Social Network

Instagram presence strategy

Caution! After reading this article, your idea of ​​an SMM strategy will no longer be the same.

For specialists, the implementation of the information received will give +100 points to the effectiveness of your work. For entrepreneurs – a clear understanding of what a professional’s job looks like.

Your goals

Before starting work, I recommend that you correctly determine the goals of your stay on the site. We set goals after understanding where we are at the moment.

The strategy is based on 4 levels of goals: business objectives, marketing objectives, communication objectives and media objectives.

Business Tasks

– Increase profit by 20%

– Take a leading position in the market in your segment

– Returning old clients

– Opening new centers


– Set of subscribers

– Increase customer base

– Social media sales

– Presence, status support

– Increase the% of repeat purchases


– Increase the number of positive reviews about the company

– Distribution of the branded hashtag on social networks

– Increase brand awareness on social media

What business tasks do you have?

Have you identified your communication goals?

Media Targets

– Increase coverage among the target audience

– Enter new customer acquisition channels

Try to think about this table after you finish reading the article

These are all different goals. Therefore, the path to them will differ in the tools that you can use in your work.

Set a specific, measurable SMART goal.

> The mistake many newcomers to Instagram make is setting a wrong goal or not having a goal as such. Take a look at examples of goal setting.

An example for a local business. Language school regional center


– Gain 10 thousand target audience subscribers for the school blog by May 1, 2020

– Increase profits by 20% by attracting new customers through Instagram by May 1, 2020

– Increase the percentage of students completing their studies by updating foreign languages ​​among young people in social networks in 6 months.

An example for a large clothing brand “Kriana”, all of Russia


– Increase brand awareness on social media by advertising through bloggers with a target audience of 25-35 years in 1 year.

– Bring to market a new line of clothing for women in size 48-50 by sharing viral videos with social ads on the topic of body positive by May 1, 2020

– Increase the number of brand # mentions up to 150 per month through activities and bonuses for customers for using it by September 1, 2020

We have set the goal, let’s move on. The next thing to do is to analyze your competitors.

Competitors are divided into direct – those who sell exactly the same product as you, and indirect – their customers can theoretically be yours.

We select from 10 to 15 competitive blogs and analyze them according to the following parameters:

  • visual analysis;

  • content;

  • interaction with target audience;

  • tone of communication with the audience (TOV or brand voice);

  • traffic analysis;

  • analysis of advertising strategy;

  • product analysis.

I want to draw your attention. Choose exactly the companies that you can really compete with. If you decide to promote a bistro cafe, you don’t need to analyze McDonald’s. This is not your direct competitor, although it is also fighting for the attention of your target audience.

Competitors should be monitored constantly, their promotions and news feeds can be used to make successful marketing within a city or even a country))

Example: How Burger King marketers reacted to McDonald’s birthday announcement:

1. McDonald’s Announcement

2. Promotion timed to coincide with someone else’s news feed from Burger King

As a result of competitor analysis, you should have a clear understanding of your competitor’s traffic, advertising campaigns, and audience. At this stage, perhaps, several competitors will disappear, since you will understand that their audience is not your target audience.

Competitor Analysis Services

Livedune – will show the activity and engagement of subscribers, as well as the dynamics of growth for the selected period.

Popsters – will analyze the content.

Facebook Ads Library – for analyzing ads.

Pabler – for analyzing ads on different sites.

Similarweb – analysis of competitors’ site to understand where traffic is coming from.

Who are we selling to? (Studying your audience)

Remember, your target audience on Instagram is those people who already have a formed need for a product, they are ready to buy your product / service, they already know its value. These will be the main marketing efforts.

These people can be related by demographic characteristics (gender / age / city), common fears and desires, or motivation to buy. Formulate a clear customer avatar. There are several ways to help you do this. You can:

Try to understand your audience as deeply as possible. You can write a separate article about each of these methods of studying the target. But the main thing is to study them, to understand what is closer to you and which method will give you an understanding of the client’s pains, desires and motives. This method should be applied. And after you have roughly understood who your client is, in what language you need to speak with him, in what tone, then you will have a conversion dialogue.

Person Method:

Example – beauty salon:

Sherrington’s 5W Method:

Read full article

An example of a portrait of a target audience using the Sherrington method:

For example, you offer a stretch ceiling installation service. In this case, segmentation of the target audience using the Sherrington method looks like this:

What: stretch ceiling in the middle price segment.

Who buys the product: Newcomers.

Why should you buy from you: you have a trusted supplier. certified products. The installers have passed the exam and have qualification certificates. You only take prepayment to purchase materials. You have safe equipment. You clean after installing the ceilings using a professional technique. There is a permanent promotion: installation of the fourth ceiling – as a gift.

When customers need your product: people bought an apartment, they need to make repairs and move in as soon as possible. There is not much money left, so they are looking for an inexpensive solution, but at the same time they value quality.

Where people decide to buy from you and where they buy: word of mouth (by the way, the one who brings the client will receive a percentage of the deal), the landing page where you plan to take people, and social networks.

We are looking for partners with a similar target audience

If in the client’s avatar you described in detail what he is interested in, then there will be no problems with finding partners. Let’s take the characters we already know:

  • Vlada is a student and on Instagram she reads fitness bloggers, blogs about weight loss, vitamins, sports, PP recipes, and about cosmetics. Also subscribed to salons and individual beauty masters.

  • Zhanna – yoga blogs, fitness clothing stores, stretching, body care, Ayurveda, travel to the East.

  • Daria – blogs about time management, personnel management, career guidance, children’s development and health, style.

This is a technique for selecting the publics you need, bloggers-partners for joint activities.

Bloggers. I must say right away that advertising from bloggers is not suitable for all businesses. Local services are difficult to promote through a blogger, as they most likely have very few regional audiences. Products / cosmetics / clothes / toys / information products, etc. are well suited for advertising among bloggers.

The audience of the blog for buying advertising needs to be checked very carefully, because almost everyone has cheats. From my own experience I know that you need to throw off about 20% of the audience.


  • Take statistics as a percentage of audience demographics (most bloggers have a PR account with up-to-date data, reviews and prices, but despite this, do not neglect the rest of the points).

  • Subscribe to the blogger and follow him for at least two weeks. Analyze audience engagement, ad frequency, reaction rate after a post is released, commentators on the adequacy of posts, view profiles of active subscribers.

  • Use analytics services Livedune, Popsters, Picalytics.

Editor’s Note: By the way, we recently gave a detailed overview of the new Instagram influencer analysis service on our blog.

  • Look for reviews in Telegram channels.

  • I also recommend contacting advertisers and getting first-hand feedback.

Let’s start packing our product

Everything that came before, the preparation stage.

1. Decide on the positioning of your product. It is advisable to narrow the target audience as much as possible: men’s manicure, yoga coach for pregnant women, family photo sessions.

2. Do a SWOT analysis.

  • S (Strengths) – strengths, characteristics of a business that distinguish it from its competitors.

  • W (Weaknesses) – weaknesses that make the company vulnerable to other players.

  • O (Opportunities) – opportunities, elements of the environment that a company can use for development.

  • T (Threats) – threats, elements of the environment that can harm a business.

3. Do you have a unique selling proposition – USP? If not, read the article and get started. This must be done without fail. USP should be reflected in the profile header.

4. Prepare offers for each category of buyers. For example: three days 8% discount for students, free consultation for new clients.

5. Choose the tone of communication with buyers in social networks and advertising messengers (light with humor or business) and think over triggers – leads that will work in advertisements.

Creative ideas

Light humor, the use of topical news feeds in posts, situational content, hot topics for discussion – all this is liked by the audience, it increases the activity of the audience.

It is important here not to overdo it with creativity, so as not to offend anyone. Otherwise, the slogan runs the risk of becoming a meme (like last year’s Reebok ad).

Original by Reebok:

Related memes

In the advertising business, creative is a solution to a client’s problem in a non-standard way.

Where do I get ideas and how do I create a creative:

  • develop a look;

  • read popular marketing blogs;

  • looking for interesting Instagram accounts;

  • watching bloggers;

  • brainstorm with team, colleagues or client.

Creativity is often born as an insight in the process of talking with colleagues, discussing the internal cuisine. During the analysis of competitors, thoughts come to how you can use their techniques in another niche. Situational content is easy to create. When there is a reason, it remains to say about it in the context of the customer. I recommend not relying on your memory, but writing down ideas as soon as they come to your mind.

Choosing a content strategy

At the beginning of the journey, you need to formulate several hypotheses that can be tested while working in the first months. What will be the basis of the content (depends on the product):

  • direct sales;

  • funnel sales;

  • expert content;

  • lifestyle content (for bloggers);

  • informational blog.

Choose an appropriate strategy for planning your content, or mix a few (many do). Use news event calendars to schedule event content for the holidays, important dates for your audience. And also follow the news, events that excite your target audience, create situational content on the topic of the event that everyone is hearing here and now.

Take part in flash mobs. The most recent large-scale ones: # 10yearschallenge – publication of two photos “now and 10 years ago.” Instagram has over 3 million posts on this hashtag. #dollypatronchallenge is a collage of four photos. With a photo of how you look in different social networks, today there are 500 thousand publications by hashtag.

Events of this nature require a quick response. Situational content does not last long, it is important to put the right # on time and achieve good coverage, sharing and positive reactions from the audience. No one is interested in eating a cold lunch. So it is with situational content: when all social networks are inundated with it, all your competitors and even your neighbor took part, the activity declines.

Content formats

Posts, Videos, Stories, IGTV, Live Streams – I recommend using all formats. Be sure to analyze the reactions of your audience. Track popular / unpopular posts, try new formats, communicate with your audience in a Q&A format.

Think about categories. 5-6 headings that will be used for clear navigation and divide posts by subject. Be consistent, train subscribers to come to your account as often as possible. For example, if you run a column with positive pictures every morning, you will answer questions every Tuesday, and go on air on Sundays, you will be able to control the audience’s attention.

A strategy can be developed in the form of a detailed content plan with thoughtful headings, predicting user reactions. Organize your content in such a way as to link sales to the event you need, for example, using a sales funnel. I also recommend taking customers from social networks to instant messengers to implement a sales funnel, letter chains, sell additional products and gradually warm up those who are not yet ready to buy.

Example: Selling Online Courses




Benefit (lead magnet)

Question – Answer

Audience pain

Increased pain


Saves, comments, shares, contacts

Engagement, comments

Engagement, comments

Engagement, comments




Warming up the audience

Warming up the audience

Selling post


Buying and solving 1 audience problem

Student results

Past Course Reviews

Live with students

Launching Sales

You will need content performance data to test hypotheses, creatives, format, and categories.

Measure audience reach, website traffic, engagement (ER), keep statistics on the download of the lead magnet (if you use a funnel), measure the conversion from the application to the sale, keep a record of all interested subscribers.


There hasn’t been an ideal time for posting since the smart feed appeared on Instagram. Therefore, I do not recommend being rigidly attached to time. Test your posting times and you may find the perfect one for your blog)

I do not recommend third-party posting services. They all work without an agreement with Instagram. Try Facebook Deferred Posting Creator. But while it’s not as perfect as you’d like, it’s best to publish by hand.

Advertising strategy

If you advertise with bloggers, advertise in targeted advertising, participate in thematic marathons, then separate advertising activities by time to understand which channel is working.

Always measure subscriber / lead / sale value. Determine the maximum cost you are willing to pay for a lead / subscriber or sale to control costs and be in the black.

Measuring success (performance metrics)

KPIs, of course, depend on the goals you set.

Subscribers. Measure your ad subscriber cost and budget. Don’t forget to take unsubscriptions into account. In the classical sense, a set of followers on Instagram makes sense only for a blogger. The business needs applications with subsequent sale, so working with the goal of only increasing subscribers is ineffective.

Reach. You need to understand the amount of coverage per month.

Transitions to the site – what can be measured in the ad office and using metrics on the site.

The cost of the target action (request / lead) – you can calculate this after launching test advertising campaigns.

ER – audience engagement measure both the total ER and each post. Data can be written into a content plan. This will show you what caused the greatest response.

Number of posts by # (UGC content) . It is measured by major brands, when launching contests or flash mobs.

Best of all, in my opinion, the KPI on Instagram was described by Alexey Tkachuk in his blog.

Strategy design

I present the strategy in a PDF document with illustrations, infographics and abstract / conclusions. I also attach several files with an example of a content plan and a cheat sheet for the customer on how to design a profile. Be sure to add examples of profile design, mailings, a chain of selling messages for the funnel. The document is quite lengthy and detailed, sometimes reaching 100 pages.

If you, using this article and implementing all the tips, try to develop a promotion strategy on Instagram yourself, you will also have to work hard. But strategy isn’t everything. Here comes the implementation!

Often the customer takes a strategy for independent implementation, but quickly returns to the complex, because he cannot always have so much time to work only in social networks.

I hope you found it useful and have a more comprehensive understanding of the strategy.

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