Do you know how to use each of the tools available on this social network to create a successful business profile organically and generate conversions? Our new business managing partner, Bruno Estrela, gave an interview to Revista Locaweb – issue #79 – talking a bit about the subject.
The social network bought by Mark Zuckerberg in 2012 is considered the most popular among Brazilians, with 50 million monthly active users. Since its creation in 2010, people have been interested in consuming relevant visual content, which encouraged the emergence of the idea of monetizing Instagram posts. That's how sponsored ads and "influencers" were born.
It's possible to have a business profile on Instagram and make money by generating sales conversions. However, the biggest challenge is humanizing brands, since people crave relationships. So, the important thing is to understand your target audience. According to our new business managing partner, Bruno Estrela, "clearly define the segmentation your service is aimed at. Then, study the market and the audience profile very carefully. After that, produce quality, relevant content for your target".
After thoroughly studying your segmentation and your followers' daily and purchasing behavior, organic growth comes from engagement, which goes far beyond the number of followers or likes received. Interactive, quality content is key to reaching your goal. It's worth noting that buying followers is a strategy that backfires. "Acquiring people with no affinity for your brand only generates volume and pretty numbers. If you have a base of over 1 million followers but a very low engagement rate, it doesn't matter that the communication is circulating. If nobody shows interest in your content, results won't come."
Organic growth is the best of both worlds, but it's no crime to invest a little money to give your online presence a push. "Whoever bets on this strategy can expect more immediate and substantial results," says Bruno.
Since it's a network with very young users, those who work with this segment may be the most accurate target. But whoever thinks only they can take advantage of this online benefit is mistaken. "Investing in digital marketing is recommended for any type of entrepreneur. There's room for everyone. The question is how much money to put in so you don't come out losing," comments Bruno.
In short, Instagram offers many different tools to be used according to each entrepreneur's own goals. Moreover, the app's features are constantly being updated. In other words, analyzing and understanding the functionalities of this social network — which caters so well to the visual and relational appeals of internet users — can be a great way to strengthen a brand, put products and content into circulation, and win over the target audience.
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