A picture is worth a thousand words, but how about in marketing dollars? Studies have documented that the brain processes visuals 60,000 times faster than text—yes, you read that number correctly. Images have impact. They create reactions. We’ve discussed the importance of using images on blogs, in Facebook posts, on Tumblr pages, and the power of video on YouTube, but it’s time for businesses to consider Instagram. It’s not just for selfies anymore.

More than 75 million people log in to Instagram daily. That’s a big group of people to ignore. Breaking it down further, 34% of teens and millennials (those presently aged 14 – 34) use Instagram, and this population skews to the highest quarter of incomes. Instagram’s audience is young, and they might just have some money in their pocket. Is that a population that seems like a good match for your business?

So where does a company begin?

5 Marketing Tactics for Instagram Success

1. Know Thyself. From your website to every social media platform you tackle, knowing your brand voice and staying true to it is essential. This means your business should post lifestyle content that reflects your identity in a style that makes sense for you. The images you post should be on topic with your brand—be they inspiring, witty, personal, or otherwise. The filters you choose or don’t choose (#nofilter) should set the tone. A 2013 study by Simply Measured analyzed the filter choices of Instagram’s top brands, discovering, “Lo-fi is the filter of choice for 14% of brands’ filtered photos, followed by Valencia with 12%, Rise with 12%, Amaro with 11%, Hudson with 9%, Sierra with 9%, X-Pro II with 8%, and Hefe with 7%.” So many decisions, we know, but it’s another piece of the puzzle you should be considering.
2. Optimize your Profile. Remember, this is a photography site. Make sure the image in your profile is a good one. Of course, don’t forget your tightly written brand introduction and the link to your website, but also take it a step further and link your company Instagram account with your company Facebook page. In addition, the Instagram for Business blog can be a useful place to examine what other brands are doing in this digital space.
3. Utilize Hashtags. Hashtags used to intimidate. Now, they dominate the social media world. Don’t shy away. These handy tags are how you build your audience beyond your existing list of followers. Do your research and follow the trends with Instagram specific tools like Iconosquare (formerly Statigram), or powerful multi-outlet tools like Bundle Post or Rite Tag. A recent study showed that 83% of Instagram pictures contain hashtags. It’s the easiest way to add your brand’s voice to the online conversation.
4. Don’t Forget Video. You knew you could filter your images, but did you know you could share filtered videos too? Of all the brands on Instagram, 88% have shared videos. Unlike longer form videos like those often shared on YouTube, Instagram videos can be 3 to 15 seconds long. Sound too short? It isn’t. Just follow UFC, Victoria’s Secret, or NBC’s The Voice if you doubt it. Plus, with video, there’s also the added perk of being able to embed these files onto your blog or website.
5. Host a Photo Contest. Social media contests aren’t a new suggestion, but Instagram has a unique angle here. Who doesn’t want their photo to win an accolade of some sort? Use a personalized hashtag to sort entries and to showcase stand-outs.

As a note, Instagram does not require the post frequency of a site like Twitter. Be sure to post quality over quantity. Even daily posts are unnecessary as long as you maintain a regular presence.

Instagram is among the most popular social network sites, but many businesses are baffled by it. Don’t be. If your product or service can be visually inspiring or visually chronicled, this is a marketing tool that shouldn’t be ignored.

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