instagram marketing

Instagram has evolved into a booming marketing platform for businesses of all shapes and sizes. It enables them to provide valuable information, showcase expertise, cultivate their culture, and promote products.

But when there are over 8 million business profiles on Instagram, the social media platform can get a bit crowded.

Instagram stories allow your brand to directly connect with active users who mght otherwise miss your Instagram photos in their news feed.

To break through the noise and get your brand out, use the following tips to guide your social media strategy.

1. Keep a broad view

To harness the full power of this handy feature, you have to understand how it works and what purpose it serves. In a nutshell, Instagram Stories is a great outlet for communicating your core brand messages, missions, and values. This is a chance to uncover the warm, human face of your company and humanize your offerings and messages. It’s a chance to show the behind-the-scenes of your brand and connect with your audience on a more personal level.

Of course, beyond that, you also need to grasp the big picture and see how Instagram fits your overall marketing strategy.

To get the most bang for your buck, try to use Instagram and the Stories in synergy with other channels. Run giveaways and share tidbits of information about your upcoming blog posts. By tying in other social media channels to your Instagram Stories, you are creating a cohesive message about your brand.

Rest assured that aligning all the different moving parts pays dividends. Whether you run a digital storefront via the Magento e-commerce platform or a local brick-and-mortar business, you can do miracles with this social hub. The spectrum of cost-effective possibilities is vast.

2. Do your research

Some businesses use Instagram Stories to cover events, while others give insights into the lives of their employees, and others, behind-the-scenes content. There are so many possibilities when it comes to posting fresh content to your Stories. You could, for example, do interviews with people who were involved in the development of an upcoming product/service. No matter what you are posting, you have the opportunity to get people excited about your brand and maximize the chances of gaining traction.

Before you jump into it, there are a couple of things you should do. Most importantly, come up with a solid plan. Posting every now and then what first crosses your mind is not the way to go. Do thorough research and dig deeper into trending topics. Develop a deeper understanding of your target audience, its wants, interests, and needs. You should only post what you think will resonate with it.

3. Study the art of storytelling

Take your audience down a path that is easy and makes sense. Whether they end up on your blog or on your product page, you want the journey to be natural and seamless. This can be done with good storytelling.

It is important to post on a regular basis. Many brands do it daily, using a variety of features like videos, stills, rewind, boomerangs, etc. Use the creative technology to build a story that your viewers will enjoy.

Just like having a website that provides a good user experience or allows customers to pay online, taking care of high-quality visual content is an absolute must. 

Don’t forget to use hashtags to drive more traffic to your Stories and, eventually, to your website. When used creatively, they can help set the tone or mood of your post and add another layer to your overall story.

4. Use a variety of content

One of the easiest ways to maintain fresh content is to go for a diverse, mixed bag of content. Variety keeps people hooked, so do not let things get stale. Use videos, graphics, images, blog posts, songs, and more to provide a variety of content for your audience.

It would be a good idea to include a variety of themes, as well. Mix blog posts with behind-the-scenes shots, interviews with polls. Also, try to involve different departments and encourage them to get social. All your employees are your brand ambassadors and they can contribute to the Instagram story’s success.

You could create a how-to guide for a new product or post an Instagram video about a new influencer in your niche. Create an engaging story about your latest blog post or shares photos and videos of your customers with your products. There are endless opportunities for you to engage with your Instagram followers through stories.

5. Track and measure results

Instagram Stories is a powerful tool for storytelling, but it is not easy to prompt people to stop and listen to what you have to say. Create a killer strategy and learn about your target audience. Dive into research about best practices for social media marketing. 

Perhaps most importantly, make sure to track and measure the impact of your efforts. There are various key performance indicators, such as reach or engagement, to keep an eye on. The best feature that Instagram has to offer is its analytics. You can see the daily active users, which photos and videos get the most engagement, and lost or gained Instagram followers all within the app.

Notice what your audience engages the most with and then do more of that.


Remember that Instagram is simply an app to help connect you with potential buyers. The daily active users within your niche and those who regularly engage with influencers within your niche are the most likely to purchase your products or services.

So get to know them!

Got any recommendations on how to improve your Instagram stories? We’d love to hear them in the comments!

Lauren Wiseman

Lauren Wiseman is marketing specialist, contributor to  and entrepreneur. She helps clients grow their personal and professional brands in fast-changing and demanding market, strongly believing in a holistic approach to business.