How brands are using Instagram as an effective marketing tool - K3 Blog
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It is no secret that consumers use social media to find out about a brand. In fact, a study from Yes Marketing in 2018 found that 60% of consumers follow retailers on social media to keep up with new products – The perfect opportunity to showcase your brand. Instagram with over 1 billion users makes it the perfect place for brands to broadcast the visual elements of their products.

With the increasing usage of Instagram, more businesses are using it as a marketing tool to engage with their target audience and build relationships. Research from Influencer Marketing 2019 found that over 80% of Instagram users follow at least one business, with over 200 million users visiting a brand profile every day.

Instagram has made it even easier for brands to engage with their target audience by creating the following features:


When it comes to marketing on Instagram, hashtags are a popular way to drive traffic to a brand’s profile. Research from Influencer Marketing found that 88% of brand posts includes at least one hashtag and posts with at least one hashtag have an average of 12.6% more engagements than those without. By including hashtags in a post, this can help brands to reach users searching for these hashtags not just their followers. For example, if a company sells women shoes, they can add the hashtag #womenshoes to their Instagram posts to reach users looking for or interested in women shoes.

Online fashion retailer Missguided use the hashtag #babesofmissguided to group all their posts and reach audiences looking at this hashtag. This has become a popular hashtag for the fashion brand that even their customers are using this hashtag when posting pictures of items they’ve bought from Missguided. 

Instagram Stories

Since created in 2016 Instagram stories have become a popular method for both business and users to share pictures or videos that are automatically deleted after 24 hours. Instagram stories encourage users to spend longer on the app and visit more regularly. Users under 25 spend more than 32 minutes a day on Instagram, while those over 25 spend more than 24 minutes a day. Brands can use Instagram stories to create polls and questions to engage with their audiences, use links in stories to increase sales and traffic to their website and use locations and hashtags to increase the views on their stories.

Online retailer Pretty Little Things are one of the many retailers that take advantages of Instagram stories to increase traffic to the website by using a swipe up link that directly takes viewers to a particular section of their website. They also use stories to interact with their follower through the use of polls, questions and the emoji slide which allows their viewers to rate an outfit.

Instagram highlights

Unlike regular Instagram stories that disappear after 24 hours, Instagram highlights is a popular method that brands use to showcase their products and promote their brand. These highlights appear below the profile photo for both new and existing followers to watch any time they like and because of its position, it’s the perfect place to direct followers to interesting contents. Such as Instagram stories, highlights can also be used to directly drive traffic to a website.

With over 1.1 million followers, K3 customer beauty retailer Beauty Bay use Instagram stories to show their products in action. For example, they have a highlight called Tutorials which allows users to watch short videos of popular influencers applying their makeup using Beauty Bay products – the perfect way to show your products in action. They also use Instagram highlight to show product reviews, eyeshadow swatches, and reviews.


IGTV is the latest feature introduced by Instagram which users can use to reach a wider audience. It allows users to post video content up to an hour in length. Brands can use IGTV to get closer to their audience and be discovered by new people. For example, a fashion brand can use IGTV and Social Media Influencers to create a look book which shows viewers how to wear the products they sell.

Fitness Apparel GymShark use IGTV to show videos up to 3 minutes long of models and influencers training in their GymShark gear. This is a great way to show viewers the product in action as most of their target audiences are gym goers.

There are many benefits brands can gain from using Instagram to interact with their target market. How is your brand using Instagram to engage with your target audience?