Advantages and disadvantages of Instagram marketing according to an expert [+ Research]

I used to be in highschool after I uploaded my first Instagram submit, and now that I am nearly 30, I can positively say that I’ve modified lots since then.

The identical will be stated for social media platforms, and these modifications have led to some benefits and drawbacks of Instagram advertising.

Since Instagram has been round for thus lengthy, you might marvel if the platform remains to be related in advertising or if the professionals of Instagram advertising nonetheless outweigh the cons.

Fortunately, I requested an skilled for his ideas and I consulted the outcomes of our newest Instagram Advertising and marketing Report.

This is what I found:

Is Instagram Advertising and marketing Nonetheless Efficient in 2024?

In our 2024 Instagram Advertising and marketing Report, 88% of responsive entrepreneurs stated Instagram advertising has been efficient for his or her firm this 12 months.

Moreover, 71% of entrepreneurs who promote merchandise instantly throughout the app say its social purchasing options present a excessive ROI.

With these numbers in thoughts, I might say Instagram advertising remains to be priceless and efficient in 2024 Samantha Meller, head of social media at HubSpot’s The Hustle, agrees — however with one situation.

“Definitely, I might say each model needs to be on Instagram,” she says. “That stated, Instagram’s conventional playbook has gone out the window.”

Meller says entrepreneurs should be agile and adaptable to succeed on the platform.

“You possibly can’t simply relaxation in your laurels for what has labored up to now,” she says. “It’s essential to at all times be innovating and have an ear-to-the-ground mentality about what’s occurring proper now so you possibly can relate to your online business.”

Additionally, take into consideration how your content material can present worth to their viewers.

For instance, considered one of my favourite Instagram accounts is Fenty Magnificence. Make-up manufacturers do not simply submit attractive photos of their merchandise; It additionally makes use of reels and tales to point out the viewers tips on how to use the merchandise for a well timed look

Its newest video incorporates a tutorial by magnificence influencer Alegria Jimenez, exhibiting viewers tips on how to create a vacation look.

Picture supply

Whereas Instagram actually has its worth in advertising, it’s not with out its challenges. I requested Mailer concerning the professionals and cons of her expertise with Instagram advertising. This is what he advised me:

4 Advantages of Instagram Advertising and marketing

1. Instagram is nice for model consciousness.

Like 40% of entrepreneurs in our Instagram advertising report, Hustle’s high aim on Instagram is to extend model consciousness.

“It is a technique to join with our viewers and attain potential new viewers members who will ideally change into clients on HubSpot,” he explains. “It is a method for us to showcase all of the totally different content material we do throughout The Hustle model, like movies, podcasts, long-form editorial tales, our e-newsletter, and many others.”

Meller notes that Instagram followers are extra priceless than on different platforms as a result of they make investments extra within the account and its content material. They’re additionally prone to see your content material repeatedly.

“Once you observe somebody on Instagram, it is much more promising than following somebody on TikTok,” she says. “Should you observe somebody on Instagram, it is since you need their content material to point out up in your feed. However, should you observe somebody on TikTok, you may not see their content material for months.”

2. Instagram helps entrepreneurs decide what their viewers is fascinated with

“Instagram is efficacious for locating out what sort of content material our viewers is into, what sort of tales they wish to hear, and what they do not wish to hear,” explains Meller.

“I am a giant believer that understanding what your viewers would not need will be extra useful or priceless than understanding what they do need.”

Mailer says The Hustle makes use of these insights to counterpoint its content material, together with podcasts, newsletters and extra, each on and off the platform.

3. Instagram engages with the viewers.

54% of entrepreneurs say their aim in 2024 is to extend engagement on Instagram, and Meller says engagement is without doubt one of the advantages of the platform.

“We have made lots of modifications to our Instagram and social media technique over the previous few months, and we have seen some actually thrilling metrics come out of our new technique,” he shared.

“We’re seeing a giant enhance in impressions and engagement, which suggests our viewers is responding to our content material rather more than up to now.”

Interacting together with your viewers is without doubt one of the hottest and efficient methods for engagement. You are able to do this by replying to feedback and sharing photos and movies of your followers utilizing your merchandise

4. Instagram can put your content material in entrance of latest audiences.

This didn’t come from the professional truthful. As a substitute, these are my very own observations as each a creator and an Instagram person. Instagram has carried out new options and algorithms that assist push your content material to new audiences.

For instance, collaborative posts enable two totally different accounts to point out the identical content material. To illustrate I am a small enterprise that received a widely known producer to function my product on their Instagram content material.

Stated creator can submit content material in collaboration with my account and their followers will see each my account and merchandise, giving my model extra publicity.

Instagram can be experimenting with exhibiting really helpful accounts in customers’ feeds.

4 Disadvantages of Instagram Advertising and marketing

1. Instagram’s algorithm is risky.

If my creator buddies and I’ve one criticism about Instagram, it is its continuously altering algorithm. Relating to the truthful.

“Instagram’s algorithm is at all times doing one thing new. Simply whenever you assume one thing is working, it modifications, and one thing is not,” she says. “You may need per week or month the place your content material is basically sizzling, after which the following month, you are questioning, ‘What is going on on? Have individuals forgotten about us?'”

2. Instagram continuously introduces new options.

New options aren’t at all times unhealthy, however they are often overwhelming for entrepreneurs if new rollouts are fixed and if these options are vital to viewing your content material.

“Plenty of social managers joke that each time Adam Mosseri posts a video, there’s panic,” Meller laughs, “as a result of we’re pondering, ‘What now? What function are they going to roll out that the algorithm goes to favor, that continues to see all of our content material?’ All of us should bend over backwards to maintain?'”

3. Budgeting for influencer advertising could be a problem.

Once more, that is primarily based by myself observations, not from the truthful.

For a lot of entrepreneurs, influencer advertising appears out of attain — in spite of everything, do not it’s important to spend huge to associate with mega influencers? Happily, there are methods to include influencer advertising into your finances, even should you’re a small or up-and-coming enterprise.

Whereas it looks as if a finest follow to associate with influencers with many followers, HubSpot’s Instagram Engagement Report says your efforts are extra worthwhile should you associate with influencers who could have fewer followers however a extra engaged group (generally known as micro influencers). .

Micro-influencers present small, extremely engaged audiences with out the hefty price ticket of a mainstream movie star, making the sort of advertising extra accessible to quite a lot of manufacturers.

86% of entrepreneurs say influencer advertising has been efficient for his or her firm, I nonetheless say it is value a attempt.

4. There’s lots of competitors on and off the platform.

“There’s lots of competitors not solely with different manufacturers or content material on the platform, however Instagram itself is competing with different apps, like TikTok,” defined Meller. “All apps are ready on your consideration, in order different platforms develop in reputation, fewer individuals are going to Instagram.”

Why Instagram Can Be Difficult for Manufacturers

Briefly, Instagram is difficult for a lot of manufacturers due to its unpredictable algorithm, fierce competitors, and fixed rollout of latest options that should be prioritized.

However, Meller says entrepreneurs should not let these components scare them. As a substitute, they need to roll up their sleeves and begin researching.

“I have been doing what I have been doing for the higher a part of a decade now,” she says, “and ensuring I’ve a bunch of assets, newsletters and other people I observe within the social media area is a pulse on all the things.”

Listed below are some sources Mailer recommends:

“For higher or worse, I am continuously on-line. I am consuming content material in quite a lot of methods, studying, watching and listening,” says Mellor. “I prefer to know. That is what makes social media supervisor. You actually should be on-line and breathe, know the web tradition and what individuals are speaking about.”

remaining thought

Instagram is consistently evolving, but it surely stays an amazing platform for companies making an attempt to extend model consciousness and viewers engagement. That stated, it is not with out its challenges, akin to an ever-changing algorithm.

Nevertheless, the assets and suggestions above will help you navigate the platform and create a priceless Instagram advertising technique.