Social Media Marketing - Course

Instagram and Snapchat

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Digital Marketing - Study Notes:

Types of account

There are two types of Instagram accounts, organic and business. There are a variety of reasons for why you would choose one account over another. Figure out your long-term goals and make the decision as to how you can best achieve them.

Organic

The organic account is more familiar to a social media audience.

Reasons to use an organic account:

  • Relationships: Organic account allows you to engage and build relationships over time with people interested in your business.
  • Discovery: It’s easier to be found on an Instagram search.
  • Communication: You can respond to comments on ads or posts and move these communications to direct messages.
  • Clickable account name: There’s a clickable account name when you use advertising, meaning people can visit your Instagram account for more about your business through your organic posts and follow your account.

Business

The business account has features that drive business results. There are additional resources like contact and website information with the ability to utilize paid advertising.

Here are reasons to use a business account:

  • Discovery: It increases chances of being discovered with Instagram’s new algorithm.
  • Recognition: Users can immediately recognize you as a business.
  • Additional profile options: You can add contact details, a business address, and call to action.
  • Analytics: It has robust analytics with the insights view, overall impressions, top post, reach impressions, engagement, follower growth, location, and demographics.
  • Ads: It includes Instagram ads within the platform.
  • Promotion: You have a higher chance of being promoted.

Verified badge

A verified badge is a check that appears next to an Instagram’s account name in search and on the profile. It confirms that Instagram acknowledges this is the authentic account for the public figure, celebrity, or global brand it represents.

There is a verification process because well-known accounts and figures have a high likelihood of being impersonated. Instagram wants to make sure that the community can easily find the authentic people and brands they want to follow. Verified accounts are reviewed to make sure the Instagram experience stays authentic. Instagram will take away an account verified status if it posts spam or other content that doesn’t follow community guidelines or uses a profile pic or a bio section to promote other services.

Account structure

There are two types of Instagram account structure that can be adopted: single account and multiple accounts. Take note of the following considerations for each account structure before choosing which structure suits your company needs most

Single account

A single-account structure has the following benefits for marketers:

  • Have centralized content.
  • Maintain a consistent voice.
  • Simplify account moderation.
  • Keep followers under one account.
  • Support discovery and scale.
  • Single Instagram account: there’s security risk with sharing account details with multiple stakeholders and defining roles and responsibilities for those without account access.

Bear in mind the following:

  • There’s security risk with sharing account details with multiple stakeholders.
  • You need to define roles and responsibilities for those without account access.

Multiple account

A multiple-account structure has the following benefits for marketers:

  • Business approach differs by region.
  • Parent brand supports sub-brands.
  • Localize content.
  • Manage customer service content.

Bear in mind the following:

  • Do you have the budget?
  • Do you have the resources to support multiple accounts?
  • Do you have a clear strategy to post unique content on a regular basis?
  • Do you have a localized or sub-brand message that is critical to driving your business objectives?
  • Does it make sense for your brand to be spread thin across multiple channels?
  • Do you have a bandwidth across your company to teach them best practices, brand voice, and execution?

Switching between accounts

You can have up to five Instagram accounts per brand and you can switch between each account very easily by just changing a few settings.

  1. Go to your profile and tap gear (iPhone) or vertical line (Android) in the top-right.
  2. Scroll to the bottom and tap ’Add Account’.
  3. Enter the username and password of the account you’d like to add.
  4. Go back to your profile.
  5. Tap your username at the top of the screen.
  6. Tap the account you’d like to switch to.

To remove an Instagram account that you've added:

  1. Go to your profile and switch to the account you'd like to remove.
  2. Tap the gear button on iPhone, or vertical line on Android in the top-right.
  3. Scroll down and tap ’Log out of [username]’ or ‘Log out of All Accounts’. Logging out of all accounts will remove all the accounts you've added.
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Kate Talbot

Kate Talbot is a Growth Marketing consultant at Vidder Inc., best-selling author of "Oh Snap! You can use Snapchat for Business" and regular contributor to online publications such as Social Media Examiner, Engadget and KISSmetrics. Passionate about building brands through demand generation and strategic partnerships, Kate's expertise in social apps are unrivaled. 

Kate Talbot

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

Instagram and Snapchat
Kate Talbot Kate Talbot
Skills Expert

This module dives deep into the leading app-based platforms, Instagram and Snapchat. It begins by outlining the benefits of using social apps in your campaigns. Then, it teaches you how to navigate the key features of Instagram and Snapchat, and how to create fully optimized posts on both platforms. Next, it provides best practices for managing Instagram and Snapchat accounts effectively and covers how to run engaging ad campaigns on each platform. Finally, it provides you with the knowledge to analyze performance on each channel using analytics tools.

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