Instagram. A modern marketer’s toolbox

By now we should all be familiar with social media giant, Facebook and you’ve no doubt discovered what a beneficial tool it can be to effectively market your business…but have you familiarised yourself with Instagram for business as yet? If not, you should know this.

Instagram, officially owned by Facebook, is now an extremely popular channel that is one of the best social media platforms for business in 2019. With approximately 9,000,000 monthly users in Australia, it sits behind just behind Facebook and YouTube as Australia’s 3rd most popular platform and can provide some powerful benefits for your business.

Instagram is constantly evolving whilst taking the title as the perfect modern marketer’s business toolbox, with new features being introduced to get the right amount of exposure and interaction with your target market. For example, it now allows you to tell your brand’s story with unique and engaging visual content.

Is Instagram the perfect tool for your business? When you look at the recent 2019 user demographic results, the profile breakdown is as follows:

Who is using Instagram?

Gender: 39% Female and 30% male

Age: 64% 18-29 yrs, 40% 30-49 yrs, 21% 50-64 and 10% 65+yrs

Location: 42% Urban Residents, 34% Suburban Residents and 25% Rural Residents

Income: 42% of people on 30K-40,999K, 30% of people on 50K-$74,999 and 42% of people on 75k+

Once you’ve determined whether Instagram is the right tool to target your ideal demographic, there are other factors to consider. For example, the right hashtags to include, the best day of the week to post and the right time of day to ensure your audience is online to instantly view your content.

When to post is heavily influenced by the habits of your target market and you can discover when they are most active on the platform by utilising the very handy tool, Instagram Analytics. Looking at Instagram Analytics will help you understand how the platform is operating as part of your overall marketing strategy.

If you’re not evaluating your Instagram Analytics on a regular basis, then you could be:

Targeting the wrong audience.

Posting too frequently (or not frequently enough).

Driving irrelevant visitors to your website.

Posting during non-optimal hours of the day or days of the week.

Missing opportunities for brand engagement in your comments or stories.

If this all sounds a little complicated and time consuming the good news is you can always engage a professional social media strategist to help get it right or try utilising an analytics site such as:





With regard to hashtags, we find this is somewhat of a grey area for some of our clients. But to those who choose to avoid them like the plague, we can’t stress enough how beneficial hashtags are to help you widen the spread of your posts. Recent research has found that posts with at least one hashtag average 12.6% more engagement than those without. More specifically, other research has found that the optimum number of hashtags on Instagram is 9 per post but don’t follow this number blindly – some posts will warrant less. The key to Instagram hashtag usage is to include plenty of relevant hashtags that will help your fellow Instagrammers. If you use unrelated hashtags, you are spamming the system and placing yourself in danger of receiving an Instagram ban.

So how do you find out what the best hashtags are to use? Well, firstly you can use Instagram’s search bar (ie the Explore feature). If you select the Tags tab, Instagram will generate a list of hashtags that are associated with that keyword and also show you how popular they are based on the number of posts with those tags. To stand out more, you may also want to consider using hashtags that are more specific to the content you are posting or niche hashtags that are referred to as ‘related’ hashtags on Instagram.

Perhaps also look at what your competitors are using and try to find something different so you’re not competing in the same space. Or look at what the influencers in your industry are using and learn from them – if a hashtag is working for them, it may be worth trialing.

If you need more advice about how to get your head around the forever changing, forever evolving world of social media marketing, please do not hesitate to drop us a line here at Milestone-Belanova.

To engage with us on Instagram and take the opportunity to view our recent projects and news, whilst getting to know us behind the scenes click, on the link below. We look forward to meeting you there!