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Possibilities of instagram marketing · We can build our mental health naturally

0:00
Speaker 1: Here's the deal. As of today, Instagram has over 1
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Speaker 1: billion users. That's billion with a B. And it's got
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Speaker 1: over 500 million daily users who log on and check
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Speaker 1: things like their stories. People are also spending an insane
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Speaker 1: amount of time on the platform, with the average user
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Speaker 1: currently logging about 28 minutes per day on Instagram. And
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Speaker 1: if you're convinced or you have the notion that your
0:21
Speaker 1: target market just isn't active or present on Instagram, I'd
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Speaker 1: like to argue against that because it's a pretty equal
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Speaker 1: split between men and women, something we've seen change over
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Speaker 1: the last couple of years. But here's where things get
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Speaker 1: really interesting for you as a business owner or an
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Speaker 1: entrepreneur or a marketer. When surveyed, 75% of businesses said
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Speaker 1: that they're planning on using Instagram to market their business
0:41
Speaker 1: into this next year. So if you're in the 75%
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Speaker 1: of businesses who've decided to use Instagram to market your
0:46
Speaker 1: business moving forward, well, then we need to make sure
0:49
Speaker 1: that you're doing it right. And if you're in the
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Speaker 1: 25% of businesses who've decided to put off Instagram marketing
0:54
Speaker 1: for maybe another day, we need to make sure that
0:56
Speaker 1: you're making the best and the most strategic and the
0:58
Speaker 1: most logical decision. And hopefully by going through this video,
1:01
Speaker 1: you'll be able to decide if it's right for you.
1:03
Speaker 1: and possibly switch over. But seeing as you're here now,
1:05
Speaker 1: I'm gonna safely assume that you are interested in learning
1:08
Speaker 1: how to maximize your results using Instagram to better market
1:11
Speaker 1: your business, to get more results, to get more leads,
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Speaker 1: more customers, more sales, and grow your revenue. So with
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Speaker 1: all that said, let's dive in, starting with the basics.
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Speaker 1: All right, so when it comes to Instagram marketing, one
1:21
Speaker 1: of the very first things that you need to do
1:22
Speaker 1: to make sure that you're putting your business forward in
1:24
Speaker 1: the best light possible is to optimize your bio. This
1:27
Speaker 1: is kind of like your business's homepage or website, I guess,
1:31
Speaker 1: in regards to Instagram. So this is the place where
1:33
Speaker 1: your users and your followers and your audience can go
1:36
Speaker 1: and they can learn a little bit more about you.
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Speaker 1: So you really need to make sure that you've optimized
1:39
Speaker 1: this and you're putting your best foot forward. After all,
1:42
Speaker 1: as they say, you never get a second chance to
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Speaker 1: make a good first impression. really want to make sure
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Speaker 1: that you're covering all your bases here and you're giving
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Speaker 1: people a really compelling, really valuable reason that they would
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Speaker 1: want to follow you and that they would want to
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Speaker 1: engage with you and consume your content. The most important
1:55
Speaker 1: thing here is to accurately and compellingly describe what you
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Speaker 1: do and why someone should care. You really want to
2:01
Speaker 1: be empathetic to your ideal target market and to your
2:04
Speaker 1: audience and try to understand All right, what value would
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Speaker 1: they get from following your account and from consuming your content?
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Speaker 1: And then make sure that you're spelling it out really
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Speaker 1: clearly so they have a compelling reason. Also make sure
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Speaker 1: to give them a call to action or CTA, which
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Speaker 1: is going to explain what you want them to do
2:18
Speaker 1: next if they wanna learn a little bit more about
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Speaker 1: you or a little bit more about your brand or
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Speaker 1: your business. All right, the next thing that you need
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Speaker 1: to understand when it comes to Instagram is while there's
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Speaker 1: a number of different features, including the ability to go
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Speaker 1: live and a separate app entirely now on IGTV, The
2:33
Speaker 1: two main things that you want to focus on are
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Speaker 1: feed and stories. The feed is what most people associate
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Speaker 1: with Instagram. It's the grid that you see. It's what
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Speaker 1: people typically scroll through. It's what is tending to be
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Speaker 1: a little more polished, a little more professional, and you
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Speaker 1: want to spend a little more time here posting probably
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Speaker 1: at least one time a day to your feed. The
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Speaker 1: other side of the coin is the stories feature. These
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Speaker 1: are those vertical types of content. They only last for
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Speaker 1: a little bit. They are a lot more raw, a
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Speaker 1: lot more authentic, tend to be a lot more engaging,
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Speaker 1: certainly what we're seeing right now, And you want to
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Speaker 1: create probably as many of these as you can. So
3:06
Speaker 1: to say three to five a day is probably conservative,
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Speaker 1: but fortunately they don't need to be as polished. They
3:10
Speaker 1: don't need to be as beautiful. They just need to
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Speaker 1: be some kind of value or a behind the scenes
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Speaker 1: look at your business or at your day-to-day life. All right,
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Speaker 1: the next Instagram marketing basic I need to make sure
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Speaker 1: you understand is the hashtags. Now, hashtags are really just
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Speaker 1: a way of categorizing or essentially allowing your content to
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Speaker 1: be found for certain keywords or certain content themes. So
3:29
Speaker 1: it's really hard for me to just give you a
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Speaker 1: broad recommendation of which hashtags are best because it's going
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Speaker 1: to be very subjective on your business, on your industry,
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Speaker 1: and most specifically on what kind of content your ideal
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Speaker 1: target market most wants to consume. For example, let's say
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Speaker 1: you have a digital marketing agency. Well, you're going to
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Speaker 1: want to include hashtags like marketing and digital marketing and
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Speaker 1: digital marketing strategy, digital marketing tips, maybe SEO, maybe Facebook
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Speaker 1: ads and so on. Now what's important to note here
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Speaker 1: is that you do need to do a sufficient amount
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Speaker 1: of research because all the hashtags that I just listed
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Speaker 1: are very competitive. They're very broad hashtags with a lot
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Speaker 1: of volume to them. So you want to do something
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Speaker 1: called long tail hashtags, long tail keywords, which allows you
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Speaker 1: to get a little more focused and a little more
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Speaker 1: niche down and really find the specific types of content
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Speaker 1: that not as many people are searching for that you'll
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Speaker 1: have a higher chance of ranking for. A good general
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Speaker 1: rule is to include a variety of different hashtags with
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Speaker 1: your posts. Some very competitive, some medium competitive, and some
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Speaker 1: not very competitive at all, which will give your content
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Speaker 1: the greatest chance of success. All right, the next thing
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Speaker 1: you need to understand with Instagram is that timing really
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Speaker 1: does matter. So when you post your content, is going
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Speaker 1: to make a big impact on what kind of people
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Speaker 1: see it and how many people see it and whether
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Speaker 1: the algorithm decides to push it out to more people
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Speaker 1: or just hold it back and not show it to anyone.
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Speaker 1: Now again, just like hashtags, the time of day, the
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Speaker 1: day of the week, all of those things are really
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Speaker 1: going to vary and be dependent on your target market
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Speaker 1: and your market and including your geography and what part
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Speaker 1: of the world that you're in. See, different people are
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Speaker 1: gonna log on to Instagram and consume content at different times.
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Speaker 1: So you really wanna dive into your analytics, you really
4:58
Speaker 1: wanna try to understand your audience and figure out the
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Speaker 1: best times and the best days to post your content on,
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Speaker 1: which will give it the greatest likelihood of success. Here's
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Speaker 1: a general rule that pretty much applies to every single
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Speaker 1: social media network, and definitely Instagram. In that, the closer
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Speaker 1: to the time of the post, the more important and
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Speaker 1: the more weighted it is. Meaning that the first 30
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Speaker 1: minutes of a post are the most important, and they'll
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Speaker 1: give the algorithm all the signals that, yes, people like this,
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Speaker 1: we should show it to more. Followed by the next
5:23
Speaker 1: 60 minutes. Again, if a lot of people are still
5:25
Speaker 1: consuming the content and engaging with it, they'll show it
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Speaker 1: to even more people. And then the next 24 hours,
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Speaker 1: and the next seven days, and then it kind of
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Speaker 1: falls off a cliff. This is why one of the
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Speaker 1: greatest predictors of success for pretty much any social media
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Speaker 1: content is how it's going to react in the first
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Speaker 1: 30 minutes, the first 60 minutes, and the first few hours.
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Speaker 1: So anything you can do to increase engagement, to get
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Speaker 1: it in front of more people, to share it, to
5:45
Speaker 1: make sure that people know when you're posting, all of
5:48
Speaker 1: that is going to help. All right, another important thing
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Speaker 1: that you need to understand when it comes to marketing
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Speaker 1: your business on Instagram are the two different paths that
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Speaker 1: you can take. The organic path, which pretty much everybody
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Speaker 1: talks about, and the paid path, which not enough people
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Speaker 1: talk about because it's really the more powerful path. But
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Speaker 1: more on that later. You see, when it comes to
6:04
Speaker 1: almost any social media network, there's always those two different
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Speaker 1: ways you can go. You can go the organic route,
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Speaker 1: which is the free route. Basically posting all sorts of
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Speaker 1: different content and not putting any money behind it. Just
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Speaker 1: posting and hoping for the best. Or you can go
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Speaker 1: the paid way, which is running Instagram ads. Or on Facebook,
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Speaker 1: it would be Facebook ads. Or YouTube, it'd be YouTube ads.
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Speaker 1: You get the picture. There's a time and a place
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Speaker 1: for both strategies. But it is important to understand, especially
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Speaker 1: when we're talking about Instagram... that Instagram is so incredibly competitive.
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Speaker 1: It's so saturated that the organic reach is just really
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Speaker 1: limited compared to where it used to be. So if
6:34
Speaker 1: you really wanna go out there and develop a killer
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Speaker 1: strategy that's gonna reach more people and impact more people
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Speaker 1: and grow your business, you're probably gonna wanna take a
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Speaker 1: look at Instagram ads sooner than later. All right, so
6:44
Speaker 1: now that you've got the basics covered, it's time to
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Speaker 1: move on to Instagram marketing tools. See some of the
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Speaker 1: tools that are available at your disposal to help grow
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Speaker 1: your business and really leverage the true power of Instagram. Well,
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Speaker 1: seeing as we just talked about the difference between organic
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Speaker 1: and paid, there's probably no better tool to talk about
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Speaker 1: right now than the Facebook Ads Manager. I can hear
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Speaker 1: you saying, Adam, I thought this video was about Instagram.
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Speaker 1: Why are you talking about Facebook? Well, it's no surprise
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Speaker 1: that Facebook owns Instagram. They bought it years ago for
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Speaker 1: an exorbitant amount of money, and this is both a
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Speaker 1: good and a bad thing. Actually, from where I sit,
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Speaker 1: it's really just a good thing. Because what this allows
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Speaker 1: us to do is really look at Facebook for clues
7:17
Speaker 1: and for evidence of what's going to happen next on Instagram.
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Speaker 1: And sure enough, by tracking Facebook and by watching the
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Speaker 1: limited reach and by watching the proliferation of ads, well,
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Speaker 1: we've really been able to see that, all right, this
7:27
Speaker 1: is coming to Instagram. And if you're able to get
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Speaker 1: ahead of the trend, well, you can really ride this
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Speaker 1: wave all the way to the end. Specifically though, the
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Speaker 1: main tool that I want you to focus on here
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Speaker 1: is Facebook Ads Manager. Because if you do want to
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Speaker 1: run Instagram advertising, you will have to do it through
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Speaker 1: the Facebook Ads Manager. Because again, Facebook owns Instagram. And again,
7:44
Speaker 1: the beauty of this is that the Facebook ads manager
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Speaker 1: is one of the most robust and yet at the
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Speaker 1: same times, one of the most simple and easy to
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Speaker 1: use ad platforms available today. You've just got an incredible
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Speaker 1: amount of targeting options and copy options and design options. Really,
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Speaker 1: there's nothing quite as simple as doing it. So if
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Speaker 1: you want to run Instagram ads, you're going to need
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Speaker 1: a Facebook ads manager account. And then all you have
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Speaker 1: to do is go in, create your ad, and then
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Speaker 1: select Instagram as the placement rather than Facebook. Though it
8:09
Speaker 1: could be argued that you may want to try some
8:11
Speaker 1: Facebook ads as well. that's another story for another day.
8:13
Speaker 1: All right, the next tool that I need to share
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Speaker 1: with you is something that I'm going to call schedulers
8:18
Speaker 1: or planners. And there are a ton of them out there.
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Speaker 1: And really, it's tough to say which ones are better
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Speaker 1: than the others, because they're all going to be great
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Speaker 1: in certain areas, and they're all going to have drawbacks
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Speaker 1: and limitations in other areas. So my advice here is
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Speaker 1: to really just test out a whole bunch and find
8:32
Speaker 1: out which one works best for you and your flow
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Speaker 1: and your business and the way you like to do things.
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Speaker 1: These are tools like Planoly and Hootsuite and Buffer and
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Speaker 1: Sprout Social and essentially anything that allows you to upload
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Speaker 1: content in a separate piece of software and schedule it
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Speaker 1: and design it. And then that'll go and upload it
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Speaker 1: to Instagram for you. The beauty here is that it
8:50
Speaker 1: really allows you to stay on top of your content.
8:52
Speaker 1: It allows you to design a really nice looking grid.
8:54
Speaker 1: It allows you to schedule things so you never really
8:56
Speaker 1: fall behind. and a lot of them have community management,
8:59
Speaker 1: so you can respond to comments, and engage with your following.
9:02
Speaker 1: You can upload videos or posts or whatever you need
9:05
Speaker 1: all in one easy to use location. The plus side is,
9:08
Speaker 1: is that they do make organization and community management a
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Speaker 1: little bit easier. The downside is, is you're gonna require
9:13
Speaker 1: a separate piece of software, which can often be cumbersome
9:16
Speaker 1: and kind of confusing and can often get in the
9:18
Speaker 1: way of doing what you're trying to do, which is
9:19
Speaker 1: just create really good content and engage with your followers.
9:22
Speaker 1: Over the years, I've used almost every single one that
9:24
Speaker 1: is out there. I've tried them all. None of them
9:26
Speaker 1: are amazing. All of them are pretty good. So my
9:29
Speaker 1: advice again is, Really just try them and see which
9:31
Speaker 1: works best for you. All right, the other two tools
9:33
Speaker 1: that I want to make sure you know about are
9:35
Speaker 1: Canva and Photoshop, both a free version and a paid version. Now,
9:38
Speaker 1: when it comes to creating content for Instagram, probably no
9:41
Speaker 1: surprise here, it's got to be pretty. It's got to
9:43
Speaker 1: be visually appealing. It's got to look good. Maybe not
9:45
Speaker 1: as good as it used to have to look because
9:47
Speaker 1: we're starting to move into more of an authentic and
9:49
Speaker 1: raw kind of image, but it still has to look professional.
9:51
Speaker 1: So how do you do that? Well, this is where
9:53
Speaker 1: tools like Canva and or Photoshop come into play. Canva
9:56
Speaker 1: is a great tool. It's free to use. You can
9:58
Speaker 1: create graphics. and quote cards and all sorts of stuff
10:02
Speaker 1: that makes your stuff look really good. And of course
10:03
Speaker 1: you have Photoshop, which while not free, certainly isn't incredibly expensive,
10:07
Speaker 1: but it does have a much steeper learning curve. It
10:09
Speaker 1: gives you just an amazing amount of freedom and the
10:11
Speaker 1: ability to create all kinds of different content. My recommendation
10:14
Speaker 1: here is if you're just getting started, definitely take a
10:16
Speaker 1: look at Canva. But if you've been at it a while,
10:18
Speaker 1: you're familiar with Canva and you really want to take
10:20
Speaker 1: it to the next level, take a look into Photoshop
10:22
Speaker 1: and just see if it works with your workflow. All right,
10:23
Speaker 1: so now that we've got all that covered, let's take
10:25
Speaker 1: a look at exactly how Instagram works so you can
10:28
Speaker 1: better understand the secrets and the technology and the infamous
10:32
Speaker 1: algorithm behind the platform so you can leverage it to
10:34
Speaker 1: the best of your ability. So the first and single
10:36
Speaker 1: most important thing that you need to understand about Instagram
10:39
Speaker 1: is that the entire platform, like most social media platforms,
10:42
Speaker 1: is governed by the algorithm. Now, the algorithm is really
10:45
Speaker 1: just a weird math equation that kind of runs behind
10:47
Speaker 1: the scenes that analyzes thousands, if not millions, of different
10:50
Speaker 1: variables trying to put the right content in front of
10:53
Speaker 1: the right people. That's it. Like, seriously, that's really it.
10:56
Speaker 1: And once you understand that, once you understand that the
10:59
Speaker 1: goal of the algorithm is to put the right stuff
11:00
Speaker 1: in front of the right people to get them to
11:02
Speaker 1: spend the absolute most amount of time on the platform possible, well,
11:06
Speaker 1: your entire strategy can change along with your mindset so
11:09
Speaker 1: that you can approach all of your Instagram marketing with
11:11
Speaker 1: that one single intention. How can I create content that
11:14
Speaker 1: engages the audience and gets them to consume as much
11:17
Speaker 1: as possible so they spend as long on Instagram as
11:20
Speaker 1: humanly possible? Which, as I mentioned before, right now is
11:22
Speaker 1: around 28 minutes a day, but it's only climbing. Now,
11:25
Speaker 1: the morality of this, the ethics, the discussions and deliberations
11:29
Speaker 1: on how this is destroying today's... attention spans and the
11:32
Speaker 1: youth's ability to concentrate and focus, that's irrelevant. I mean,
11:35
Speaker 1: it might be a conversation for another video, but when
11:38
Speaker 1: it comes to marketing your business, you really want to
11:39
Speaker 1: leverage all the tools at your disposal, which means creating
11:42
Speaker 1: really bingeable content. Unfortunately, because the algorithm is such a
11:45
Speaker 1: complicated beast, well, really figuring it out is kind of
11:48
Speaker 1: complicated too. Also, it changes all the time. Yay. Which
11:52
Speaker 1: means as soon as you think you've cracked the code, well,
11:54
Speaker 1: it's going to change again, which means the single best
11:56
Speaker 1: thing you can do to really master the algorithm is
11:58
Speaker 1: to watch and to learn and to experiment and then
12:01
Speaker 1: to analyze. Try to figure out what kind of content
12:03
Speaker 1: works best for you. What kind of content works best
12:05
Speaker 1: for your colleagues and your competitors? Really try to consume
12:08
Speaker 1: as much as you can and try to understand the
12:10
Speaker 1: trends or the features or whatever it is that they're
12:12
Speaker 1: doing that's increasing their reach and allowing them to get
12:15
Speaker 1: in front of more people. And then do that. So
12:16
Speaker 1: once you understand that the algorithm is really the one
12:19
Speaker 1: in charge, it really is in your best interest to
12:21
Speaker 1: understand not only how it works, but also understand what
12:24
Speaker 1: it doesn't like. And really never try to play outside
12:27
Speaker 1: of the rules, never try to game the system or
12:29
Speaker 1: find any hacks or tricks or things that Instagram just
12:31
Speaker 1: isn't going to like. because they'll punish you for it. Again,
12:33
Speaker 1: we're seeing the same thing happen over on the Facebook
12:35
Speaker 1: side with all kinds of different ad accounts getting banned
12:38
Speaker 1: and shut down and ads getting disabled because people are
12:41
Speaker 1: pushing the terms of service just a little bit too hard.
12:43
Speaker 1: And they're really cracking down because they've come under a
12:45
Speaker 1: lot of heavy fire in the past for all sorts
12:47
Speaker 1: of questionable things. But regardless, just follow the rules and
12:49
Speaker 1: you'll do a whole lot better. Really what this comes
12:51
Speaker 1: down to is just not trying to beat the system.
12:53
Speaker 1: No spammy tactics, no using automated bots, no follow, unfollow,
12:58
Speaker 1: none of those tactics that really look bad to everybody,
13:01
Speaker 1: not just Instagram, but to your audience and to your
13:03
Speaker 1: clients and customers as well. So obviously step one is
13:06
Speaker 1: understanding the terms of service, understanding what you are allowed
13:08
Speaker 1: to do and are not allowed to do, and then
13:10
Speaker 1: making sure you don't do what you're not allowed to do.
13:12
Speaker 1: But the other side kind of circles back to what
13:14
Speaker 1: I talked about originally there, which is analyzing and understanding,
13:17
Speaker 1: seeing what kind of content works best so you can
13:19
Speaker 1: design more stuff like that. You see, Instagram really wants
13:22
Speaker 1: you to succeed That's what a lot of people don't
13:24
Speaker 1: understand is that it's in their best interest that your
13:26
Speaker 1: stuff does well. And they're giving you cues and clues
13:30
Speaker 1: all the time. After all, when you create a post
13:32
Speaker 1: and they show it to more people, well, that's a
13:33
Speaker 1: clue that what you've just done works really well. And
13:36
Speaker 1: if you create content and they show it to nobody, again,
13:38
Speaker 1: that's a clue that what you've just done. It doesn't
13:40
Speaker 1: work so well, so you might want to try something else.
13:42
Speaker 1: It sounds so incredibly basic. You'd be amazed how many
13:45
Speaker 1: people miss this mark. And again, this is why it
13:47
Speaker 1: does pay to have that basic marketing understanding, to do
13:50
Speaker 1: a little bit of research into customer behavior and consumer
13:53
Speaker 1: psychology and all the kind of nerdy marketing stuff that
13:55
Speaker 1: really makes your Instagram strategy that much more effective. All right,
13:58
Speaker 1: so with all that said, it's time to talk about
14:00
Speaker 1: what I believe is the single most valuable part of
14:03
Speaker 1: the entire Instagram marketing ecosphere, which is Instagram advertising. Like
14:07
Speaker 1: I mentioned earlier, because Instagram is so popular, and it's
14:10
Speaker 1: so saturated, and there's just so many people out there
14:12
Speaker 1: creating so much content, it really is hard to compete organically. Meaning,
14:15
Speaker 1: if you just create content and don't put any money
14:17
Speaker 1: behind it, the odds of it reaching all of your
14:19
Speaker 1: people are basically zero, and even most of your people
14:21
Speaker 1: are pretty much slim to none. Now, a lot of
14:23
Speaker 1: people get angry about this. They complain, and they moan,
14:25
Speaker 1: and they leave the platform altogether. But this is the
14:27
Speaker 1: complete wrong strategy, because... Instagram's a business, and the beauty
14:31
Speaker 1: is is that the more people complain and get angry, well,
14:34
Speaker 1: the less people that are gonna be using Instagram ads,
14:36
Speaker 1: which means you're still gonna be able to find some
14:38
Speaker 1: really good bargains there and be able to show your
14:40
Speaker 1: stuff to a whole lot more people for pennies on
14:42
Speaker 1: the dollar when compared to traditional advertising. So let's dive
14:45
Speaker 1: in Instagram ads now, starting with the four different types
14:47
Speaker 1: of Instagram ads that you can run. Number one is
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Speaker 1: just a pretty basic photo ad. If you've never ran
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Speaker 1: an Instagram ad before, this is a great place to start.
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Speaker 1: Just start with a really good post that looks like
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Speaker 1: it belongs on Instagram organically, Make sure you've got a
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Speaker 1: good call to action because there's no point running ads
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Speaker 1: that doesn't lead anybody anywhere. And then put a few
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Speaker 1: dollars behind it by going through the Facebook ads manager,
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Speaker 1: which is a huge thing you want to do here.
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Speaker 1: Anytime you're running ads, make sure you're designing them from
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Speaker 1: the ground up through the Facebook ads manager. It gives
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Speaker 1: you way more control, way more flexibility and way more accountability.
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Speaker 1: Next up, you've got video ads. If you're a little
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Speaker 1: more experienced or you don't mind being on video, video
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Speaker 1: is a great tool to use. Whether we're talking about
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Speaker 1: the vertical video or the square video or whatever other
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Speaker 1: kind of formats they're going to come out with later.
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Speaker 1: Video just is a great tool if you can't be
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Speaker 1: face-to-face or in person with somebody. Next up, you've got
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Speaker 1: carousel ads or multi-photo ads or essentially any combination that's
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Speaker 1: going to allow you to put a whole lot of
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Speaker 1: media into one single ad. These are great if you're
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Speaker 1: doing e-commerce or you're selling physical products or you have
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Speaker 1: a number of different services or you even want to
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Speaker 1: tell a story. So if this is something that you've
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Speaker 1: never played around with before, it's a great way to
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Speaker 1: kind of get in there and start playing around a
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Speaker 1: little bit to see if it can deliver good results
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Speaker 1: for your business.