With 400 million active users a month, Instagram is the social media monster built on visual appeal, an always-changing newsfeed, and endless images, 80 million a day to be exact. Recently the platform released the option to switch to a business profile, providing brands and local businesses with a set of tools to better track post performance and promote their products and services. That’s why the latest Instagram installment is making big waves when it comes to how marketers and business owners use the platform. For professionals like you, this is more than just an update; this is an opportunity to start learning about your Instagram audience and how to connect with them.

Easy and Instant

First, you’ll want to make the switch. Instagram has made turning a personal profile into a business profile easy, and of course, instant. Visit “Settings” to link your profile to your Facebook business page. Linking your professional pages will also help your overall digital brand identity. Once you’ve linked your Facebook account, Instagram will start tracking your posts’ performances in Insights.

Be More Discoverable

Next, update your contact information. Business profiles feature a “Contact” button front and center, so add phone numbers, websites, and street addresses. This means your Instagram followers can reach you much more easily than before, and that is a huge benefit.

Know Your Audience

Now it’s time to post and see the results. Take notice of the Insights tab at the bottom of every post.

Data will be broken down into 3 segments:

  • Impressions – The total number of times a post has been seen.
  • Reach – The number of unique accounts that have seen a post.
  • Engagement – Number of likes and comments on a post.

Use Insights to keep an eye on individual post performance. If you want to keep track of your business page performance overall, record these numbers and compare them over time. Depending on how frequently you post, you’ll want to check insights and collect information accordingly. For instance, if you’re posting once a day, try looking back at the end of the week for anything that stood out. If nothing did, you may want to test a new post idea next week.

Along with monitoring Insights, it’s always a good idea to log your follower count. You may even find a correlation between post performance and follower growth, which could be an extremely valuable takeaway.

Start Advertising

There’s no better time to delve into the world of social advertising than now, especially with Instagram. Business profiles have the option of advertising a post within the app, and this feature is one to take full advantage of based on its simplicity alone. Advertising can grow your audience, increase engagements, and even support lead generation, and it’s as easy as making an online purchase.

Follow the steps below to promote a post:

  • Analyze Insights to select the best performing posts to advertise. As a rule, pick a post that already has a lot of interactions, since you know the audience is responding to it.
  • Tap the “Promote” option at the bottom of the post.
  • Select an objective – “Visit your website” or “Call or visit your business” – that fits your business goal.
  • Determine what your Action button will be. This is a prompt for the audience such as “Learn more” or “Sign up”.
  • Set your budget and how long your ad will run. Note: More money and time typically amounts to higher numbers.
  • Choose the audience to whom you want to promote your post, using several different factors like age, location, and interests, or allow Instagram to automatically generate an audience.
  • Enter your payment method, preview your ad, and tap “Promote”.

You are now a social media advertiser.

Having an Instagram business profile with Insights means that getting more in touch with your audience and the power of social advertising is literally in your hands, so why not make the switch?

Find more social media marketing tips and support at LumentusSocial.com/blog.