Instagram is a critical social network for fashion and lifestyle merchants, for two reasons.
First is brand representation. Branding is how consumers perceive a company. Instagram is mainly visual — images and videos. Plus it offers text capability and hashtags for categorizing. Instagram’s tools, in other words, can showcase a business and enhance its branding.
Second is engagement. Instagram produces more engagement than other platforms. Instagram users are 58 times more engaged in brands’ activities than Facebook users and 120 times more than Twitter users, according to Forrester Research.
Thus companies should take Instagram planning seriously. As with every digital channel, Instagram requires a robust strategy, tactics, and execution to produce positive returns, especially for smaller companies with limited resources.
Instagram Planning
Profile. An Instagram profile is the “Instagram face” of your business. Create a profile that gets clicks. With only 150 characters available, make it clear to potential customers what you do, who you do it for, and why people should be interested.
You can add hashtags to your profile description. Targeted hashtags will help your future customers find and follow you or your company. Pick profile hashtags precisely. Use specific hashtags versus general ones.
Also, Instagram allows just one link in a profile. Think this through. It’s best to link to the part of your website that offers something valuable, memorable, and long-lasting — preferably informational. If you don’t have informational pages on your site, link to a compelling promotion.
Goals. Have a clear understanding of your general business goals and separate goals for Instagram. Each Instagram goal should have “topics,” categories that rotate to keep your followers engaged.
For example, one of your goals could be to inform Instagram users about your products and offers. So post your new arrivals. Or perhaps you want to educate customers and prospects. Thus, post how a particular dress will improve your customer’s life — the dress is…
