Instagram For Business For Dummies

Instagram For Business For Dummies

Paperback(2nd ed.)

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Put your best brand story in front of 1+ billion users!

One of the most energetically social of the major social media platforms, Instagram has the highest brand engagement rate of them all. Throw in the app's more than 1 billion active monthly users and its powerful business tools—including shoppable posts, devoted business profiles, and advanced analytics—and you have an unmissable opportunity to tell a gripping story that bonds you with your customers and makes your business an integral part of their social media lives.

The latest edition of Instagram For Business For Dummies puts you in the picture on how to showcase your product, craft your narrative, and gather insight into how your customers experience and react to your business. Presented in straightforward, practical language by three Instagram and marketing gurus, you'll swiftly go from setting up your account and profile to applying strategies for writing winning captions and creating content that deliver super-engaged customers.

  • Set up your account, profile, and analytics
  • Upload content and get smart with IG Stories and live video
  • Build and target paid advertising
  • Master the art of the hashtag

Whatever your current Instagram skill-level, there's always somewhere new to take you're the story of your business—and there's no better way to begin a gripping new chapter in that story than with this book.

Product Details

ISBN-13: 9781119696599
Publisher: Wiley
Publication date: 01/20/2021
Edition description: 2nd ed.
Pages: 368
Sales rank: 769,611
Product dimensions: 7.30(w) x 9.20(h) x 0.70(d)

About the Author

Jenn Herman is a social media consultant, speaker, and globally recognized Instagram expert.

Eric Butow is the owner of Butow Communications Group and the author of 30+ tech and computing books.

Corey Walker is a marketing strategist and owner of The Marketing Specialist.

Table of Contents

Introduction 1

About This Book 1

Foolish Assumptions 2

Icons Used in This Book 2

Beyond the Book 3

Where to Go from Here 3

Part 1 Creating Your Profile 5

Chapter 1 Installing Instagram 7

Moving Instagram to the Launch Pad 8

Installing on a Computer 8

Installing on a Windows PC (sort of) 9

Installing on a Mac (sort of) 10

Installing on Instagram's Native Platform 12

Installing on an iPhone 12

Installing on an iPad 13

Instagram Has Android Covered, Too 15

No App? No Problem: Instagram Is on the Web 16

Starting to Gram Instantly 19

Starting Instagram on a computer 19

Starting Instagram on a mobile device 20

Chapter 2 Setting Up Your Profile 21

Professional Profile Practices 21

Choosing a name and username for your business 22

Choosing a profile photo that attracts customers 25

Writing a Bio That Draws in Followers 26

Deciding what information to include 26

Formatting your bio 28

Using a call to action to drive website traffic 29

Choosing a website link that encourages clicks 29

Taking Advantage of a Business Profile Upgrade 31

Connecting to a Facebook page 31

Navigating your business profile 33

Chapter 3 Hitting Your Target Audience 35

Organizing Your Marketing Goals and Roles 35

Assembling your Instagram team 36

Determining your brand voice 37

Envisioning your look 38

Gathering Post Ideas 40

Researching your competition 41

Determining post content 42

Creating a content calendar 43

Evaluating third-party scheduling and analytics platforms 45

Part 2 Creating Your Narrative 49

Chapter 4 Taking and Posting Great Photos 51

Taking Your Best Shot 52

Improving Your Best Shot 53

Applying a filter 54

Tweaking with the editing tools 56

Saving your changes (or not) 59

Enriching Your Photo 59

Describing your photo 60

It's good to have options 60

Posting Your Photos: Ta Dal 63

Uploading Photos from Your Camera Roll 64

Uploading Multiple Photos to One Post 66

Selecting multiple photos 66

Applying filters and adding photos 67

Editing photos individually 68

Adding information and sharing your photos 68

Chapter 5 Recording and Posting Great Videos 69

Recording Your Day 70

Filming with a smartphone or tablet 70

Recording multiple video clips 72

Deleting video clips 72

Checking out your video 72

Improving Your Video 73

Applying a filter 73

Changing the cover frame 74

Adding details 74

Posting your video 74

Uploading a Stored Video 75

Uploading Multiple Videos 76

Part 3 Interacting With Others 79

Chapter 6 Finding People to Follow 81

Where Are My Peeps? 82

Finding your Facebook friends 82

Syncing your contact list 82

Finding New Friends 83

Exploring the Explore function 84

Searching the Search feature 85

Letting Instagram suggest users to you 86

Following Your industry 86

Watching your competition 87

Getting noticed by big brands 88

Deciding Whom to Follow Back 89

Viewing and following your followers 90

Reciprocating a follow or not 90

Finding Your Insta-Tribe 92

Finding or creating a community you vibe with 92

Deciding whether Instagram pods are beneficial 93

Chapter 7 Sharing and Commenting on Posts 95

Before You Share, Stop and Think 96

Sharing on Other Social Media Sites 97

Copying and pasting a link to another social network 97

Embedding your photo or video on a web page 98

Garnering Comments 99

Including a caption 99

Mentioning your followers 100

Reviewing Your Comments 100

Deciding to respond or delete 101

Reporting Commenters When All Else Fails 104

Reporting a commenter 104

Blocking a commenter 105

Chapter 8 Direct Messaging with Ease 107

Starting a New Direct Message 108

Sending Photos and Videos Privately 110

Sharing GIFs 114

Using Voice Messages 115

Creating a New Group Message 116

Replying to a Direct Message 117

Using Live Chat in Direct Messages 118

Navigating Your Inbox 119

Getting Rid of Unwanted Messages 121

Chapter 9 Wielding the Power of the Hashtag 123

Investigating Hashtags 124

Following hashtag best practices 125

Storing hashtags for later 127

Tracking hashtag analytics 128

Researching the Right Hashtags 131

Checking out the competition 131

Picking up on similar hashtags 132

Discovering what the cool kids are doing (influencer hashtags) 133

Creating a Branded Hashtag 134

Hashtag your promotion or contest 135

Gathering user-generated content 135

Part 4 Extending your Reach with ADS 137

Chapter 10 Planning a Winning Ad 139

Selecting the Right Ad Type 140

Photo ad 141

Video ad 142

Carousel ad 142

Stories ad 143

Collection ad 144

Using an Effective Ad Strategy 144

Design requirements 144

Selecting your target audience 145

Choosing ad images wisely 146

A caption can speak (less than) 1,000 words 148

Chapter 11 Creating an Effective Instagram Ad 151

Using the Instagram Mobile App to Create an Ad 152

Using Facebook to Create an Ad 153

Creating the campaign 153

Creating the ad set 155

Creating the ad 159

Running an Instagram Stories ad in Ads Manager 160

Monitoring your instagram ad 162

A/B Testing 162

Measuring Your Ad Results 165

Viewing Insights via Instagram 166

Viewing Insights via Facebook Ads Manager 166

Chapter 12 Creating a Winning Contest 169

Exploring the Benefits of Hosting Instagram Contests 169

Following the Rules and Restrictions for Running Contests 170

Listing the official contest rules 171

Releasing Instagram of any involvement 172

Planning a Successful Contest 172

Stating your contest goals 173

Choosing a prize 173

Establishing entry requirements 174

Defining the rules or conditions 175

Determining the contest's length 175

Figuring out the promotion schedule 175

Choosing a hashtag 175

Designing contest images 177

Crafting post captions for the contest 177

Deciding how winners will be chosen and notified 178

Outlining who will respond to contest engagement 179

Executing a Winning Contest 179

Following Up 180

Chapter 13 Connecting Your Marketing Dots 183

Incorporating Instagram in Your Marketing Mix 183

Connecting Instagram to Other Social Networks 184

Including Instagram on Your Website 186

Linking your website to your Instagram page 186

Allowing others to share your content via Instagram 187

Embedding your Instagram feed on your website 188

Promoting Instagram on Printed Materials 190

Incorporating Instagram into an Event or Promotion 191

Monitoring Your Instagram Stats 194

Using Instagram's native analytics 194

Best third-party apps for Instagram analytics 196

Part 5 Using Instagram Stories as Another Avenue 199

Chapter 14 Sharing with Instagram Stories 201

Checking Out Instagram Stories 202

Getting Started 203

Creating an Instagram story in the app 203

Uploading a photo or video from your camera roll 205

Adding a Text Post 206

Saving Your Story 207

Using Direct Messages to Send a Story 208

Determining the Best Content to Share 210

Talking to your audience 210

Providing before-and-after and series shots 211

Peeking behind the scenes 212

Showing your travels 212

Advertising Your Story 213

Chapter 15 Making Your Story More Fun 215

Creating Graphics for Stories 215

Adding Text and Username Tags 218

Drawing on Your Story 220

Stickers and Tags 221

Adding a Link to Your Website 223

Making Funny Faces with Face Filters 224

Using Boomerang to Keep Fans Coming Back 225

Creating a Collage with Layout 226

Using SuperZoom for Drama 227

Using Hands-Free to Make Life Easier 228

Using Reels to Stand Out 228

Finding and watching reels 229

Creating a reel 230

What's the catch? 232

Capitalizing on reels 233

Chapter 16 Sharing Your Stories in New Ways 235

Jazzing Up Your Story Post Using Stickers 235

Location, mention, and hashtag stickers for search and notifications 236

GIFs, sliders, emojis, and more 239

Questions, polls, quizzes, chats, and more 241

Use the countdown sticker to intrigue your followers 242

Picture in picture for the fun of it 243

Deleting stickers that don't work 243

Personalizing Stories with Doodles 244

Saying More with Text 246

Changing your font option 247

Removing your text boxes 248

Chapter 17 Using Highlights to Keep Stories Longer 249

Getting Acquainted with Highlights 249

Creating a Highlight Gallery 250

Adding a highlight from your profile 250

Adding a highlight from an active story 251

Naming and customizing your highlight 252

Setting a cover image for your highlight 252

Creating a custom cover image 253

Adding Content to a Highlight 253

Sharing a current story 253

Finding an archived story 253

Deleting a story from a highlight 254

Coming Up with Fun Ideas for Highlights 255

Chapter 18 Going Live on Instagram 257

Getting Started with Live Videos 257

Knowing When to Go Live 260

Developing a Game Plan 260

Alerting Your Fans 261

Acknowledging Live Followers 262

Inviting a Guest onto the Live Broadcast 262

Saving Live Broadcasts and Sharing Them 263

Part 6 Creating Content On IGTV 265

Chapter 19 Learning How IGTV Works 267

Finding IGTV within Instagram 267

Finding IGTV in the IGTV App 269

Understanding How IGTV Videos Are Formatted 270

Tapping into Whose Videos You're Seeing 271

Chapter 20 Claiming Your Stake on IGTV 273

Uploading Videos to IGTV 273

Using your mobile device to upload 273

Using your computer to upload 276

Creating Quality Content for IGTV 278

Making your videos shine 278

Using the video description to your advantage 279

Responding to Comments on Your Videos 280

Part 7 Why Isn't this Working? 281

Chapter 21 Insta-Diagnosing Instagram 283

Installation Issues 283

Dealing with compatibility issues 284

Checking your space 284

Unfreezing an installation on your iPhone or iPad 287

Finding a missing app on your iPhone or iPad 288

Resolving issues on an Android device 288

Log-In Difficulties 288

Checking your username 288

Fixing password issues 289

Dealing with a disabled account 293

Finding Relief for Common Problems 293

Instagram won't share 294

Getting Instagram to notify you 295

Nothing Is Working … Now What? 296

Getting Rid of Error Messages 297

Can't add a comment 297

Can't delete comments 297

Can't refresh feed 298

Can't follow anyone else 298

Chapter 22 Insta-Help Is on the Way 299

Taking Advantage of Instagram's Help 299

Accessing Help Center 300

Visiting Privacy and Safety Center 302

Viewing Instagram Business web pages 303

Tapping Social Media 304

Sending a message on Facebook 304

Tweeting and being tweeted 305

Reading the Instagram and Instagram for Business blogs 306

Visiting the Instagram Business blog 306

Joining a Community 308

Visiting Reddit and Quora 308

Part 8 The Part of Tens 311

Chapter 23 Ten Brands Killing It on Instagram 313

GoPro 313

Yellowillow 314

LeesFeedBoutique 315

RPMItalian 316

GymShark 317

TheLoveBombCo 318

The.Book.Report 319

LajollaMom 320

TSA 321

GeneralElectric 322

Chapter 24 Ten Places to Find Inspiration 325

Investigate the Explore Page 325

Review Hashtag Searches Related to Your Brand 327

Spy on Your Competitors 329

Get Inspiration from Local Businesses 330

Check Out Your Favorite Products 330

Look to Photographers 331

Get Inspired by Bloggers 332

Find Big Brands That Are Being Creative 333

Learn from Instagram and Marketing Experts 334

Follow the Instagram for Business Account 335

Index 337

Customer Reviews