The Professionals and Cons of Instagram Advertising, In keeping with an Knowledgeable [+ Research]

I used to be in highschool after I uploaded my first Instagram put up, and now that I am virtually 30, I can say for certain I’ve modified lots since then.

The identical will be mentioned for the social media platform, and people modifications have led to a couple professionals and cons of Instagram advertising.

With Instagram being round for therefore lengthy, it’s possible you’ll marvel if the platform continues to be related in advertising or if the professionals of Instagram advertising nonetheless outweigh the cons.

Thankfully, I requested an knowledgeable for her ideas, and I consulted the findings of our most up-to-date Instagram Advertising report. 

Here is what I’ve found:

In our 2024 Instagram Advertising Report, 88% of responding entrepreneurs say Instagram advertising has been efficient for his or her firm this yr.

Moreover, 71% of entrepreneurs who promote merchandise immediately inside the app say its social buying options yield excessive ROI. 

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

“For sure, I might say just about each model needs to be on Instagram,” she says. “That mentioned, the standard playbook of Instagram has gone out the window.”

Meller says entrepreneurs have to be nimble and adaptable to succeed on the platform.

“You possibly can’t simply relaxation in your laurels of what is labored up to now,” she says. “You will need to at all times proceed to innovate and have that ear-to-the-ground mindset about what’s occurring proper now that you would be able to relate to your enterprise.”

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

For instance, one in all my favourite Instagram accounts is Fenty Magnificence. The make-up model does not simply put up beautiful pictures of its merchandise; it additionally makes use of Reels and Tales to indicate its viewers how you can use the merchandise for well timed appears to be like.

Its newest video encompasses a tutorial by magnificence influencer Alegria Jimenez, exhibiting viewers how you can create a vacation look.

Picture Supply

Whereas Instagram actually has its worth in advertising, it isn’t with out its challenges. I requested Meller concerning the professionals and cons she’s skilled in Instagram Advertising. Here is what she informed me:

Like 40% of entrepreneurs in our Instagram Advertising Report, The Hustle’s high purpose on Instagram is to boost model consciousness.

“It is a method for us to attach with our viewers and to achieve doubtlessly new viewers members who would ideally flip into prospects at HubSpot,” she explains. “It is a method for us to showcase all of the totally different content material we’re doing throughout The Hustle model, equivalent to movies, podcasts, long-form editorial tales, our publication, and so forth.”

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

“Whenever you comply with somebody on Instagram, it is much more of a dedication than following somebody on TikTok,” she says. “In case you’re following somebody on Instagram, it is since you need their content material to look in your feed. However, should you comply with somebody on TikTok, you continue to won’t see their content material for months.”

2. Instagram helps entrepreneurs decide what their viewers is into.

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

“I am an enormous believer that realizing what your viewers does not need will be much more useful or precious than realizing what they do need.”

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

3. Instagram makes partaking with audiences a breeze.

54% of marketers say their purpose in 2024 is to extend engagement on Instagram, and Meller says engagement is likely one of the platform’s perks.

“We have made many modifications to our Instagram and social media technique in the previous few months, and we have seen some actually thrilling metrics come out of our new technique,” she shares.

“We’re getting an enormous improve in impressions and engagement, which suggests our viewers is responding to our content material much more than they’d been up to now.”

Interacting together with your viewers is the preferred and fruitful technique for engagement. You are able to do this by replying to feedback and sharing pictures and movies of your followers utilizing your merchandise.

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

This professional did not come from Meller. As an alternative, it’s my very own statement as each a creator and an Instagram consumer. Instagram has applied new options and algorithms that assist push your content material to new audiences. 

For instance, collaborative posts enable for a similar content material to look on two totally different accounts. As an instance I am a smaller enterprise that managed to have a widely known creator showcase my product of their Instagram content material.

Mentioned creator can put up the content material in collaboration with my account and their followers will see each my account and the product, granting my model extra publicity. 

Instagram can be experimenting with exhibiting advisable accounts on customers feeds. 

Whereas it looks as if a greatest apply 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 neighborhood (often known as micro influencers).

Micro-influencers present smaller, extremely engaged audiences with out the hefty price ticket of a mainstream superstar, making one of these advertising extra accessible to numerous manufacturers.

With 86% of entrepreneurs saying influencer advertising was efficient for his or her firm, I nonetheless say it is price a attempt. 

4. There are tons of competitors on and off the platform.

“There’s loads of competitors with not solely different manufacturers or content material on the platform but in addition Instagram itself is competing with different apps, equivalent to TikTok,” Meller explains. “All of the apps are vying to your consideration, so the extra different platforms develop in reputation, the less individuals are happening Instagram.”