Many brands get this wrong.
Putting out ads & promotions in Instagram is a dead strategy. Many brand managers are not ready to change their perception of advertising when it comes to Social Media.
The only way to retain and to grow your Instagram audience is by becoming a publisher in your industry. ie, by creating entertaining/educational content which provides value for the audiences.
In order to clarify this statement, we did a survey regarding why Indian consumers choose to follow a brand on Instagram.
Below is the pie chart developed with the data collected from the survey:
Conclusion: In social media platforms, there is no much real estate for direct ads or promotion. Providing value for the end-user is the only way to survive.