Instagram went from zero to hero when Kevin Systrom and Mike Krieger launched it in 2010. It notched up 1 million registered users that year, and the number grew to 10 million by September 2011. The original Instagram marketing strategy was dead simple. Create a space where people can upload their images free. It has been trying to monetize the service with paid advertising since Facebook bought the rights, in exchange for a cool $1 billion in cash and stock.
SHOULD YOUR BUSINESS ACQUIRE A PRESENCE ON INSTAGRAM?
The short answer is yes, it should acquire a presence on Instagram if it qualifies. You may be thinking ‘that’s an odd question’, seeing as the opportunity is open to all that choose to abide by Instagram rules. Perhaps the question should rather read ‘does Instagram qualify to form part of my social media management program.’ It has its own particular demographic, and you may be better off with a Facebook page.
THE DEMOGRAPHICS THE INSTAGRAM MARKETING STRATEGY ACQUIRED
The original Instagram policy was reminiscent of Henry and his Model T Ford. You can upload any photo as long as it is square (or we will crop it). You also have to download a free iOS app. These things were not that common back in 2010. Instagram was tapping into a young, urban yuppie culture whether it meant to or not.
It relented by allowing Android in 2012, and then Windows 10 mobile and desktop in 2016. By then the user demographic was setting in cyber concrete along these lines.
- Almost 50 / 50 split between iPhone and Android phone users
- 68% females versus 32% male (do girls make better sharers)
- 17% of U.S. urban adults use it compared to 11% in suburban/rural
- 90% of the current 150 million Instagram users are under 35 years
- 15% of U.S. Internet users earning under $30,000 use Instagram
- 14% making $30,000 to $50,000 annually use the Instagram platform
- This usage drops down to 12% among Internet users earning more
SO DOES YOUR BUSINESS NEED AN INSTAGRAM MARKETING STRATEGY
You should probably use the social media platform as part of your public face if the above demographic harmonizes with your buyer personas. You may also want to develop an Instagram marketing strategy if your competition is already in that space. However, you might like to draw the line sooner if you are marketing microwaveable heated slipper foot pads for seniors. That is a generalization that I, as a senior, may freely make.
BABY STEPS FORWARD INTO THE INSTAGRAM BRAVE NEW WORLD
If you decide to go ahead with an Instagram presence, then this article on Forbes provides useful tips on how to go about developing an Instagram marketing strategy from scratch. I guess the single most important thing is to engage sincerely, and regularly with the Instagram community. The young urban yuppie culture is a smart creature. If they think you are having them on, they will blow you out the sky.