Arathi Satish


Instagram is the most popular social media application across mobile users. The media that was once used to upload photos grew fast with the new features over a period of time. The Video sharing, Direct Private-Messaging, Instagram Stories, Instagram filters, IGtv expanded its usage.  This popularity and reachability opened doors for a new marketing platform.

Yes, you got it right! Instagram Marketing is a trending way of using its audience to market your product or services. Marketing your product by posting pictures, videos or short stories. You can even select your audience, time and frequency of the advertisement.


There is a famous Italian proverb “Wise men learn by other men’s mistakes, fools by their own.” The mistakes are of two types – known and unknown. Let’s understand a few known mistakes of Instagram Marketing and learn ways and avoid them to get the best output for our business.


Not Defining Clear Goals


Every action in life should have a purpose or Goal. The same applies even to Instagram Marketing. The first main task is to identify the goal that you want to achieve by posting an advertisement. Setting clear goals makes it easier for us to plan the action such as identifying the follower group which can be the target. We can also plan the content and time the post strategically. Grofers is the best example that shows with clear goal, success is inevitable. 


Grofers started Instagram marketing with a goal to increase the usage of Grofers Go Mobile App. They decide to use carousel ads and Images as their marketing strategies. They saw a rise of 8% increase in their target. This added to the reduction of the application cost per installation


Improper Timing of the Posts


Excitement always kills. In the excitement of displaying the product don’t start flooding posts to the entire group. Sit back, think what your followers will connect with. Create content that catches their attention. Releasing the post based on events, seasons will add value to your post. Post the ads a few times a day. Give some space between one post to another. Don’t over-post. This might lead to followers ignoring the important aspects of your advertisement.

The marketing pattern of BYJU’s online classes is the best example of timing their post. Start of the academic year their post is interactive and analytical. The purpose is to access the current skill of the child for building a course module for the entire year. Then the posts are of discounts for admission. They time the post for the entire year and with correct content to enhance the interest of the child or parent.


Unutilised Stories


Instagram stories is another important platform. It contributes to an increase in the reachability of your business. If you have an Instagram business and are not using stories, then what a waste of resource it is. One can use this platform to showcase the business. Create small motion pictures, a series of images with text or video related to the business. It could be a story about the growth of the business or the inspiration behind creating the product. The impact of such posts is huge.


Swiggy saw the potential in Instagram stories to increase the customer base. They created stories particularly suitable for Insta stories for the installation of a mobile app. Swiggy is the first Indian company to adapt Instagram stories. It has shown a large increase in new users. Thus, don’t make a mistake on not using Stories. Use them in the right way to get the benefit.


Not Being Consistent


“Success is not about greatness but is about being consistent”. This saying is so apt and applies to Instagram Marketing also. If you are not consistent in posting your photos, stories or Images to your followers, you are sure to lose them out. Keep your followers interested and curious for your posts. Post in regular intervals but ensure you don’t overdo. Sometimes there are no new offers or new products that are planned. Still, there is a need to keep your followers connected.

Check on the advertisement by Amazon. It targets its audience by regular post. The posting is time-bound, based on events, season and festivals. They release posts related to offers during Independence Day, Women’s Day, Holi, Deepavali and so on. This keeps their followers interested and waiting for the next post.


Non-Interactive or engaging Posts


Instagram Marketing is not one-way communication. Get your followers to interact, suggest and take part in your ads. I have seen the marketers using various techniques to engage the customer.  Quiz, asking to write stories, posting real incidents, collecting feedback. This way you can keep them glued to your posting and increase the brand loyalty.


KitKat’s campaign on Instagram ‘Celebrate the Breakers’ is a great example. Here the followers had to share the kind of break they take and was later animated and posted as an ad. The act proved to have a personalised impact as the followers were part of this post. They further shared among their known ones. This showed an increase in the viewers that contributed to the user base.



Quality of videos and Images


I prefer to see advertisements with sharp images, pleasing content, attractive design and good quality video. It holds me through the ads. Isn’t it the same for you? I have also shared a few posts that are appealing to my friends. Forwarding and sharing give extra reachability to the ads. See it by yourself, if the post ticks your eagerness then publish the videos and images. Don’t compromise on the quality.

The photo you upload should be with at least 1080 pixels and an aspect ratio should be between 1.91:1 and 4:5. The best video format on Instagram as of today is MP4. The ideal video dimensions to use are 864 pixels (width) by 1080 pixels (height) with an aspect ratio of 4:5.


Instagram mistakes


These simple mistakes seem to be very tiny but are very important. Now that you know about it take care of them before you commit one. After all, this is the least you can do to eliminate any negative impact on your business. The unchanged fact is posting the right image, video or story at the right time with the right content and in the right frequency to the right audience will win you the business. 


“It is better to wait until you get the right thing, at the right time and in the right place; than to race for the wrong thing, at the wrong time and in the wrong place, for it yields nothing but disgrace.”― Gift Gugu Mona

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