It’s a given now that social media is one of the best ways to build relationships with your target audience, particularly since well over 50% of the global population are now active on various social platforms. Instagram is the second most beloved social media platform worldwide, and 90% of the app’s users follow business pages for updates from the brands they love. That means that a campaign that goes viral on Instagram can bring your brand in front of a massive number of eyes. To create viral Instagram campaigns, you need to understand the latest audience interaction trends and plan your strategy accordingly.
- Choose Your Topic Carefully
Connecting your brand to a broader vision or cause that your audience cares about can help attract a lot of attention. Young people make up the majority of Instagram users, and they care passionately about issues like social justice, sustainability, and diversity: 52% of Instagrammers follow a social justice account, and 18% voted in local, state, or national elections, versus just 6% of non-Instagram users. But make sure your chosen issue is relevant to your USP, or you risk being accused of hijacking a serious issue just to drive clicks.
- Encourage Engagement
After a compelling, witty hook that attracts Instagrammers to click on your post, you need to deliver engaging content. Style without substance gets you nowhere, and 46% of consumers said that appealing content is what makes a brand “best in class.” But don’t let things end with a great impression. You want your followers to continue to engage with your brand, whether that’s checking out your latest collection, voting on an in-story poll, or leaving feedback about your new product. Encourage them to keep the action going with interactive features and clear but appealing CTAs. The Instagram algorithm will reward these interactions by making your post more discoverable in more people’s feeds.
- Present Yourself Appealingly
It doesn’t matter how important or relevant a topic you choose if you can’t communicate it effectively. Make your posts concise and memorable, use high-quality images (it’s Instagram, after all), and look for ways to be witty or funny without diluting your message. According to the 2022 Instagram Trends report, memes are big, and growing in popularity, right now, reflecting a need for control and certainty, with absurdist humor leading the mood.
Instagram Live sessions feel authentic, honest and open, letting your audience connect with you in real time. People can comment and you can reply during the live stream, which makes it more interactive and builds a personal relationship. On top of that, Instagram live video broadcasts are pushed to the top of a user’s Instagram story feed, so you get immediate visibility when someone opens the app, and live videos are displayed at the front of Instagram story feeds.