. Make Sure You Track The Right Instagram Metrics

• 1. Switch to a Business Profile ASAP
• Before you start thinking about your Instagram marketing plan, be
sure that you have an Instagram Business Account.
• A business profile allows you to create and publish Instagram
ads without needing to use Facebook‖s advertising tools.
• You can also access Instagram analytics tools, called Insights, that
provide stats about the impressions and reach of your posts.
• Once you‖ve unlocked the free perks that come along with a
business profile, you need to start using them to track metrics and
understand your audience.

Switch to a Business Profile ASAP

2. Use Free Instagram Marketing Tools
• Business profiles on Instagram aren‖t all that different from
Facebook business profiles.
• Through Insights, you can view statistics like impressions,
engagement data, and more.
• You can even get a breakdown of the demographics of your
followers, including information on their age, gender, location, and
most active hours.

Use Free Instagram Marketing Tools

3. Post Product Teasers That Will (Gently) Urge People to Buy
• What if you could sell more products just by posting product teasers on
Instagram?
• Well, you can.
• Instagram is a great place to advertise your products. And if you play your
cards right, you won‖t annoy users or scare them off with advertisements,
either.
• If you‖re too pushy, followers will drop like flies. But product teaser posts are
a simple way to talk about your product and increase excitement without
looking like you‖re trying too hard.

Post Product Teasers That Will (Gently) Urge
People to Buy

4. Create Sponsored Ads
• Instagram ads have become commonplace on the platform. The best
part? You can control exactly how much you want to spend on them by
setting an ad budget.
• You can showcase just one sponsored ad or multiple ads with the carousel
feature.
• This gives brands the ability to target their audience in a whole new way.
Before sponsored posts, only users following your account could see your
updates and photos.
• Now, brands can promote their photos to anyone that fits their target audience
to increase their reach further than ever before.

Create Sponsored Ads

sponsored ads that you can post
• Run multiple posts to different audiences simultaneously for
even more engagement. Keep in mind that there are many
different forms of sponsored ads that you can post, such as:
• Photo
• Video
• Carousel/Dynamic Ads
• Stories
• Stories Canvas

sponsored ads that you can post

• 5. Use Instagram Stories
• If you want to generate leads, Instagram Stories are here to help.
• Instagram stories differ from regular Instagram posts because they come in a
‗slideshow‘ format.
• They‖re only live for 24 hours, but Stories can be saved to any of your devices
and reused at a later point.
• This feature is very similar to Snapchat Stories (and is even a direct
competitor).
• Rather than appearing in the news feed, Instagram Stories appear in a small
area above it.

Use Instagram Stories

6. Partner With Influencers For a Wider Reach
• If you want to reach potential customers on Instagram, the fastest way to do
that is through influencers who have already built an audience with a large
following.
• More and more people are buying services or products based on what they see
in their feed from the influential people they follow. They trust them.
• If you partner with the right industry influencer, you can get your brand out in
front of those users.
• The first step is to try and identify a few influencers that have an audience
that is relevant to your product or service.

Partner With Influencers For a Wider Reach

Partner With Influencers For a Wider Reach

7. Collect User-Submitted Photos
• Wouldn‖t it be nice if there was a way to create great content for your
Instagram page without doing any of the hard work?
• Through user-submitted photos, there is.
• You already have an engaged audience. Whether it‖s hundreds of people or
thousands, you can leverage your audience to generate useful content for you.
• And your followers will probably enjoy user-generated content even more
than they enjoy yours because it‖s authentic and unpredictable.
• Cosmetics brand MAC uses tons of user-generated content that they promote
on their Instagram page to show off products.

Collect User-Submitted Photos

8. Come Up With an Interactive Branded Hashtag
• If you‖re looking to create instant engagement, interactive hashtags
are a great way to get it.
• Red Bull has racked up over 299,612 posts featuring their
tag, #itgivesyouwings.

Come Up With an Interactive Branded
Hashtag

Come Up With an Interactive Branded
Hashtag

9. Post at The Right Times (and Don’t Over-Post)
• Over-posting on Instagram is a surefire way to turn off your existing followers.
• If all they see is your brand on their news feed, they‖re probably going to unfollow
you as fast as possible.
• But you want to post on a consistent basis so that you stay in their news feed
regularly.
• One of the best ways to do this is to only post during peak days and hours when your
followers are online.
• According to SimplyMeasured, the worst days to post on Instagram are Wednesdays
and Sundays, while Mondays and Thursdays are the best days to post.

Post at The Right Times (and Don’t Over-
Post)

Post at The Right Times (and Don’t Over-Post)

Post at The Right Times (and Don’t Over-Post)

10. Make Sure You Track The Right Instagram Metrics
• You can‖t improve your Instagram performance and optimize it unless you
know how well your page and posts are performing (or underperforming).
• When you have measurable results, you‖ll know exactly what works and what
doesn‖t.
• Begin by tracking your follower growth rate.
• The total amount of followers you have is commonly seen as a vanity metric.
And it is.
• But your follower growth rate isn‖t.

Components of mobile marketing
• Mobile marketing goes far beyond text messaging and mobile

apps. To have a cohesive marketing experience, you must consider
responsive design across the board.
• Mobile-friendly websites. Mobile-friendly content fits on the
screen without side-to-side scrolling or zooming, it loads quickly,
and it‖s free of mobile-specific errors. The most important reason
to maintain a mobile-friendly site is to create a consistent and
engaging user experience (UX). Mobile UX has a dramatic effect
on every stage of the buying cycle.

• Mobile-friendly marketing SMS and MMS messages. SMS
(short message service) and MMS (multimedia message service)
messaging are two direct methods you can use to send content to
customers, but it‖s important to use these channels wisely. Gain
knowledge of the best techniques to get your messaging to your
customer fast, and go over the cardinal rules for an effective
campaign, whether it be promos, videos, product alerts, or
reminders.

• Mobile-friendly apps. With the right strategy and road map, mobile apps can
provide an opportunity to drive profound engagement with your customers.
Explore the different types of apps—productivity, commerce, retained
engagement, and mixed-use—and whether or not a mobile app is the right
move to support your acquisition, engagement, or conversion business goals.

Issue on mobile marketing
• Mobile-friendly MarTech. Twenty percent of mobile apps are only used
once. With most consumers having 50 to 100 apps on their phones, how can
you ensure that your company's mobile app stands out from the competition?
Mobile app developers face many unique marketing challenges, including the
need to drive ongoing app downloads, installs, and usability improvements.
Companies with mobile apps that have used marketing automation can better
drive app downloads, user retention, engagement, and monetization.

Instagram Mobile Advertising

What is Ads Manager?
• Ads Manager is your starting point for running ads on Facebook,
Instagram, Messenger or Audience Network. It's an all-in-one tool
for creating ads, managing when and where they'll run and
tracking how well your campaigns are performing.
• With the Ads Manager app for iOS and Android, you can keep an
eye on your campaign while you're on the go. Wherever you are,
you'll have the power to create and edit ads, track their
performance and manage ad budgets and schedules.

Create brand new ads.
• Select campaign parameters, such as an advertising objective, to fit
your business goals. You can also manage creative work: upload
your ad creative, write ad copy and review how your ads look on
different devices.

Choose your audience.
• Define your audience for smarter ad targeting.

Adjust your target audience to be as broad or well-
defined as you like.

Set up and manage your ad budgets.
• Set an overall budget for your campaigns and
whether it applies to each day or to a
campaign's entire lifetime.

Run ads across multiple apps.
• Automatically extend your ad across Facebook's family of

apps and services with automatic placements to allow our
delivery system more flexibility to get you better results.

Leading brands on Indian television in week 4
of 2021

Improve performance with dynamic creative.
• Automatically deliver personalised ads with
dynamic creative. Dynamic creative uses ad
components such as images, videos and text, and
combines them in ideal ways for your audiences.

Test which ads perform best.
• Create an A/B test to determine the best target audience,
delivery optimisation, placements, creative or product sets
for each of your ad campaigns.

The Different Types of Mobile Advertising
• Instagram ads are set up similarly to Facebook ads, primarily because
Facebook owns Instagram. That means you can benefit from the same
microtargeting qualities of Facebook, while also benefiting from
Instagram's increased engagement and seamless native ads.
Let's take a look at the major types of ads on Instagram, and how to make
them work for you:
• Instagram Photo Ads
• Instagram Video Ads
• Instagram Explore Ads
• Instagram Carousel Ads
• Instagram Story Ads

Mobile Marketing Toolkit

IG Marketing Tool #1 LeeTags
• Price: Free
• Helpful for:
• Analyzing top & relevant hashtags by generating
hundreds of relevant hashtags, that you can simply copy-
paste into your Instagram posts.

IG Marketing Tool #1 LeeTags

IG Marketing Tool #2 VSCO
• Price: Free version (with in-app purchases)/Membership:
$19.99/year
• Helpful for:
• Editing pictures and videos for Instagram with a choice of different
filters and presets.

IG Marketing Tool #2 VSCO

• IG Marketing Tool #3 Iconosquare
• Price: Starts at $29/month (includes a 14-day free
trial)
• Helpful for:
• Monitoring all your posts using an end-to-end Instagram
analytics tool.

IG Marketing Tool #3 Iconosquare

IG Marketing Tool #4 Gleam
• Price: Starts at $10/month (includes a 14-day free
trial)
• Helpful for:
• Driving engagement and capturing leads by running
contests on social media.

IG Marketing Tool #4 Gleam

• IG Marketing Tool #5 Pablo
• Price: Free
• Helpful For:
• Creating social media posts without needing any designer
bandwidth

IG Marketing Tool #5 Pablo

• IG Marketing Tool #6 PromoRepublic
• Price: Starting at $9/month for Smart Posting,
$49/month for Social Monitoring (includes a free trial)
• Helpful for:
• Creating a personalized social media calendar, scheduling
& monitoring mentions.

IG Marketing Tool #6 PromoRepublic

• IG Marketing Tool #7 Renderforest
• Price: Starts at $9.9/month (includes a free trial)
• Helpful for:
• Creating eye-catching Instagram stories with ease

IG Marketing Tool #7 Renderforest

Here a lot more tools that are extremely useful and can come
handy such as:
1) Shoppable Instagram:
The tool helps you sell products through your Instagram feed with an easy three-step process.
2) Lapse It:
A brilliant time-lapse video editing apps for Instagram. You can find it here.
3) Magisto:
This app creates winning Instagram videos from scratch. It basically takes raw footage provided by the user,
the user‖s choice of video style from their collection of styles and formats and the user‖s choice of preferred
music.
4) Giphy Cam:
GIF recording tool with plenty of fun/wacky edits to use on top of it.
5) Horizon:
A simple app that allows users to convert vertical videos to horizontal videos.
6) Canva:
It features an extensive library of ready-to-publish Instagram templates that are also highly-customizable to
maintain consistency with your branding.
7) Hopper HQ:
With Instagram, posting content at the right time of the day when your followers are active is critical.
Hopper HQ helps you do this by letting you manage a content calendar and scheduling posts in advance.
Campaign Development Process ( Marketing
Strategy)
• Set your goals for Instagram
• Determine your Instagram target audience.
• Conduct a competitive analysis.
• Configure an editorial calendar
• Build a consistent brand on Instagram
• Grow your Instagram follower base.

Set your goals for Instagram
• Before you start posting on Instagram, ask yourself (or your
team) one thing: Why are you on Instagram? As popular as
the platform is, your answer shouldn't be, "... because
everyone else is." To be successful on Instagram in the long-
run, you must have a set purpose and goals so you can justify
your time, energy, and monetary investment.
• There's no right answer here. Maybe you'd like to use your
Instagram feed to post and sell your products to customers,
like Anthropologie. (Many ecommerce and physical products
businesses are on Instagram for this reason.)

2. Determine your Instagram target audience.
• Determine the audience you want to reach before you begin

marketing on Instagram. If you have other marketing
strategies in place, draw from those to keep your efforts
consistent. Don‖t forget to consider factors like age, location,
gender, income, interests, motivations, and pain points.
• Don‖t know where to start? Monitor popular events and
interest hashtags related to your business. See who‖s using
and engaging with these hashtags and check out their profiles.
You can also take a look at your competitor‖s followers.
Instagram makes it easy to define your audience.

3. Conduct a competitive analysis.
• After you determine your Instagram audience, do a competitive
analysis to see what other marketers in your field are posting.
• If you already know your top competitors, start by reviewing their
Instagram profiles. If not, search for terms related to your business
and industry to find similar accounts.
• Conduct a quick audit of related accounts to see what posts are
getting the highest engagement, what popular hashtags they‖re
using, what their captions are, how often they post, and how
quickly they‖re growing. This information can serve as a
benchmark as you start growing your own account.

4. Configure an editorial calendar.
• Creating an editorial calendar can help you save time and manage
your Instagram presence. Fill in your calendar with
some Instagram post types and plan your captions, hashtags, and
posting times in advance.
• Your editorial calendar is also a great place to record any key
events to highlight on your Instagram account, such as new
product launches or special offers. With an editorial calendar,
you can keep an eye out for real-time opportunities instead of
scrambling for last-minute posts.

5. Build a consistent brand on Instagram.
• Random or disjointed content confuses your audience and can
cause you to lose followers. To prevent this, maintain a consistent
brand aesthetic on your Instagram account.
• Determine what this looks like by thinking about your brand
personality. What are your brand values? How would your
customers and employees define your brand? Are you bold,
playful, gritty, or adventurous?

6. Grow your Instagram follower base.
• Growing your following takes serious time and energy. You may be tempted to take
the easy way out and buy followers ’ don‖t do this! Purchasing followers won‖t
actually drive engagement, which is really what you need to ensure your posts are
being seen.
• Make sure your username is recognizable and searchable. If people can‖t find you,
they can‖t follow you!
• Once your profile is optimized (which we talked about in this section), start posting.
It‖s a good idea to populate your feed with ten to 15 high-quality posts before you
really start engaging people. If users visit your profile and find it empty, they
probably won‖t follow you.
• Then, start following accounts that interest you and relate to your business. Think of
Instagram like a community and look for other businesses in your area or influencers
who might enjoy your product or service.
• Encourage others to share your content. Invite brand ambassadors to share your
account or collaborate with similar accounts.

Promote Your Business on Instagram
• Once you establish a dedicated follower base, you can start converting those followers into
paying customers. Here are some strategies.
• Promotions: Deals, discounts, BOGOs, and other offerings are a great way to drive first-time
sales with your Instagram audience. Be sure to include what your followers need to do to
receive the offer, and mention a deadline to create a sense of urgency.
• Contests: What better way to make someone a customer than by letting them try your
product? Run contests that require someone to follow your account or post with a hashtag to
enter.
• Charity: 81% of millennials expect companies to make a public commitment to charity.
Doing so can build affinity for your brand and help turn followers into customers. For
example, Gap partnered with The Global Fund to help fight AIDS in Africa. Since 2006, it
has helped raise over $130 million.

Mobile Analytics

Instagram followers analytics
• From the overview screen, scroll down to Your Audience and click See All.
You‖ll see an overview of your follower growth, followed by details on your
audience demographics.
• You‖ll find loads of useful information on this screen, including your
audience‖s:
• Top 5 locations (city or country)
• Age range (overall or broken down by gender)
• Gender
• Most active times (by hour or day)

Instagram followers analytics

Instagram post analytics
• From the overview analytics screen, scroll down to Content You
Shared.
• This will bring up a listing of all your posts, sorted by the metric
you choose. The default is reach, but you can choose from a long
list of metrics, including comments, follows, shares, and more.
• You can choose timeframes from 7 days up to 2 years, and filter by
post type (photos, videos, carousel posts, or all posts).

Instagram Stories analytics
• From the overview analytics screen, scroll

down to Content You Shared.
• Just like for your posts, you can see reach,
impressions, and so on. You can also see
exits, forwards, and other Stories-specific
metrics. You can view a time range from
7 to 30 days.

Instagram Stories
analytics

Live analytics
• The May 2021 Instagram update also brought Live analytics to
Insights.
• To access Live Insights, go to the overview analytics screen, scroll
down to Live . Here, you will see metrics related to Live streams:
accounts reached, peak concurrent viewers, comments and shares.

Live analytics

Possibilities of University Questions
• Explain Marketing Strategy or Campaign Process for
Instagram in details ?
• Different types of Instagram Tools for Analytics ?
• Explain Instagram Mobile Marketing Features ?
• Explain Mobile Advertising in detail?
• What is Analytics ? Explain Instagram Mobile Analytics ?

Thank You

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UNIT-4

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

"instant camera" + "telegram“= Instagram

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

• Mobile marketing goes far beyond text messaging and mobile

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

• Define your audience for smarter ad targeting.

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

• Automatically extend your ad across Facebook's family of

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)

Prof.Reeta Singh , IMCOST ( Thane)