Should you use it? Things to consider
With over 30 million active accounts in the UK and 1 billion accounts globally, Instagram is one of the biggest social media platforms out there. It also gets the most engagement of them all – 17 times more user-to-post reactions than Facebook. How wise is it for a business to use it, though?
According to Instagram, 70% of shoppers look to Instagram for their next purchase, 200+ users visit at least one business profile a day, and the most viewed Stories on Instagram are from Business Accounts. 130+ million users per month tap on shopping posts to potentially buy a product.
We must also point out that Instagram is mostly used by younger generations: mainly the 25-34 (31%) and 18-25 (31%) age brackets globally. So if you’re selling to Gen Z and Y, you’re right to consider it.
These (out of many similarly positive) statistics suggest it’s a good place to market yourself, but there are practical considerations too.
Worried about cost? Since it’s free to have a Business Profile on Instagram, there’s nothing to lose financially by trying it out.
It’s only when you promote ads on the platform that it costs something, and then you set a ‘total budget’ for the ad campaign so you never spend more than intended. The average cost per click to a destination URL is $0.50-$0.95 USD, but this varies depending on the type and context of the ad.
Got the time? To get a good outcome, you need to spend time daily on Instagram to communicate with your community and people messaging you directly for information. Ideally, you should set up a posting schedule and consider making videos and Stories to share, since these are effective ways to grow your audience.
Do you sell physical products? If you do, Instagram’s shopping features are excellent. The Shopping tab lets people view the shopfronts of businesses they follow, add items to a wish list, search for specific things across Instagram (you can tag products) and browse collections or categories. When ready to buy, they just tap to pay on your website.