CASE:
Instagram
brand promotion
How to work with profiles that use gray promotional methods and increase the number of interactions with the audience by 100 times? In the first stage of work, it is necessary to provide a detailed profile audit and determine the most effective promotion methods.
Client: gadget and electronics store, which previously used gray promotional methods (massliking and massfollowing).
Indicators before cooperation:
- audience — 6 000 subscribers;
- outreach (indicators in the context of 1 month) — 5 700;
- displays (indicators in the context of 1 month) — 12 900;
- interactions — 1 200.
Goal: increasing interactions with the profile, brand awareness in the network and customer loyalty.
Implementation period: 1 year.
The promotion process was complicated because the store's audience was attracted through massfollowing and massliking, so most profiles were completely indifferent to the brand and its product.
You can see visible results of our work on the screenshots posted in the article.
What are masfollowing and massliking,
and why are they not suitable for Instagram promotion
Masfollowing is the process of automatic or manual subscribing to profiles that are searched by a certain hashtag or to subscribers of other popular pages that have similar topics or are interesting to the brand's target audience.
Massliking is the process of engaging an audience by putting likes on photos with selected hashtags.
Many profiles are prone to use these methods, but none of them can help to achieve the desired results. Instagram has a negative attitude towards gray promotion ways, so the profiles that use them usually fall into the shadowban.
Often, increasing the number of subscribers is the ultimate goal, the achievement of which is mistakenly taken for the immediate improvement of business quality and sales. However, to get a quality audience, it is important to take care of regular activity in the profile and its diversity: tell interesting stories about the product and company, interactive plan publications, etc., so that the audience follows the page with interest. Such a strategy of brand development on the social network helps win users' favor and attract a new audience interested in the product.
It's important to pinpoint the page's target audience to develop an effective Instagram promotion strategy.The client's profile was focused on subscribers aged 18 to 24 — Generation Zoomers, for whom the functionality and practicality of everything around them are extremely important. That's why it's important to keep in touch with subscribers and cover the information in each new post.
Our actions
- Strategy development.
- Rubrics planning.
- Posting 10 times a week (Feed + Stories).
- Competitions (at least one per month).
We closely monitored the response to various posts' topics, experimented with headings, adapted new tasks to previously obtained data, etc., to determine the most effective formats considering the audience’s interests. In addition, the brand actively interacted with subscribers in comments and direct messages, which positively impacted the profile's activity and popularity.
Even with a detailed content plan, it is important that we remain flexible and promptly respond to trends popular among the target audience. Thus, considering the success of memes with the comparison of antagonist camps, it was decided to add them to the publications plan. This decision caused a flurry of positive emotions among the page's subscribers.
Conclusions
So, thanks to a clear understanding of target audience needs, prompt response to subscriber's feedback and popular trends on the network,and regular posting, we were able to increase the number of interactions with the profile by 100 times and significantly increase outreach for Instagram account views. SMM promotion of the brand on social networks helped increase the number of customers and gain brand loyalty and increase its level of recognition.
Updated case of an online store for gamers: how did we achieve good average monthly indicators with an increase in the audience with a small advertising budget.
