How to Properly Plan an Instagram Campaign

Posted by Alex Ditty on Nov 19, 2015 10:30:00 AM

In Planning Campaigns, Campaign Best Practices

Don't launch an Instagram campaign until you've read this

Instagram_Campaign_Planning_ideasPlanning an Instagram campaign can seem overwhelming. There's a lot that goes into a successful campaign, but when the planning is done well, Instagram campaigns can be extremely successful for your social media marketing. With all of your existing responsibilities as a social media marketer, how do you know that you've dotted every "i" and crossed every "t" in your campaign preparation? Fortunately for you, there's a guide to walk you through this process. When you subscribe to The SEEN Blog you can catch regular updates and best practices on what goes into successful Instagram marketing. In this post, we'll go over the necessary factors that will ensure you're running a successful Instagram campaign.


Setting Goals

First and foremost, you want to make sure that the goals for the campaign are set and aligned with its strategy. There are key objectives that need to be met with every campaign. Determine what those are for your specific campaign and how your strategy can be implemented to reach them. Setting goals is one of the hardest things to determine, which is why it's important to set "SMART" goals. Meaning, they're Specific, Measurable, Attainable, Relevant, and Time-bound. Goals that follow these criteria will lead to better results. 


Defining the Rules and Guidelines

Whether you're running a contest or sweepstakes, the rules of the campaign need to be clearly defined and available to all participants. These rules outline the parameters of participation and make sure you're covered with all appropriate FTC guidelines. They should never be a hindrance that blocks people from participating but should be comprehensive enough to cover the details of the campaign. 


Creating the Hashtag

Creating the hashtag may seem obvious but is a very important aspect to get right for a successful campaign. When you're reviewing the plans for your campaign, make sure that you create a hashtag that's simple for participation and unique to the campaign. Consider the purpose for the tag and how you want it to support the campaign's promotion and overall goals.


Building the Promotion

The key to your promotion will be how you drive awareness of the hashtag for participation. There are a lot of different ways this can be done depending on the campaign. For example, campaigns run for restaurants can be promoted with marketing materials like coasters in a much different way than a general product awareness campaign may be promoted. Consider how to get the campaign in front of your consumers in the most effective ways.


Leveraging a Display

Depending on the type of campaign you're running the display will likely be an important piece. Once you're able to get your community to share content with your campaign's hashtag, then display those photos and videos on branded galleries. Many brands do this well, like The Empire State Building. Learn the right way to add tagged images to your site.


Planning for the Management

In the planning process, you'll also want to determine how you're going to manage the campaign and the tools to help with these efforts. A comprehensive tool for your campaign management should give you full moderation capabilities of what you're displaying, simple interaction management with your community and an ability to track the campaign's success metrics. To plan how you're going to manage the campaign, decide what Instagram campaign management tool you'll utilize.


Measuring and Analyzing

The final step to consider in your Instagram campaign planning is how you're going to analyze the campaign and measure toward the goals you established. You set "SMART" goals to begin the planning. The on-going and final measurement towards these goals will determine the campaign's success. In planning the campaign, set a clear process for how you're going to monitor your KPIs to ensure the campaign is on the right track.

Instagram Campaign Planning Guide

Download our free guide to Instagram campaign planning to get familiar with all of the factors that go into a successful campaign.