The Pros and Cons of Instagram Marketing, According to an Expert [+ Research]

I used to be in highschool after I uploaded my first Instagram submit, and now that I am nearly 30, I can say for positive I’ve modified lots since then.

The identical will be mentioned for the social media platform, and people adjustments 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.

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

Here is what I’ve found:

In our 2024 Instagram Marketing Report, 88% of responding entrepreneurs say Instagram advertising has been efficient for his or her firm this 12 months.

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

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

“No doubt, 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 need to at all times proceed to innovate and have that ear-to-the-ground mindset about what’s taking place proper now you could relate to your corporation.”

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

For instance, considered one of my favourite Instagram accounts is Fenty Magnificence. The make-up model does not simply submit attractive photos of its merchandise; it additionally makes use of Reels and Tales to point out its viewers use the merchandise for well timed seems to be.

Its newest video incorporates a tutorial by magnificence influencer Alegria Jimenez, displaying viewers create a vacation look.

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Whereas Instagram definitely 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 and marketing. Here is what she instructed me:

Like 40% of marketers in our Instagram Advertising and marketing Report, The Hustle’s high aim on Instagram is to lift model consciousness.

“It is a method for us to attach with our viewers and to achieve probably new viewers members who would ideally flip into clients 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, akin to movies, podcasts, long-form editorial tales, our e-newsletter, and many others.”

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

“While you comply with somebody on Instagram, it is much more of a dedication than following somebody on TikTok,” she says. “If you happen to’re following somebody on Instagram, it is since you need their content material to look in your feed. However, for those who comply with somebody on TikTok, you continue to may not 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 a giant believer that figuring out what your viewers does not need will be much more useful or worthwhile than figuring out what they do need.”

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

3. Instagram makes participating with audiences a breeze.

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

“We have made many adjustments 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 a giant enhance in impressions and engagement, which suggests our viewers is responding to our content material much more than that they had been up to now.”

Interacting together with your viewers is the most well-liked and fruitful technique for engagement. You are able to do this by replying to feedback and sharing photos 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 a substitute, it’s my very own remark as each a creator and an Instagram person. Instagram has carried out 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. For instance I am a smaller enterprise that managed to have a widely known creator showcase my product of their Instagram content material.

Stated creator can submit 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 displaying beneficial accounts on customers feeds. 

Whereas it looks like a finest observe to associate with influencers with many followers, HubSpot’s Instagram Engagement Report says your efforts are extra worthwhile for those who associate with influencers who might have fewer followers however a extra engaged group (referred to as micro influencers).

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

With 86% of marketers saying influencer advertising was efficient for his or her firm, I nonetheless say it is value a strive. 

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

“There’s a number of competitors with not solely different manufacturers or content material on the platform but additionally Instagram itself is competing with different apps, akin to TikTok,” Meller explains. “All of the apps are vying on your consideration, so the extra different platforms develop in recognition, the less persons are happening Instagram.”