Devenir une marque influente sur Instagram : 10 astuces à connaître

163

Comment devenir une marque influente sur Instagram ?

Les réseaux sociaux sont des leviers de croissance incomparables pour les entreprises depuis plusieurs années. Véritables médias à part entière, ils se sont ancrés depuis quelques années dans un nouveau mode de vie, de plus en plus digitalisé.

« On dénombre 3,96 milliards d’utilisateurs des réseaux sociaux. La part d’utilisateurs des réseaux sociaux continue d’augmenter, avec 376 millions d’utilisateurs en plus de juillet 2019 à juillet 2020 (+10,5 %), ce qui représente environ 51 % de la population mondiale (vs 49 % au Q1 2020), un record. »

Ces réseaux sociaux comptent de nombreuses plateformes comme Facebook, Youtube, Twitter, TikTok ou encore Instagram.

« Aujourd’hui, Instagram est l’un des médias les plus influents avec plus de1,082 milliard d’inscrits, 28 millions de visites uniques par mois, et 11 millions par jour. »

En tant que marque, il est peut donc s’avérer nécessaire d’être présent sur Instagram mais surtout de savoir se démarquer de ses concurrents. En fonction de vos objectifs, Instagram vous permettra d’améliorer votre image, d’augmenter le trafic sur votre site internet / blog, d’augmenter votre chiffre d’affaires ou bien encore de générer de l’engagement auprès de votre cible par exemple.

Comment ? Découvrez nos astuces à connaître pour devenir une marque influente sur Instagram ci-dessous !

Nos conseils pour devenir une marque influente sur Instagram

1. Publier régulièrement

Pour devenir influent sur Instagram, il y a une règle d’or : définissez un planning de publications. Pour que vos posts soient vus et lus, il faut publier régulièrement du contenu sur votre page Instagram pour plusieurs raisons. Tout d’abord, pour rester à l’esprit de vos followers au quotidien. Ensuite, pour gagner en crédibilité : une marque qui publie régulièrement sera perçue plus positivement car elle donnera l’impression d’être active et réactive. Enfin, pour gagner en visibilité. Les algorithmes privilégient les contenus les plus fréquemment fréquenté par ses utilisateurs. Ainsi, plus vos abonnés iront lire/regarder vos contenus, plus ils apparaîtront facilement dans leur fil d’actualité !

2. Devenir « Instagrammable »

Lorsque vous souhaitez vous lancer sur Instagram, il faut avoir à l’esprit qu’Instagram est une plateforme visuelle. Les contenus esthétiques sont réellement appréciés et ont plus de chance de susciter des réactions : likes, partages en story, enregistrements… Il peut donc être intéressant de planifier au sein de votre entreprise, avec un photographe, un shooting de produits/services pour rendre votre contenu attrayant sur la plateforme. Il est également impératif de créer une charte graphique allant dans ce sens.

3. Être à l’écoute des besoins des consommateurs

Proposer du contenu adapté aux besoins de vos consommateurs va vous faire gagner un temps fou : cela va vous permettre d’augmenter les réactions sur vos contenus, le nombre de personnes qui vous suivent mais également de fidéliser vos followers…

Pour cela, pourquoi ne pas intégrer à votre stratégie de la co-création de contenu ? Cela peut passer par exemple par demander en story à vos abonnés ce qu’ils souhaitent voir ou savoir sur votre compte. Cela vous donnera un état des lieux de votre communication actuelle et pourra vous aiguiller pour la suite de vos publications.

L’importance des KPI’s pour devenir une marque influente sur Instagram. Photo by Georgia de Lotz on Unsplash.

De plus, Instagram est une plateforme qui permet d’analyser les retombées de vos publications : nombre de like, d’enregistrements, de vues sur vos stories… Analyser les KPI’s s’avère donc d’une grande aide pour comprendre le comportement de vos followers et d’adapter vos publications en fonction de cela.

4. Proposer du contenu à forte valeur ajoutée

Une fois le besoin de vos followers analysé, il est temps de mettre en place un plan de communication adapté en proposant à vos abonnés du contenu à forte valeur ajoutée. Vos utilisateurs veulent en savoir davantage sur vos produits ? Proposez des contenus vidéos, photos, interviews (…) pour leur en dire plus sur vous, votre entreprise ou votre secteur d’activité. Il faut que votre contenu soit intéressant et utile pour eux.

De plus, n’hésitez pas à utiliser des hashtags pertinents pour faire remonter votre contenu à des potentiels futurs abonnés.

5. Varier les formats

2 secondes : c’est le temps que l’on prend pour décider de consommer (ou non) un contenu : il doit être attractif !

Sur Instagram, il y a différents formats proposés pour créer du contenu. La publication sur votre feed, la story, les IGTV, les réels ou encore plus récemment les guides ! N’hésitez pas à utiliser tous les outils mis à votre disposition afin de faire varier vos contenus et proposer davantage de possibilités à vos abonnés et de plaire à plusieurs profils.

6. Miser sur l’humain et la transparence

La transparence est un critère de plus en plus demandé par les consommateurs. Nombre d’entre eux sont désormais en recherche de sens perpétuelle dans leur manière de consommer au quotidien. Ils s’informent rapidement grâce à internet, échangent des avis, partagent leurs expériences… et cherchent des entreprises qui sauront être vraies avec eux ! Montrer le côté humain de votre entreprise, les coulisses de la création d’un produit, présenter l’équipe qui travaille sur votre projet, le lieu de fabrication, partager vos valeurs (écologie, éthique…) sont autant de petites choses qui sont très bien reçues sur Instagram et au-delà du réseau social.

7. Interagir avec ses followers

Pour devenir influent sur Instagram, il faut comprendre que l’interaction avec vos publications est la clé. Cela augmente la visibilité de votre marque, la notoriété et la fidélisation. Une marque privilégiant le contact avec ses clients sera donc davantage appréciée aux yeux de ses abonnés.

  • Pour cela, la fonction « stories » d’Instagram est un outil à ne pas laisser de côté ! Vous pouvez entrer très facilement dans le quotidien de vos followers et interagir spontanément avec eux. Alors n’hésitez pas à les consulter pour avoir leur avis, leur proposer des quizz ou encore des lives (seul ou avec un autre compte) pour pouvoir échanger en direct avec eux.
Interagir avec ses abonnés est une belle façon de devenir une marque influente sur Instagram. We like you too ! Photo by Adam Jang on Unsplash.

Concernant les publications, créer de l’interaction peut passer par l’incitation à commenter votre post (« et vous, qu’en pensez-vous ? ») ou bien encore par la création de jeu concours par exemple !

8. Être réactif

Prendre le temps de répondre à vos abonnés, que ce soit sous vos publications, en story ou par conversation privée est bénéfique. Être réactif augmente vos chances de créer un lien avec vos consommateurs et d’avoir de plus en plus d’échanges avec eux, de likes, de partages et de bouche-à-oreille.

9. Utiliser à bon escient les Instagram Ads

Vous n’arrivez pas à augmenter votre taux d’impression ? Vous souhaitez plus de followers ? Afin de toucher une audience plus importante, sachez que vous pouvez utiliser les Instagram Ads. Comme sur Facebook, vous pouvez définir une cible précise, une durée de diffusion de votre publicité etc.

10. Travailler avec des influenceurs

Il existe de nombreux influenceurs qui produisent du contenu à forte valeur ajoutée et qui ont parfois des tailles de communautés variables.

  • Micro-influenceur ou célébrité, si vous souhaitez passer par l’influence pour promouvoir vos produits/services, pensez à choisir une personne en adéquation avec vos valeurs, votre image de marque et qui a une communauté active représentant la cible à laquelle vous souhaitez vous adresser.

Travailler avec le bon influenceur vous permettra, toujours en fonction de vos objectifs, d’améliorer votre notoriété, votre crédibilité dans un secteur précis, votre image de marque, votre chiffre d’affaires…

Influenceurs : un bon moyen de devenir une marque influente sur Instagram. Photo by Eaters Collective on Unsplash.

Et vous, avez-vous d’autres conseils pour devenir une marque influente sur Instagram ? N’hésitez pas à nous partager vos astuces en commentaire.

Bibliographie :

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