Instagram is one of the most widely used social media platforms in the world today. The platform also has the highest number of active users in India standing at 230 million. Therefore, when it comes to influencer marketing, Instagram is the most preferred platform. It is a great turf for content creators to showcase their content and for marketers to leverage their presence. The potential of Instagram as a place to advertise and market has been understood by most D2C brands such as those associated with beauty, health, lifestyle, travel, home decor and so on. However, the same cannot be said by SaaS companies or B2B brands. These companies might be hesitant to view Instagram as a viable marketing channel for promoting their organisations. But this assumption is far from true. 

Promoting a SaaS (Software as a Service) company on Instagram can be a valuable marketing strategy. It is not only a cost-effective marketing approach, but a great visual format to get one's target audience familiar with the SaaS product. The effectiveness of Saas influencer marketing strategy on Instagram will however depend upon the nature of the product , target audience and the overall tone of the campaign. Here are some recommendation on how to successfully promote SaaS product on Instagrams -

Leverage the visual appeal of Instagram 

Instagram is a highly visual platform, so if a SaaS product can be effectively showcased through images or short videos, it might be a good fit. Instagram offers opportunities to tell stories through posts, Stories, and IGTV. Through IGTV, one can post long form content which sometimes is necessary for SaaS or B2B products. Backed by compelling storytelling, SaaS products can be promoted and conveyed visually to the target audience in a very effective way. 

Collaborate with tech influencers or thought leaders 

As mentioned at the start of this blogpost, India is home to nearly 230 million active users on Instagram. Therefore, as an influencer or a marketer, one cannot ignore this space. Although YouTube or LinkedIn are considered as the best platforms for tech influencers, there is a growing presence of social media influencers from the tech space on Instagram as well. Gaurav Chaddha is one of India’s best known tech influencers, has a following of 2.8 million users on Instagram. 

It is also the platform to tab the millennial and GenZ audience, who are known to be quite active on instagram. These entities may exist on Instagram for leisure, but could also be a professional in a particular niche. 

By collaborating with tech influencers for influencer marketing campaigns, thought leaders who are relevant to the B2B business or SaaS product, businesses can reach out to potential customers. 

Great platform to promote events or trade show participation 

Promoting trade shows or events on Instagram can be an effective strategy for SaaS companies to generate buzz, attract attendees, and increase engagement. SaaS companies successfully promote their trade shows or events on Instagram by developing  unique and catchy hashtags for the event.  For greater traction they can also encourage participants, exhibitors, and followers to use it in their posts. This helps in building a community around the event and makes it easy to track user-generated content related to the event.

Offers the opportunity to tab into latest trends 

In a competitive business ecosystem, every opportunity matters. Instagram is the place to tab into the latest trends. Here are some examples of strategies that SaaS influencer marketing strategies must include. Keep an eye on trending hashtags relevant to the SaaS industry. When a relevant trend emerges, marketers can  incorporate those hashtags into their posts and stories to increase visibility and reach a broader audience. Similarly, identifying and engaging with influencers who are trendsetters in tech and SaaS space is yet another way to gain visibility amongst their followers. 

Great place to offer free resources/ tutorials 

If SaaS Companies want to offer value to their followers on social media, then Instagram is perhaps the best platform. Free resources and tutorials can be leveraged effectively on Instagram by SaaS companies to promote their brand and engage with their target audience. By using the power of Instagram stories, advertisers of SaaS products can provide a quick snippet or preview of the free resources and tutorials. These temporary posts create a sense of urgency and encourage users to engage with the content. 

Conclusion

For a wider reach SaaS companies can also promote their content through influencer marketing.  They can partner with tech or industry influencers who align with your brand and have a relevant audience. These influencers can promote the free resources and tutorials to their followers, thus creating wider reach and credibility to the SaaS influencer marketing campaign. 

For in-depth product explanation, or complex technical discussion, SaaS companies will have to develop engaging content on their website, blogs and LinkedIn. However, from the standpoint of reach, credibility and promotion, SaaS companies need to dig into the layers of influencer marketing. 

Ultimately, successful marketing involves diversifying the efforts across various platforms and channels. With a growing number of users being active on Instagram content creation should be the crux of Saas influencer marketing endeavour. This can be done through influencer marketing collaborations and by developing continuous flow of content in forms of reels and posts. Only then Instagram marketing strategy can be a valuable addition to the overall promotion efforts. 

galleri5 is a technologically driven influencer marketing company that has worked with different brands across genres. We not only connect brands with a talented pool of resources, but also have technological tools to track every component of an influencer marketing campaign. For more information, please book a demo today!

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