Has this happened to you where you’re scrolling through Instagram and you feel the need to get a presence on it but are not sure whether it’s right for your brand? You’re not alone. With so many platforms out there demanding your attention, getting into the world of Instagram marketing can feel like stepping into the unknown.

But trust us, once you understand what it is, you’ll be able to decide whether your brand needs Instagram Marketing without feeling lost or overwhelmed. 

What is Instagram Marketing? 

In simple words, Instagram marketing uses Instagram, a highly visual social media platform boasting over 1.2 billion monthly active users, to achieve your brand’s marketing goals. Here are some key features:

  • Feed: The heart of Instagram, where you share visually captivating photos and videos to showcase your brand, brand values, products, services, etc.
  • Stories: Fleeting, dynamic and engaging content (photos and videos) that disappears after 24 hours and encourages real-time interaction.
  • Reels: Short-form, engaging video content similar to TikTok, allowing you to express your brand’s personality in a fun and creative way.
  • IGTV: Long-form video content (up to 60 minutes) ideal for in-depth tutorials, behind-the-scenes glimpses, or live streams.
  • Shoppable Posts: Integrate your product catalogue directly into your posts, enabling seamless in-app purchases for your audience.

Benefits of Instagram marketing are numerous:

  • Brand awareness: Reach a massive, engaged audience and establish your brand in the visual social media space.
  • Targeted Lead Generation: Drive traffic to your website or landing pages and convert followers into potential customers.
  • Sales growth: Use Instagram Shopping features as well as targeted ads to showcase products and facilitate purchases. 
  • Community building: Foster meaningful connections with your target audience, humanise your brand, and cultivate brand loyalty.
  • Influencer marketing: Partner with relevant influencers to tap into their established audience and amplify your brand message.

Birds of Paradyes, a DIY Indian hair colour brand, has used Instagram’s visual storytelling power to build a cult following with its fun videos and user-generated content campaigns. Nike uses Instagram to showcase inspirational athlete stories and product launches, fueling brand enthusiasm.

Does Your Target Audience Use Instagram?

Understanding your target audience’s demographics and online behaviour is important not just for success on any social media platform but for your overall business and marketing efforts. Here’s how to determine if Instagram aligns with your brand’s ideal customer:

  • Demographics of Instagram users: Instagram boasts a diverse user base, but has a slightly younger audience, with the largest demographics falling between 18-34 years old. [Source: Pew Research Center]
  • Researching your target audience on Instagram: With the use of relevant hashtags and keywords, you can find out how your target audience interacts on the platform. Analyse your competitors’ Instagram presence to see what kind of content resonates with their audience.

Understanding user behaviour is also equally important:

  • Content preferences: What kind of visual content does your target audience typically engage with? Are they drawn to product photos, funny memes, or educational tutorials?
  • Engagement patterns: How often do they typically post or comment? What time are they most active? Does that align with your target audience? 

Can Your Brand Be Effectively Presented on Instagram?

The answer depends largely on your brand identity and the type of content you can create. Here’s what you should consider:

  • Content creation for Instagram: Instagram thrives on high-quality visuals. Explore various content formats like eye-catching photos, short explainer videos, behind-the-scenes glimpses via Stories, and creative Reels showcasing your brand’s personality.
  • Visual identity and brand consistency: Maintain a consistent visual theme across all your Instagram content to create a recognizable brand presence. This includes using consistent colour palettes, editing styles, and fonts.
  • Challenges of promoting certain industries: B2B companies or service-based businesses may find it initially challenging to translate their offerings into visually engaging content. However, showcasing company culture, employee spotlights, or client testimonials can bridge the gap.

Key Considerations Before Starting Your Instagram Marketing Journey

Now that we’ve looked at what Instagram is and how you can create a brand presence, let’s have a look at some more factors to keep in mind:

  • Setting goals and objectives: Before you start your Instagram Marketing journey, you should set goals and objectives that align with your overall marketing and business goals. Having these will help you channel your efforts in the right direction. 
  • Resource allocation: Building and maintaining a successful Instagram presence requires time, budget, and potentially a dedicated team member. It’s important to be realistic with your available resources. If this is causing a strain on your internal resources, think about outsourcing it to a creative agency that can take care of this for you. 
  • Measuring success: Track your progress using Instagram’s built-in analytics
  • Measuring success: Track your progress using Instagram’s built-in analytics tools to monitor key performance indicators (KPIs) such as follower growth, engagement rate (likes, comments, shares), website clicks, and reach.


If you still feel a little unsure, here are a few frequently asked questions about Instagram Marketing: 

  • Is Instagram marketing expensive?

The cost of Instagram marketing can vary depending on your approach. Organic reach (growing your audience and engagement without paid advertising) requires an investment of time and creative resources. Paid advertising options exist for a targeted reach and faster growth, but involve budget allocation.

Here are some budgeting strategies:

  • Set a realistic budget:  Start small and scale your spending as you see results.
  • Focus on organic growth initially: Build a foundation before investing in paid advertising.
  • Take advantage of free tools: Several free scheduling and analytics tools can help streamline your workflow.
  • How often should I post on Instagram?

There’s no one-size-fits-all answer, but consistency is key.  Aim to post at least a few times per week, with optimal timing based on your target audience’s activity. Instagram insights will show you when your engagement is at its peak, you can adjust your posting times accordingly.  

  • Can I use Instagram marketing without a designer?

Absolutely!  While high-quality visuals are important, authenticity is key. With tools like Canva, you can create posts without a designer. Another way to go about this is to post User Generated Content (UGC). This not only makes your page for fun, it also portrays your brand as one people can trust. Encourage your audience to share photos and videos featuring your brand using a specific brand hashtag.

Here are some content creation tips:

  • Utilise high-quality phone cameras: Most smartphones have impressive camera capabilities.
  • Editing apps: Numerous free and paid editing apps can enhance your photos and videos.
  • Focus on storytelling:  People connect with stories. Use your photos to evoke an emotion while showcasing your brand story.  
  • What are some common Instagram marketing mistakes?

While Instagram is all about experimenting, here are a few things you can avoid: 

  • Inconsistent posting: Falling silent for long periods can lead to disengaged followers.
  • Neglecting engagement: Don’t take this for granted. Don’t forget to respond to messages and comments as soon as possible. 
  • Inauthenticity: Don’t be afraid to show your brand’s personality, but avoid being overly promotional.
  • Ignoring analytics: Data is your friend. It tells you everything you need to know to boost your online presence. 

We know that there’s a lot to think about before getting on Instagram. To make things easier, here’s a decision framework:

  • Identify your target audience: Do they actively use Instagram?
  • Evaluate your content creation capabilities: Can you produce high-quality visuals that resonate with your audience?
  • Align with your brand goals: Can Instagram marketing help you achieve your marketing objectives?

By answering these questions, you can make an informed decision about whether Instagram marketing is the right fit for your brand.

Next steps for building your Instagram marketing strategy:

  • Create a content calendar: Don’t just post randomly. Create a plan and do it in advance so that you can stay consistent. 
  • Research relevant hashtags and keywords: Hashtags and keywords are crucial for discoverability.
  • Identify potential brand partners: Explore influencer marketing opportunities.
  • Start small and experiment: Track your results and adapt your strategy as needed.

With a clear understanding of your target audience, a commitment to creating visually captivating content, and a strategic approach, Instagram can be the launchpad that takes your brand to new heights.

So, take the shot, get into the vibrant world of Instagram marketing, and watch your brand blossom in the ever-evolving social media landscape. The key lies in authenticity, consistency, and a willingness to experiment. 

With the right approach, Instagram can become a powerful tool to connect with your audience, build a loyal community, and ultimately, achieve your brand’s marketing goals. If you’re looking to start your Instagram marketing journey, you’ve come to the right place! Leave us a query and let’s get started on creating an impactful Instagram presence for your brand together.

We Think North
We Think North

This piece was collaboratively written by multiple members of the We Think North team, bringing you perspectives from across the branding, marketing, content and tech verticals.