Dispelling 9 Myths About Instagram Promotion
If you’ve chosen Instagram as one of your promotional channels in the Russian market, this article is tailored for you. We will shed light on the most common misconceptions and ineffective promotion methods that are often recommended by local agencies to their clients.
Myth 1. The Truth About Giveaways and Their Impact on Influx
The Popularity of Giveaways Involving Russian TV Presenters (Buzova, Sobchak, Borodina) and Other Celebrities
Giveaways involving the participation of popular Russian TV presenters or other celebrities with millions of followers have gained immense popularity in Russia. The mechanics behind these giveaways are quite simple: a separate account is created specifically for the giveaway, where all the terms of participation and a list of sponsors are stated. A celebrity is chosen, and then 10, 20, or even 50 sponsors are found, each contributing a substantial amount of money for participation. Subscribers of the celebrity’s multi-million account are encouraged to follow all the sponsors on the list. Within a week or two, several high-value prizes, such as iPhones or significant cash amounts, are announced as the rewards. As a result, a large number of people subscribe to the giveaway account during the promotional period.
However…
Once the giveaway is concluded, you might notice a significant mass exodus of subscribers (up to 60%-70% in the best-case scenario). Unfortunately, this influx of subscribers is unlikely to bring you customers who are genuinely interested in purchasing or utilizing your services, unless you offer inexpensive everyday goods. When you calculate the cost of the giveaway divided by the number of remaining subscribers, the price per subscriber becomes impractical. Moreover, Instagram algorithms do not favor accounts with high unsubscribe rates, resulting in a decreased post priority and reduced reach.
An alternative approach to such promotions can be native advertisements with bloggers, particularly those who specialize in relevant topics.
Myth 2. The Significance of Visual Integrity for Account Success
Instagram influencers are fond of the term ‘atmospherity,’ which refers to the consistency of color palette, objects, shapes, colors, and themes in their posts. Beginners are encouraged to apply a single filter to all their pictures.
On the other hand, accounts that appear overly ‘polished,’ with a consistent style throughout the entire gallery but lacking a specific message, often deter users. Followers prefer ‘live’ pictures and appreciate an element of surprise while scrolling through their feed.
Which picture do you believe will capture greater attention in your opinion?
Myth 3. On Instagram, visuals hold the power—textual content takes a backseat!
In the present day, the significance of textual content on Instagram is on par with pictures. Even simple selfies gain a more favorable reception when accompanied by meaningful words. Conversely, errors in grammar, style, punctuation, the misuse of clichés, and purposeless questions designed to stir a superficial discussion can overshadow even the most skillfully crafted images.
Myth 4. Pictures with inscriptions are given lower rankings and run the risk of being completely blocked
While this statement holds partial truth, it is important to note that if you intend to promote a post with a caption, it must adhere to Instagram’s advertising guidelines. However, in terms of general rankings and overall post visibility, the text volume within your pictures does not directly impact their position in the feed or the overall traffic they receive.
Myth 5. It is essential to post frequently and consistently
Prioritize quality over quantity. Instead of focusing solely on posting as much as possible, consider each post as a small step towards a specific goal when aiming for broader coverage. Developing a content strategy will assist you in setting and achieving your goals.
To sustain organic reach, we suggest posting at least once every two days.
Myth 6. Engaging in promotion requires the utilization of Stories and IG-TV
Indeed, posting stories undeniably has a positive impact on reach. However, it is crucial to have a strategy in place and align their use, along with main feed posts, with specific goals. It is important to consider the purpose that stories and vertical videos serve and determine if they are necessary for your objectives. Additionally, it is essential to assess whether you have the necessary resources to create content for IG-TV and stories.
If you are unable to clearly define your business requirements for these publication formats, it may be more prudent to allocate your budget towards targeted advertisements.
Myth 7. Utilizing hashtags can increase the likelihood of receiving more likes and subscribers
Can you recall the last time you searched for a picture using hashtags? Such scenarios often arise when you attend a concert and wish to view pictures from the event the following day. Similarly, as a marketer, you may want to monitor mentions of your brand on Instagram. Additionally, unique hashtags related to brand contests can be effective. However, in today’s landscape, hashtags primarily serve as a marketing tool for event tracking, rather than a means to gain new subscribers.
Myth 8. The most effective time for posting is in the evening
This misconception originated from other social media platforms where peak activity is typically observed in the evening when users return home from work or school. However, Instagram operates differently. Firstly, Instagram is primarily accessed through mobile devices, allowing users to check posts at any time convenient to them. Secondly, the chronological order of the feed has been replaced, and post sequencing now relies on a profile’s popularity and the level of engagement from users who actively visit and like your page, even without a specific reason. As a result, such previously relevant facts are no longer applicable to Instagram’s current functioning.
Myth 9. Advertisements are not an absolute necessity for success
The prevalence of mass following, mass liking, and spam commenting continues to grow. It is important to note that these practices are not considered cheating, and Instagram no longer actively combats automated subscriptions and likes. While these services can complement an advertising campaign, they cannot fully substitute targeted advertising. Firstly, they do not lead to a significant increase in subscribers due to Instagram’s limitations on daily likes, subscriptions, and comments. Secondly, the lack of precise audience targeting filters limits their effectiveness.
In contrast, targeted ads on Instagram, even with a modest budget, can yield substantial results by enabling you to reach genuinely interested clients rather than solely targeting other account subscribers.