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Why Instagram for Mum Bloggers?

Instagram for Mum Bloggers

Why Instagram?

People come to Instagram to be inspired and discover things they care about, which includes content from brands and businesses.

Starting an account is quick and easy.

Set up an Instagram Business account to give people more information about your products, service or business.

Step 1: Download and launch the app

Download the Instagram app for iOS from the App Store, Android from Google Play Store or Windows Phone from the Windows Phone Store. Once the app is installed on your mobile phone, tap to open it.

Step 2: Let us know who you are

Tap Sign Up, then enter your email address and tap Next, or tap Log in with Facebook to sign up with your Facebook account.

Step 3: Set up a free business profile

Within the app, find Settings, then scroll down to Switch to a business account. When you have a business account, you can add pertinent business information such as opening hours, a business address or a phone number. Create a Business Profile

Step 4: Post and follow users

Start posting content you'd like to see in your feed using relevant hashtags and start following similar accounts. Go to Instagram to get started.

Get recognised as a business.

Make your account on Instagram a business account to get insights about your stories, posts and followers.

With a business account you can:

Get real-time metrics on how your stories and promoted posts perform throughout the day.

Get insights into your followers and how they interact with your posts and stories.

Add information about your company, such as business hours, location and phone number.

Convert to a business account within your app account settings.

Create your business account

Creating Instagram content.

Instagram is a highly visual experience. Learn how to tell your story through captivating photos, videos and captions.

1. Getting started on Instagram

New to Instagram? To get started, decide which story you want to tell, choose a cohesive look and feel for your account, and post consistently. Watch the video to learn more.

2. See how to stand out with good creative

Have you ever wondered what counts as good creative on Instagram? Here's a hint: good creative is simply good creative! It follows the same three creative principles you'd apply to any marketing channel. See these principles in the video.

3. Create quality photos and videos

Not a photographer? Creating quality content on Instagram doesn't have to be difficult. You can take professional-looking photos and videos just using your phone. Learn how in the video.

View more advertising tips

Enhance your creative.

With Instagram's apps, you can easily create high-quality photos and videos for your account.


Make everyday moments fun and unexpected. Create captivating mini videos that loop back and forth, then share them on your account. On Stories, 25% of videos shared are Boomerangs.


Forget bulky tripods and expensive equipment – create polished time-lapse videos using Instagram's in-house stabilisation.


Flex your creativity by combining, flipping or mirroring multiple photos in a single image for a fun, one-of-a-kind take on your photos.

Reaching mums on Instagram

A study was commissioned on how mums use Instagram to better understand them. And the results? were as expected. Mums are an active group in the Instagram community. In fact, on Instagram, mums account for one in four women aged over 18 in the US. And of those, 93% use Instagram at least once a week, and 68% use it daily.

Mums are mobile

With their hectic schedules, mums are using mobile devices to manage their entire lives – from work to personal. In addition to managing their schedules, the average mum checks social media 15 times a day and checks Instagram six times every day. Knowing that millennial mums play a pivotal role in making meal decisions, Campbell's wanted to reach this key audience where they spend their time on mobile.

Through a combination of video, recipe hacks and user-generated content all branded with #RealRealLife on Instagram, Campbell's saw strong results amongst mothers.

Millennial mums are more connected now than ever before. They're on the go on their phones, and Instagram often offers a break to enjoy inspiring and entertaining content. By highlighting real-life moments mums can relate to, we were able to connect with them in a new and authentic way which helps drive brand relevancy. We saw 35% better engagement amongst millennial mums, and 50% better engagement overall compared to the engagement rate benchmark.
Marci Raible, Director of IGS Marketing Services and Global Media, Campbell's

Mums follow their interests and passions

Mums follow content based on their interests. Looking at internal data, we discovered that mums are five times more likely to follow accounts about cosmetics, three times more likely to follow fashion, twice as likely to follow hair accounts and 1.7 times more likely to follow animal accounts when compared to dads.

Mums discover brands they care about

In addition to following their interests, over half of mums on Instagram follow businesses. And they're not just following these business accounts – they're interacting with them, too. In fact, more than 56% say that Instagram is the place they learn about products, and 78% of mums take action from business posts after seeing inspiring content on Instagram.6 From discovery to transactions, mums are using Instagram throughout the entire purchasing cycle.

In the US, we're also seeing that adverts shared from department stores convert mums 2.8 times more often, with retail, apparel and accessories adverts converting 2.1 times more often.7 To promote awareness, exposure and reach, and ultimately inspire purchases of its limited-edition Peanuts collaboration, GapKids ran adverts targeted at mums on Instagram.

We focus on "mum" as the predominant audience. We cater to her in a manner that encourages sharing and active engagement, while expressing our assortment of products in an emotional way.
Shannen Boynton, Director of Gap North America Integrated Marketing

Through its playful Peanuts campaign, Gap Kids showcased the collection in a clever, yet cool and accessible way.

Dads are on Instagram, too

Dads are just as active as mums on Instagram. In fact, almost half of dads on the platform follow businesses, and of those, 69% take action from the content they see. Like mums, dads follow Instagram accounts they're passionate about. They're 4.3 times more likely to follow vehicle brands, 2.5 times more likely to follow leisure accounts and 1.4 times more likely to follow sport accounts compared to mums.

Targeting your adverts

As you can see, parents are a highly active audience on Instagram. Not only are mums and dads following their passions and interests, but they're using the platform to discover and interact with brands they care about. When you set up the audience for your adverts, select detailed targeting segments such as "mothers", "new mums", "dads" and even "athletic mums" or "mums of primary school kids" to reach this engaged audience.


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