Enough statistics and observations for today. Let's instead talk about what brands can do to maximize the benefits of their marketing strategy on Instagram.

Don't give up on Facebook

Facebook's reach and sharing capabilities make it an ever-useful network for marketers, so don't give up on this channel entirely. Facebook is a great place to post great content and brand news. And paid advertising is more effective there than on Instagram. But if you're looking to build your brand reputation and build relationships with your clients, Instagram is better. Put in more visual content. If visuals perform much better than text alone on either network, on Instagram they are absolutely necessary. Facebook is more lenient with text-based publications (blog posts, very long statuses, etc.); on Instagram, your publications must look good if you want to get good results.

Create content

Again, publishing or sharing third-party content is perfectly acceptable on Facebook. But on Instagram, everyone assumes that you are the creator of the content you publish. Instagram is not really about sharing the work of others, so invest in creating quality content. Use hashtags. You can't target a particular user group on Instagram, but hashtags still allow you to get as close to them as possible. List all the hashtags that are relevant to maximise the visibility of your publications. You can put up to 30 hashtags in the description of each publication, and you can add more hashtags as comments.

Launch contests

Contests are a great way to engage your audience. So don't hesitate to start a photo contest on Instagram. Having users promote your brand in their photos is simply free advertising. Don't forget to associate a hashtag to your campaign. You can also participate in other major trends, such as the #lemondancechallenge below.

Be consistent in the themes

Targeting a specific and specialized audience is one of the major trends on Instagram (another reason why hashtags are so important). Choose a theme and stick to it. If you are in the tourism industry, publish travel photos only. If you're in the restaurant business, post photos of dishes. The more you specialise, the better (as long as there is an audience, of course). Optimize your biography and description. These are the only places where you can talk about yourself, so your bio and description are vital. In addition to your website address, add your slogan and a short sales pitch and of course hashtags. Don't be afraid to use your logo as a profile picture either.
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