“Treat your app like you would any other business,” writes a blogger for Buildfire. “Come up with a marketing campaign that generates money.” More than likely, Instagram is going to be a big part of that marketing plan. Since its launch in 2008, Instagram has become one of the most widely used and engaging social platforms. According to research cited on Hubspot, Instagram has more than 800 million active monthly users. 60 per cent of adults online use Instagram and there are 25 million business profiles on the site. Despite how prolific Instagram is in terms of connecting with potential customers and creating marketing, it’s different from other social platforms and it requires a distinctive approach. If you’re thinking about marketing an app on Instagram, the following are some general and specific things to be aware of.
Optimizing Your Instagram Business Profile
First things first. If you’re going to be marketing an app on Instagram you need to create and optimize your profile. You’ll have to choose an image that’s in line with the marketing and branding you’re implementing elsewhere. Your logo is a good option, but since you’re marketing an app you could also use a captivating image from within your app. Your bio has to be short and sweet, so let people know what your app is and why they should use it and love it. You don’t have to optimize for keywords here, because you can’t search Instagram bios. What you should do, however, is encourage your profile visitors to take a certain action. Maybe you send them to a landing page with more information about your app, or perhaps you encourage them to go and download the app. The bio is the only place where you can add a clickable link on Instagram, so make good use of it.
Influencer Marketing
If you are going to be marketing on Instagram, you’ll need to get familiar with influencers. People go to Instagram to see what the people they follow are doing and using. Instagram users with big followings are often described as influencers. Consumers are much more likely to make a purchase or download an app if someone they follow on social media recommends it. There are different ways to connect with influencers. You can reach out to them directly in their direct messages, but this can be tough to get their attention, especially if they have tons of followers. Another option is to go through a service that manages the connections between influencers and people who want to market their products or services.
Using Hashtags
Along with learning more about influencer marketing and reach out to influencers, if you’re marketing on Instagram you’re going to have to learn hashtag best practices. You probably already know the general elements of what hashtags are and how to use them, but they’re one of the most critical parts of your Instagram campaigns and marketing efforts. Every post on Instagram should have at least one hashtag, but you’re usually going to have more than that. Include a mix of short- and long-tail hashtags, and don’t post your hashtags in the caption. Instead, add them to the comments so that people will be able to see your pictures in their newsfeed without the clutter. Include one of your brand’s hashtags in every post for consistency.
Instagram Ads
While Instagram can be great for organic marketing, their paid ad options are fantastic as well. There are two types of Instagram ads. One is an image ad, and the other option are video ads. Image-based ads look a lot like an organic Instagram post, while video ads can go for up to 30 seconds and include sounds as well as the visual elements. Either option can be used for app installs. Instagram ads include different CTA options, including one for “Install Now.” Instagram ads are good for driving app installs for a few different reasons. First, since they are native-style they really seamlessly blend into people’s feeds and they might not even initially realize they’re looking at an add. Instagram ads also perform well—often better than Facebook ads in terms of getting clicks. Is this all you need to know about marketing an app on Instagram? No, but it can help you get started and then you can explore more options and see all of the opportunities and possibilities available through this platform.
