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April 18, 2022 Content Chat Recap: How To Use Instagram for Content Marketing

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Most B2B brand marketing teams prioritize Facebook, LinkedIn, and Twitter for reaching and engaging with their communities through social media. Instagram, however, can also be an effective channel to humanize your brand and drive engagement through video and photo content—you just need to understand the site’s unique features and how to blend them to maximize your success.

In this #ContentChat recap, Sue B. Zimmerman (@SueBZimmerman), Instagram expert and business coach, joins the community to explain how to use Instagram for content marketing. Read through the below recap to learn:

  • How to find and use the best hashtags for Instagram
  • Why Instagram Reels are a valuable content marketing opportunity
  • How to avoid the common Instagram content marketing mistakes

Q1: What are the key features and ways to share content through Instagram that content marketers should know about?

There are four main ways to create content on Instagram: feed, stories, live, and reels.

The channel thrives on photo and video storytelling. Mix all four post types to drive engagement and increase the likelihood you’ll reach your target audience.

Instagram Reels can be especially effective to boost your reach.

Instagram direct messages (DMs) are a valuable way to build a relationship with your followers.

And Instagram guides are an area of opportunity for everyone.

Q2: How does Instagram’s feed algorithm work?

Instagram’s feed algorithms confuse marketers because the brand does not explain how its algorithms work (and often changes them).

According to Sue, Instagram has unique algorithms for each site component.

Feed algorithms sort through five user actions, which Sue explains here:

You can earn considerable organic reach on Instagram, especially with daily Live content.

Stay engaged with your communities to boost your content reach.

Q3: Should content marketers use hashtags on Instagram? If so, how many hashtags are appropriate?

You can include up to 30 hashtags in an Instagram post caption.

But we recommend using three to six hashtags per post.

Add your top three hashtags to your Instagram page description.

This interview from Sue explains how hashtags help views on Instagram.

Check out Sue’s YouTube playlist to learn more about hashtags:

Remember that using the best hashtags won’t matter if your content isn’t relevant to your audience.

Q4: How can you find the best hashtags to use on Instagram?

Use hashtags that reflect the overlap between your brand and product and your community’s challenges and interests.

Conduct social listening to see what your community is talking about and their most commonly used hashtags.

Use a mix of popular and niche hashtags to measure what works for your content.

Sue has a few additional resources to help you find the best hashtags:

Q5: What are Instagram Reels? Why should we use them, and what are your top tips for using Reels for content marketing?

Reels are short videos or a series of images with graphics and text. They are incredibly popular on the channel and can earn considerable reach.

Reels can include informative, how-go content, a behind-the-scenes look at your brand, or purely fun content meant to humanize your brand.

Sue shares her top Instagram Reels tips here:

Q6: What mistakes do brands often make when sharing content through Instagram?

Common content marketing mistakes on Instagram include posting the exact same content across all social media channels…

Lacking consistency…

Not creating relevant content…

Failing to use video and connecting intimately with your audience…

Neglecting SEO…

And not analyzing your results and experimenting with new content styles.

Q7: How can brands be successful on Instagram? Are there any exemplary brand pages we should check out?

Sue shares her top three tips for being successful on Instagram:

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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