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Instagram For Business For Dummies By Jenn Herman

Instagram For Business For Dummies by Jenn Herman

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Instagram For Business For Dummies Summary

Instagram For Business For Dummies by Jenn Herman

Put your best brand story in front of 1+ billion users! One of the most energetically social of the major social media platforms, Instagram has the highest brand engagement rate of them all. Throw in the app's more than 1 billion active monthly users and its powerful business tools-including shoppable posts, devoted business profiles, and advanced analytics-and you have an unmissable opportunity to tell a gripping story that bonds you with your customers and makes your business an integral part of their social media lives. The latest edition of Instagram For Business For Dummies puts you in the picture on how to showcase your product, craft your narrative, and gather insight into how your customers experience and react to your business. Presented in straightforward, practical language by three Instagram and marketing gurus, you'll swiftly go from setting up your account and profile to applying strategies for writing winning captions and creating content that deliver super-engaged customers. Set up your account, profile, and analytics Upload content and get smart with IG Stories and live video Build and target paid advertising Master the art of the hashtag Whatever your current Instagram skill-level, there's always somewhere new to take you're the story of your business-and there's no better way to begin a gripping new chapter in that story than with this book.

About Jenn Herman

Jenn Herman is a social media consultant, speaker, and globally recognized Instagram expert. Eric Butow is the owner of Butow Communications Group and the author of 30+ tech and computing books. Corey Walker is a marketing strategist and owner of The Marketing Specialist.

Table of Contents

Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 2 Beyond the Book 3 Where to Go from Here 3 Part 1: Creating Your Profile 5 Chapter 1: Installing Instagram 7 Moving Instagram to the Launch Pad 8 Installing on a Computer 8 Installing on a Windows PC (sort of) 9 Installing on a Mac (sort of) 10 Installing on Instagram's Native Platform 12 Installing on an iPhone 12 Installing on an iPad 13 Instagram Has Android Covered, Too 15 No App? No Problem: Instagram is on the Web 16 Starting to Gram Instantly 19 Starting Instagram on a computer 19 Starting Instagram on a mobile device 20 Chapter 2: Setting Up Your Profile 21 Professional Profile Practices 21 Choosing a name and username for your business 22 Choosing a profile photo that attracts customers 25 Writing a Bio That Draws in Followers 26 Deciding what information to include 26 Formatting your bio 28 Using a call to action to drive website traffic 29 Choosing a website link that encourages clicks 29 Taking Advantage of a Business Profile Upgrade 31 Connecting to a Facebook page 31 Navigating your business profile 33 Chapter 3: Hitting Your Target Audience 35 Organizing Your Marketing Goals and Roles 35 Assembling your Instagram team 36 Determining your brand voice 37 Envisioning your look 38 Gathering Post Ideas 40 Researching your competition 41 Determining post content 42 Creating a content calendar 43 Evaluating third-party scheduling and analytics platforms 45 Part 2: Creating Your Narrative 49 Chapter 4: Taking and Posting Great Photos 51 Taking Your Best Shot 52 Improving Your Best Shot 53 Applying a filter 54 Tweaking with the editing tools 56 Saving your changes (or not) 59 Enriching Your Photo 59 Describing your photo 60 It's good to have options 60 Posting Your Photos: Ta Da! 63 Uploading Photos from Your Camera Roll 64 Uploading Multiple Photos to One Post 66 Selecting multiple photos 66 Applying filters and adding photos 67 Editing photos individually 68 Adding information and sharing your photos 68 Chapter 5: Recording and Posting Great Videos 69 Recording Your Day 70 Filming with a smartphone or tablet 70 Recording multiple video clips 72 Deleting video clips 72 Checking out your video 72 Improving Your Video 73 Applying a filter 73 Changing the cover frame 74 Adding details 74 Posting your video 74 Uploading a Stored Video 75 Uploading Multiple Videos 76 Part 3: Interacting with Others 79 Chapter 6: Finding People to Follow 81 Where Are My Peeps? 82 Finding your Facebook friends 82 Syncing your contact list 82 Finding New Friends 83 Exploring the Explore function 84 Searching the Search feature 85 Letting Instagram suggest users to you 86 Following Your Industry 86 Watching your competition 87 Getting noticed by big brands 88 Deciding Whom to Follow Back 89 Viewing and following your followers 90 Reciprocating a follow or not 90 Finding Your Insta-Tribe 92 Finding or creating a community you vibe with 92 Deciding whether Instagram pods are beneficial 93 Chapter 7: Sharing and Commenting on Posts 95 Before You Share, Stop and Think 96 Sharing on Other Social Media Sites 97 Copying and pasting a link to another social network 97 Embedding your photo or video on a web page 98 Garnering Comments 99 Including a caption 99 Mentioning your followers 100 Reviewing Your Comments 100 Deciding to respond or delete 101 Reporting Commenters When All Else Fails 104 Reporting a commenter 104 Blocking a commenter 105 Chapter 8: Direct Messaging with Ease 107 Starting a New Direct Message 108 Sending Photos and Videos Privately 110 Sharing GIFs 114 Using Voice Messages 115 Creating a New Group Message 116 Replying to a Direct Message 117 Using Live Chat in Direct Messages 118 Navigating Your Inbox 119 Getting Rid of Unwanted Messages 121 Chapter 9: Wielding the Power of the Hashtag 123 Investigating Hashtags 124 Following hashtag best practices 125 Storing hashtags for later 127 Tracking hashtag analytics 128 Researching the Right Hashtags 131 Checking out the competition 131 Picking up on similar hashtags 132 Discovering what the cool kids are doing (influencer hashtags) 133 Creating a Branded Hashtag 134 Hashtag your promotion or contest 135 Gathering user-generated content 135 Part 4: Extending Your Reach with Ads 137 Chapter 10: Planning a Winning Ad 139 Selecting the Right Ad Type 140 Photo ad 141 Video ad 142 Carousel ad 142 Stories ad 143 Collection ad 144 Using an Effective Ad Strategy 144 Design requirements 144 Selecting your target audience 145 Choosing ad images wisely 146 A caption can speak (less than) 1,000 words 148 Chapter 11: Creating an Effective Instagram Ad 151 Using the Instagram Mobile App to Create an Ad 152 Using Facebook to Create an Ad 153 Creating the campaign 153 Creating the ad set 155 Creating the ad 159 Running an Instagram Stories ad in Ads Manager 160 Monitoring your Instagram ad 162 A/B Testing 162 Measuring Your Ad Results 165 Viewing Insights via Instagram 166 Viewing Insights via Facebook Ads Manager 166 Chapter 12: Creating a Winning Contest 169 Exploring the Benefits of Hosting Instagram Contests 169 Following the Rules and Restrictions for Running Contests 170 Listing the official contest rules 171 Releasing Instagram of any involvement 172 Planning a Successful Contest 172 Stating your contest goals 173 Choosing a prize 173 Establishing entry requirements 174 Defining the rules or conditions 175 Determining the contest's length 175 Figuring out the promotion schedule 175 Choosing a hashtag 175 Designing contest images 177 Crafting post captions for the contest 177 Deciding how winners will be chosen and notified 178 Outlining who will respond to contest engagement 179 Executing a Winning Contest 179 Following Up 180 Chapter 13: Connecting Your Marketing Dots 183 Incorporating Instagram in Your Marketing Mix 183 Connecting Instagram to Other Social Networks 184 Including Instagram on Your Website 186 Linking your website to your Instagram page 186 Allowing others to share your content via Instagram 187 Embedding your Instagram feed on your website 188 Promoting Instagram on Printed Materials 190 Incorporating Instagram into an Event or Promotion 191 Monitoring Your Instagram Stats 194 Using Instagram's native analytics 194 Best third-party apps for Instagram analytics 196 Part 5: Using Instagram Stories as Another Avenue 199 Chapter 14: Sharing with Instagram Stories 201 Checking Out Instagram Stories 202 Getting Started 203 Creating an Instagram story in the app 203 Uploading a photo or video from your camera roll 205 Adding a Text Post 206 Saving Your Story 207 Using Direct Messages to Send a Story 208 Determining the Best Content to Share 210 Talking to your audience 210 Providing before-and-after and series shots 211 Peeking behind the scenes 212 Showing your travels 212 Advertising Your Story 213 Chapter 15: Making Your Story More Fun 215 Creating Graphics for Stories 215 Adding Text and Username Tags 218 Drawing on Your Story 220 Stickers and Tags 221 Adding a Link to Your Website 223 Making Funny Faces with Face Filters 224 Using Boomerang to Keep Fans Coming Back 225 Creating a Collage with Layout 226 Using SuperZoom for Drama 227 Using Hands-Free to Make Life Easier 228 Using Reels to Stand Out 228 Finding and watching reels 229 Creating a reel 230 What's the catch? 232 Capitalizing on reels 233 Chapter 16: Sharing Your Stories in New Ways 235 Jazzing Up Your Story Post Using Stickers 235 Location, mention, and hashtag stickers for search and notifications 236 GIFs, sliders, emojis, and more 239 Questions, polls, quizzes, chats, and more 241 Use the countdown sticker to intrigue your followers 242 Picture in picture for the fun of it 243 Deleting stickers that don't work 243 Personalizing Stories with Doodles 244 Saying More with Text 246 Changing your font option 247 Removing your text boxes 248 Chapter 17: Using Highlights to Keep Stories Longer 249 Getting Acquainted with Highlights 249 Creating a Highlight Gallery 250 Adding a highlight from your profile 250 Adding a highlight from an active story 251 Naming and customizing your highlight 252 Setting a cover image for your highlight 252 Creating a custom cover image 253 Adding Content to a Highlight 253 Sharing a current story 253 Finding an archived story 253 Deleting a story from a highlight 254 Coming Up with Fun Ideas for Highlights 255 Chapter 18: Going Live on Instagram 257 Getting Started with Live Videos 257 Knowing When to Go Live 260 Developing a Game Plan 260 Alerting Your Fans 261 Acknowledging Live Followers 262 Inviting a Guest onto the Live Broadcast 262 Saving Live Broadcasts and Sharing Them 263 Part 6: Creating Content on IGTV 265 Chapter 19: Learning How IGTV Works 267 Finding IGTV within Instagram 267 Finding IGTV in the IGTV App 269 Understanding How IGTV Videos Are Formatted 270 Tapping into Whose Videos You're Seeing 271 Chapter 20: Claiming Your Stake on IGTV 273 Uploading Videos to IGTV 273 Using your mobile device to upload 273 Using your computer to upload 276 Creating Quality Content for IGTV 278 Making your videos shine 278 Using the video description to your advantage 279 Responding to Comments on Your Videos 280 Part 7: Why Isn't This Working? 281 Chapter 21: Insta-Diagnosing Instagram 283 Installation Issues 283 Dealing with compatibility issues 284 Checking your space 284 Unfreezing an installation on your iPhone or iPad 287 Finding a missing app on your iPhone or iPad 288 Resolving issues on an Android device 288 Log-In Difficulties 288 Checking your username 288 Fixing password issues 289 Dealing with a disabled account 293 Finding Relief for Common Problems 293 Instagram won't share 294 Getting Instagram to notify you 295 Nothing is Working Now What? 296 Getting Rid of Error Messages 297 Can't add a comment 297 Can't delete comments 297 Can't refresh feed 298 Can't follow anyone else 298 Chapter 22: Insta-Help is on the Way 299 Taking Advantage of Instagram's Help 299 Accessing Help Center 300 Visiting Privacy and Safety Center 302 Viewing Instagram Business web pages 303 Tapping Social Media 304 Sending a message on Facebook 304 Tweeting and being tweeted 305 Reading the Instagram and Instagram for Business blogs 306 Visiting the Instagram Business blog 306 Joining a Community 308 Visiting Reddit and Quora 308 Part 8: The Part of Tens 311 Chapter 23: Ten Brands Killing It on Instagram 313 GoPro 313 Yellowillow 314 LeesFeedBoutique 315 RPMItalian 316 GymShark 317 TheLoveBombCo 318 The.Book.Report 319 LaJollaMom 320 TSA 321 GeneralElectric 322 Chapter 24: Ten Places to Find Inspiration 325 Investigate the Explore Page 325 Review Hashtag Searches Related to Your Brand 327 Spy on Your Competitors 329 Get Inspiration from Local Businesses 330 Check Out Your Favorite Products 330 Look to Photographers 331 Get Inspired by Bloggers 332 Find Big Brands That Are Being Creative 333 Learn from Instagram and Marketing Experts 334 Follow the Instagram for Business Account 335 Index 337

Additional information

Instagram For Business For Dummies by Jenn Herman
John Wiley & Sons Inc
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Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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