Creating content on Instagram
seo learning 2017
Creating content on Instagram
Creating content on Instagram
Instagram
recently launched the ability to capture and share short videos on the
platform. While businesses are still experimenting with this new
feature, we recommend the following guidelines:
1.Include video as part of your content strategy consistent with your identity, voice, and content pillars.
2.Utilize features outlined above when they enhance the quality of the content, such as filters and hashtags.
3.Consider which unique moments in the life of your brand are best shared through a moving image.
Here are a few examples:
• Share an inside look at how a product gets made, or how new products are developed
• Preview a new product or service and show how it works
• Offer short product tutorials
• Show how your brand fits in to people’s everyday lives
• Capture moments from brand events or experiences
Making content discoverable on Instagram:
Hashtags,
Photos of You, Photo Maps Instagram offers useful tools for you to find
content posted by other accounts about your brand, and for people to
discover the content you post. You can tag photos with topic (hashtag),
account (Add People), and location (Name This Location).
We recommend the following:
1.Hashtags:
On Instagram hashtags serve many purposes for brands. Use them to
classify the images you post, for instance tying them to different
content pillars. Use them to reach new people who may be searching a
hashtag related to your brand. Or use them to support campaigns or
contests aimed at driving awareness by asking people to tag their photos
with a hashtag associated specifically with your brand. Hashtags should
be used in moderation and when relevant, not simply to capitalize on a
current event or popular hashtag.
2.Add
People (Photos of You): While hashtags are a useful tool, we also
recommend encouraging your followers and brand advocates to add your
official account to their posts using the Add People feature, so that
they appear in your Photos of You. Photos of You can be accessed from
your Instagram profile whereas hashtagged images cannot. Hashtag images
must be searched for and often surface images with no association to
your brand (for example, consider the hashtags #apple or #target). Many
businesses set up manual approval for Photos of You so that they can
approve content before it becomes part of their profile.
3.Name
This Location (Photo Maps): You can add a specific location when
posting your content on Instagram, which adds the photo or video to your
Photo Map. This feature is most useful when posting content from an
event, roadshow, retail location or company headquarters. Your Photo Map
can be accessed from your Instagram profile and gives users a new way
to explore the images and videos you’ve shared. When you add location to
an image, the image can also be seen by anyone who views that location
in the future (by clicking the location on a post).
Building awareness for your account on Instagram There are many ways to let people know you have an Instagram account and encourage them to follow it.
We recommend the following:
1.Announce your Instagram account on other platforms like Facebook or Twitter with a link to your account. Posts on Facebook can be sponsored to reach a desired target audience.
2.Notify people about your Instagram account with signage at your retail locations, a link on the homepage of your website, and in communication like emails, postcards and delivery boxes.
3. Run contests or encourage people to post content that relates to your brand, including relevant hashtags and/or adding your official account to the post using the Add People feature.
4. Make the content you post discoverable by adding hashtags, people and location. However, it’s not enough to just let people know you have an Instagram account. The best way to gain and keep followers is to create high quality, on-brand content that they want to see in their Instagram feed. It’s easy to follow and unfollow an account on Instagram. Many people are open to following new accounts, but if they don’t like the content, they may be just as quick to unfollow.
Creating strong content also increases the likelihood that your account will be discovered by non-followers on Instagram, because your posts may appear on the Explore tab (which uses an algorithm to surface interesting content) or News tab (where people see that the accounts they follow have liked your posts). Finally, you should not use services that offer to sell you followers. The quality of these followers is usually low in terms of affinity to your brand. You will have the most success acquiring followers through the means outlined above.
Engaging with the Instagram community Engaging with the Instagram community is essential to your success on the platform because your brand is a part of the community. In addition to posting high quality content, you should follow other accounts, comment on and like posts by other accounts, and respond to questions and comments on your posts.
We recommend the following:
1.Accounts to follow: Follow your brand’s partners, spokespeople, advocates, and influential members of the community whose content may relate to your brand.
2.Commenting & liking: Use hashtags, location and Photos of You to find images posted by other accounts about your brand and engage with them by liking and commenting on their images.
3.Account moderation: Set up policies and procedures for responding to questions and negative comments. Determine how you will handle offensive or inappropriate comments on your content.
4.InstaMeets & InstaWalks: Host an event or walk where you invite the community to meet in person and take Instagram photos and share them with a specific hashtag. Reach out to local Instagram Meetup groups to attend. You can find a list of Instagram Meetup groups at meetup.com/instagram.
5.Weekend Hashtag Project: Participate in Instagram’s weekly event when we invite Instagrammers to take images throughout the weekend that fit a specific theme and post them with a specific hashtag. A new project is posted every Friday and a roundup of favorite submissions is posted on Monday morning at blog.instagram.com.
Running a photo or video contest on Instagram Brands often run contests to inspire people to post photos or videos of their brands’ products and locations to increase awareness of a product, campaign or initiative.
We recommend the following guidelines when running a photo or video contest on Instagram:
1.Use a unique hashtag for submissions. This helps to ensure that the account intended to submit the photo or video for your contest and reduces the amount of moderation needed.
2.Create a photo or video to share on Instagram to introduce the campaign. Share it on Facebook and Twitter to promote the campaign to your followers on those platforms as well.
3.Have a few examples ready to display immediately when you start the campaign. This gives people some direction as to the type of photos or videos they should submit and encourages higher quality and creativity in the submissions.
4.Display a curated set of the photos or videos somewhere (on your website, on a Facebook tab, highlight some in your Instagram feed, etc.). Displaying a gallery shows people that others are participating and will encourage them to do the same.
5.Do not choose the winner based on the number of Instagram likes a photo or video receives. This tends to trigger bad behavior on Instagram (spam comments, auto-following, etc.) rather than encouraging good quality content.
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