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In August 2016, Instagram introduced a newfeature that looks remarkably similar to Snapchat:Instagram stories. While traditional Instagram postingis reserved for creating picture-perfect content forusers to engage with, stories is all about postingquick, transient moments without worrying aboutover-posting.Stories are hosted on a different part of theInstagram platform. While your feed will continue toshow your traditional content, Stories live at the topof the feed.Your traditional content can be liked and commentedon, but your Stories can only be viewed; there’s noreal feedback loop on how much your audiencelikes this new format. They are meant to be quick,unfettered bits of content to showcase snapshotsof your business. Traditional Instagram content ismore refined. As a Marketer, you should use Storiesto showcase ephemeral content. Focus moreon creating quality posts for traditional Instagramcontent, and use Stories for quick, silly content.For an in-depth technical guide on how to useInstagram Stories, check out this blog post.HubSpot & Iconosquare How to Use Instagram for Business26

How to Use HashtagsHubSpot & Iconosquare How to Use Instagram for Business27

Hashtags are a proven way to grow yourInstagram following.Appropriate hashtagging that’s relevant to yourgoals, content, and brand will help aggregate yourimages and will also associate them with trendingtopics.The importance of a “brand identity” goes alongwith a specific hashtag you create for your business.A lot of brands will use their own brand name as ahashtag, so your brand name can be your handle(username) and also used as a “brand hashtag”.When you use a hashtag that you’ve created foryour brand you can follow its evolution and startanswering important questions such as: Is the hashtag gaining popularity? Do your followers use the hashtag? Is that hashtag gaining you followers?Iconosquare’s search engine allows you to see thenumber of times your hashtag has been used, whichgives you an idea of how popular your hashtag is.You can even compare your own hashtags to topWhen coming up with a hashtag for your brand youtrending hashtags by perusing Iconosquare”s “Topshould make sure it’s something unique enough that Tags on Instagram” section, as well as export datait will be relevant to your company and not overlapabout any hashtag (posts per day, likes, comments,too much with other brand’s posts (ie, if you are aadvocates, geolocation, etc.) to dig even deeper intoNike, rather than using #sneaker you will want to use the analytics of hashtagging and optimizing for yoursomething like #nike).audience.#InstagramforBusinessHubSpot & Iconosquare How to Use Instagram for Business28

How to Grow Followers Fast withan Instagram ContestHubSpot & Iconosquare How to Use Instagram for Business29

Use Contests to Expand Your ReachWhether you’re looking to support the launch of anew product, generate loads of attention or buildmomentum with consumers quickly, contests areby far the best way to expand your reach, engageyour community and boost virality.Among all the different types of contests you couldbe running on Instagram, nothing encouragespeople to engage with your brand and connectwith your products more than UGC (UserGenerated Content) contests.Asking for content expands the emotionalconnection between the consumers and the brand.Moreover, by running a photo or video contest youalso effectively generate real and authenticmarketing content that is created by and forconsumers. This helps to spread the campaignreach beyond your audience because whenInstagram users post their entries, their followerssee it too.HubSpot & Iconosquare How to Use Instagram for Business30

Below are the 11 elements of settingup an Instagram contest for fastfollower growth:Plan objectives: timeframe, budget, targets,and benchmarks2. Create an entry method for the contest3. Find the perfect hashtag4. Define a theme for the contest5. Outline how winners will be chosen6. Devise a method on how the prize will bedistributed (ask your legal team to ensure it’scompliant)7. Create rules for the contest8. Set up a landing page9. Promote, promote, promote!10. Monitor11. Follow-up1.HubSpot & Iconosquare How to Use Instagram for Business31

xaWhat the 2016 ChangesMean for Marketers2016 brought many changes, new features, and tools to the Instagram world. From theintroduction of Instagram’s Stories feature to algorithm changes to new outside apps likeBoomerang, the wide host of changes left Marketers with lots of questions about whatthese changes mean for their Instagram strategy.IntroductionThere were 3 main changes introduced by Instagram this year plus an additional newInstagram for Business platform that we’ll take a deep dive into now.HubSpot & Iconosquare How to Use Instagram for Business32

StoriesInstagram now has a second feed that showsusers their followers’ Stories -- quick, silly contentthat competes directly with Snapchat. Check outhow to use Instagram Stories here.What does this mean for marketers? It meansthere’s now two types of content you should betrying on Instagram: traditional, perfected contentfor the regular feed, and quick, silly content thatgives your followers a snapshot view into theunperfected side of your business. Content forStories goes away after 24 hours, so it’s meant tobe imperfect. Play with both features! Give youraudience new ways to engage with your brand.Algorithm ShiftPreviously, Instagram feeds displayed yourfollowers’ content in chronological order -whoever posted something most recently wasat the top of your feed. But as of 2016, Instagramdesigned an algorithm that now shows users’ thecontent they think users most likely want to seebased on users’ past engagement.For marketers, followers who engage with yourbrand most are more likely to see your posts first,and those followers who don’t engage have toscroll farther before they see your content. Tryusing eye-catching posts that work better for youraudience if you see a downtun in engagement.HubSpot & Iconosquare How to Use Instagram for Business33

VideoVideo posts on Instagram used to be limited to just15 seconds. Now, video length limits have beenincreased to 60 seconds. Increasing the lengths ofvideos means it’s ever more important to captureusers’ attention within the first few seconds. Playaround with different video styles to see what worksbest for your audience. Maybe videos don’t workwell at all! Also remember that just because youhave 60 seconds doesn’t mean you have to usethem! People like snackable content. That’s whatInstagram is all about. Keep that in mind when you’reincorporating video into your Instagram strategy.HubSpot & Iconosquare How to Use Instagram for Business34

How to Use Instagram’sNew Business ToolsHubSpot & Iconosquare How to Use Instagram for Business35

While other social platforms like Twitter and Facebook have had Business platforms for years, Instagramonly just launched Business-specific profiles and opened their within-app Business tools. Previously,Business profiles were just like regular Instagram profiles, and Instagram ads were all hosted through theFacebook for Business platform.But that way of doing Instagram for Business is no longer. Now, you can you can create a business profile(linked to your Facebook Business page), see actual analytics on your followers and posts, and create paidads all within the app.Business ProfileThe Instagram for Business tool now allows users toturn their regular Instagram account into a businessprofile. This makes it easier for users to identify youraccount as a Business account and get in touch withyou directly from the app. It also gives you access tothe Insights and Promote tools, which make your lifeas a marketer much easier.Need help setting up your Business profile orconverting your regular account to a BusinessProfile? Check out this tutorial.

InsightsPreviously, businesses could only access information andanalytics about their followers and performance throughthird-party apps. Now, the new Insights tool lets you see whoyour followers are and what kinds of content performs bestfor your audience.Insights also tells you how many total number of impressions,reach, and engagement each of your posts are getting. Thisinformation is invaluable to marketers because it helps youtailor your Instagram posting strategy over time.PromoteYour primary focus on Instagram should be creatingInstagram content that performs well with you audience,but what about expanding your audience past your currentreach?Previously, you could only advertise on Instagram throughthe Facebook for Business platform. But with the Instagramfor Business tools, you can now promote posts right withinthe app. Want a full guide on Instagram advertising? Checkout this guide.HubSpot & Iconosquare How to Use Instagram for Business37

Instagram EtiquetteHubSpot & Iconosquare How to Use Instagram for Business38

No matter what the social network, there willalways be people out there posting negativeor inappropriate comments.Respond to positive comments on your Instagramcontent if a user takes the time to ask a question andparticipate in any conversation you’ve started. As abest practice, check comments at least once a weekthoroughly, especially for contests/timely posts.If you use Iconosquare to manage your Instagram forBusiness account, check out the comments tool tomark things as read/unread, moderate inappropriatecomments and reply to the positive commentsand questions on your desktop without having tomanage these from your phone every time.Engage with people who follow you, or other peoplein your category that you follow, ie. you Give love toget love. Spend time daily or at least weekly “liking”and commenting on other posts besides your own.Not sure how to respond when different types ofcomments start rolling in on one of your posts?Follow these guidelines outlined by HubSpot’s socialmedia and content strategist, Brittany Leaning:How to Respond toComments on InstagramPositive False RespondPostive True Listen or RespondNegative Not a Troll Rant/Joke ListenNegative Not a Troll Not aRant/Joke ErroneousInformation RespondNegative Not a Troll Not a Rant/Joke Not Erroneous Information Unhappy RespondNegative Not a Troll Not aRant/Joke Not ErroneaousInformation Not Unhappy ListenHubSpot & Iconosquare How to Use Instagram for Business39

Creative InspirationHubSpot & Iconosquare How to Use Instagram for Business40

L.L. BeanWhy we love it:What to try:Showcases employee involvement in the brand,@backwoodsplaid is an L.L.Bean Creative TeamWriter, Blogger, & der doing “employee takeovers” to useInstagram to showcase internal company culture andemployee hobbiesHubSpot & Iconosquare How to Use Instagram for Business41

General AssemblyWhy we love it:What to try:It exemplifies exactly what the brand is about,General Assembly prides itself on being aneducational space for adults interested in learningin a group setting, here you can see actual studentscollaborating.Show off an example of what your brands “does.”The best kinds of posts are ones that people canrelate to, the one above does well because it feelsattainable. Use a post like this to showcase peopleusing your product or HubSpot & Iconosquare How to Use Instagram for Business42

Tandem Coffee RoastersWhy we love it:What to try:It’s tempting to participate and also invite the userin. This kind of post showcases employees in theirnatural habitat and invites Instagrammers to go“behind the scenes” of the coffee shop’s kitchen.Show people something that not everyone wouldknow, or usually get to see. This is the virtualequivalent of taking people “backstage” at a s/HubSpot & Iconosquare How to Use Instagram for Business43

Central Square FloristWhy we love it:What to try:It’s inclusive but also exclusive. It makes people feelspecial when their name is used, but it’s also a feelgood example of a brand being generous and thatgives the brand karma points.Showcase “in the know” things. Do you run acompany that provides resources for teachers?Make a post that’s a part of a series based on “youknow you are a teacher when ”, it’s relatable butit also makes people included in the post feel likethey are on the ubSpot & Iconosquare How to Use Instagram for Business44

ConclusionInstagram is a growing channel that will allows you to grow and humanize your brand, recruitfuture employees, showcase your product, company culture, delight customers, and generatenew business. All with images you can create and share!Give it a shot: make a profile, start testing and learn from what works and what doesn’t. Havefun and for more resources, check out Iconosquare’s blog for information and examples ongrowing your Instagram for Business account and tweet to @HubSpot with any questionsabout growing your social media following!HubSpot & Iconosquare How to Use Instagram for Business45

Bonus:Checklist for Getting Started with InstagramHubSpot & Iconosquare How to Use Instagram for Business46

Reserve a username that is as close to yourcompany’s name as possible. Use relevant hashtags to build your following(we suggest 5-10). Set your account to “Business Profile” insettings to start using the in-app Insights andPromote tools. Create a hashtag for your brand a monitor ona regular basis (#yourbrand). Post based on optimized tests you’ve runthat prove peak engagement for your targetaudience. Choose a profile picture that is on-brand withyour other social networks (e.g. companylogo. Fill in your bio with delightful, actionable andinformative information about your brand.Always include: who you are and what you do a hint of personality Click here for more tips on creating aneffective Instagram bio Use the space allotted for URLs strategically;it’s precious real estate and the only placewithin Instagram to have an interactive,trackable link. Utilize and change it whenneeded. Create a backlog of photos to use andinclude key stakeholders in aggregatingdifferent types of posts (e.h. CMO, CEO, yourdirect manager, Community Managers, HR,etc.).HubSpot & Iconosquare How to Use Instagram for Business47

Keep an eye on what your competitors aredoing. Engage with your audience and reply tocomments. Don’t be spammy (ie. don’t use hashtags thatdon’t make sense or are not helpful to yourfollowers). Run a contest for fast follower growth. Promote your Instagram account across yourother social channels (Twitter, Facebook,LinkedIn, Pinterest) and include icons in yourcustomer and promotional newsletters andemails. Measure your performance using InstagramInsights and Iconosquare; you can’t managewhat you don’t measure! Have fun growing a community and increasingyour brand’s audience!HubSpot & Iconosquare How to Use Instagram for Business48

Glossary of Instagram Terms for Reference:#MCM Man Crush Monday#WCW Woman Crush Wednesday#TBT Throwback Thursday#TransformationTuesday transformational photos along with the hashtag in the description of whatthe transformation was. Many people will make a diptic showcasing a “before and after” photo#bae before anything else, usually used to signify a strong love or connection to someone orsomething#selfie a picture of yourself, taken by you#igers means Instagrammers and is a powerful hashtag in Twitter.#Latergram Something you post on Instagram at a “later” time.#Repost posting a picture that someone else posted, making sure to credit them (often using an applike this am/id570315854?mt 8)#MotivationMonday a positive and motivational message, often written with an image that reflectsthe messageHubSpot & Iconosquare How to Use Instagram for Business49

500 million users and over 95 million posts per day, Instagram for Business has become an essential element of social media marketing. It’s critical to navigate growing Instagram for your business the right way, which is why we put together this guide on how to set up, grow, and op