Over the past several years, Instagram has become an incredibly effective tool for spreading brand awareness and gaining new customers. While most individuals and brands that attempt to do Instagram marketing struggle to find success, a select few have actually succeeded.
To learn more about brands that have found success with Instagram marketing, I spoke to Lukas Kurzmann, David Kurzmann and Thomas Mark, founders of Women’s Best. Women’s Best is a sports nutrition brand founded in 2015 that has exclusively used social media to reach its 8-figure annual revenue. They currently have a social reach of over 150 million users and employ 35 people in their Innsbruck, Austria headquarters. Serving customers in over 85+ countries, they are also about to open their second HQ in Munich, Germany.
They primarily sell their products online but also have a presence in the biggest health and fitness retailers worldwide. Below, I share some of their most effective methods for becoming a leader in the fitness industry and an influential brand on Instagram.
1. Create focused content geared toward your target audience.
One of the most helpful tips I received from the team at Women’s Best is to create content specifically for your target audience. They believe that marketers looking for growth on Instagram should be “noticing and focusing on the content style that suits your target audience the best.” In other words, rather than trying to create content that appeals to a wide range of Instagram users, content producers should focus only on the interests and preferences of users who actively engage with their content and are most likely to buy their products.
Of course, finding your target audience can be difficult, especially with limited resources. One of the best ways to determine your target users on a budget is to use free Instagram analytics tools like Hootsuite and Iconosquare to research the age, location, and user behavior of the people who regularly interact with your posts. By doing so, you can focus your content to appeal only to users you can convert into customers.
2. Creativity and simplicity are key.
The Women’s Best team suggested that digital marketers should focus on “delivering [their] message in a creative but also a simple way.” Being unique on Instagram while delivering content that is easily digestible for mobile users is a necessity for any marketer looking for rapid social media growth.
Nowadays, many users are overloaded with tons of content from all of the brands and influencers they follow. It’s impossible for many modern social media users to stay up to date with all the content being distributed, hence the importance for your content to be simple and creative. If it’s too long or not unique enough, it will simply be passed over in users’ content feed and your marketing campaign will fail.
3. Partner with influencers who share your vision and goals.
Influencer marketing is an extremely popular tool for cheap and efficient social media growth. To learn more about the best practices for influencer marketing, I asked the Women’s Best team how to find success with this approach. They said that success “can be achieved by working with people who share the same vision and are happy to support the company towards its goals. Social media can be a great way to build great business relationships with people sharing the same interests.”
Influencer marketing is most effective when you align your own business objectives with the objectives of the influencer. For instance, if you’re a clothing brand that has a goal of empowering women to express themselves through clothing, partner with influencers who are active in women’s communities and sympathetic to your vision.This way, they’ll be more incentivized to actively encourage their followers to engage with your brand and purchase your products.
Aligning your goals is also important for sustainable, long-term business relationships, which are vital for any brand looking to establish themselves as a dominant player in their industry.
4. Engage and actively communicate with followers.
The most important tip I learned from Women’s Best is that “creating a strong communication channel with your customers and keeping them engaged” is the best way to grow quickly on Instagram. One mistake that many digital marketers make is failing to actively communicate with their followers. These marketers will post content frequently but never participate in conversations happening in the comments or direct messages.
Successful Instagram marketers will encourage discussion in posts by asking questions of their followers and replying frequently to commenters. Similarly, they’ll send content directly to individual users through direct messages and post curated content to keep users involved and appreciated.
Participating in conversations with users is often the best way for marketers to get feedback on their brand and marketing strategy while keeping up-to-date with consumer trends. Engagement is the most important tool that marketers can use to generate a massive following on social media.Opinions expressed here by Contributors are their own.