Instagram is one of the most popular social media platforms today, with over 1 billion active monthly users. It's a great platform where businesses can connect with their customers, build their brand, and gain exposure.

The platform's visual nature and wide reach make it an ideal platform for public relations. Public relations, or PR, is the strategic management of relationships between a business and its publics to achieve a mutually beneficial relationship. It involves using communication tools to create positive perceptions of the business among the public.

On Instagram, businesses can use public relations to reach a larger audience and engage with them in meaningful ways. The platform's features - such as Instagram Stories, IGTV, and Reels - allow businesses to create exciting content that showcases their products or services in a visually appealing way. This is where PR comes in: by creating stories and posts that tell a compelling brand story, businesses can build their reputation, increase their visibility, and generate interest from potential customers.

This blog post will discuss different key strategies for making the most of Instagram when it comes to PR for your business.

Build Relationships with Influencers

One of the most effective ways to promote your brand on Instagram is by building relationships with influencers. Influencers are social media users with a large following who can help you reach a wider audience. Look for influencers who align with your brand values and have a following that matches your target audience.

For example: let’s say you are a jewelry designer looking to promote your small business on Instagram. An influencer who specializes in makeup tutorials could be a great fit; this is a popular category which typically gets plenty of views and has high engagement as viewers are curious about application techniques and which brands of makeup the influencer recommends.

Imagine this influencer wearing a necklace from your collection as they share a GRWM video (that’s get ready with me, for those unfamiliar). A makeup tutorial includes close-up shots, so your product will get plenty of screen time!

When building relationships with influencers, it's important to be authentic and build genuine relationships. Follow them on Instagram and engage with their content by liking and commenting on their posts. You can also reach out to them directly and offer to collaborate on a post or campaign. 

Collaborations involve working with other businesses or creators on Instagram to create unique content or promotions that benefit both parties. This lets you cross-promote each other's brands and reach new audiences.

Leverage User-Generated Content

User-generated content is another great way to promote your brand on Instagram. User-generated content refers to any content created by your customers or followers that features your brand. This could be a photo of your product or a post about their experience with your brand. User-generated content can be a powerful tool for PR because it shows that the brand has a strong community of supporters and fans. 

Leveraging user-generated content is a great way to show your followers that your brand is trusted and loved by others. You can encourage user-generated content by creating a branded hashtag or running a contest that encourages users to create content featuring your brand. Sharing user-generated content on Instagram can help businesses build a sense of authenticity and trust with their audience.

One example of a company successfully using user-generated content on Instagram is Glossier, a cosmetics brand that has built a massive following on the platform. Glossier regularly partners with influencers and customers to create user-generated content, which they then share on their own Instagram account. This not only helps to showcase their products in an authentic way, but it also encourages user engagement and creates a sense of community around the brand.

Use Instagram Stories

Instagram Stories are a great way to promote your brand on Instagram. Instagram Stories are short, vertical videos or photos that disappear after 24 hours. They're a great way to share behind-the-scenes content, sneak peeks of new products, and engage with your audience in a more personal way.

You can also use Instagram Stories to promote your brand by running polls, quizzes, and other interactive content. This will allow you to increase engagement and gather feedback from your followers.

Collaborate with Other Brands

Collaborating with other brands is a great way to promote your brand on Instagram. Look for brands that align with your values and target audience and consider collaborating on a campaign or post.

Collaborating with other brands can help you reach a wider audience and build your brand's credibility. It also allows you to create content that's more interesting and engaging for your followers.

One example of brands collaborating on Instagram is the partnership between Starbucks and Spotify. In 2016, the two companies joined forces to create a holiday-themed promotion called "Starbucks For Life." The promotion involved customers collecting game pieces from Starbucks stores and playing a virtual game on their mobile devices to win various prizes, including free coffee for a week, a month, or even a year.

As part of the promotion, Starbucks and Spotify collaborated on a playlist called "Starbucks Holiday Hits," featuring popular holiday songs from various artists. Customers who played the game and won a prize were also given a free three-month subscription to Spotify Premium.

The collaboration between Starbucks and Spotify was a clever way to promote both brands on Instagram. Starbucks used its Instagram account to promote the "Starbucks For Life" promotion, featuring images of the game pieces and announcing the winners of various prizes. Spotify, on the other hand, used its Instagram account to promote the "Starbucks Holiday Hits" playlist, featuring images of the playlist cover and encouraging customers to listen to the songs on Spotify.

The collaboration was a win-win for both brands, as it allowed them to reach a wider audience on Instagram and promote their products in a fun and engaging way. It also helped to build brand loyalty among customers, as they were able to enjoy free coffee and music during the holiday season.

Host Instagram Takeovers

Instagram takeovers are another great way to promote your brand on Instagram. An Instagram takeover is when you give someone else control of your Instagram account for a set period of time. This could be an influencer, a customer, or a member of your team.

Instagram takeovers are a great way to share fresh and unique content with your followers. They also help you reach a wider audience by leveraging the followers of the person taking over your account.

Use Hashtags

Hashtags are a great way to promote your brand on Instagram. Hashtags are keywords or phrases preceded by the "#" symbol that help Instagram users discover content related to a specific topic or theme.

Using hashtags that are relevant to your brand and target audience can help you reach a wider audience and increase engagement. You can also create a branded hashtag that users can use when sharing content featuring your brand.

Monitor Your Brand's Reputation

Finally, it's important to monitor your brand's reputation on Instagram. This involves keeping track of mentions of your brand, comments on your posts, and reviews of your products or services.

Monitoring your brand's reputation on Instagram allows you to respond to customer feedback and engage with your audience in a more meaningful way. It also helps you identify areas where your brand could improve and make changes to better serve your customers.

Nike often uses Instagram to promote its social impact initiatives and partnerships with various organizations. By sharing compelling visuals and stories, Nike is able to not only raise awareness for these causes, but also reinforce its brand as one that cares about making a positive impact in the world.

Have fun!

Promoting your brand on Instagram doesn't have to be all work and no play. With a little creativity, you can have fun while increasing your brand's visibility on the platform. 

Host a giveaway: Who doesn't love free stuff? Hosting a giveaway is a fun way to engage with your followers and increase brand awareness. Make sure to set clear rules and guidelines for entry, and offer a prize that is relevant to your brand.

Use humor: Injecting humor into your Instagram posts can help your brand stand out and make your followers laugh. Memes and funny captions are a great way to show your brand's personality and connect with your audience.

Share behind-the-scenes content: Giving your followers a sneak peek into your brand's day-to-day operations can help build trust and create a more personal connection with your audience.

Show your brand's values: Sharing content that aligns with your brand's values can help establish your brand as a thought leader in your industry. Whether it's promoting sustainability or giving back to the community, sharing content that reflects your brand's values can be a fun and meaningful way to promote your brand on Instagram.

Promoting your brand on Instagram doesn't have to be a chore. By incorporating fun and creative elements into your content strategy, you can increase your brand's visibility while having a good time. Remember to stay authentic to your brand's voice and values, and have fun with it!

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles. 

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.