Slides for the Instagram workshop at New Forest Business Partnership on 17th October 2018

1. Instagram:
Is it right for your
business

2. There are currently more than 800 million monthly active users
Many experts believe it could reach a billion in 2018.
That’s more than double the monthly active users of Twitter
Why would you consider Instagram?

3. Why would you consider Instagram?
RAPID GROWTH!
STILL GROWING

4. • 80% of users say they follow at least one business on
the app, with 60% hearing about a product and service
through the platform.
• As of March 2017, over 120 million Instagram users
visited a website, got directions, called a business,
emailed or direct messaged a business.
Each of these activities signifies some
level of interest,
and in many ways, these Instagram fans
can be considered as leads.
To get more tangible, at least 30% of
Instagram users have purchased a
product they first discovered on
Instagram.
Why would you consider
Instagram for your Business?

5. Who is on Instagram?
Are they your customers?

6. Anatomy of an
Instagram Profile

7. Public Vs
Private
Open "Options" (the gear
button on iOS, or three
dots on Android) and
make sure "Private
Account" is turned off.

8. Recognisable and
Searchable
@username
If your business name is
already taken as a
username, try keeping
your business name as the
first part of your username
so that people searching
for your business are more
likely to come across your
account
To edit your @username: Go to your profile
page and click the "Edit Profile" button to
the right of your profile photo.
Next, click on the text or open space to the
right of the person icon and enter your
desired username.

9. Easily searchable
business name
Make sure to add your full business name
to the “name” section of your profile. This
will appear under your profile picture and
under your username in search.

10. On brand
Profile Photo
Your profile photo is one of
the first things people see
when they visit your
Instagram profile
It should be something
easily recognisable;
something that's on-brand
with your other social
networks.
For most companies, this
will be your company logo.
Instagram actually crops your profile
photo into a circle (110 pixels in
diameter) when you upload it to the
app.
You don't have to create the circle
image yourself. ideally you'll want to
upload a square photo with your logo
in the centre, placed so that the
corners of the photo can be cut off
without a problem.
To add or change a profile photo: Go
to your profile page and click "Edit
Profile." Then, tap "Edit" in the top
right. (This will appear under your
current profile photo if you have
one.)

11. Delightful, Actionable, Informative Bio
You have a max of 150 characters:
• Use them to let people know what you're about and give them a
reason to follow you.
• Include who you are and what you do, and be sure to add a hint
of personality.
• Embrace the emoji!
• Break it up with spacing and one breaks
• Use branded hashtags to collect user generated content
• Include a call to action

12. One Clickable Link!
• Will you change it regularly to match a call to action?
• Will you use a tool?

13. Switch to a Business
Profile
You must have a Facebook page for
your business before you can make the
switch
Why make the
switch?• Add more clickable features eg.
email, phone, directions
• Insights
• Ability to run ads

14. How to Switch to a
Business Profile
• Go to your profile and tap the “gear” icon.
• Tap “Switch to Business Profile.”
• Select the Facebook page that you’d like to connect to your
Instagram business account. If you don’t see your business’
Facebook page as an option, make sure that you’re listed as an
admin in the settings menu. Once the correct Facebook page
appears, select it and tap “Next.”
• Make sure your profile is set to public. Private accounts can’t
switch to business accounts.
• On the “Set Up Your Business Profile” page, review your
business’s contact information, including your phone number,
physical address, and email. Once everything looks good, tap
“Done” to save your Instagram business account settings.

15. Your Feed: The
grid!
When some one lands on your profile few rapid-fire decisions are made:
• Are they going to read your bio
• Click the link?
• Are they going to follow you?
This all depends on how your profile is designed. Was it created intentionally as a
whole cohesive structure, specifically engineered to keep the eyes, get the follow, and
turn them into a fan?
When they land on your profile, the grid of thumbnails encompasses the majority of
the screen.
Whether it is appealing to the eye — or even slightly grating and unattractive — will
influence the decision. Thus, it is vitally important that you plan your Instagram feed.

16. Visual Strategy
High quality photos are essential!
Do not use pixelated photos
Meet instagram’ sizing guidelines
Consider photograph composition -
rule of thirds
Is the image aligned with your brand
?
If you use a filter keep it consistent
Use an app to edit

17. Visual StrategyHigh quality photos are essential!
But also consider…..

18. The Caption - providing context
The caption portion of an Instagram post provides a place
where meaning is given to a photo. This area is also a
trigger section for engagement — so make sure to include a
call-to-action or persuasive words whenever possible.
Front-load your captions with valuable content or calls-to-
action, and leave any hashtags, @mentions, or extra
information for the end.
Overall, the caption of a post should echo a brand’s
overarching voice.
When in doubt keep it brief

19. Emojis
50% of Instagram
Captions &
Comments
Contain Emojis

20. HashtagsHashtags are like a box of chocolates!
You never know which one will lead to an extra
follower or like.
Make this simple for other users by selecting
appropriate hashtags.
It’s recommended that 11 hashtags are used per
post for maximum engagement.
Do your research!

21. Shoppable!
Your business profile must be connected to a
Facebook catalog. This can be created and
managed on Business Manager, directly on your
business’s Page on Facebook, or through Shopify
or BigCommerce.

22. SOCIAL means Engagement!

23. Posts with a location get 79% more engagement
Photos generate 36% more engagement than photos
Photos with FACES get 38% more likes
UGC has a 4,5% higher conversion rate - people buy from people

25. Stories!
Visible for 24 hours
15 seconds long for video
Lots of different features you can play with!
Searchable
You can download / save them
You can feature them to save them

26. 70% of Instagram Posts Don’t Get Seen
Among social networks, Instagram boasts
the highest engagement rates. However,
Instagram also deals with content overload and
saturation.
Over 95 million photos are shared on Instagram
daily, which means it can be hard for current
and potential customers to find your posts. But
due to the new algorithm, 70% of Instagram
posts aren’t seen.
Instagram’s new algorithm focuses more on
past page engagement when choosing what
content people will see.
Put it all together - it all counts!

27. Stories!

28. Stories!

29. Stories!

30. Stories!

31. Stories!

32. Stories!

33. Stories!

34. How do you know if it’s working?

35. You can find them here!
Read the terms of use!
We want Instagram to continue to be an authentic and safe place for inspiration and
expression. Help us foster this community. Post only your own photos and videos
and always follow the law. Respect everyone on Instagram, don’t spam people or
post nudity.

36. Other useful links:
https://www.purple-dog.co.uk/category/social-media/instagram/
https://thepreviewapp.com/inspiration/
https://thepreviewapp.com/instagram-tips/
http://repostapp.com/
https://business.instagram.com/getting-started/
Planners:
planoly.com
https://thepreviewapp.com/
https://www.plannthat.com/
Password Managers:
https://1password.com/
https://www.remembear.com/
https://www.lastpass.com
https://www.dashlane.com