There’s no doubt the popularity of Instagram is on the rise. We saw a stat this week that 13% of all Internet users have an Instagram account. That’s too many fingers and toes to count, but that’s a big slice of potential audience.

With stats like that, it’s no wonder businesses are jumping on Instagram. But like any social platform, it takes time. A new social media account, with relatively low brand awareness needs time to build a quality audience. So if you’re motivated read on.

Building a quality Instagram audience

Hashtag like a pro

Hashtags are used to accompany photos shared on Instagram.
Using relevant hashtags is the best way to discover new accounts and pick up followers.

Analytics gurus Track Maven, recently released their Fortune 500 Instagram Report in which they reported Instagram hashtags are currently underutilised and have proven impact on the success of Instagram content.

Track Maven reviewed the interactions (the sum of likes and comments) per 1,000 followers vs. the number of hashtags used and reported a strong correlation to the number of hashtags used and post effectiveness; up to 5 hashtags, has the highest average at 21.21 interactions per 1000 followers.

The trick here though is to use hashtags that not only describe your photos and business, but are also actively searched and used on Instagram.

Need help looking for popular hashtags? Check out Websta to find the top 100 hashtags on Instagram. #instagood

Filter phenomenon

Instagram has 20 photo filters to customise pictures. These filters have seen many amateur photographers turn “pro”, with the flick of a filter. But filters have more influence on post effectiveness than you may think.

Track Maven looked at the most popular and most effective filters used across by the Fortune 500 companies on Instagram and there were surprising differences.

Normal or #nofilter is the most popular filter in comparison to the other 19 with Lo-fi and X-pro II trailing in 2nd and 3rd most popular. However, although the Fortune 500 picks Normal or #nofilter most frequently, Track Maven found it is not the most effective filter. The most effective filter for the Fortune 500 for Instagram is Mayfair bringing in on average 23.044 interactions per 1,000 followers. Normal or #nofilter comes in with about 18.009 average interactions, and Inkwell follows with 16.407 average interactions.

So get cracking on #mayfair #inkwell #no filter and watch your how your audience engages.

Rule of Engagement

The right place at the right time

There is NO blanket rule for optimum times to post on Instagram. Instead, work out when the best time is to post for your audience. For example, one K.I.S.S client’s email campaigns go crazy at 7:15am on Tuesdays, but their Instagram audience is most engaged at 10:00pm. Work out what time your audience is most active on Instagram and be sure to post in your peak time.

Take the guesswork out of timings. We use Icono Square. to work out peak audience times on Instagram.

King content

Converting your followers into customers comes down to good content. If you aren’t pushing visually appealing and engaging content, your audience will disappear.

Make sure your content themes are a mix of sales and engagement content. Too little sales and people will forget you’re selling something. Too much and people will unfollow because they don’t want to be sold to. When you do sell, add value to your audience. It can be as simple as letting your audience in on an exclusive “spotlight” of new products or services or rare and limited opportunities. This tactic still pushes a sales message but in a way that engages your audience.

Ready to supercharge your Instagram? We offer full service social media marketing as well as one-on-one training for those who need to be steered in the right direction.

Meet Darnelle O’Brien

Darnelle is the Founder of The K.I.S.S Marketing Agency. Darnelle recognises that business owners eager to market their businesses, can be overwhelmed by so many strategy options.

She realised pretty quickly there was a genuine need to “Keep it Simple”. So in 2013, The K.I.S.S Marketing Agency was born. Together with her team Darnelle strives to deliver simple, yet effective marketing solutions for businesses.

Darnelle has over a decade of marketing experience in generating demand and creating buzz through all platforms. Her warm personality and “can do” attitude combined with her strength and passion for strategy, brand and digital, Darnelle ensures that all client briefs are realised in a timely and effective manner.

This time, do things a little different.