Instagram For Business For Dummies
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You might have only one business reason for using Instagram, or you might have all seven! The number of reasons you choose dictates the roles and responsibilities in managing the account. And your budget plays a big role in determining whether you or a team shoulder those responsibilities. Regardless of the number of people, certain functions must be established for your business to be successful on Instagram.

Social media manager

Generally, the social media manager is responsible for the account's big picture. In regards to your business goals, the social media manager plans the strategy of the account and might assist in hiring team members for the other roles (discussed next). The social media manager also creates the account, manages passwords, and sets up the profile page. If you're a one-person team, you'll take on the role of social media manager and all the other roles here.

Content creator

The content creator creates and organizes all content to be shared in the account. It's best if the content creator has experience with photography and graphic design because Instagram is visual and success on the platform requires professional imagery. The content creator may also be responsible for posting, scheduling, and storing posts to be shared later.

Community manager

Community managers are in charge of engagement. They should be regularly following other accounts, and liking and commenting on posts from other Instagrammers. A community manager should be actively listening to your audience and those in the your online community so he or she can anticipate problems or take advantage of opportunities to promote the brand. The community manager is the PR arm of your Instagram account.

Campaign manager

Promotions, contests, and giveaways are used to attract more followers. The campaign manager manages them all. A promotion might include paid advertising or working with other accounts for shared exposure. The campaign manager works closely with the content creator, often providing a storyboard of ideas.

Analytics manager

The analytics manager tracks all data in the account. Followers, post performance, campaign results, hashtag winners, you name it — the analytics manager tracks it. After this data is collected, the analytics manager shares it with the team so they can make informed decisions about what is and isn't working.

Envisioning your Instagram look

After you have an understanding of your brand’s voice, it’s time to work on your brand's look. Although most people consider the logo the main element of a brand, you need to consider a lot more. In the context of Instagram, usually your content, not the logo, is the focal point of your profile. However, your logo makes a good starting point upon which to base other elements.

A logo is a distinctive symbol that the public can easily identify as part of your brand. Think of some of the brands you see regularly, such as Target, Apple, and Starbucks. One look at those logos and you instantly know which company is represented.

Logos can be designed in a variety of ways:

  • As an object that's easily associated with the product or service.
  • As an abstract symbol that isn’t obviously related with the product or service.
  • As a wordmark logo, in which the name of the business is the logo set in a consistent font and color.
The company's color palette, brand voice, company’s values and, of course, brand name should all be integrated with the logo. A professional graphic designer can work with you to select colors, advise on fonts that enhance your brand voice, and assist in drawing or selecting visual objects to represent your brand. A graphic designer is also familiar with the different file types necessary for print versus online and should provide the logo in several formats for different uses. It’s a good idea to use a professional for this instead of creating a logo on your own.

After your logo is created, you’ll likely have one or two colors established with your brand. It's nice to develop a fuller color palette of complementary colors that you can use in your marketing content. Remember to consider your brand voice when selecting these colors. Most colors illicit a mood (for example, blue is calming and red can mean anger), so do some research or have your graphic designer help create a full color palette when he or she develops your logo.

Next, focus on creating a consistent style for your images. Choices for your images can vary by using the following:

  • Photography, illustrations, videos, or any combination thereof: @kailochic uses photography exclusively as its Instagram style. @webvideoads uses video as its style.
  • Text overlays on all, some, or no images@mollymarshallmarketing uses text overlays on all her images.
  • Only certain colors: uses pink, blue, and purple as the dominant colors in all the images chosen for her Instagram style.
  • Only certain subject matter: @bruce_the_office_cat features one cat hanging around the office as the main subject in all its images.
By setting your business goals, assembling your team (even if that team is just you), determining your brand voice, and envisioning your look, you've provided a good foundation. Now you're ready to start thinking about your posts. Read on to find out how to find post ideas.

About This Article

This article is from the book:

About the book authors:

Jenn Herman (jenns_trends) is a social media consultant, speaker, and globally recognized Instagram expert.

Eric Butow (ericbutow) is the author of more than 30 books.

Corey Walker (coreycwalker) is the owner of The Marketing Specialist in El Dorado Hills, California.

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