The Best of

Digital Event: The Ultimate Guide to Instagram Marketing

Building a strong brand requires a strong digital footprint. A successful Instagram strategy is an essential component of that footprint. Before implementing your strategy, it’s important for your business to contemplate any company goals and measurements of success. Consider how many people you want your Instagram account to reach, as well as how you hope to drive deeper engagement on other social media channels.

On Tuesday, June 30, PartySlate CEO and Co-Founder Julie Roth Novack sat down with Social Media Lead Amanda Greenberg to discuss the importance of creating a strong Instagram marketing strategy. Together, they illuminated some of Instagram’s best practices and how to drive interactions beyond your Instagram account. They also discussed PartySlate’s particular Instagram strategy and how to incorporate diversity and inclusivity within that strategy.

To begin, Julie and Amanda shared a recap of Instagram best practices — starting with optimizing your Instagram bio. This includes creating an instantly recognizable Instagram handle and icon. Make sure to use a strong “handshake” description that is easy to scan. It’s also important to highlight categories such as events, services, and press. 

When selecting images for your feed, choose images that lead to high engagement. You want each photo to tell a story. Optimal photos should be light, bright, and unique. Make sure your photos have multiple points of interest so viewers can engage with different aspects of each photo. It’s also important to consider the look and feel of your grid. For example, consider the flow of each photograph to the next, as well the combination of close-ups and wide room shots.

Hashtags should be simple and direct. Think of your hashtags as SEO for Instagram — searchable and followable. While you can use up to 30 hashtags per post, you want to avoid clutter in your caption. Posting hashtags as the first comment will allow your caption to stand clearly on its own.

Instagram Stories and Instagram feeds are different; and therefore, they require different strategies. While your Instagram feed is a permanent testament to your work, Instagram Stories allow for more flexibility and raw storytelling. As such, your Stories and feed require different types of material, as well as different frequencies of posting.  

Conversation and crediting will drive engagement on your account. Captions and comments allow you to spark conversations with consumers, while crediting will leverage your network of event partners. Both practices are essential to building your brand.

Lastly, utilizing video content through IGTV or Instagram Live is more important than ever. For interactive and casual content, consider Instagram Live. IGTV, however, is perfect for timeless content with a professional feel. Both methods allow you to feature more in-depth content.

While all of these best practices will help you create a beautiful Instagram account, it’s important to think beyond the artistry of your account. You want to drive interactions that will later turn into leads. Think of Instagram as a gateway to deeper engagement. A “Link in Bio” tool allows you to transform your feed into a clickable, mobile-optimized land paging. This way, your followers can find exactly what they are looking for.

According to an Accenture survey, “70% of Millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity.” Part of creating a successful Instagram marketing strategy means selecting images and language that are inclusive and diverse. Featuring different cultures, ethnicities, and religions in an authentic way will help you reach a broader audience and drive new engagement with your brand.

PartySlate is here to help you develop your Instagram marketing strategy and celebrate your work. Julie concludes with a detailed Instagram action plan that you can use to increase engagement and drive new leads. If you are interested in receiving a PartySlate sample brand guide, please email us at digitalevents@partyslate.com.

You can watch the full digital event recording below, or open the recording with YouTube.