With over 2 billion active monthly users, Instagram has quickly become the go-to platform for beauty brands that want to build their following and engage with their target demographic. The visual nature of Instagram makes it an effective platform to showcase your brand’s latest product offerings, inspirational images of your favorite products in action, and sneak peeks into your company’s offices and employees (we can’t get enough of these!). But with over 1 million beauty brands on Instagram, how can you make yours stand out?
Know Your Audience
Before you can put together an Instagram growth strategy, you must first understand your audience. Do you want to reach brides-to-be, fashion businesses, or beauty enthusiasts? First, determine who your audience is, and then ask yourself what would interest them. Do they want to see tutorials? Product reviews? Transformations?
Once you know who you're trying to reach, you can start creating content that appeals to them. If you are unsure what kind of content they want to see, try posting different things and see what generates the most engagement.
Run a Giveaway
Giveaways are a great way to increase engagement and grow your following on Instagram. Choose a prize that will appeal to your target audience (free product, a free makeover, a free service, etc.) and promote the giveaway across all of your social media channels. Tell people that they must follow your Instagram and tag friends in order to enter. For this reason, you want to make sure the prize relates to your business. You wouldn’t want to give away a free iPad and have a bunch of tech enthusiasts following you as a result.
Influencers are another great way to grow your following. Find and partner with micro-influencers in your niche who have an engaged following that would be interested in your products. You can also give influencers free products in exchange for shoutouts and reviews on their posts. Working with influencers will not only help you sell more products but will also get you more followers.
Hashtags are another great way to reach a wider audience with your posts. It will increase the chances your post will be promoted in users’ feeds and help you show up on the explore page. In addition, many beauty feature accounts have unique hashtags that you can use to potentially be reposted on their pages. The easiest way to do this is by using the hashtags of the brands you used to achieve a look. Some other popular feature hashtags include:
Especially when you run a local beauty business, tagging locations is essential. This will help people in your area find you on Instagram. Additionally, tagging a location increases the likelihood that Instagram will suggest your post or account to others in your area.
Incentivize Engagement with Your Captions
Beauty brands can use Instagram to connect with their target audience and grow their following by sharing stunning photos and interesting captions. But, it's not enough to just post pretty pictures. You need to incentivize engagement by using your captions. Getting more engagement (likes, comments, shares, and saves) will boost your post in your follower’s feed. Some great ways to do this include asking a question or instructing them to comment or tag a friend. For instance, “tag your makeup junkie friend” or “what do you think of this look?”
If you used a certain brand or product to achieve a given look, be sure to tag them in your post. Do this by tagging the account in the post and using their hashtag in the caption. This will likely get the attention of the brand and potentially get you reposted on their page. If you sell your own cosmetic products, tag the products in your posts using your Facebook commerce store.
Stories are a great way to connect with your audience on a more personal level and to share raw content that you may not want to share permanently on your feed. Give people a glimpse into the behind-the-scenes of the business, give sneak previews of new products and events, and tell people when you posted something new.
Reels are the newest Instagram feature, inspired by the sensational TikTok. The Instagram algorithm favors reel content and gives more preference to creators (and businesses) who use them. Especially as a beauty business, there are countless ways to use reels—try sharing tutorials, transformations, explanatory content, and more. You can then repost this content onto your TikTok account as well—allowing you to reach a larger number of users.
Repost User Generated Content
User-generated content is another tool you can use to grow your following and expand your business through Instagram. User-generated content is content that you can share on your page but (as the name would suggest) is generated by users. This means re-posting clients who tag you in their posts or sharing content that users post using your products. This will not only give you more content to share on your page but will incentivize your followers to tag you in their posts.