How to use Instagram effectively for businesses in 2020

More than 25 million companies worldwide use Instagram for business and more than 200 million users access at least one business profile every day.

When Facebook focused on connecting people with content from family and friends, Instagram became the new home for brands, on which there was high engagement, loyal followers to the brand and having achieve real business goals.

This is everything you know about using Instagram for businesses, whether you're just starting out or you just need to tweak your existing strategy.

Step 1: Get your Instagram business account

If you already have a personal Instagram account with content that fits your brand and is set up later, you may want to convert it into an Instagram business account. This gives you access to all business features but makes the transition seamless to your current followers.

You can also choose to create an entirely new Instagram business account. This is a good option if you do not already have a personal account or if your personal account does not accurately represent your business.

How to set up an Instagram business account from scratch

  1. Download the Instagram app for iOS, Android or Windows.
  2. Open the application and press Registration .
  3. Enter your email address and press Next . If you want to connect your Instagram business account to your Facebook Business Page, make sure to use the admin email address to sign up or click Login with Facebook .
  4. Choose your username and password and fill out your profile information. (We will dive into how to optimize your Instagram business profile information later in this post.)
  5. Press Accomplished .
  6. You now have a personal Instagram account ready to convert into a business account. Continue by following the steps below.

How to convert a personal Instagram account to a business account

  1. Log in to your existing personal Instagram account on the app.
  2. Click on it Profile icon to go to your profile.
  3. Click on it three line icon at the top right of the screen, then press Setting .
  4. Press Switch to Business Profile , later Continue .
  5. (Optional) If you want to connect your Instagram business account to your Facebook business page, follow the instructions to do so.
  6. Add contact information: The Instagram account for your business must include email addresses, phone numbers, or physical addresses (or all of them).
  7. Press Accomplished .

Step 2: Create a winning Instagram strategy

Identify your target audience

Before you can decide what type of content to post in Instagram, you need to think about who will see that content.

The vast majority of Instagram users are under 35, with a pretty tight divide between male and female users. The United States has the largest number of Instagram users, closely followed by India, Brazil and Indonesia. That's good information to get you started, but you need to go beyond these Instagram overall demographics to identify the unique target audience for your brand.

Because defining your target market is one of the most important parts of your marketing strategy for any marketing tool, we've created a step-by-step guide that explains all the details. . This is the short version:

  • Identify people who bought from you.
  • Check out the analytics on your other social media channels to find out who follows you there.
  • Do some thorough competitor research.
  • Create a clear value statement for your brand.

When you understand who your audience is, think about the type of content they want to see from you. What kind of content do they post on their own accounts? How do they interact with your competitors or similar brands?

Set goals and goals

Knowing what you want to accomplish by using Instagram for business is the first stage to creating an effective Instagram strategy. Understanding your goals keeps you on track and allows you to focus all your efforts to achieve real business goals.

Effective goals follow the SMART framework. That means they:

  • Special feud
  • M easily
  • May gain
  • R degrees high and
  • T silent

When you build your Instagram presence, you can have goals based on frivolous metrics like likes, followers and comments. But make sure you also set goals related to real business goals. Lead us to

Focus on consistent performance metrics

The exact metrics to measure and track will vary for every business. But, broadly speaking, you should focus on metrics related to social channels.

That means your goal must fit into one of the four stages in the customer journey:

  • Awareness : Include metrics like brand awareness, follower growth, and reach.
  • Commitment : Include metrics like interaction rate (based on likes) and amplification rate (based on stock).
  • Convert : In addition to conversion rate, this includes metrics like clickthrough rate and bounce rate. If you're using paid advertising, conversion metrics also include cost-per-click and CPM.
  • Customer : These metrics are based on actions taken by the customer, such as providing testimonials.

Commit to regular post schedules

When you start building followers on Instagram, your fans will expect to see posts from you on a regular basis. You want to keep them aware of your brand and engage with your content without overwhelming them to the point they tune out or otherwise don't follow.

There is no one best time to post to all businesses. Hootsuite and Unmetric analyzed 200,000 Instagram posts in 11 different industries and determined that the best time to post on Instagram varies depending on your industry. For example, Food and Beverage found the most successful posts at 12pm, while Education lost their engagement when they posted at 4pm.

In addition to benchmarking your account against other top brands in your industry, you'll need to do some testing to determine when time seems to generate the most engagement for your posts. (more on that later).

The main factor is to understand when your audience is online. Remember that they may not be in the same time zone as you. Instagram Insights shows you exactly when your followers are online, broken down by day.

Instagram analytics

To access this information, visit your Instagram business profile, click three bar icon at the top right, then click Details . Click the tab Object and scroll down to see the uptime.

When you determine the best time to post, create a content calendar to plan and schedule your Instagram content in advance.

Step 3: Optimize your profile

You entered some basic profile information when you first created your Instagram business account. Now it's time to optimize your profile for best results. Here is a video quickly surpassing the highlights:


Fine-tune your biology

Your Instagram bio is only 150 characters long, but it needs a lot of heavy work. It tells first-time visitors who you are, what your brand is and why they should care.

How do you cram so much information into such a small space, and convey brand personality? We already have a complete guide to creating an effective Instagram profile for businesses, but here are some quick tips:

  • Use your brand voice : Communicate your personality. Going casual, or professional, or a little cheeky, depending on what makes sense for your business.
  • Includes hashtags : The hashtag Biology on Instagram is clickable and is a great way to show user generated content.
  • Try emoticons : These small icons can help you convey a lot of information in just one character.
  • Use spaces and line breaks : Line breaks make your biology easier to read.

Optimize your profile picture

For most businesses, the best profile pic is some version of your logo. Use the same image you use on other social profiles to help people instantly identify your brand.

Your profile photo displays is 110 x 110 pixels, but it is stored at 320 x 320 pixels. That means you should upload a photo of at least 320 pixels in size to make sure you're ready if Instagram changes the way your profile photo is displayed.

Your profile photo is cropped into an image on the app, so make sure your logo is fully displayed in this image.

Make sure your profile is complete

Use all components of your Instagram business account to get the most out of them.

  • Username and username : These are the only parts of your Instagram profile that are included in Instagram searches, so use them wisely. Include your actual brand name as well as any variations (like common abbreviations). Using the same username (or process) on all social networks makes it easier for fans to find you.
  • Webpage : This is the only location on Instagram where you can post an organic clickable link, so be sure to include a link! Link to your website, your latest blog post, an existing campaign or a special landing page on Instagram.

Take advantage of the business profile features on Instagram

When you use Instagram for business, you have access to some profile features not available to individual accounts. Whether you're switching personal accounts or starting from scratch, make sure you take advantage of the options just for this business:

  • Communications : Include your email address, phone number or physical address so fans can connect with you directly from your profile. When you add contact information, Instagram will create the corresponding buttons (Call, Email or Get Directions) for your profile.
  • Category : This appears under your name and shows people at a glance what you do.
  • The call to action button : The knot This allows users to book appointments, make reservations, buy tickets and more, right from your Instagram profile. From your business profile, touch Edit profile , later Contact options , later Add action button.

Comme Deux uses all of the business profile options available to Instagram business accounts. Their physical address is displayed, the category is designated Health / Beauty, and they have a Store call-to-action button.

Comme Duex Instagram profile and profile

Reward: Download the free checklist that shows the exact steps a lifestyle photographer used to grow from 0 to 600,000 Instagram followers without a budget and without expensive equipment.

Get your free checklist now!

Step 4: Share great content

Create visual aesthetics for your brand

Instagram is all about photos, so it's important to have a recognizable image identity.

First, think about what you will introduce in your article. In some cases, the content will be clear: a line of clothes can display its clothes and a restaurant can post photos of its food.

If you offer a service, try introducing customer stories (which can be gathered through branded hashtags). Or go behind the scenes to highlight office life or introduce fans to people who make your company tick.

Once you decide on a content theme, look for a consistent visual look. That means consistent colors and filters and overall aesthetics are easily noticeable as your fans scroll through their Instagram feed.

Chef and author Dennis Prescott has an instantly recognizable visual style and they have incredible engagement rates. With less than half a million followers, he regularly gains 10,000 to 20,000 likes and hundreds of comments on his posts.

Dennis The Prescott's Instagram profile

Take great pictures

To make Instagram work for your business, you just need to have great photos. But you don't need to be a professional photographer and you don't need a lot of equipment.

Your mobile phone is your best friend when you take photos of Instagram, because you can post directly from your device. Here are some tips for getting the best shots when taken with your phone:

  • Use natural light . No one looks great with a flash that illuminates the most oily parts of their faces and creates strange shadows on the nose and chin. The same is true for product photos. Natural light only makes shadows softer, richer colors and images look better.
  • Avoid harsh light . Late afternoon is a great time to take photos. Cloudy days are better than sunny days to shoot in the middle of the day.
  • Use the rule of thirds . Your phone camera has an integrated grid to help you follow this rule. Place your subject where the grid lines meet to create an interesting photo off-center but still balanced.
  • Try different angles . Get down, stand in a chair, do whatever it takes to get the most interesting version of your shot (as long as it's safe to do so, of course).

Edit your photos like a pro

No matter how great your photos are, you may want to edit them before posting on Instagram. Consistent edits are a way to maintain your brand aesthetics and make your images recognizable.

Mobile photo editing apps like VSCOcam or Enhance offer additional filters or editing options to help you find your unique style. You can import photos that you edit or filter elsewhere into Instagram to post them to your feed.

Tell great stories with Instagram Stories

More than 400 million people use the Story on Instagram every day and 39 percent of the people surveyed said they became more interested in a product or band after watching it on the Story. In fact, one-third of the most viewed Instagram Stories are posted by businesses.

The content disappears after 24 hours and the live broadcast features make Instagram Stories the perfect place to take creative risk with attention-grabbing photos and videos.


How can you make the most of Instagram Stories? Not surprisingly, this ingenious name feature is a great platform for storytelling. Telling authentic brand stories has a beginning, a middle and an end. Get creative with Story slideshows and provide real value to your viewers so they have a habit of consistently viewing your Stories.

End your Story with a strong call to action to convert views of your Story into measurable business success.

Need a little inspiration? Check out some great examples of brands that use Instagram Stories effectively.

Want to extend the life of your Instagram Story content after 24 hours? You can do that with featured Instagram Stories.

Write catchy captions

Instagram may be an intuitive platform, but that doesn't mean you neglect your annotations. Captions let you tell a story that makes a photo meaningful. Annotations can make your followers think, laugh, and feel connected with your brand.

The Pokee urchin is cute and all, but the caption attached to its photo gives the personality account and makes fans want to stop and join.


To create engaging callouts, you need to develop a clear brand voice. The most important thing is to be consistent. Do you use emoticons in your annotations? Is there any branding guide for your brand? Which hashtags do you use? A good style guide will help keep your caption distinct and branding.

For tons of great Instagram annotation examples and tools that will help you create your own better annotations, check out our post on how to write Instagram annotations for businesses.

Step 5: Grow and engage your audience

Follow and engage with people who like Instagram

Social networking is all about the community. A community related to your brand already exists on Instagram. You just need to find it. One way to do that is to engage with the people and brands they have followed.

Start by following up the hashtags in the industry and commenting on the appropriate posts on Instagram. Keep track of people participating in these discussions. This is a simple way to make your presence known to people who are likely interested in your content.

As you become more involved in the Instagram community, you get a sense of the hashtags that inspire the most feedback. Lead us to

Use hashtags properly

Hashtags help make your Instagram content easier to find.

Captions on Instagram are not searchable, but hashtags. When someone clicks or searches for the hashtag, they will see all related content. It's a great way to get your content in front of people who haven't followed you yet.

You may want to consider creating your own brand hashtag. A brand hashtag shows off your brand and encourages followers to share photos that match that image. It can be a great source of user-generated content and encourage the community among your fans.

Amsterdam Marketing uses the hashtag #iamsterdam to collect user-generated content, which they share back to promote a colorful, city-created feed of visitors.

#iamsterdam Instagram post

You want to know more? Check out our complete guide on how to use hashtags on Instagram.

Answer the comments and mention

Remember: this is social marketing. You cannot ignore the social aspect. That means replying to comments and mentions of your brand on Instagram, so users feel motivated to stay engaged with your brand.

You may be tempted to automate your participation using bots. Do not do that. We tried it, and it didn't work so well. Take a moment to respond authentically when someone mentions or tags your brand.

Working with Instagram influencers

Influencer marketing is a powerful way to gain access to a loyal and loyal Instagram after working with an Influencer that fans may be interested in your brand.

Even small brands with limited budgets can use influencer marketing by working with micro influencers: people with smaller numbers but dedicated.

For real-world insights on how to work best with Instagram influencers to grow your Instagram business, check out our insider tips in this post from influencers. Lee Vosburgh, creator of the 10 × 10 Style Challenge.

Advertise your account on other channels

If you already have a follow on other social networks, let those people know about your Instagram business account. Make sure they know what kind of content you're going to share on your Insta profile, so they know why they should spend time following you in so many places.

Try embedding Instagram posts directly into your blog to show your best content and make it extremely easy for blog readers to follow you, like this:


Include your Instagram handle in your email signature and don't forget printed materials like business cards, leaflets and event signs.

Use Instagram ads to get a large audience and target

Instagram can provide great organic business results, but it's also worth investing in Instagram ads to make sure you get your content in front of a broader (but very targeted) audience.

In addition to expanding your content reach, Instagram ads include call-to-action buttons that allow users to take actions directly from Instagram, reducing the number of steps required to take them to the website or promo. your fox.


Get all the details on how to use Instagram ads for your business in our detailed blog post on that topic.

Run a campaign dedicated to Instagram

The Instagram campaign can help you reach specific goals faster than you can by following your overall business marketing strategy on Instagram.

Campaigns may be related to advertising, but they're not just about paid content. They involve a high level of focus on a specific goal for a certain period of time, both in your organic and paid posts.

We will guide you all the details in our post on creating successful Instagram marketing campaigns, but here are some potential campaign ideas to get you started.

  • Run an awareness campaign to increase your overall visibility on Instagram.
  • Promoting sales using Instagram posts can be purchased.
  • Drive engagement with a contest on Instagram.
  • Collect user generated content with branded hashtags.

Step 6: Measure success and adjust

Track results with analysis tools

When you are using Instagram to promote your business, you need to register regularly to see how your progress fits your business goals.

You'll want to track the results of each post, ad and story, as well as your entire Instagram business account.

There are lots of numbers to track, but there are plenty of analytics tools to help you sort them all out.

We have detailed information in our post about the 7 best analytics tools when using Instagram for business.

Use A / B testing to find out what works (and what doesn't)

One of the best ways to continually improve your results is to test each new strategy to see how it works. When you find out what works best for your specific audience, refine your strategy.

Here is the basic outline of A / B testing on Instagram:

  1. Select an element to test (images, captions, hashtags, etc.)
  2. Create two variations based on what your research tells you. Keep the two versions the same except for an element you want to test.
  3. Track and analyze the results of each lesson.
  4. Choose the winning variation.
  5. Check out another small variation to see if you can improve your results even further.
  6. Share what you learn across your organization to build a library of best practices for your brand.
  7. Start the process again.

Tìm hiểu thêm trong bài đăng của chúng tôi trên thử nghiệm A / B trên phương tiện truyền thông xã hội .

Và ở đó bạn đã có nó ngay bây giờ, bạn đã sẵn sàng để xây dựng chiến lược của riêng mình và thực hiện nó. Chúc may mắn.