The importance of Instagram and its influence and impact on the marketing and business world

1. Instagram
for business
Presentation prepared by:
Aliaksandra Biahunova
abiahunova@myseneca.ca
Manav Satish Chandan
mschandan@myseneca.ca
Seneca MKM 915 MMS Digital Marketing
Source: https://business.instagram.com/getting-started/#why-instagram Image source:
https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-

2. Instagram Value Proposition
Why
Instagram?
1 million +
advertisers worldwide
use Instagram to share
their stories and drive
business results
60%
of people say they
discover new products
on Instagram
75%
of Instagrammers take
action after being
inspired by a post
1/3
Of the most viewed
stories are from
businesses
Source: https://business.instagram.com/getting-started/#why-instagram
Image source: https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/
1. Starting an account is quick and easy
2. Free training provided
https://www.facebook.com/blueprin
t/courses/category/instagram
3. Real time metrics and plenty of free
analytical tools.
4. Shopping feature is available
https://business.instagram.com/blog
/a-better-shopping-experience-on-
instagram/
5. Business blog-the latest
announcements, updates and best
practices from Instagram.

3. Instagram user demographic in Canada VS U.S.
Source: https://business.instagram.com/getting-started/#why-instagram Image source: https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/
VS

4. Which type of business Instagram works better for: B2B or B2C?
Source: https://business.instagram.com/getting-started/#why-instagram Image source: https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/
• For 98% of B2C companies Instagram is essential, as this is one
of the most popular platforms for potential customers to relax
and consume visual content;
• The highest engagement rates achieve B2C lifestyle and CPG
(consumer packaged goods) brands, as they massively run user
generated content campaigns;
• If B2B companies want to be successful on Instagram, solely
sharing company-centric content is not enough. It will
require more creativity.

5. Instagram: costs for business
Source: https://business.instagram.com/getting-started/#why-instagram
Image source: https://techcrunch.com/2016/05/11/instagrams-big-
redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-
 Instagram business accounts are free, not payment for registration
or for usage;
 The expenses that businesses are facing are directly connected to:
 Instagram Advertising
With its impressive targeting capabilities and click-through rate, the
cost to advertise on Instagram is a bit higher than Twitter or Facebook.
Average Instagram CPM (cost per thousand views) is $6.70
 Advanced Analytics Tools:
Iconosquare — price starting from $9 per month or $54 per year with
a 14-day free trial
Minter.io — price starting from $20 per month with a 14-day free trial
InfluencerDB — price starting 99€ (about $100) per month with a free
plan
Dash Hudson Instagram Insights — custom pricing packages

6. Analytics Tool – Instagram Insights
28 Metrics
and Insights
Available
Profile:
-Followers
-Impressions
-Reach
Audience:
-Gender
-Top locations
-Age
Posts:
-Likes
-Comments
-Saved
-Engagement
Stories:
-Exits
-Replies
-People
insights
- Instagram Insights is Instagram’s native analytics tool.
- The use of this tool is absolutely free of charge.
- Each metric available displays insights such as reach, likes,
comments and views.
- The ‘Followers’ metric even displays in-depth analysis of the
profile of the followers.
Source: https://blog.bufferapp.com/instagram-analytics#instagram-insights-and-other-tools
Source: https://business.instagram.com/getting-started/#why-
instagram Image source:
https://techcrunch.com/2016/05/11/instagrams-big-redesign-
goes-live-with-a-colorful-new-icon-black-and-white-app-and-

7. Why Instagram relevant to your business?
Source: https://business.instagram.com/getting-started/#why-instagram Image source: https://techcrunch.com/2016/05/11/instagrams-big-redesign-
goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/
• Instagram’s rise to prominence has
been eye-catching.
• Throughout the years, Instagram’s
growth in terms of users has been
nothing short of admirable.
• Instagram’s last 100 million users have
grown quicker than its first 100 million
users.
• Users of a wide age group are said to
be present on Instagram.
• Instagram are expected to reach 1
billion users by October 2017.

8. Instagram: optimal time for posts
Sources: https://later.com/blog/best-time-to-post-on-instagram/
http://seopressor.com/wp-content/uploads/2015/10/instagram-best-worst-timing-seopressor.png
• Post more during off-work hours instead of during the day
- Generally, the best times to post on Instagram are lunch
time (2pm-3pm) and evenings (8-9pm).
- This is essentially non-office hours.
• Weekends can be hit-or-miss
- Depending on your audience, B2C companies will likely see
better results when posting on weekends than B2B
companies, since many businesses only operate during the
week.
• Save the important posts for weekdays.
- The differences are slight, but average Instagram
engagement does shift depending on the day.
- Mondays and Wednesdays tend to drive the most
engagement, while Sundays drive the least.
• Avoid 3pm, but don’t be afraid to experiment.
- Weekdays between 3 and 4pm typically drives the lowest
engagement, likely because most users are busy at work at
that time.
- However, some social media managers with large audiences
on both the west and east coast believe that 4pm EST was
their best time to post on Instagram. Source: https://business.instagram.com/getting-started/#why-
instagram Image source:
https://techcrunch.com/2016/05/11/instagrams-big-redesign-
goes-live-with-a-colorful-new-icon-black-and-white-app-and-

9. Instagram for Business: Best Practices B2C
 3.29% lift in
household
penetration
 4.62% lift in
sales
 13.3 million
people reached
https://www.instagram
.com/gatorade/
Source: https://business.instagram.com/getting-started/#why-instagram Image source: https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/
Stone Brewing, a beer brand continue their brand’s brash,
snarky, whimsical tone through to each and every Instagram
post. The professionally-staged photo of a dog in an Ewok works
because they’ve created a limited-time only beer with the
same theme for the 4th of May.
Over 6,700+ likes within just a few days of it being posted.
https://www.instagram.com/stonebrewingco/

10. Instagram for Business: Best Practices B2B
 1,428 leads
through Instagram
 77% of the
course’s total
registrations came
from Instagram
 20% more
registrations than
established goal
https://www.instagram
.com/tuliocottaoficial/
Source: https://business.instagram.com/getting-started/#why-instagram
Image source: https://techcrunch.com/2016/05/11/instagrams-big-
redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-
more/
 5 M unique
people reached
 1% click-through
rate
https://www.instagra
m.com/salesforce/

11. So why wait? Get started with Instagram today!
https://blog.hootsuite.com/how-to-use-instagram-for-business/
Hootsuite through the
#IWorkFromHere
contesting hashtag
showcase customer
content and have close to
6k tagged entries to date.
Source: https://business.instagram.com/getting-started/#why-instagram Image source: https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/