Using Instagram to grow your business

How to use Instagram to grow your business

If ever you needed proof that we buy with our eyes, then look no further than the phenomenal growth of photo-sharing social media platform Instagram. With 300 million active monthly users bought into Facebook’s pictorial sister company, isn’t it time your business got the picture?

As regular readers of our blog will testify, we at KW Digital are passionate advocates of crafting great content to grow your business’ online presence. Of course, whilst written content is still a highly effective vehicle, in the fast-paced, content saturated climate imagery is rapidly becoming the ultimate tool for capturing the fleeting attention of online audiences.

Take this revealing statistic as a case in point. According to Social Media Today, Facebook posts that feature photos attract around 150 per cent more likes than those without. We are highly visual creatures after all, so it comes as no surprise that more and more Millennials – and subsequently businesses – are shifting towards Instagram for their ‘visual storytelling’ experiences.
Those 300 million active monthly Instagram users are thought to share around 70 million photos every day, generating 2.5 billion daily likes. Clearly, that’s a huge amount of engagement and interaction for the business world to tap into. A point not lost on the Instagram hierarchy, who launched Instagram for Business to give the corporate world a golden ticket to play.

So how do you go about growing your business through Instagram? Well, let us put you in the frame with some top tips that come directly from Instagram for Business themselves…

Put your goals in focus

“Consider how Instagram fits into your overall brand marketing strategy. Is your objective to increase awareness, shift perception, or reach a new audience? Pick a goal or two that can be achieved by connecting with Instagram’s highly visual and creative community.”

Develop your story line

“Choose story lines that are authentic to your brand and are best conveyed through captivating imagery. Create posts that follow these themes for a diversity of content that also remains consistent over time.”

Aim for quality

“Work with your brand or creative team to produce images and videos that are well-crafted and feel at home on the platform. Or, if you’re a one-person shop, take some time to learn from other brands and popular Instagrammers and follow their lead.”

Advertising that reflects what people care about

“People come to Instagram to follow their passions, from travel and fashion to cars and entertainment,” according to the official Instagram for Business Blog. “They want to see ads that reflect the things they care about. Advertisers also want to target their messages in more effective ways and reach people not just because of their age, location and gender, but because of the people, places and things they love.”

Later this year, we will continue to connect businesses to the right people through expanded targeting options. Working with Facebook, we will enable advertisers to reach people on Instagram based on demographics and interests, as well as information businesses have about their own customers. We will also improve the feedback mechanisms within Instagram to give people greater control and improve the relevance of the ads they see

Mercedes Benz use Instagram to accelerate advertising campaign

When Mercedes-Benz USA wanted to create a buzz around their new GLA model among millennial drivers they put imagery at the centre of their campaign.

They drew inspiration from the #ThingsOrganizedNeatly hashtag, creating engaging ads highlighting the versatility of the vehicle and targeting photographers and brand ambassadors to answer the question: “What would you pack in your GLA?”

As a result, Mercedes-Benz saw a 54 per cent increase in website visits by serving branding ads to the same people across Instagram and Facebook. They also saw a whopping 580 per cent increase in website visits when Instagram and Facebook branding ads were paired with Facebook direct response ads. By using the two platforms in tandem, Mercedes-Benz effectively moved people from awareness to action and sparked further discovery among their target audience.

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