Instagram Marketing: Powerful Messaging To Expand Brand Awareness

Instagram, the social networking app designed to share photos and videos, is not only for Generation Zers to share selfies and food pics. Your audience is there, too!

Instagram marketing offers contractors the ability to inexpensively extend their brand awareness to a thriving and increasingly valuable platform. Here are 8 reasons why service contractors should use Instagram for finding new leads in 2019:

1. Instagram Has a Huge Audience

Based on current monthly active users, Instagram boasts the title of the 3rd most popular social media platform. A DreamGrow article reports only Facebook, Instagram’s parent company, and Youtube, owned by Google, have more users:

Social Media PlatformMonthly Active Users
Facebook2.2 billion
YouTube1.9 billion
Instagram1 billion

Of Instagram’s 1 billion active users, 71% are under the age of 35 while 28%–or 280 million–are 35 and over, according to Hootsuite. Many of those 280 million who are 35 and over are the homeowners or soon-to-be-homeowners you’re targeting. Each of them view Instagram content on a regular basis.

As social media continues to become increasingly more pervasive in local contractor marketing, business owners stand to grow their customer base  — or at minimum increase top-of-mind awareness — through Instagram.

People on smartphone.

2. Get A Jumpstart Marketing to Millennials, New Home Owners

Nearly 60% of Millennials, those born 1977 to 1995, use Instagram. Millennials under the age of 35 are more savvy with social media platforms such as Instagram. That group also has a large buying power. They’ll soon become homeowners who will inevitably need repairs and maintenance. Establish brand loyalty with these soon-to-be homeowners now.

3. The Explore Page Offers Impactful Visibility    

A post making it to the Explore page can be a big win for any business’s visibility, placing your brand in front of individuals who are already interested in content similar to yours. The Explore page, for those not privy to Instagram’s search structure, is the browsing function wherein users search for hashtags and categories to find posts. This page uses an algorithm to tailor content to users based on their activity. Posts that have seen particularly higher engagement levels are more likely to make it to this page.

You can increase the likelihood of being included on the Explore page by actively engaging your followers through post commentary and hashtags.

4. Easily Use Targeted Advertising  

With a business profile, targeted advertising can be done in 5 ways:

  • Videos
  • Photos
  • Canvas Story Ads
  • Story Ads
  • Carousels

These ads are woven into Stories and Feeds. You can also use Facebook Ad Manager to make ads on Instagram. This tool can help target your audience based on your Facebook and website user data with the help of Facebook Pixel.

5. Mobile Use Only Increases

Instagram is built for a mobile experience and mobile internet usage volume continues to rise ever upwards. According to a Stone Temple report, traffic from mobile devices increased from 57% to 63% as desktop visits decreased from 43% to 37% when comparing 2016 to 2017. As mobile usage increases, it’s a safe bet to predict that the Instagram audience will grow larger as well.

6. Instagram Sees Healthy Engagement

A Pew Research Center study that compares engagement between Twitter and Instagram shows that, of the two, Instagram wins out in the engagement race.

  • For Instagram, 59% of users visit the platform once per day at a minimum and 35% visit more than once per day.
  • For Twitter, 46% of users visit once per day at a minimum and 29% visit more than once per day.

7. Visual Media Is Powerful

Visual messages can often carry more weight than words. Text in advertisements can leave customers overwhelmed, but Instagram offers a more fun, visually appealing way to market. Filters and enhancement options can give your branding a professional edge and style with minimal effort, creating a more engaging experience for viewers.

8. Link Back To Your Website

Although the options for clickable links in Instagram are not exactly stellar, you can still benefit by placing a clickable link directly into your business profile. You can strategically change this link to correspond with your recent posts to direct people where you want them to go. You can also include clickable links within ads, if you choose to use Instagram’s paid advertising services.

Start Your Brand Expansion Now

For contractors seeking more customers in their local areas, Instagram is one of the major platforms that can connect you with a large audience in an impactful way. Start benefiting with your business account today.