The Execs and Cons of Instagram Advertising and marketing, In response to an Skilled [+ Research]

I used to be in highschool once I uploaded my first Instagram submit, and now that I am nearly 30, I can say for certain I’ve modified so much since then.

The identical could be mentioned for the social media platform, and people adjustments have led to some professionals and cons of Instagram advertising and marketing.

With Instagram being round for thus lengthy, you might surprise if the platform remains to be related in advertising and marketing or if the professionals of Instagram advertising and marketing nonetheless outweigh the cons.

Thankfully, I requested an professional for her ideas, and I consulted the findings of our most up-to-date Instagram Advertising and marketing report. 

Here is what I’ve found:

In our 2024 Instagram Advertising and marketing Report, 88% of responding entrepreneurs say Instagram advertising and marketing has been efficient for his or her firm this 12 months.

Moreover, 71% of entrepreneurs who promote merchandise immediately throughout the app say its social purchasing options yield excessive ROI. 

With these numbers in thoughts, I would say Instagram advertising and marketing remains to be worthwhile and efficient in 2024. Samantha Meller, head of social media at HubSpot’s The Hustle, agrees—however with a situation.

“Indubitably, I would say just about each model needs to be on Instagram,” she says. “That mentioned, the normal playbook of Instagram has gone out the window.”

Meller says entrepreneurs have to be nimble and adaptable to succeed on the platform.

“You possibly can’t simply relaxation in your laurels of what is labored up to now,” she says. “You could all the time proceed to innovate and have that ear-to-the-ground mindset about what’s taking place proper now that you would be able to relate to what you are promoting.”

Furthermore, take into consideration how your content material can present worth to their viewers.

For instance, certainly one of my favourite Instagram accounts is Fenty Magnificence. The make-up model does not simply submit beautiful photographs of its merchandise; it additionally makes use of Reels and Tales to point out its viewers methods to use the merchandise for well timed seems.

Its newest video includes a tutorial by magnificence influencer Alegria Jimenez, exhibiting viewers methods to create a vacation look.

Picture Supply

Whereas Instagram actually has its worth in advertising and marketing, it isn’t with out its challenges. I requested Meller in regards to the professionals and cons she’s skilled in Instagram Advertising and marketing. Here is what she advised me:

Like 40% of entrepreneurs in our Instagram Advertising and marketing Report, The Hustle’s high objective on Instagram is to boost model consciousness.

“It is a manner for us to attach with our viewers and to achieve probably new viewers members who would ideally flip into prospects at HubSpot,” she explains. “It is a manner for us to showcase all of the completely different content material we’re doing throughout The Hustle model, reminiscent of movies, podcasts, long-form editorial tales, our publication, and so on.”

Meller notes that Instagram followers are extra worthwhile than on different platforms as a result of they’re extra invested within the account and its content material. They’re additionally more likely to constantly see your content material.

“While you comply with somebody on Instagram, it is much more of a dedication than following somebody on TikTok,” she says. “If you happen to’re following somebody on Instagram, it is since you need their content material to look in your feed. However, in the event you comply with somebody on TikTok, you continue to may not see their content material for months.”

2. Instagram helps entrepreneurs decide what their viewers is into.

“Instagram is efficacious find out what kind of content material our viewers is into, what sort of tales they wish to hear about, and what they do not wish to hear about,” Meller explains.

“I am an enormous believer that figuring out what your viewers does not need could be much more useful or worthwhile than figuring out what they do need.”

Meller says The Hustle makes use of these insights to counterpoint its content material, together with podcasts, newsletters, and extra, each on and off the platform.

3. Instagram makes partaking with audiences a breeze.

54% of marketers say their objective in 2024 is to extend engagement on Instagram, and Meller says engagement is among the platform’s perks.

“We have made many adjustments to our Instagram and social media technique in the previous few months, and we have seen some actually thrilling metrics come out of our new technique,” she shares.

“We’re getting an enormous improve in impressions and engagement, which implies our viewers is responding to our content material much more than that they had been up to now.”

Interacting together with your viewers is the most well-liked and fruitful technique for engagement. You are able to do this by replying to feedback and sharing photographs and movies of your followers utilizing your merchandise.

4. Instagram can put your content material in entrance of latest audiences.

This professional did not come from Meller. As a substitute, it’s my very own remark as each a creator and an Instagram person. Instagram has applied new options and algorithms that assist push your content material to new audiences. 

For instance, collaborative posts enable for a similar content material to look on two completely different accounts. For instance I am a smaller enterprise that managed to have a well known creator showcase my product of their Instagram content material.

Stated creator can submit the content material in collaboration with my account and their followers will see each my account and the product, granting my model extra publicity. 

Instagram can also be experimenting with exhibiting really useful accounts on customers feeds. 

Whereas it looks as if a finest follow to companion with influencers with many followers, HubSpot’s Instagram Engagement Report says your efforts are extra worthwhile in the event you companion with influencers who might have fewer followers however a extra engaged group (often known as micro influencers).

Micro-influencers present smaller, extremely engaged audiences with out the hefty price ticket of a mainstream movie star, making this sort of advertising and marketing extra accessible to numerous manufacturers.

With 86% of entrepreneurs saying influencer advertising and marketing was efficient for his or her firm, I nonetheless say it is price a strive. 

4. There are tons of competitors on and off the platform.

“There’s a number of competitors with not solely different manufacturers or content material on the platform but in addition Instagram itself is competing with different apps, reminiscent of TikTok,” Meller explains. “All of the apps are vying in your consideration, so the extra different platforms develop in reputation, the less individuals are happening Instagram.”