Beginner’s Guide to Start Instagram Marketing

Whether you’re a brand or a marketer, Instagram can be a great platform depending on your niche. In this guide, we go over the basics of setting up your Instagram account for marketing.

Over 200 million people visit business profiles on Instagram every day. They seek goods and services, browse pictures, watch stories to get inspiration and read the news. For many companies, Instagram has become a place where they build their brand identity and connect with their potential customers. However, new users on the platform may find it hard to get started.

Check out some useful tips on how to turn Instagram into a valuable marketing tool even if you are a newbie at social media.

Get account settings right

Instagram profiles are easy to set up and pretty minimalistic as well. It means that you have limited space for links and text and should, therefore, use it wisely to make the most of what is available.

First of all, pay attention to your Instagram profile photo. As these images are small and cropped to a circle, they should be simple and clear. Companies often use their logo for that purpose.

Also, make sure that the account name is the same across all social media platforms and matches the company name. Your bio cannot exceed 150 characters, which is a tight limit. However, you can use emojis, special characters, and hashtags to stand out. Don’t forget to set the account as a business profile. In this case, you can include additional information, like location, phone number, and operating hours.

Create an image

Instagram focuses on visuals, which means you should pay maximum attention to the visual representation of your brand on the platform. Make sure that your profile complies with a visual brand guide in terms of fonts, color palette, formatting, and layout. Your visitors should be able to recognize your brand when they see your posts on their feed.

It would be best to stick to the following principles: one neutral color and 2-3 contrasting colors are enough to stand out. Also, limit yourself to a single font and adapt it as regular, italic, or bold to allow for different looks. Don’t forget to create different layouts for different types of posts to enhance recognition.

For more information, read our guide on best Instagram image sizes.

Build a strategy

Like any other part of your business, a strategy is critical to getting the most of your Instagram presence. To create a focused marketing strategy, ask yourself four basic questions:

  • Who is your target audience?
  • What content will you be sharing?
  • When are you going to share the content?
  • How do you want to position yourself on Instagram?

The answers will become the cornerstones of your Instagram marketing strategy, defining everything you do on the platform.

Measure your progress

The engagement rate is considered the best business measure on Instagram. This metric is often used to access the effectiveness of a marketing campaign. Other useful figures include leads earned, traffic to the site, and new followers gained.

Get on schedule

Calendar and Instagram scheduler is a handy tool that helps to make the most of your time and post content on a regular basis. Social media tools can save you time and ensure consistency in the long run. You can still post additional images in between scheduled publications.

Link expansion tools

The Linktree service lets you promote multiple links instead of the single one allowed in the bio. You will need to create an account with Linktree and add all your links there. Once all is set, insert your Linktree URL in the bio. This method increases your marketing flexibility and refers users to relevant pages on your website.

Make use of hashtags

Instagram allows you to have up to 30 hashtags; however, it is always better to be specific and use a selection of focused keywords that work best to promote particular goods and services or drive brand engagement. It is preferable to stick to single words or short phrases.


Stories are videos or a set of images that live only for 24 hours. Once expired, they are deleted from your feed. Stories appear at the top of the feed and are often used for real-time updates and events. Companies create stories to show some backstage photos and videos to let their followers peek behind the curtain and create emotional connections with them.


Highlights are among the most popular features on Instagram as they allow creating a collection of stories or posts and labeling them. Thus, you provide followers with organized, grouped information at the top of the profile. You should capitalize on this feature even if you do not have suitable content for stories.

Don’t give up

While Instagram is a powerful marketing tool for businesses of any size, it is quite difficult to get the ball rolling. Don’t let yourself be distracted by dreams about millions of followers. Start small, set up your account in a proper way, and work toward success.

Don’t forget to use KPI metrics and always measure the ROI of your social marketing. You will evolve and develop good skills in reaching out to potential customers and building a recognizable brand. If you’re interested in becoming an influencer, head over to our Influencer Course.

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Written by Tanya


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