Instagram is one of the top social networks in the world and already has 1.3 billion users. The popular service continues to grow and bring money to advertisers, and along with them, to bloggers – because it is recognized as the most effective platform for influence marketing in 2020-2021.
A blogger can earn up to $10,000 on one advertising post. Why are brands willing to pay so much for the services of opinion leaders? Because it works: there is a constant expansion of the audience, Instagram users have high loyalty – 90% of them subscribe to commercial accounts. And yet, Instagram algorithms are unpredictable: due to significant competition, promotion in this social network is always a relevant issue for companies and bloggers. In this article we will talk about free and paid ways of promoting on Instagram, which will be effective in 2022.
Table of Contents
Where do you start
Before we start discussing the methods of promotion on Instagram, let’s talk about preliminary preparation. So, first of all, you need to do the following:
Create a profile. The more competent and detailed the Instagram profile is, the better it works for you. Make sure that the profile name corresponds to the account topic; make a detailed description (USP, advantages). If your business is connected with the offline sphere or you are limited geographically, specify the location. Place links to the website or other materials in your profile. Think about easy navigation: up-to-date information should always be at hand so that the visitor does not get “lost” on your page.
Delete inactive subscribers. There should be no “dead souls” in the account. These are users who do not react to your content in any way and thereby harm statistics. Instagram calculates the percentage of user engagement: if 10 people out of 1000 viewed the post, the social network will regard the material as uninteresting and stop showing it. If you see that you’re lacking subs now, you can always buy real Instagram followers from a decent promotional website.
Create a business account to get detailed statistics and the ability to analyze subscribers’ response to content.
Plan a development strategy. Development is impossible without a clear plan. When you identify the desired goals, you will be able to develop a step-by-step strategy to achieve them. A content plan with planned publications, reels and stories will help a lot. Consistency and regularity are the key to successful promotion.
Paid promotion methods
Let’s start with paid Instagram promotion methods that will be effective in 2022. The most promising areas include targeted advertising, influence marketing and a possibility to buy Instagram followers, which can bring lots of advantages to your profile in the shortest time possible.
Targeted advertising allows you to attract an audience with specific interests. The standard mechanisms of Instagram decide for themselves who to show your content to, while targeting allows you to set up the audience the customer needs. On Instagram, you can advertise in the feed, stories or reels.
Facebook for Instagram can be used to set up such ads by using Facebook’s advertising cabinet. If the setup takes place via Insta, then you need to set a goal: to increase the number of visits to the site / profile or to increase messages (in fact, to increase the engagement rate). The criteria for setting up an audience are limited by this method. As for setting up targeted advertising via Facebook, this method lacks the above drawback: there are much more opportunities for audience segmentation here.
Influence marketing (promotion through opinion leaders) is included in the main trends of 2022. This type of marketing attracts with its unobtrusive nature: the blogger communicates with subscribers in their usual language, his recommendations are perceived by them loyally (like the advice of an old acquaintance). A well-known person or an expert can act as an influencer. The choice of an influencer depends on the product that is advertised. In influence marketing, direct advertising or native (veiled) advertising can be used.
A possibility to purchase Instagram subs bribes with its ease and quickness – all you need to do is find an agency that’s going to sell you real subscribers and not the fake ones. Fakes and bots (also called as “inactives”) should not be in your profile, especially in times when you’re trying to promote it. So be careful with the quality of the services that you’re going to use and check everything twice.
The Top Of Free Promotional Methods Looks Like This:
Reels, commenting, hashtags, cross-promo, promotion through related platforms, location, user content.
In the summer of 2021, Instagram presented the world with content in the format of short reels videos (15-30 seconds). At the same time, the social network has taken a course to support video content, due to which today reel is the most popular format for free promotion in Insta. The huge advantage of the tool is that reels go beyond the boundaries of the existing audience. Posts rarely get into recommendations, stories rotate online for current subscribers, and reels can get several hundred views for an account with 1000+ friends.
Also, the lifetime of reels gives additional opportunities for advertising, unlike stories, which live only 24 hours, and posts – several days. New reels videos can pull up previously created ones: if Instagram identifies a video as the one that has interested the audience, it will show earlier content of the same creator as recommended as well.
Commenting is great, but you need to comment carefully and deliberately. It is better to choose a friendly and relaxed communication style, you should not engage in self-promotion. To gain Instagram subscribers through commenting, communication under the content of personal accounts of both ordinary users and bloggers or entire brands will help. Untwisted users are very likely to notice you and go to your page. As for the “advanced” accounts – do not expect subscriptions from them, but an interesting comment will surely be appreciated by other subscribers. NB: this method of promotion has nothing to do with spam commenting. Automatic commenting is also considered ineffective: comments often turn out to be out of place. At best, they cause laughter, and at worst – irritation and anger.
Hashtags are not used as the main promotional tool, but they still bring an additional audience. The service has a hashtag search and the ability to subscribe to them. You can add up to 30 hashtags to a post on Instagram, but such a number rarely has a significant effect. It is better to pay attention not to quantity, but to quality: put thematic hashtags that are most relevant to your topic, or localized – when it comes to a product with a clear link to the locality.
The topics of the post, photo and hashtag must match. This is necessary so that Instagram’s algorithms correctly recognize the subject of the publication and show it to the right audience. It is better not to use high-frequency hashtags (over 500 thousand), because they reduce the chances of your content being unique. In addition, it is necessary to monitor the relevance of hashtags – outdated ones do not work. When working with this tool, an experimental approach is encouraged: you should not copy the same hashtags to all your posts – try different options and evaluate the effect.
Cross-promo belongs to the category of cooperation and mutual promotion. This method is not suitable for account promotion from scratch. Some audience is needed for a partner to agree to share content with you. An account with a similar theme and the same number of subscribers can act as a partner. For example, a sportswear brand may collaborate with a fitness trainer. Together, partners launch live broadcasts or joint marathons, exchange guest articles and other creatives.
None of your channels should stay without “work”. Offer the subs from your other platforms to join your Instagram account. It is important that the content on different sites is not completely duplicated – users do not need to subscribe to you on different sites to watch the same thing. Think of different formats and themes for different channels. Many bloggers popularize YouTube channels where they provide expert information on a particular issue. In parallel, they are running an Instagram page where they talk about personal things. Subscribers are often interested in all possible resources from their idols.
User-generated content works effectively for both brands and individual users. Companies offer clients to publish materials (photos, stories) where the branded product is visible, and put a special hashtag. Then they repost such entries to their page. Individual users who promote Instagram for personal purposes, mark brands, hoping that brands will repost such a publication. User-generated content allows users to get a large reach, and brands to get free high-quality content.
Locations, like hashtags, are auxiliary methods of promotion and are relevant for local businesses and events. By themselves, locations do not bring a large number of subscribers. Combine all of the above to reach the best results and remember that paid services are also a great support and should be included into any promotional plan.
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