Last modification on July 18, 2021 by Loïc Frissard
Instagram is one of the best-known social media in the world, and therefore one of the most used. The platform actually has 1 billion active users each month, with 400 million stories published per day. In France, 25 million users are active every month on the media bought by Facebook in 2012.
These dizzying figures confirm the fact that Insta is undoubtedly part of the circle of the most influential and popular social media. But this influence, far from being limited to photos and short videos published by individuals, also affects businesses, since millions of regular advertisers are registered. It is precisely at this point that this article is concerned. Because these advertisers are obviously not satisfied with having tens of millions of people to whom they can send their advertising content. They make sure to send relevant content. So, what content should you send to sell better using Instagram?
Your products featured in photos
Instagram is a social platform specialized in sharing visual content (photos and videos). However, it is not enough to publish just any image or video to hope to reach your audience and arouse in each user the emotion that can encourage them to buy. You have to work on the quality of the visual to send. In this regard, photos featuring your products often constitute a most effective element of communication. Instagram 2019 figures reveal that photos get more engagement than videos. As a result, it is this type of content that should have priority in your Instagram strategy.
Photos featuring your products are understood to be photos in which essentially only the product is seen. If you are a restaurateur, an image on which a meal is presented in zoom will have more effect than a distant image showing the meal in a certain frame. If you are a seller of branded shoes, take beautiful screenshots of your most beautiful models and ask your subscribers for their opinions; above all, take care of the layout subtly so that the brand name appears unambiguously: advertise and assume it proudly! The same goes if you are an e-retailer specializing in electronic devices, take a photo of the latest Samsung, Apple or Huawei smartphone that you sell and let your community admire the design.
Infographics
Since statistics reveal a strong interest among Instagram users in images, the second type of content that this article will focus on is again a photo. Of course, videos also constitute valuable content. But we will come back to this later.
An infographic is an image whose particularity is to present information in text form. So, instead of providing your subscribers with beautiful images of your products, this type of content invites you to bring certain information to their attention. Although it is true that infographics are successful, you will however need to ensure that you offer a truly relevant infographic. A relevant infographic is one that provides useful information. Useful information is understood here on the one hand as being an element potentially unknown to users who follow your Instagram page, but also as an element which serves your cause by demonstrating your expertise or setting you apart from the competition.
For example, an infographic in which statistics on your sector of activity are presented is certainly of some interest; the contribution of the sector to the country’s GDP, the number of jobs created in the sector or even the names of the major players in the sector are among the pieces of information that could be of interest. But such an infographic will be all the more interesting for you if these figures can shed light on your strong points (the number of jobs your company has created, the contribution of your company to GDP, the positioning of your brand in relation to to your competitors in a given region, etc.). An infographic that could allow you to promote one of your business philosophies would also be a great idea (level of recycling in your premises, participation in charitable works, number of eco-responsible actions carried out, etc.).
Motion design videos
Your products can also be featured here, except this time there is movement. Motion design is a set of techniques consisting of putting inert elements into action via video in order to tell a story or present a concept. This type of video is generally very useful in a storytelling context. You can thus personify one of your products and put it at the heart of a story that will be told via motion design video. Such content can also be published to make your brand a character, who experiences adventures regularly followed by your subscribers.
By choosing visual content like those mentioned above, you will succeed in uniting a strong community around you. And for a business, a strong community almost equals big turnover!
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