Instagram is among the most used social networks in the world, a list topped by Mark Zuckerberg's other major platform, Facebook. The statistics speak for themselves: Instagram has more than one billion monthly active users. In addition, user images generate 23% more engagement than Facebook images, rising to 38% in the case of videos.
The surprising thing is that it is assumed that this social network will continue to grow as it has done until now, improving its position in the lives of people around the planet. In this way, giving up this powerful tool as a brand is something that does not take place today. Instagram welcomes more companies every day, who see the growth potential that the social network represents.
With so many changes, you may feel a little overwhelmed and not know where to start. It is normal, but with organization and leaving this task in good hands, it doesn't have to give you a lot of headaches. The problem begins when we try to start the house on the roof, turning a take-off tool, such as Instagram, into a fall into the void.
If you want to know how to manage an Instagram account To do it correctly and avoid typical common mistakes, keep reading.
How to manage an Instagram account: how the platform works
The first thing when it comes to knowing how to manage an Instagram account is to know How does this social network work? To do this, we are going to do a brief review.
The tool offers different options when uploading content and interacting with other users. Each of them has its own format and characteristics. It is important to know the potential and registration of the different options that Instagram offers, in order to get the most out of them.
The Instagram feed was at the time its main function. It is a wall in which they appear all the publications that the profile itself has uploaded, whether videos or photos. Posts may have different layouts depending on the choices of users visiting the account in question. However, by default, the tool offers a grid format.
Depending on the profile settings, any user will be able to access your Instagram account or only those to whom you have given permission will have the opportunity to do so. In this way, the accounts are divided into public or private.
When publishing content on Instagram, it is very important to take care of the feed aesthetics, ensuring that the publications that make up the grid follow the same pattern. In this way, a attractive and colorful overview. For this, it is very important to have harmony in the colors, and there must be a predominant one that unites all the publications. Likewise, it is also crucial to maintain consistency in all typographic elements.
Instagram stories are publications that have a duration of 24 hours. Once that time has passed, they disappear from your profile and no one can see them, unless the user decides to make a 'featured' folder. Today, the stories are one of the most powerful tools on Instagram. It is, perhaps, their temporary nature that makes them generate many visits; since users know that they will not be able to see them at another time.
Since they allow more direct contact with users, stories are characterized by generating a closeness with your followers. In addition, stories allow you to include links in posts. However, in order to access this option it is necessary to have a minimum of 10,000 followers.
Reels are one of the most recent options on the platform. It is a series of short videos that have their own space on the wall or feed. They have one maximum duration of 60 seconds and they are reproduced in full screen, so they must be done in vertical format. Additionally, they can be edited with effects and audio provided by the Instagram library.
How to manage an Instagram account: what you should keep in mind
Once we have explained how Instagram works, it is time to get deep into the matter. Beyond the elements mentioned above, there are other issues that must be taken into account. It is a common mistake to overlook certain elements. Although they may not seem important, they are and they make a difference.
As in any type of social network, the Instagram profile photo is your cover letter. It is very important that this photo is associated with your company and that it contains some identifying element. This way, when a user searches for your company profile in the Instagram search engine, they will be able to know which one it is at a glance. In addition, it is also recommended that you use the same profile photo on all social networks, since this makes it easier for users to follow you in several of them.
The biography is one of the first elements that users will see when they log into your Instagram account for the first time. It is advisable to offer a description with which the profiles can Know what your business is about. Furthermore, there is increasing use of emojis, since they allow a large amount of information to be offered in a concise way that could otherwise visually overwhelm the user.
You must also include contact information in your Instagram bio, such as website, email or phone. Also, put the links relevant to make the task as easy as possible for users.
Descriptions are the text that accompanies posts in your feed. This plugin is very important for give value to your photos and videos, so you should not neglect it. Descriptions serve to create a solid connection with your followers and the rest of the visitors who end up on your Instagram account. They have one maximum length of 2,200 characters and allow you to include a maximum of 30 hashtags. However, with specific exceptions, the descriptions do not even remotely reach the maximum allowed. The key is that they are Eye-catching and easy to read.
Tips to know how to manage an Instagram account
Activate the company profile
Instagram allows the possibility of creating a company profile that differentiates brands from natural persons at the user level. The platform's company profile carries a series of very interesting benefits.
The first of them is Instagram Insights, the analysis tools offered by the platform. Through this function, companies can know how your content works, to know if they should change their strategy or if they are achieving the planned objectives. Some of the data that Instagram Insights offers are: impressions, the followers gained, the follower activity level or the reach of the publications.
On the other hand, the Instagram company profile also allows you to advertise with Facebook Business Manager. Without a doubt, this is a very powerful and attractive tool that can improve your brand positioning, as well as your income and profits. With the company profile you will also have the opportunity to promote photos and videos to improve performance. As if that were not enough, this option also allows you to add an address.
Create a strategy
When managing an Instagram account, it is essential to create a well-founded strategy. There are many inexperienced companies that make the mistake of starting to upload content without any type of strategy to support it. The management of this, and of all social networks, must be audience oriented.
To know who is behind the figures reflected on the platform, it is essential to do a demographic study. Thanks to this, you will be able to know the average age of the users you want to follow you, as well as the number of times they use Instagram per day, the other social networks in which they are present, the countries in which they are located or their interests. For example, according to the statistics offered by Instagram, the majority of users have a age between 25 and 24 years. Furthermore, 51% of the users are women and 49% are men. On the other hand, the main interests of users on the platform are travel, music and gastronomy. However, these change depending on the country.
Define your target audience
As you can see, all this data is fundamental and very valuable when creating a strategy on Instagram. By knowing the interests and needs of your clients, you can create a content with a higher probability of interaction for his part. In order to do this, you will have to define your target audience.
When doing so, it is advisable to go into detail and do not use very broad categories. In order to achieve this, it is very useful to make a collecting data from your audience on other social networks and your clients. Determines average age, location, time zone, language, purchasing power, interests, and life stage. If the profile is intended for a B2B company, it will be crucial to answer questions such as size of the companies that buy from you or who makes the purchasing decisions in them.
In addition to investigating your company's own channels, it will also be of great help to you to do use of the data that the competition can provide you. To do this, you must do a competitive analysis. With this tool you will answer certain questions, such as who your competitors are on Instagram, what other social networks they are on, what content they upload to the platform, what their weaknesses and strengths.
You already know your target audience and your competition on Instagram. Now is the time to define your objectives, that is: What are you looking to achieve with the use of this social network. When defining objectives, beginners often make the mistake of setting unspecific and unrealistic goals. You must dedicate the necessary time to this point and be clear about your objectives, since these will be the ones that determine your entire strategy on Instagram.
Before getting down to work, it is advisable that you carry out a social media audit, with which you can see your strengths and weaknesses on the platform. This way, you will know where to direct your efforts. Once you have done this, think about How your Instagram goals will reflect on your business. For example, you may have thought about setting an increase in likes as a goal. However, will these likes translate into increased sales, greater engagement or improved brand awareness?
On the other hand, we recommend that you establish SMART goals, that is: specific, measurable, achievable, relevant and timely. Define realistic and concrete objectives and mark the time in which you must achieve them.
Make a content calendar
You already know who your target audience is, what they look for on Instagram and what you need from them. Now is the time to plan your content. It is essential to take into account the main events of relevance to your audience, such as Women's Day, Sports Day or Mental Health Day.
You will also have to maintain a regularity in content that you post on Instagram. When you do, be realistic and don't set unattainable goals. It is better that you publish religiously twice a week than that one week you publish every day and another, when you have less time, you only do it once. Seeks themes to organize your days, you can upload reels about interesting things on Tuesdays, infographics on Wednesdays and direct contacts with people of interest on the last Sunday of each month. Of course, don't forget to take into account the activity schedules of your users On Instagram.