Why Small Businesses Should Utilize Instagram

Social media has undoubtedly played a strong role in our lives over the past few years, particularly during the pandemic. According to a Pew Research Center study on social media use, roughly seven-in-ten Americans say they use one platform despite the controversies and negative sentiments involving social media.

Instagram, in particular, has moved beyond connecting users with friends and celebrities. Its features — photos, videos, IGTV clips, temporary Stories, and short-form Reels — allow Instagram to work as a business marketing tool. Brands can expand their presence, increase product visibility, and even let customers shop directly on this free platform. Here are four reasons why small businesses absolutely need to utilize Instagram:

1. Expand your online presence

   One hurdle small businesses have to overcome is awareness. If people don’t know about your brand, they can’t buy your products. Fortunately, Instagram lets businesses reach a wider audience base. The latest figures on Instagram usage point to more than two billion monthly active users worldwide. Given how TikTok has proved to be adept in winning over young demographics, this number shows how Instagram is still relevant to many people.

   In fact, most consumers now expect businesses to have an Instagram presence. If the search for your brand comes up empty or they can’t find related hashtags, it puts your business credibility in doubt — or worse, leads them to your competitors. Even if you’re not planning to be active, just having your business name, contact information, and a few relevant posts can connect you with both new and existing customers alike.

2. Harness the power of influencer marketing

   Instagram is the birthplace of modern influencers, or online celebrities who promote brands and products, taking these into the mainstream. A big reason why influencer campaigns dominate Instagram is that this platform sees higher engagement rates than other social networks.
   
   According to a feature on influencer marketing by Maryville University, today’s influencers are expected to represent a $13.8 billion market. Experts estimate that for every dollar spent, an influencer can earn a marketing yield of $5.20 to $6.50 in ROI. Even though Facebook has considerably more users, highly visual Instagram is evidently better suited for shoppers who enjoy seeing products on their screens.
   
   With Instagram, you can work with influencers who can keep your company updated on the latest trends. They can provide you access to new demographics, develop desirable products, and refine your overall marketing strategy. With a small investment, tapping into Instagram influencers can greatly reduce your campaign costs.

3. Foster new and existing customer relationships

   A study from the Arkansas Tech University found that social media has changed consumers’ shopping and buying behaviors, especially amidst the pandemic. With more consumers online, social media lets small businesses build brand excitement through product reviews, service experiences, and product usage tips. These contents allow you to build relationships with your customers.
   
   People buy from businesses they like and have a relationship with. As Instagram becomes a space to share more about your brand and products, you build trust with your audience. You become more reputable, real, and transparent to them as they engage with your business on a daily basis. By getting to know your brand, more people have a chance to appreciate it.
   
   Of course, there are so many more jaw-dropping things you can do with your professional photos, but this is a good start in getting those new pics out there!

4. Showcase the best of what you have to offer

   Instagram is, simply put, the perfect place to show your business at its very best. Sharing photos and videos of your business, staff, products, and customers shows your followers that you’re more than just a faceless business. You get the opportunity to differentiate yourself from your competitors, whether through behind-the-scenes content, live Q&A sessions, or glowing customer reviews. In short, you get to show your most creative, human side, and that is something most consumers are looking for.
   
   Of course, showing your best means producing high-quality marketing content. As we mentioned in our post called “What Should I Do With My New Professional Photos?”, you want polished, jaw-dropping material that will have followers clamoring for your products when they scroll down their feed. The BoCo Collective has exactly the expertise you need. Call us today to learn more about our services.

   Article specially written for bococollective.com By Pia Parker