The Professionals and Cons of Instagram Advertising and marketing, In keeping with an Knowledgeable [+ Research]

I used to be in highschool after I uploaded my first Instagram put up, and now that I am virtually 30, I can say for positive I’ve modified so much since then.

The identical might be mentioned for the social media platform, and people adjustments have led to a couple execs and cons of Instagram advertising and marketing.

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

Luckily, 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 yr.

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

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

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

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

“You may’t simply relaxation in your laurels of what is labored prior to now,” she says. “You will need to at all times proceed to innovate and have that ear-to-the-ground mindset about what’s occurring proper now that you would be able to relate to your online business.”

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

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

Its newest video includes a tutorial by magnificence influencer Alegria Jimenez, displaying viewers the best way to create a vacation look.

Picture Supply

Whereas Instagram definitely has its worth in advertising and marketing, it is not with out its challenges. I requested Meller in regards to the execs 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 purpose on Instagram is to lift model consciousness.

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

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

“If you observe somebody on Instagram, it is much more of a dedication than following somebody on TikTok,” she says. “In the event you’re following somebody on Instagram, it is since you need their content material to look in your feed. However, should you observe somebody on TikTok, you continue to won’t see their content material for months.”

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

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

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

Meller says The Hustle makes use of these insights to complement 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 purpose 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 couple of 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 suggests our viewers is responding to our content material much more than that they had been prior to now.”

Interacting along with your viewers is the preferred 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 recent audiences.

This professional did not come from Meller. As an alternative, it’s my very own commentary 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 totally different accounts. As an example I am a smaller enterprise that managed to have a well known creator showcase my product of their Instagram content material.

Mentioned creator can put up 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 be experimenting with displaying advisable accounts on customers feeds. 

Whereas it looks like a greatest follow to associate with influencers with many followers, HubSpot’s Instagram Engagement Report says your efforts are extra worthwhile should you associate with influencers who might have fewer followers however a extra engaged group (generally 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 varied manufacturers.

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

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

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