Business profile on instagram: what has become obsolete in 2021
Instagram remains one of the most promising sales channels – in Russia alone, its monthly audience now amounts to almost 60 million people. However, after a series of updates, social network algorithms began to work differently. User preferences have also changed. How to promote your business now so as not to “drain” the advertising budget dry – says Margarita Bylinina, entrepreneur, marketer, author of books on promotion on Instagram, head of the Digital Academy of Marketing project.
Not a single target
For a long time, targeted advertising has been one of the main tools for promoting a business and increasing sales. The iOS14.5 update changed everything – it allows iPhone owners to disable data tracking in mobile applications, which effectively puts an end to the personalization of ads for this audience.
Instagram stops “seeing” information about such users and their actions. The indicators in the ad account can no longer be considered reliable – invisible visitors distort the real data on the effectiveness of advertising and conversion. The update also negatively affected the retarget. For example, the system no longer “recognizes” a regular customer and shows him ads aimed at a “cold” audience.
Today, at least one billion people own the iPhone. According to statistics, they are more solvent than users of devices running on Android. Therefore, participants in the advertising market and Facebook itself are trying to do everything possible in order to find an effective solution to the problem. In the meantime, the best option for promoting using a target is to segment the audience: when setting up, focus on Android users.
Quality over quantity
Two years ago, the main indicator on Instagram was the number of subscribers. Now the vector has shifted from quantity to quality – for successful promotion, an account should only have a living, loyal audience. And the first thing to avoid is giveawi. They have outlived their usefulness in 2021.
Secondly, it is necessary to remove all mass followers from the number of subscribers – they worsen the coverage and ranking of the profile. But followers with the number of subscriptions up to 200 people should pay special attention: your posts will appear in their feed most often. Such subscribers need to be retained in every possible way.
Instagram algorithms are “trained” for reactions – comments, reposts, recommendations, likes. The speed of their propagation is also taken into account. This pushes many to controversial actions: content is deliberately posted on the account that causes outrage, surprises, shocks, and most importantly – makes them share with others. Therefore, strange dances, tears, fights, touching stories and sudden confessions so often flash in the tape. However, in 2021, such content should not be used, it tired the audience.
Now, constant high-quality interaction with the audience is coming to the fore. This increases her loyalty and engagement. In addition, the more time subscribers spend on a profile, the better for statistics. And the number of actions will increase the reach. Therefore, you should make the most of gamification in your profile, hold small contests, and post warm-up posts. Practical content “works” especially well – it elicits the greatest number of reactions and, at the same time, increases subscriber loyalty.
The approach to working with opinion leaders has also changed. Nowadays, the preference should be given to influencers with a small but engaged audience: from 5,000 to 150,000 subscribers. The optimal format for cooperation is joint broadcasts on current topics and native advertising – posts, stories.
When choosing a blogger, you need to check how he aligns with your brand values. Also, its target audience should be close to yours: integration for the sake of integration is now perceived negatively by subscribers. An accurate hit will remove most of the advertising barriers and increase brand credibility.
Another trend is the move from producing to self-producing. At the beginning of last year, it was popular to involve producers in the work on the account; there were numerous courses to train such specialists. Now they will be out of work.
The trend now is the most lively content close to everyday reality. A win-win option: often show the wrong side in your profile, whether it’s the life of a blogger or the production day of a brand.
Fasting should be done daily. With the onset of the pandemic, many, both ordinary users and brands, began to post less often. Now the trend is coming to naught, the world is gradually returning to its usual speeds.
An effective and at the same time free way of promotion is to comment on posts in large public pages with suitable topics. Comments with expert opinion should be left under posts on hot topics. This will increase the recognition of your account, attract the attention of the target audience and new, interested, followers to it.
If we talk about the format of the content, then in the stories it is definitely worth giving preference to short, bright video. This trend came from TikTok and will be delayed for at least a year.