Instagram is marketing heaven for brands. And numerous stats prove that.
This platform gives companies many unique opportunities, starting with the ability to reach millions of people with their content. As of 2020, Instagram is in the top 10 social media platforms, with over 1 billion monthly active users:
Image credit: Statista
Naturally, such an immense media outreach brings a lot of marketing opportunities. Instagram has become an important medium that helps build relationships between brands and consumers. According to Sprout Social:
- 90% of Instagram users follow at least one brand
- 72% of users think that the presence of brands on Instagram helps build a community
- 83% of consumers say that the presence of brands on Instagram helps them discover new products or services
All these numbers indicate that Instagram rapidly becomes one of the most competitive marketing platforms. Brands strive to use Instagram’s potential to get noticed, and, today, you can hardly find a company that doesn’t use this platform for its marketing advantage.
In this competition for more exposure, branded content is something that can help you stay ahead. On Instagram, creative and carefully developed branded content can be your ticket to more exposure and reach.
So, today, we’ll take a look at a few writing tips that will help you develop the right strategy for your brand and create the perfect branded content for Instagram.
1. Define Your Target Audience
Branded content for Instagram is a part of your social media marketing strategy. Naturally, it needs its own audience to target and appeal to.
Defining the target audience for your branded content will let you find the exact group of people who will be interested in following and sharing this content, helping increase your brand’s exposure on Instagram.
What can help you precisely define who your target audience is?
Here are a few useful ways.
- Social data. This data includes some demographics insights, like language, location, as well as biographic data and shared feedback. Your Instagram followers share this data, when being active on this platform, and you can use it to define your target audience. Social data can be found in the Insights tab on Instagram:
Image credit: Adspresso
- Try social listening. Social media platforms give you a lot of tools to interact with your target audience, and Instagram is not an exception. If you need precise, up-to-date information to create a target audience persona, you can use Instagram’s interactive polls to find out demographic and psychographic details from your followers:
- Do competitor analysis. There is a chance that you might share the target audience of your Instagram branded content with your competitors. If this is the case, researching their past and ongoing Instagram campaigns can help you get insights, who these campaigns target, and what your competitors do to increase their reach.
There is a possibility that after you develop content and do some A/B testing to analyze its performance, you will find out that there are some audience characteristics that don’t fit your brand’s nature.
That’s why defining the target audience for your branded content is an ongoing process. So, revisit your target audience research regularly to make sure your content targets the right crowd.
Give It a Personal Touch
Branded content is the medium that communicates your brand’s esthetic and values. So, naturally, it should display your brand’s unique personality to stand out.
Besides, consumers are always looking for and supporting the brands that stay true to their personality because it helps establish the connection. And consumers, who feel connected to their favorite brands, are ready to spend twice as much on their products.
That’s why, when writing a strategy for your branded content on Instagram, give it a personal touch. Here are a few solutions to help you do it.
1) Tell the behind-the-scenes story
Sometimes well-rehearsed and scripted content is not what consumers need when they want to get to know your brand a little better. Behind-the-scenes content can help your audience see your brand from a different perspective and let them take a look at how you build your brand.
Victoria’s Secret is a good example of how to seamlessly incorporate the behind-the-scenes content to the Instagram strategy to add a personal touch to it. The brand not only shares its latest products but also shows how these products are being created:
Image credit: Victoria’s Secret
2) Collaborate with influencers
Online influencers can help you recognize and bring forward your brand’s personality.
In a joint marketing campaign, they can develop unique personalized content specifically for your brand. Besides, influencers will share this content with their audience, which will bring your brand even more exposure.
Daniel Wellington is one of the brands that took maximum advantage of influencer marketing.
The brand targeted different types of influencers, from advocates to celebrities, who created personalized content featuring the brand’s products under the hashtag #danielwellington. Currently, there are over 2 million posts using this hashtag on Instagram:
To make influencer marketing work for your brand and help showcase your brand’s personality through content, you need to target the right type of influencers.
Trend’s Curated Creator Network can help you find the right influencers for your brand. This invite-only professional network doesn’t contain random contact information from influencers. Instead, Trend builds interpersonal relationships with each member of the Network to ensure that brands find a trustworthy influencer to work with.
3) Take a stand
When writing your branded content strategy for Instagram, you can show your brand’s personality by taking a stand.
This is not only a PR move. Reportedly, 70% of consumers want their favorite brands to support important social and political causes.
Brands use the power to reach out to more people and use their authority to build awareness. For instance, Procter & Gamble uses its Instagram to bring forward such issues as education, equality, and environmental protection:
Image credit: P&G
So, if you want to add a personal touch to your branded content on Instagram, choose a cause to support. However, make sure that this cause is in line with your brand’s values and also has a lot of supporters from your target audience.
3. Use Hashtags to Your Advantage
The hashtag can be a powerful tool in helping consumers discover your brand on Instagram. Daniel Wellington is a good example of how a branded hashtag can help bring the content forward and increase brand exposure.
So, hashtags should be an inalienable part of your Instagram branded content strategy. But to make them work for your advantage, you need to use them correctly.
Each hashtag has its own performance data. This performance reflects how many times the hashtag was shared and followed.
That’s why it is not the right step to limit your branded content strategy to a branded hashtag, like #danielwellington, which might not have a good performance yet.
If a hashtag with the name of your brand is not popular yet, hashtags that have better performance will help it get noticed more and become more recognized.
But keep in mind that the choice of hashtags should be in line with your products, as well as your brand’s values and personality.
4. Don’t Forget to Proofread It
Whether you’re writing captions for your Instagram posts or creating short entries for the Stories, make sure that you thoroughly edit and proofread the text.
Despite a popular misconception, your Instagram audience reads all the captions under your posts because they create the necessary context for the visuals.
Apart from your audience, Google also reads your Instagram captions. They need this text to crawl and rank your content. So, if you want people to find your brand not just by searching on Instagram, but also through search engines, optimize the text of your captions for SEO.
5. Use call-to-action phrases
Speaking about writing captions, this is also a great opportunity for brands to interact with consumers using different call-to-action phrases.
There are different purposes you can use CTA phrases in the captions to your Instagram branded content:
- Invitations to interact. Brands can use these CTAs to encourage followers to share their opinion or experience in the comments. This feedback is also useful to evaluate the customer’s overall satisfaction with a brand and its products:
Image credit: MOHITO Fashion
- Requests for user-generated content. Many companies incorporate user-generated content to boost their brand image online. This content helps make your content marketing campaign more versatile and boosts the engagement of your audience:
Image credit: Reserved
- CTAs that boost sales. Besides interacting with and engaging the followers, you can write CTAs that invite them to buy your product. Such CTAs can be of different nature. For instance, you can craft a CTA that creates a sense of urgency to boost sales:
Image credit: Leia Collection
When writing CTAs for your Instagram captions, keep in mind that they should be concise and direct but not overly promotional. CTAs should create the context for your visual content but not distract from it. Your goal is to make the customer’s need for your product even bigger without pushing too hard.
Building your brand’s image on Instagram isn’t as easy as it seems. Instagram is very competitive, with millions of brands fighting for the attention of Instagram users.
The only thing that can help you get ahead is creating branded content, which will be the outlet for your creativity and the channel that communicates your brand’s uniqueness and values to the public.
Hopefully, our tips and examples will inspire you to create content that successfully represents your brand’s personality and builds your brand’s image on Instagram.