Instagram Marketing Strategy: a Comprehensive Guide

Sharing insights on effective marketing on the popular social media platform.

Instagram Marketing Guide by Umnico

Why invest resources in marketing on Instagram? With an audience of over 1 billion active users, the visually rich and socially vibrant platform offers ample opportunity for brands to artfully create and share content in various formats, captivating followers with behind-the-scenes glimpses, exclusive offers, and interactive elements such as polls or quizzes. In the article, we are going to explore the benefits of Instagram marketing, the types of Instagram posts, and the best practices that can help companies improve their sales and customer engagement via the social media platform.

Table of content

What is Instagram marketing

Instagram marketing refers to a brand's activities on the social media platform to boost engagement, foster community, and drive conversions.

It involves content planning and publishing, employing hashtags to increase discoverability, collaborating with influencers to amplify reach, and running targeted ads to find potential customers amidst Instagram's massive user base. Essentially, Instagram marketing is a fusion of creative storytelling, aesthetic appeal, and data-driven insights, turning the social media platform into a powerful tool for cultivating brand identity, nurturing customer relationships, and ultimately, driving business growth.

Why market on Instagram: benefits for business

Instagram marketing leverages the platform's extensive tools and features to create a visually appealing and interactive experience for users. Let’s explore the distinct advantages that make it an indispensable tool for businesses.

Perfect for visual storytelling

Instagram's core functionality revolves around visual content, which includes posts and stories. This allows businesses to craft compelling narratives around their products and services. A well-curated Instagram post can showcase your brand’s personality, while Instagram stories can create a sense of immediacy and intimacy, offering behind-the-scenes glimpses or live updates.

High engagement

Instagram consistently ranks high for user engagement compared to other social media platforms. Posts, especially those with high-quality images and videos, tend to receive more likes, comments, and shares. The average Instagram business profile follower engagement with a page's posts is 2.18%. Overall, photo posts received the most engagement from page followers, with an interaction rate of 2.69% , while for videos the figure is 2.21%, which is still much higher than for content on other social media platforms. Such active interaction ensures that your content resonates with your audience, making it more likely to convert casual viewers into loyal customers.

Extensive targeted marketing functionality

Instagram's integration with Facebook provides access to advanced targeting options. Businesses can tailor their content to reach specific demographics, interests, and behaviors. This precision in targeting ensures that your marketing efforts are concentrated on the segment of the Instagram user base most likely to be interested in your offerings.

Age groups of Instagram users (April 2024)

Insightful analytics

Instagram provides businesses with detailed analytics about who their followers are, how they interact with their content, and what strategies drive the most engagement. These insights are crucial for refining your marketing strategies and making informed decisions to optimize your Instagram campaigns.

How businesses use Instagram for marketing

Instagram can be a powerful marketing tool for businesses and individuals. By focusing on four key marketing strategies described below, businesses can use Instagram to build brand awareness, drive traffic, generate leads, and ultimately, boost sales.

Instagram Shoppable Posts
  • Visual branding: Instagram's highly visual nature makes it an ideal platform for businesses to showcase their brand's visual identity, products, and services through high-quality images and videos.
  • Influencer marketing: Businesses can partner with influential Instagram users (influencers) who have a large and engaged following, leveraging their reach to promote products or services to their audience.
  • Instagram ads: Businesses can create targeted advertising campaigns on Instagram, taking advantage of the platform's advanced targeting and analytics capabilities to reach specific audiences.
  • Shoppable posts: Instagram's shop post features allow businesses to tag products in their posts, making it easier for users to discover and purchase items directly from the platform. According to the platform itself, over 130 million people tap on shoppable posts to reveal product tags every month.

Types of content on Instagram

To make the most of your Instagram marketing efforts, it's essential to understand the various types of posts available on the platform.

Instagram Content Types

Feed Posts

The most common type of Instagram post is the feed post. These posts appear on your profile grid and in your followers' feeds. Feed posts can include single images, multiple images (carousels), or videos up to 60 seconds long. When creating feed posts, focus on visually appealing content that aligns with your brand's aesthetic and messaging. We also explain below the types of posts that a brand can utilize in the Instagram marketing strategy.

Instagram Stories

Stories is a popular feature that allows users to share ephemeral content that disappears after 24 hours. Stories can include photos, videos, text, stickers, and interactive elements like polls and questions. Use Stories to share behind-the-scenes content, promote limited-time offers, or showcase your brand's personality.

IGTV Videos

IGTV (Instagram TV) is a feature that enables users to share longer-form video content. IGTV enables users to share longer-form video content, with videos that can be up to 60 minutes long and are designed for more in-depth storytelling or educational purposes. Use this format to share tutorials, interviews, or episodic content that keeps your audience engaged.


Instagram Reels is a relatively new feature that allows users to create short, entertaining videos set to music or other audio. Reels can be up to 30 seconds long and can include multiple clips, effects, and editing tools. Use Reels to showcase your creativity, participate in trending challenges, or share quick tips and tricks related to your niche.

Live Videos

Instagram Live allows you to broadcast real-time video content to your followers. Live videos are an excellent way to engage with your audience, answer questions, or share exclusive content. Use Live videos to host Q&A sessions, product demonstrations, or interviews with industry experts.

Types of Instagram feed posts

With feed posts, businesses have a variety of options for creating engaging content that resonates with their target audience in various ways.

  • Product showcasing.Highlight your company's offerings with posts featuring products, their features, benefits, and pricing.
  • Behind-the-scenes posts.Share glimpses of your company's culture and operations to humanize your brand and connect with your audience.
  • User-generated Content (UGC).Share posts from customers featuring your products or services to build social proof and encourage engagement.
  • Educational posts.Provide value by sharing industry-related knowledge, tips, or news. Use a mix of visuals and text to keep content engaging and digestible.
  • Promotional posts.Generate buzz for product launches, sales, or events with posts that include a call-to-action. Use striking visuals and compelling copy to drive results.
  • Lifestyle posts.Show how your products fit into customers' lives with posts featuring your products in real-world settings. Inspire followers and show them the benefits of your offerings.
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How to set up Instagram Business account

To set up an Instagram Business account, follow these steps:

  1. Download the Instagram app for your iOS or Android device. Create an account or sign in with your existing personal account.
  2. Tap the profile icon at the bottom right corner of the app to access your profile. Tap the three horizontal lines in the top-right corner and then tap “Settings” at the bottom of the navigation menu. Scroll down and tap “Account,” then tap “Switch to Professional Account.”
  3. Select the category that best represents your business or profession. Once you select the category, you will be prompted to choose between a Creator account and a Business account. Tap “Business.”
  4. Connect to Facebook (optional): You can connect your Instagram Business account to your Facebook Business Page. This step is optional, but it can help you manage your social media presence more effectively.
  5. Fill in your business's contact information, such as email, phone number, or address. This information will be visible on your Instagram profile. Tap "Done" to complete the setup process.

Tips & best practices for Instagram marketing strategy

When it comes to building a successful Instagram marketing strategy, focusing on the "3 C's" can significantly enhance your strategy and improve your visibility.

3 C's of Instagram marketing

Whether planning monthly content for Instagram or recording a story, always keep in mind that each piece of content should align with the 3 C’s rule.

  • Content. Every post should be high-quality, visually appealing, and aligned with your brand. Consider what sets your content apart. Is it your unique aesthetic, the tone of your voice, or the originality of the visuals? Regardless of whether you’re posting images, videos, or stories, make sure your content not only grabs attention but also encourages engagement and sharing.
  • Consistency. Consistency in posting is essential for keeping your audience engaged and growing your follower base. This does not necessitate the posting of several times a day; rather, it is about creating a predictable and steady pattern that your followers can expect and look forward to. The use of scheduling software can assist in maintaining this consistency without the need for monitoring it 24/7.
  • Connection. Instagram is a social platform, so it is important to make your brand sociable. Engage with your followers through comments, likes, and shares. Respond to their queries promptly. Use stories to share behind-the-scenes content, polls, or Q&A sessions. This builds trust and fosters a stronger connection with your audience, turning casual followers into loyal fans.
Instagram integration by Umnico

3 main factors of the Instagram algorithm

Understanding the Instagram algorithm is crucial for any marketer looking to increase their reach and effectiveness on the platform. Here are the three main factors that impact how content is shown to users.


Instagram prioritizes posts with high engagement, which includes likes, comments, shares, and views on videos. The more engagement a post receives, the more likely it is to appear in users' feeds and on Explore pages. To boost engagement, encourage user interaction by asking questions in your captions, using interactive stickers in stories, and creating content that resonates with your audience.


The algorithm also considers the relevancy of your posts to your audience. This is determined by past interactions with your content. If users frequently engage with your posts, Instagram is more likely to show them your new content. Tailoring your content to align with the interests and behaviors of your target audience can increase its relevance and visibility.


Recent posts are more likely to appear in feeds than older ones, so it’s important to know when your audience is most active on Instagram. Posting when your followers are most likely to be online increases the chances of engagement, which in turn boosts the visibility of your posts in their feeds. Utilize Instagram's insights to find the optimal times for posting and plan your content schedule accordingly.

Umnico Inbox is an omnichannel messaging platform designed specifically for brands focused on optimizing their Instagram marketing strategies. The platform allows users to leverage several Instagram Business and Personal accounts in one window, manage the sales funnel effectively, and employ marketing automation and GPT-4 chatbots. Since Umnico provides an official Instagram integration, there are no risks of unexpected account suspension or restrictions on the number of followers.

Best way to advertise on Instagram

To achieve the best possible results in Instagram advertising, always keep in mind the following rules.

  • Pick the suitable targeting option(s). Instagram offers a variety of targeting options for your ads. Additionally, you can create custom audiences from your website visitors or use lookalike audiences to reach people who are similar to your existing customers.
  • Use hashtags to increase the visibility of your organic posts. While paid ads don’t rely on hashtags as much, you can still use them sparingly to add context or promote a specific campaign. This can help your posts reach a wider audience.
  • Partner with influencers who have a following that aligns with your target audience. These influencers can help promote your products or services to a broader audience, while still being targeted and relevant.
  • Experiment with retargeting. Experiment with retargeting ads to reach people who have already interacted with your brand, visited your website, or engaged with your content on Instagram. This can help move potential customers further down the sales funnel and increase the likelihood of conversions.
  • Ensure ad policy compliance. It's important to ensure that your ads comply with Instagram's advertising guidelines. Failure to do so could result in your ads being rejected or your account being penalized.
  • Monitor campaign efficiency. Make use of Instagram's analytics tools to track the performance of your ads. This includes testing different creatives, ad formats, and targeting options to see what works best. Based on this data, you can adjust your campaigns to improve your return on investment (ROI).

How much Instagram ads cost

When planning your Instagram ad budget, several factors come into play. The bidding model is a key consideration, with CPC (cost-per-click) typically ranging from $0.50-$1 per click, and can even reach up to $3 in competitive industries. CPM (cost-per-impression) averages between $2.50-$3.50 per 1,000 impressions. The industry you're in can also impact ad costs, with competitive fields like fashion potentially having higher costs. The size and demographics of your audience, the ad format (images, videos, carousels, or Stories), and the placement of your ads (Stories, Reels, or feed) can all influence your budget.

Instagram Ads Manager interface

Additionally, the quality of your ads can affect costs over time, with engaging ads potentially lowering costs due to better performance. CPC can range from $0.50-$3 per click, with more competitive niches being on the higher end, and CPM averaging between $2.50-$3.50 per 1,000 impressions. However, these are just averages. It's recommended to experiment, start small, and adjust your budget as you learn what works best for your brand on Instagram, prioritizing high-quality ads to maximize ROI and lower costs in the long run.

Summing things up

Instagram's vast user base and diverse content options make it a powerful platform for brands to reach their target audience, build relationships, and drive sales. However, managing multiple accounts, creating engaging content, and staying on top of the ever-evolving platform can be overwhelming. This is where Umnico’s Instagram CRM comes in. By simplifying account management, streamlining content creation, and automating marketing tasks with GPT-4 chatbots, Umnico empowers businesses to leverage Instagram's full potential while ensuring maximized efficiency. The platform is an invaluable tool for any brand seeking to achieve Instagram success and build a loyal, engaged community. All new users can assess Instagram functionality in Umnico for free during a trial period.

blogpost author

Nikolay R.

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