10 min read

Guide to Instagram Marketing in the Meta Era

Guide to Instagram Marketing in the Meta Era

With Instagram now under the Meta umbrella, the platform continues to evolve as a powerful marketing tool. Mastering Instagram marketing requires a strategic approach that encompasses content creation, audience engagement, and data-driven insights. This guide will walk you through the key steps to excel in Instagram marketing.

Instagram Profile Setup

Step 1: Download and Install the Instagram App

  • Download the Instagram app from the App Store (iOS) or Google Play Store (Android).
  • Open the app and tap "Sign Up" to create a new account.

Step 2: Sign Up for an Account

  • You can sign up using your email address, phone number, or Facebook account.
  • If signing up with an email address or phone number, enter the required information and create a username and password.
  • If using Facebook, the app may ask for permission to access your Facebook information.

Step 3: Complete Your Profile

  • Once signed up, you'll be prompted to complete your profile information.
  • Add a profile picture: Choose a clear and recognizable image that represents you or your brand.
  • Enter your full name: This is your display name on Instagram.
  • Create a username: This is your unique Instagram handle (e.g., @username). Choose something memorable and related to your brand.

Step 4: Adjust Your Account Settings

  • Tap the three horizontal lines in the top-right corner to access the menu.
  • Go to "Settings" to customize privacy, security, and notification settings. You can also switch to a business or creator account in the "Account" section.

Step 5: Write Your Bio and Add a Website Link

  • Go to your profile page by tapping your profile picture at the bottom-right.
  • Tap "Edit Profile" to add a bio. Write a concise and engaging bio that describes you, your brand, or your interests.
  • Add a website link if you have one. This is the only clickable link you can include on your profile.

Step 6: Choose a Theme or Aesthetic

  • Decide on the visual style you want for your profile. Consider the color palette, content type, and overall vibe you want to convey.
  • This theme will guide the type of content you share and the way you style your grid.

Step 7: Create Your First Posts

  • Tap the "+" icon at the bottom-center of the app to create a new post.
  • Choose a photo or video from your camera roll, or take a new one within the app.
  • Apply filters, adjust settings, and add captions, hashtags, and location tags.

Step 8: Share Your Posts

  • Once your post is ready, tap "Next" in the top-right corner.
  • Choose whether you want to share the post to your feed, your story, or both.
  • Add captions, mentions, tags, and locations as desired.

Remember that growing your presence and engaging your audience takes time and dedication. By creating high-quality content, interacting with your followers, and staying true to your brand, you can build a compelling and successful Instagram presence.

Instagram Business Account 

For a business account, here are the step-by-step instructions.

Step 1: Download and Install the Instagram App

  • If you haven't already, download the Instagram app from the App Store (iOS) or Google Play Store (Android).
  • Open the app and tap "Sign Up" to create a new account.

Step 2: Create a New Account or Convert an Existing Account

  • You can either create a new account specifically for your business or convert your existing personal account to a business account.
  • If converting an existing account, go to your profile, tap the three horizontal lines in the top-right corner, and tap "Settings." Then, tap "Account" and choose "Switch to Professional Account."

Step 3: Choose "Business" Account Type

  • Instagram offers three business account options: Creator, Business, and Shopping.
  • Choose "Business" if you're promoting a business, brand, product, or service.

Step 4: Link to a Facebook Page

  • If you have a Facebook Page for your business, you can link it to your Instagram account. This allows for easier integration and access to additional features.
  • If you don't have a Facebook Page, you can create one during this step.

Step 5: Add Contact Information

  • Fill in your business's contact information, including email, phone number, and address if applicable.
  • This information will be visible to users on your Instagram profile.

Step 6: Choose a Category and Subcategory

  • Select the category that best describes your business (e.g., Retail, Food & Beverage, Travel).
  • Choose a relevant subcategory to provide more context about your business.

Step 7: Review and Edit Profile Information

  • Review the information you've entered, such as contact details, category, and subcategory.
  • Make any necessary edits to ensure accuracy.

Step 8: Optimize Your Profile

  • Add a profile picture: Use your business logo or a professional image that represents your brand.
  • Write a compelling bio: Describe your business, services, or products in a concise and engaging manner.
  • Include a link: Use the "Website" field to link to your business website or a specific landing page.

Step 9: Set Up Instagram Insights

  • Instagram Insights provides valuable analytics about your account's performance.
  • To access Insights, go to your profile and tap the three horizontal lines in the top-right corner. Then, tap "Insights."

Step 10: Start Posting Content

  • Begin sharing content that aligns with your business goals and resonates with your target audience.
  • Use a mix of photos, videos, Stories, Reels, and other formats to keep your content diverse and engaging.

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Types of Instagram Posts

Your social media editorial should feature a variety of Instagram post types. Such as:

  • Product/Service Showcase: Highlight your offerings with visually appealing images or videos that showcase their features and benefits.

  • Educational Content: Share tips, tutorials, and how-to guides related to your industry. Position yourself as an expert in your field.

  • User-Generated Content: Encourage your audience to share their experiences using your products or services. Repost their content to foster community engagement.

Building a Body of Work Over Time

 Building a compelling body of work over time on Instagram is akin to weaving a captivating narrative that unfolds gradually. It's a strategic approach that involves curating a collection of posts that collectively represent your brand identity, values, and creative vision. By thoughtfully organizing and sharing content, you can create an engaging visual story that resonates with your audience and leaves a lasting impression.

Start by defining your overarching theme or message – the core essence you want your Instagram profile to convey. This could be your brand story, a particular style, a cause you're passionate about, or the journey of your creative evolution. With this theme in mind, craft a content strategy that aligns with it, ensuring consistency in visuals, tone, and messaging. Whether it's through color schemes, content formats, or recurring motifs, the goal is to create a cohesive thread that ties your posts together.

As you post consistently, think of your profile as a gallery where each post contributes to the larger narrative. Each image, caption, and story adds depth and context to your story. Incorporate variety into your content mix – from captivating visuals to behind-the-scenes peeks, educational posts, and moments of authenticity. Embrace experimentation and growth, allowing your profile to evolve organically while staying true to your core theme.

Building a body of work over time on Instagram is not just about individual posts; it's about the cumulative impact they have on your audience. A well-crafted narrative engages users to explore deeper into your profile, fostering a sense of connection and loyalty. By consistently refining your content strategy, maintaining authenticity, and adapting to trends while remaining true to your vision, you can create a captivating body of work that captures hearts and resonates long after the first scroll.

Build a Following

Once you've built your IG profile, you want it to grow.

 Here are our tips for that.

1. Quality Content is Key

Create high-quality, visually appealing content that resonates with your target audience. Whether it's striking visuals, inspiring stories, or informative posts, content that adds value or sparks emotions is more likely to attract and retain followers.

2. Consistent Posting Schedule

Maintain a consistent posting schedule to keep your audience engaged and informed about when to expect new content. Consistency builds anticipation and helps establish a routine among your followers.

3. Use Relevant Hashtags

Use relevant and popular hashtags to increase the discoverability of your posts. Research trending hashtags in your niche and incorporate them into your captions to reach a wider audience interested in your content.

4. Engage with Your Audience

Respond to comments, engage with your followers' content, and initiate conversations. Building a sense of community and actively participating in discussions can foster loyalty and attract like-minded individuals.

5. Collaborate and Cross-Promote

Collaborate with other Instagram users, brands, or influencers in your niche. Cross-promoting each other's content exposes your profile to a broader audience and can result in mutual follower growth.

6. Utilize Instagram Stories and Reels

Leverage Instagram Stories and Reels to diversify your content. These features provide interactive and visually engaging ways to connect with your audience. Use polls, quizzes, behind-the-scenes glimpses, and creative short videos to capture attention and encourage engagement.

Remember, building a following takes time and effort. Focus on creating authentic, valuable content, engaging with your audience, and continuously refining your strategy based on audience feedback and analytics. Building a loyal and engaged following is a gradual process, but with patience and dedication, you can steadily grow your Instagram presence.


Direct Messaging Strategy

Part of your holistic Instagram success story will be a good direct messaging strategy. Let's cover that now.

 Segment Your Audience

Categorize your followers into different segments based on their interests, interactions, and demographics. This allows you to tailor your messages more effectively.

Establish Clear Objectives

Define your goals for direct messaging. It could be building relationships, providing customer support, promoting products, or collecting feedback.

Personalized Introductions

When initiating conversations, personalize your messages. Mention their name, refer to a recent interaction, or express genuine interest in their content.

Provide Value

Offer value in your messages. Share relevant information, insights, or resources that align with their interests or needs. Avoid overly promotional content.

Engage Actively

Respond promptly to messages, comments, and mentions. Engage in meaningful conversations by asking open-ended questions and showing genuine interest in their responses.

Tailor Messages to Segments

Craft messages based on the segment you're targeting. For example, tailor messages differently for new followers, engaged followers, potential customers, and loyal customers.

Share Exclusive Content

Use direct messages to share exclusive content, sneak peeks, or offers. This makes your followers feel valued and gives them a reason to engage with your messages.

Use Instagram Stories Polls and Questions

Leverage Instagram Stories' interactive features to gather insights and spark conversations. Polls and questions can help you better understand your audience and their preferences.

Show Authenticity

Be authentic and sincere in your messages. Authenticity builds trust and encourages meaningful connections.

Provide Customer Support

Use direct messages as a channel for customer support. Address inquiries, concerns, and issues promptly and professionally.

Nurture Leads

For potential customers, nurture the relationship by sharing valuable information, addressing their pain points, and gradually introducing your products or services.

Automate Wisely

Consider using automation tools for basic responses or initial engagement. However, avoid overly automated messages that lack personalization.

Follow Up

Don't hesitate to follow up on ongoing conversations. This shows that you genuinely care about the interaction and value their engagement.

Respect Boundaries

Respect users' privacy and preferences. If someone doesn't respond or indicates they're not interested, don't persistently message them.

Monitor and Iterate

Regularly review your direct messaging strategy's performance. Analyze response rates, engagement, and conversion rates. Adjust your approach based on insights gained.

Remember, the key to a successful direct messaging strategy is building authentic and meaningful connections. Focus on building relationships, providing value, and enhancing the overall experience for your audience. Over time, this strategy can contribute to stronger engagement, brand loyalty, and even conversions.

Selling on Instagram

If you are in eComm or have goods to sell, you can do it on Instagram.

Set Up a Business Profile

Switch to a business or creator account to access advanced features and insights.

Optimize Your Bio

Craft a compelling bio that communicates your brand's value and encourages users to take action.

Visual Storytelling

Utilize high-quality images and videos to showcase your products in a visually appealing way.

Shoppable Posts

Tag products in your posts to allow users to shop directly from your content.

Instagram Shopping

Set up an Instagram Shop to create a dedicated storefront for your products.

Product Descriptions

Write clear and concise product descriptions that highlight key features and benefits.

Utilize Stories and Reels

Leverage Stories and Reels to create engaging short-form content that drives interest and sales.

Call-to-Action (CTA)

Include a strong CTA in your posts to guide users towards making a purchase.

User-Generated Content

Encourage customers to share their experiences with your products, building social proof.

Limited-Time Offers

Create a sense of urgency by promoting limited-time discounts or promotions.

Influencer Collaborations

Partner with influencers to showcase your products to their engaged audiences.

Direct Messaging for Sales

Engage with potential customers through direct messages to provide personalized assistance.

Customer Support

Use Instagram as a platform for addressing customer inquiries and concerns.

Analytics and Insights

Monitor Instagram Insights to track the performance of your posts and optimize your strategy.

Secure Payments

Ensure safe and secure payment options for a seamless shopping experience.

Selling on Instagram requires a strategic approach that balances promotional content with valuable engagement. By leveraging visual storytelling, shoppable features, and personalized interactions, you can effectively showcase your products and drive sales on this dynamic platform.

Measuring Instagram Success with On-Platform Analytics

 As marketers, we want to do what works and then be able to prove that it worked.

So, you need to understand how to measure success on IG.

Here are all of the back-end metrics you have access to, how to get there, and how often to monitor them.

Profile Overview

To access your profile's performance overview, click on your profile picture and tap the three horizontal lines in the top-right corner, then select "Insights." Here, you'll find valuable data about your account's reach, impressions, profile views, and interactions over a chosen time frame. Monitoring this regularly, perhaps on a weekly or bi-weekly basis, helps you track your overall growth and engagement patterns.

Content Performance

Navigate to "Posts" to delve into individual post metrics. This section presents a detailed view of likes, comments, shares, and saved posts for each of your posts. Additionally, you can gauge engagement rates and identify your top-performing posts. It's wise to assess this data regularly after every new post to understand which content resonates best with your audience.

Audience Insights

Under "Audience," explore demographics, locations, and behaviors of your followers. Here, you'll find insights into your audience's age, gender, location, and active times on Instagram. Periodic monitoring, especially when planning content or campaigns, helps you tailor your approach to your audience's preferences.

Stories Performance

Navigate to "Content," and click on "Stories" to access insights on your story performance. Discover metrics like impressions, reach, taps forward/back, and replies for each story. Daily monitoring is crucial, considering stories' fleeting nature, to gauge immediate performance and fine-tune your strategy.

Reels Performance

In the "Content" section, tap on "Reels" to view your Reels metrics. This area provides data on views, likes, comments, saves, shares, and engagement rates for each Reel. Regular monitoring, especially after posting new Reels, empowers you to gauge audience reactions and adjust your Reels strategy.

Discovery Metrics

Navigate to "Audience," then "Discovery," to understand how users discover your content. Gain insights into where users found you, such as the home feed, hashtags, or the explore page. Regularly monitoring this helps you optimize your content's visibility.

Hashtag Performance

In the "Audience" section, tap on "Discovery," then "Top Hashtags" to assess your hashtag performance. This area shows how specific hashtags perform in terms of reach and impressions. Regularly monitor this data to refine your hashtag strategy based on engagement levels.

Monitoring the Insights that Instagram provides is essential to shaping an effective marketing strategy. Depending on your posting frequency and business objectives, aim to review these metrics regularly to ensure you're making data-driven decisions and maximizing your Instagram marketing efforts.

Adapting to Instagram Marketing in the Meta Era

Two big pieces of advice to wrap up - 

  • Stay Informed: Keep up with updates and changes Meta introduces to Instagram. This could involve new features, algorithm adjustments, or policy changes.

  • Experiment: Don't be afraid to experiment with new content formats, trends, and strategies. Adapt to the evolving landscape of the platform.

Instagram remains a dynamic platform for marketing in the Meta era. By creating captivating content, engaging with your audience, and leveraging Instagram's tools and analytics, you can build a strong brand presence and drive meaningful results through this visual-centric platform. Adapt, innovate, and consistently refine your strategy to excel in the ever-changing world of Instagram marketing.

Need social media strategists to maximize the impact of your IG? Connect with Hire a Writer anytime.

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