Instagram for Business basics

28 August 2020

Still using a personal Instagram profile? Find out how you can benefit by taking it up a notch and switching to Instagram for Business.

Instagram has come a long way since 2010. Mark Zuckerberg, CEO of Facebook, saw so much potential in the platform that he paid $1 billion to buy it just 18 months after it launched.

Since then, Instagram has continued to grow. There are now over 1 billion active users each month and more than 500 million active daily users worldwide. At the end of November 2019, there were almost 9.5 million active users in Australia – that’s 37 per cent of the population.

With statistics like these, it’s easy to see why the real estate industry is taking note. As a hub for images and videos, Instagram is a great tool for agents to enhance brand awareness, nurture relationships and build trust.

“If you’re serious about making your mark on this powerful platform, then it’s time to consider converting to Instagram for Business.”
  1. You can take advantage of Instagram advertising

Unlike a personal profile, Instagram for Business allows you to create ads. If you’re struggling to extend your reach on Instagram, paid ads will help to increase your exposure by targeting relevant demographics like age, location and interests.

For example, by targeting a carousel ad featuring some of your current listings to a particular location, you could pop up in the feed of someone who is house hunting in that area.

  1. You can add a contact button

If potential customers have to click on a link to your website to find your contact information, you might lose them altogether. Your Instagram for Business account provides a contact button on your page (with address, phone number and email), making it easier for people to get in touch.

  1. You have access to analytics

With a personal Instagram profile, you can only assess performance by looking at likes and comments. But with a business profile, you have access to Instagram Insights to help you understand who your followers are, as well as other performance metrics for individual posts and stories.

Taking note of your most popular posts is a great way to plan and fine tune your future content. If a post with a picture of you performs well, don’t be shy about creating more posts showing what you’re doing as you go about your daily activities.

  1. You can use IGTV

Video is an integral part of social media marketing and if you’re using Instagram for Business, you can reap the benefits of Instagram TV. Unlike Instagram Stories, which are short and sweet, and disappear after 24 hours, IGTV allows you to create longer-form content (up to 60 minutes) and won’t disappear by the next day.

IGTV is the home of vertical video, which means it’s totally focused on content that’s viewed on mobile devices – perfect for house hunters on the run! Why not consider doing an inspection tour of one of your listings or giving followers a market update while you’re out and about.

  1. You can add links to your Instagram Stories

Instagram Stories are a great way to interact with your audience in a personal way, but you can’t directly link to blogs and landing pages from your personal profile. However, a business profile allows followers to swipe up links within Instagram Stories, so you can highlight key content.

For example, you could offer a sneak peek of a new listing in an Instagram Story and insert a link to a virtual tour or send them to your website for full details.

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