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Instagram Marketing - Complete Delivery Guide

Digital Marketing Social Media Ongoing

Overview​

Instagram Marketing leverages the visual-first platform to build brand awareness, engage audiences, and drive conversions through compelling visual content and strategic advertising.

What is Instagram Marketing?​

Instagram Marketing uses Instagram's visual platform to promote your business through organic posts, Stories, Reels, IGTV, and paid advertising to reach and engage your target audience.

Business Impact​

  • Visual Storytelling: Showcase products/services visually
  • High Engagement: Higher engagement rates than other platforms
  • Younger Audience: Reach millennials and Gen Z
  • Shopping Features: Direct product sales
  • Influencer Marketing: Leverage influencer partnerships
  • Brand Building: Create strong visual brand identity

Who Needs This Service?​

Primary Candidates​

  • ✅ E-commerce businesses
  • ✅ Fashion and beauty brands
  • ✅ Food and beverage
  • ✅ Travel and hospitality
  • ✅ Lifestyle brands
  • ✅ Visual products/services
  • ✅ B2C companies

Pricing Guidelines​

Basic Instagram Marketing: ₹30,000-₹60,000/month

  • Profile optimization
  • 15-20 posts/month
  • 10-15 Stories/week
  • Basic engagement
  • Monthly reporting
  • 3-month minimum

Standard Instagram Marketing: ₹70,000-₹1,40,000/month

  • Comprehensive management
  • 20-25 posts/month
  • Daily Stories
  • 8-12 Reels/month
  • Instagram Ads
  • Ad budget: ₹20,000-₹50,000/month
  • Influencer outreach
  • Monthly reporting
  • 6-month minimum

Advanced Instagram Marketing: ₹1,50,000-₹3,50,000/month

  • Full-service management
  • 25-30 posts/month
  • Daily Stories + Highlights
  • 12-16 Reels/month
  • IGTV content
  • Advanced Instagram Ads
  • Ad budget: ₹50,000-₹2,00,000/month
  • Influencer campaigns
  • UGC management
  • Shopping setup
  • Detailed analytics
  • 12-month minimum

Execution Process​

Phase 1: Profile Optimization​

Step 1: Profile Setup​

Complete Profile:

  • Profile picture (logo, 320x320px)
  • Username (@yourcompany)
  • Name (searchable, 30 characters)
  • Bio (150 characters)
  • Website link
  • Category
  • Contact button
  • Business hours (if applicable)
  • Location (if applicable)

Bio Formula:

[What you do] | [Who you serve]
[Unique value proposition]
[Call-to-action]
👇 [Link description]

Example:

Premium Organic Skincare 🌿
Natural beauty for conscious consumers
✨ Cruelty-free | Vegan | Sustainable
👇 Shop our bestsellers

Step 2: Business Account Features​

Enable:

  • Switch to Business/Creator account
  • Connect to Facebook Page
  • Add contact buttons
  • Enable Instagram Shopping
  • Set up action buttons
  • Add category

Instagram Shopping:

  • Product catalog setup
  • Tag products in posts
  • Shopping tab on profile
  • Checkout on Instagram

Phase 2: Content Strategy​

Step 1: Content Pillars​

Define Content Mix:

1. Product/Service Content (30%):

  • Product photos
  • Product videos
  • Features and benefits
  • New launches
  • Behind-the-scenes

2. Educational Content (25%):

  • Tips and tutorials
  • How-to guides
  • Industry insights
  • Infographics
  • Carousel posts

3. User-Generated Content (20%):

  • Customer photos
  • Reviews and testimonials
  • Reposts
  • Customer stories

4. Lifestyle Content (15%):

  • Brand lifestyle
  • Team culture
  • Values and mission
  • Day in the life

5. Entertaining Content (10%):

  • Memes
  • Trending content
  • Fun facts
  • Challenges

Step 2: Content Formats​

Feed Posts:

  • Square (1080x1080px)
  • Portrait (1080x1350px)
  • Landscape (1080x566px)
  • Carousel (up to 10 images/videos)

Stories:

  • 1080x1920px
  • 15 seconds per story
  • Interactive stickers
  • Polls, questions, quizzes
  • Swipe-up links (10K+ followers)

Reels:

  • 1080x1920px
  • 15-90 seconds
  • Trending audio
  • Quick cuts
  • Text overlays
  • Hashtags

IGTV:

  • 1080x1920px (vertical)
  • 1080x1080px (square)
  • 1-60 minutes
  • Cover image
  • Detailed description

Step 3: Visual Branding​

Consistency:

  • Color palette (3-5 colors)
  • Fonts (2-3 fonts)
  • Filter/preset
  • Layout style
  • Photography style

Feed Aesthetics:

  • Grid layout planning
  • Color coordination
  • Pattern creation
  • Visual flow

Tools:

  • Canva (design)
  • Lightroom (photo editing)
  • VSCO (filters)
  • Preview app (grid planning)

Phase 3: Content Creation​

Step 1: Photography​

Photo Guidelines:

  • High resolution (minimum 1080px)
  • Good lighting
  • Clear focus
  • Compelling composition
  • Brand colors
  • Lifestyle context

Photo Types:

  • Product shots
  • Flat lays
  • Lifestyle photos
  • Behind-the-scenes
  • User-generated content

Step 2: Video Content​

Reels Strategy:

  • Hook in first second
  • Trending audio
  • Quick transitions
  • Text overlays
  • Clear CTA
  • Relevant hashtags

Reels Ideas:

  • Tutorials
  • Before/after
  • Product demos
  • Tips and tricks
  • Behind-the-scenes
  • Trending challenges

Step 3: Captions​

Caption Formula:

Hook: [Attention-grabbing first line]

Value: [Main message/story]

Details: [Supporting information]

CTA: [Question or action]

Hashtags: [15-30 relevant hashtags]

Caption Best Practices:

  • First line is crucial (before "more")
  • Tell stories
  • Ask questions
  • Include CTA
  • Use emojis strategically
  • Add line breaks for readability

Phase 4: Hashtag Strategy​

Step 1: Hashtag Research​

Hashtag Types:

1. Branded Hashtags:

  • Your brand name
  • Campaign hashtags
  • Product hashtags

2. Community Hashtags:

  • Industry hashtags
  • Niche community tags
  • Location hashtags

3. Descriptive Hashtags:

  • Product/service description
  • Feature hashtags
  • Benefit hashtags

Hashtag Sizes:

  • Large (1M+ posts): 3-5 hashtags
  • Medium (100K-1M posts): 10-15 hashtags
  • Small (10K-100K posts): 10-15 hashtags
  • Niche (<10K posts): 5-10 hashtags

Step 2: Hashtag Sets​

Create 5-10 Hashtag Sets:

  • 30 hashtags per set
  • Mix of sizes
  • Relevant to content
  • Rotate sets
  • Track performance

Phase 5: Instagram Ads​

Step 1: Ad Formats​

Available Formats:

1. Photo Ads:

  • Single image
  • 1080x1080px (square)
  • Compelling visual
  • Clear CTA

2. Video Ads:

  • Up to 60 seconds
  • Sound optional
  • Captions recommended
  • Strong hook

3. Carousel Ads:

  • 2-10 images/videos
  • Swipeable
  • Tell a story
  • Multiple products

4. Stories Ads:

  • Full-screen vertical
  • 15 seconds
  • Interactive
  • Immersive

5. Reels Ads:

  • Up to 30 seconds
  • Trending format
  • High engagement
  • Native feel

6. Shopping Ads:

  • Product tags
  • Direct purchase
  • Catalog integration

Step 2: Campaign Objectives​

Objectives:

  • Awareness: Reach, Brand awareness
  • Consideration: Traffic, Engagement, App installs, Video views
  • Conversion: Conversions, Catalog sales

Step 3: Targeting​

Audience Options:

  • Demographics
  • Interests
  • Behaviors
  • Custom Audiences (website, customer list)
  • Lookalike Audiences

Instagram-Specific:

  • Engagement targeting
  • Follower targeting
  • Explore page placement

Step 4: Ad Creative Best Practices​

Visual:

  • High-quality images/videos
  • Mobile-optimized
  • Brand consistent
  • Eye-catching
  • Clear product/service

Copy:

  • Headline: 40 characters
  • Primary text: 125 characters
  • Clear value proposition
  • Strong CTA

Phase 6: Engagement & Community​

Step 1: Engagement Strategy​

Daily Activities:

  • Respond to comments (within 1 hour)
  • Reply to DMs (within 1 hour)
  • Like and comment on followers' posts
  • Engage with industry content
  • Monitor mentions
  • Check tagged posts

Engagement Tactics:

  • Ask questions in captions
  • Use interactive stickers in Stories
  • Run contests and giveaways
  • Feature user-generated content
  • Go Live regularly
  • Create polls and quizzes

Step 2: Instagram Stories​

Daily Stories:

  • Behind-the-scenes
  • Product teasers
  • Quick tips
  • Polls and questions
  • Countdown stickers
  • User-generated content

Story Highlights:

  • Products/Services
  • Testimonials
  • FAQs
  • About Us
  • Behind-the-scenes
  • Promotions

Step 3: Influencer Marketing​

Influencer Strategy:

1. Find Influencers:

  • Relevant niche
  • Engaged audience
  • Authentic content
  • Brand alignment

2. Outreach:

  • Personalized message
  • Clear proposal
  • Fair compensation
  • Creative freedom

3. Campaign Types:

  • Sponsored posts
  • Product reviews
  • Giveaways
  • Takeovers
  • Affiliate partnerships

4. Track Results:

  • Reach and impressions
  • Engagement
  • Traffic
  • Conversions
  • ROI

Phase 7: Analytics & Optimization​

Step 1: Key Metrics​

Profile Metrics:

  • Followers growth
  • Profile visits
  • Website clicks
  • Email/call clicks

Content Metrics:

  • Reach
  • Impressions
  • Engagement rate
  • Saves
  • Shares
  • Comments

Stories Metrics:

  • Reach
  • Impressions
  • Exits
  • Replies
  • Sticker taps

Reels Metrics:

  • Plays
  • Reach
  • Likes
  • Comments
  • Shares
  • Saves

Ad Metrics:

  • Impressions
  • Reach
  • CTR
  • CPC
  • Conversions
  • ROAS

Step 2: Instagram Insights​

Access Insights:

  • Profile → Menu → Insights
  • Individual post insights
  • Stories insights
  • Reels insights

Analyze:

  • Best posting times
  • Top performing content
  • Audience demographics
  • Follower activity
  • Content reach

Deliverables​

Organic Content​

  • 15-30 feed posts/month
  • Daily Stories
  • 8-16 Reels/month
  • IGTV content (advanced packages)
  • Custom graphics and videos
  • Engaging captions
  • Hashtag strategy
  • Community management
  • Campaign strategy
  • Ad creative design
  • Audience targeting
  • Budget management
  • A/B testing
  • Performance optimization
  • Detailed reports

Best Practices​

Posting Best Practices​

1. Optimal Posting Times:

  • Best days: Wednesday, Friday
  • Best times: 11 AM, 1-2 PM
  • Test your audience
  • Use Instagram Insights

2. Posting Frequency:

  • Feed: 3-7 posts/week
  • Stories: Daily (minimum)
  • Reels: 3-5/week
  • IGTV: 1-2/month

3. Engagement:

  • Respond to all comments
  • Reply to DMs quickly
  • Engage with followers' content
  • Use interactive features
  • Be authentic

Content Best Practices​

1. Visual Quality:

  • High-resolution images
  • Consistent editing style
  • Good lighting
  • Clear composition
  • Brand colors

2. Captions:

  • Hook in first line
  • Tell stories
  • Add value
  • Include CTA
  • Use hashtags strategically

3. Hashtags:

  • 15-30 per post
  • Mix of sizes
  • Relevant only
  • Rotate sets
  • Track performance

Common Challenges & Solutions​

Challenge 1: Low Engagement​

Solutions:

  • Post at optimal times
  • Use interactive features
  • Ask questions
  • Create Reels
  • Engage with others
  • Run contests

Challenge 2: Slow Growth​

Solutions:

  • Consistent posting
  • High-quality content
  • Use all features
  • Engage actively
  • Collaborate with others
  • Run ads

Challenge 3: Low Reach​

Solutions:

  • Use Reels
  • Optimize hashtags
  • Post when followers are active
  • Engage immediately after posting
  • Create shareable content

Tools & Resources​

Content Creation​

  • Canva: Design (Free-₹1,000/month)
  • Adobe Lightroom: Photo editing (₹800/month)
  • InShot: Video editing (Free-₹300/month)
  • Unfold: Stories templates (Free-₹200/month)

Scheduling​

  • Later: ₹1,500-₹4,000/month
  • Planoly: ₹600-₹4,500/month
  • Hootsuite: ₹1,500-₹5,000/month

Analytics​

  • Instagram Insights: Free
  • Iconosquare: ₹4,000-₹8,000/month
  • Sprout Social: ₹7,500-₹20,000/month

Last Updated: January 2026
Version: 1.0
Owner: ARUKZ DIGITAL Social Media Team

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