Instagram is the new Facebook – at least when it comes to the younger target group. If your product or service primarily targets younger people, an Instagram business account may be worthwhile.

Learn how to properly set up Instagram’s profile and how to create a suitable strategy. We also have three examples of good Instagram startup channels for you.

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What is Instagram anyway?
Instagram, together with Facebook or Twitter, is one of the largest social networks in the world. The focus is on Instagram pictures and short videos that are provided with hashtags (#), the images are then also for non-subscribers can be found.

All pictures and videos are created square on Instagram and can be edited with different filters. This serves on the one hand a retro trend, because the pictures and videos are to remember Polaroid recordings. On the other hand, Instagram focuses in particular on motivating images, which also have a more charming touch thanks to the filters.

Instagram was bought by Facebook in 2012. Since 2016, the app also provides the ability to create a business profile where you can get detailed statistics and start campaigns compared to the private account. Both the private account and the business account are basically free of charge if no ads are shown.

When is an Instagram account worthwhile for founders?
Instagram serves a younger target group, which is why a business account is a great opportunity, especially if you address young people with your product or service.

Since Instagram relies only on pictures and videos, you should set up a business account, especially if you can inspire with creative and motivating images. Not only do they awaken stronger emotions, which are better conveyed by pictures than texts. They also benefit from a comparatively high level of interaction that Instagram offers compared to other social networks.

Use social networks properly
Particularly popular are the so-called “Instagram stories”, where companies can give their fans exclusive insights.Story stories are over a daytime again and again supplemented by short video messages, which are automatically deleted after 24 hours, users must therefore be fast to the But pay attention to the factors time and goals: Because (personnel) costs or costs for an Instagram-specialized PR agency and benefits of social media activities should be in good proportion.

How do I set up an Instagram Business account?
If you want to set up an Instagram Business account, download Instagram instantly from your App Store.

Then you can fill out your profile, which includes:

A meaningful profile picture with recognition value
A short description of your company
Link to your imprint
If your profile is available, you can switch to the company profile. To do this, click your settings and select “Convert to Business Profile.” Then, link your channel to your Facebook page.

You benefit from an Instagram Business account, in particular, from better statistics and detailed contact options. Setting up Instagram and creating a business account takes about 15 minutes.

Create the right strategy for your Instagram business account

Step 1: Define goals
You should not (just) set up an Instagram Business account to be there. Success will only bring your channel if you pursue a well thought-out strategy with it. So ask yourself first:

Do I have the human resources to fill my account regularly?
Do I have interesting and appealing images and / or videos that I can use to attract new fans?
The first step, if you really want to get started on Instagram, is the goal. Do you want to increase the awareness of your brand, improve your image or promote a specific product?

In the goal definition, keep in mind that Instagram lives from emotions. Classic ads in the form of posts do not work here for free – put your pictures or videos on Instagram people and experiences in the foreground.

Step 2: Know competitors
After you have defined the goals, you should analyze your environment: Which competitors are represented on Instagram with a business account? How are the channels filled there? What is going well – what not? Which hashtags are used? Be inspired by the competition, but do not lose sight of your own goals.

The next step is a hashtag analysis. Find out in advance important hashtags that work for your industry on Instagram. Good hashtags can increase your reach enormously. But beware: Use hashtags deliberately and do not flood your subscribers with them – less is sometimes more on Instagram.

Step 3: Target audience and content
You should know your target audience well: how old is she? What are your preferences? At what time is she particularly active? Plan in advance posts and topics that might interest your target audience. Also hashtag promotions, sweepstakes or stories can thrill your subscribers.

How about, for example, letting your fans look behind the scenes of your production for an entire day in an Instagram story? Or let your subscribers post pictures under a hashtag – and the best picture wins your new product?

Step 4: Here we go
Starting properly does not just mean posting your own content. Be interactive on Instagram, i. Like other pictures and channels that match your profile and write comments if you like pictures. Make sure, however, that

Your interaction always fits in with your business.
Do not act too advertised.
You find the right amount of communication.
Step 5: Use statistics
If you use the Instagram Business account, you can see the following things in the statistics:

“Likes
Comments
Saved posts
Impressions (how many people viewed your post – multiple if necessary)
Reach (how many people did your post appear on – not multiple times)
interactions
Use these evaluations in the Instagram Business account to learn for future posts: Which pictures worked especially well? What was to be seen? Which hashtags were used? What did not go so well – what could be done differently next time?

In addition, you should use the overall statistics (icon in the upper right corner of your profile) to improve your activities. An Instagram business account not only offers the opportunity to view the total reach or the total impressions. You will also see profile views, top posts and top stories at a glance. In addition, you can also use the information about the activities of your subscribers: When are they online and especially active? Use these times for your postings.

Three examples of good Instagram channels from startups

A good example of a creative Instagram business account is provided by the smoothie provider true fruits. There, photos are posted especially on certain occasions, for example, for Valentine’s Day, Mother’s Day or the anniversary of the company. Otherwise, photos of the cheeky sayings predominate on the smoothies and in the form of texts and hashtags, as this example shows:

Instagram as a Coach Provider? The Instagram business account of Flixbus shows that this works well. There you will find pictures of popular destinations that make you want to go on a holiday. Of course always with the popular hashtags like #eurotrip or #weekendtrip. Under the #FlixTakeOver, Flixbus repeatedly puts its own account into foreign hands for two days – for example to travel bloggers.


The fitness app Runtastic sets with their Instagram business account especially on motivational sayings on pictures, such as before-and-after pictures, happy people while running or even tips for healthy eating. Also on promotions, such as #RunForTheOceans parent parent Adidas Runtastic participates on Instagram through postings active.


Conclusion: Instagram business account for founders
A company profile on Instagram is particularly worthwhile, if you address a young target group, you can offer strong images and you can muster the necessary human resources for this. You then benefit most from comparatively much interaction on Instagram compared to other social networks.

An Instagram business account is quick to set up and has the benefit of providing you with more detailed statistics and better contact opportunities. Instagram has only been offering the company profile since 2016 – so it’s expected that the features for the business account will become even more extensive.

In order to communicate on Instagram, it is best to define a strategy for your business account in advance: In particular, you should define goals, know your target group and competitors, and plan your content accordingly. Use the statistics to continually improve your communication on Instagram.

By the way, there are many other social networks besides Instagram. You can get to know them here. Everything about social media strategy can be found here. Find out when a social media manager pays off and how much staff costs are. And to keep track of the success of your campaigns, we have summarized the most important information about social media monitoring.