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What Are The Challenges Of Using Instagram For Small Businesses?

January 12, 2020

By Guest

It often gets praised as the be-all and end-all if small businesses want to be successful on social media, but Instagram is not for business.

Quite often, it can be an absolute time-waster and with so many opinions out there saying you have to be on social media to be successful, it can get disorientating for business owners.

Should you or shouldn’t you use Instagram? And if you do decide to use Instagram, what are the challenges of using it to spread the word about your business?

You’ll be surprised to find out in this article that, often, Instagram advertising for Small Businesses is not all sunshine and rainbows …

  • Instagram Engagement Is 1% of What It Once Was

If you’re currently using Instagram then you’ve probably noticed that your engagement (number of liking and commenting on your photos, videos and/or stories) is down considerably.

Look back on your very first photos and you’ll see 100’s of likes with hardly any followers, but since gaining more followers and posting more, your likes and comments are pitiful.

Should be the other way round, right? More followers + more posts = more likes + comments?

Ahh, if only!

Unfortunately, studies from show that engagement has nose-dived since May 2019 and the average engagement rates are sitting at 1.54%. 

Is it really worth investing time as a small business owner when your engagement levels are going to be just above 1.5%?

Let’s bear in mind that a small business is going to most likely have a smaller following as well. Probably in the region of 200 – 500 followers, though there are exceptions. 

And if we take the high-end of that, 1.5% of 500 comes to 7.5 people engaging with your content…woeful!

Considering that 1 of the 4 most common reasons small businesses fail is due to failed marketing – as a business owner – you shouldn’t take the risk of focusing your marketing efforts on Instagram – unless you decide to pay.

Put your energy and resources into something that has a higher pay-off than 1.54%.

  • Your Audience Might Not Use Instagram 

Another reason many people say you should use Instagram is that there are 1 billion people using it.

There’s also over 1 billion people in Africa but it doesn’t mean you should market to people living there because the population is large.

If you’re targeting the wrong channel or region, then you’re wasting your time and money, regardless of what social platform you’re using.

For example, there may be 1 billion people on Instagram right now but most of them are below the age of 35.

Selling pensions to the over-50s?

Then put your money as a small business owner somewhere other than Instagram.

Using Instagram is dependent on what industry and audience your small business is trying to attract. If your small business is young, vibrant and easily marketable to a generation ever-more adept at technology, then Instagram is probably a good shout. 

If your market is generally slightly older, or less visually marketable, then spending time and energy on this particular platform is unnecessary if …read more

Source:: Social Media Explorer