InstagramTips, Tricks, & Best Practices

2

Introduction

How It Works

Key Settings

Best Practices

More Ideas

Analytics

Contents

3

You might groan at the idea of introducing another social platform to your arsenal, but Instagram has become a marketing essential. 24% of adults are using it (that’s more than Twitter!) with 55% of young adults ages 18-29 on the service*. Out of all the social platforms, artists frequently find Instagram the most enjoyable and intuitive platform to use, making it less of a chore for them and a more authentic experience for fans.

*Demographics of Social Media Users, Pew Resarch Center, 8/19/15

Introduction

4

Instagram is for posting photos and videos. Use either your own camera app or the built in Instagram camera to take a photo or record a 15 second video. Choose a filter, add a caption, and you’re good to go!

How It Works

5

Make sure profile information is filled in. You’ll have space to add a custom bio and a website. The website field is the only place on Instagramthat allows a functioning hyperlink. Don’t leave this field blank!

Key SettingsProfile

6

The most important setting on the Options screen is “Linked Accounts.” Use this to connect your account to Facebook. After linking your personal account, you can choose where photos are shared. This will default to the Timeline of your personal account, but can be switched to post to a page instead.

Key SettingsOptions

7

If you’re a Tumblr user, also use this time to connect that account, as well. Twitter does not support image preview in their feed, so you can skip connecting there for now!

Key SettingsOptions

8

You’ve gotten the hang of the basics. Now it’s time to make sure you’re getting all you can out of Instagram.

Best Practices

9

You can use any photo or video content you’d like on Instagram, including press materials and clips of official videos.

Best PracticesTypes of Content

10

Promotional content doesn’t make for the best fan experience, though. Fans are looking for candid insight into the lives of their favorite artists. Aim for at least 70% authentic photo and video posts.

Best PracticesTypes of Content

11

Share select photos and videos on Facebook and/or Tumblr to give your content extra reach and promote your Instagram account across platforms. Both services have great Instagram integrations.

Best PracticesSocial Sharing

12

Instagram has some popular, regularly used hashtags.

Try jumping onto a theme with some of these:

#TBT (Throwback Thursday): An older photo

#MCM (Man-Crush Monday): A man you admire

#WCW (Woman-Crush Wednesday): A woman you admire

#OOTD (Outfit of the Day): For the fashion inclined

Best PracticesHashtags

13

Including a location on your photos adds them to the feed for that spot, boosting discovery and reach. Try including venues for tour promo in advance.

Best PracticesLocation

14

People and other accounts can be tagged on Instagram both in the photo caption and on the image itself, just like on Facebook. Tagging in text doesn’t increase reach, but it will notify the user of the tag. If you’re going to engage with fans in your photo comments, always tag the person you’re responding to so they receive a notification.

Best PracticesTagging

15

While Instagram might seem capable of two simple things (photos and videos), it offers up lots of fun and creative marketing opportunities.

More Ideas

16

Instagram has a lesser known feature called Instagram Direct. It’s direct messaging, but with photos. Try giving a big fan the surprise of a lifetime by letting them be the first person to see cover art or hear a short clip of a song via video.

Find Instagram Direct at the top of your share screen.

More IdeasInstagram Direct

17

Instagram has introduced its own photo tool apps:

Hyperlapse: Create your own timelapse videos

Boomerang: Make gif-like video posts turning small, short movements into hypnotic repetitive images

Layout: Create photo collages and comparisons

More IdeasApps from Instagram

18

Use Repost to give fans a shout while adding their own content to your feed. The app will credit the original photographer while generating a new post for your own account.

More IdeasRepost

19

Quickly add text to your photos with Quick (formerly Overgram) for iOS and Android.

More IdeasText on Photos

20

Need to schedule posts for later? If you’re on the go and planning content in advance, check out Latergramme.

More IdeasSchedule Posts

21

Compile existing photos into a slideshow video. Recap a tour or flip through an album package. Flipagram is available for both iOS and Android.

More IdeasSlideshows

22

There isn’t a built in, universal Instagram analytics tool, so you’ll need to experiment and pay attention to see what gets results. There are some free/affordable tools that can help

• Iconosquare (formerly Statigram) – Great for finding hashtag usage for a contest

• PicStats – a new tool that analyzes account behaviors to show what works best

AnalyticsMeasuring Success

23

Advertising for Instagram has arrived. Ads are run off of Facebook’s platform, meaning you’ll get the same robust targeting capabilities available when you run Facebook ad campaigns. Ads are also setup through Facebook, as well.

Running an ad campaign with us? Talk to your client manager about incorporating Instagram ads into your plan.

Advertising

twitter.com/orchtweets

facebook.com/theorchard

linkedin.com/company/the-orchard

The Orchard and its logo are registered trademarks of Orchard Enterprises NY, Inc. All Rights Reserved. All other trademarks not owned by the Orchard Enterprises NY, Inc., its parent or affiliates that appear herein are the property of their respective owners, who may or may not be affiliated with, connected to, or sponsored by Orchard Enterprises NY, Inc., its parent or its affiliates.

Thank You!See you later