Instagram Marketing 2024

v
Customer and Hook Matrix & Hashtags

By M.Bibinovski

https://softuni.digital.bg
Content

1. Introduction and Setting Up an Instagram account

2. Instagram Algorithm and Branding
3. Visual Branding and Content Strategy & Creation
4. Customer and Hook Matrix & Hashtags
5. Instagram Stories and Reels
6. Instagram Analytics
7. Engagement Strategies
8. Instagram Ads
9. Influencer Marketing on Instagram – Guest Speaker
10. Case Studies and Success Stories
Project (Exam) 2025

1. Set Up an Instagram Profile and briefly describe your brand

mission
2. Develop a Content Calendar Outline
3. Design 3 Mock Instagram Posts
4. Build a Customer Engagement Matrix for your brand
Instagram Stories and 1 Reel Concept
6. Plan an Engagement Campaign
7. Design an Instagram Ad Concept
8. Propose an Influencer Partnership
TOPICS TODAY

1. Customer and Hook Matrix 2. Hashtags and Topics

Step 1 Define 3 target groups - Strategy
Step 2 Write down their: - How to find good ones
- desires, fears, social proof, logic, - How many
Step 3 Messaging Matrix Hooks
Questions:
Slido code: #instagram
Customer and Hook Matrix

Hook Model
What is the Hook Model?

The Hook Model is a four-phase process that

businesses can use to create products or
services used habitually by customers. The
goal is to result in voluntary, high-frequency
engagement.

At its core, the Hook Model is about creating a

customer habit. It also seeks to connect a
customer’s problem to a company’s solution
with enough frequency to make the
engagement an ongoing practice.
 Habit Zone
For some businesses, forming habits is a
critical component to success, but not every
business requires habitual user
engagement. User habits increase how long
and how frequently customers use a
product, resulting in higher CLTV: the
amount of money made from a customer
before that person switches to a competitor,
stops using the product, or dies.
Principles:
‘More-is-More’
‘Viral Cycle Time’
“The Nontransferable Value”

User habits increase a business’s return on investment.

Customer and Hook Matrix

Hook Model

How do you know if you’ve got a compelling

hook? Answer these key questions:
1. What’s the internal trigger (i.e., what customers
want or need)?
2. What’s the external trigger (i.e., what brings them
to your product or service)?
3. What’s the action?
4. What’s the reward?
5. How do you increase customer engagement with
the product in the future?

Rewards must fit into the narrative of ‘why’ the

product is used and align with the user’s
internal triggers and motivations.
 Customer and Hook Matrix

Think about these things:

1. What would your users want to achieve by

using your solution?
2.Where and when will they use it?
3.What emotions influence their use and will
trigger them to action.

If you want to build a product that is relevant

to folks, you need to put yourself in their
shoes and you need to write a story from their
side.
5 Whys Method
Getting to the Root of a Problem Quickly

Try asking the question “Why” as many times

as it takes to get to an emotion

To build a habit-forming product, makers need

to understand which user emotions may be
tied to internal triggers and know how to
leverage external triggers to drive the user to
action.
Fog Behavior Model
If the user does not act, the trigger is useless.

The action is the simplest behavior in anticipation

of reward.

There are three ingredients required to initiate all

behaviors:

1.The user must have sufficient Motivation.

2. The user must have the ability to complete the
desired action
3. A trigger must be present to activate the
behavior.
Fog Behavior Model
Every behavior is driven by one of three core
Motivators

1.Seeking pleasure and avoiding pain

2.Seeking hope and avoiding fear
3.Seeking social acceptance while avoiding
social rejection
Elements of Simplicity The easier an action, the more likely the
user is to do it and to continue the cycle
through the next phase of the Hook
Model.
1.Time — How long it takes to complete an action
2. Money — The fiscal cost of taking an action
3. Physical effort — The amount of labor involved
in taking the action
4. Brain cycles — The level of mental effort and
focus required to take an action
5. Social deviance — How accepted the behavior is
by others
6. Non-routine — How much the action matches or
disrupts existing routines.
 Customer and Hook Matrix
Variable Reward
Reducing the steps needed to complete the
intended outcome increases the likelihood of
that outcome.

In this phase you reward your users by solving

a problem, reinforcing their motivation for the
action taken in the previous phase.
• To hold our attention, products must have an
ongoing degree of novelty.
• Novelty sparks our interest, makes us pay
attention and — like a baby encountering a
friendly dog for the first time — we seem to
love it.
Customer and Hook Matrix
Investment
This the phase in which users are asked to do
a bit of work. Investments are about the
anticipation of longer-tern rewards, not
immediate gratification. The more users invest
time and effort into a product or service, the
more they value it.

Investments increase the likelihood of users passing

through the Hook again by loading the next trigger to
start the cycle all over again.
Customer and Hook Matrix
WHY IS IMPORTANT?

A hook is a tactic in social media marketing to get customers to stop and

interact with your brand. Amplifying your content with a hook is intended to
keep visitors interested in what you do on your page. Implementing hooks will
improve your chances of gaining followers and increasing your engagement.
Customer and Hook Matrix
The Anatomy of a Great Instagram Hook

Remember the formula:

Hook + Insight + CTA

 Customer and Hook Matrix
The Anatomy of a Great Instagram Hook

1. The Hook: What Makes it Compelling?

• Word choice: Use vivid verbs, sensory language, and

words that trigger an emotional response. Aim for a
balance between clarity and intrigue.
• Brevity: Get to the point quickly! People are scrolling
fast, so you have mere seconds to capture attention.
Aim for 1-2 sentences maximum.
• Relevance: Your hook MUST connect to your niche and
your audience’s interests. Otherwise, even if it’s catchy,
they won’t care to learn more

By following these principles, you’ll be able to craft hooks

that draw people in, making them want to stay and engage
with your content.
 Customer and Hook Matrix
The Anatomy of a Great Instagram Hook

2. The Insight: Keep Them Hooked

• Deliver on the hook’s promise: If your hook was a

question, provide the answer. If it was a claim, back it
up. Never leave the audience hanging.
• Value upfront: Give them a good reason to keep
reading. This could be a practical tip, an inspiring story,
or a taste of the knowledge you’ll share.
• Pique their curiosity: Introduce a new perspective or
hint at something surprising to come. Leave a little
mystery so they must know more.
 Customer and Hook Matrix
The Anatomy of a Great Instagram Hook

3. The Call to Action (CTA): Seal the Deal

• Be specific: Don’t just say “learn more.” Tell them

exactly what to do: “Comment your thoughts below,”
“DM me for the details,” “Tap the link in bio.”
• Match your goal: Are you aiming for comments, shares,
saves, website visits? Your CTA should always support
your primary objective.
• Create a sense of urgency: Words like “now,” “today,” or
“limited time” encourage immediate action.
Examples of Effective CTAs:

•Getting Feedback: “Which of these looks is your fav? Comment 1, 2, or 3 below!”

•Driving Traffic: “Want the full recipe? Grab the link in my bio!”
•Promoting a Sale: “Summer sale ends tonight! DM me for the discount code.”
Customer and Hook Matrix
How to Write A Good Hook for Social Media

1. USE NUMBERS:

Example: “10 Steps to Get Clearer Skin.”

Example: “Here’s the #1 thing you should think about when it comes to buying sunscreen.”

2. HOW TO’S:

Example: “How to Create Easy CTAs”

3. NEGATIVES:
4. USE THE AUDIENCE:
Example: “Design Mistakes You Need to Avoid”
When you speak to their needs and emotions, you answer the main question
in their minds: “ What’s in it for me?”

Example: “Why You Must Start Using Hook on Instagram”

Customer and Hook Matrix
How to Write A Good Hook for Social Media

5.ASK A GREAT QUESTION:

Example: “Can I share a secret?”

Example: “Want to know something crazy?”

6. SPEAK TO YOUR PEOPLE:

Example: “Calling all Beach Babe – This one is for you!!”

Example: “These videos are only for people who are currently going through low views on
Instagram!”

8. STATE A FACT OR A STATISTIC:

7. PUT A LOOP IN:
Example: “About 995 photos are uploaded to Instagram every second.”
Example: “I can’t believe I didn’t know this!” Example: “Instagram has over a billion monthly active users.”

9. TELL A STORY:
Example: “This was supposed to be the best day of my life but…”
Customer and Hook Matrix
How to Write A Good Hook for Social Media
Avoid Clickbait! It’s Not Worth the Backlash

• Your audience feels tricked

• Instagram may downrank you
• You cheapen your brand
• Damage to your reputation

Remember, a few genuine, engaged followers are always better than a horde of
disappointed ones.
Customer and Hook Matrix
CONCLUSION

By mastering the art of the Instagram hook,

you unlock the key to greater engagement, a
loyal following, and the potential to reach a
wider audience.

Remember, it’s not just about the stunning

visuals – the words you use can make or
break your content’s success.
Customer and Hook Matrix
STEP 1 DEFINE 3 TARGET GROUPS
 Customer and Hook Matrix
STEP 2 WRITE DOWN THEIR - DESIRES, FEARS, SOCIAL PROOF, LOGIC
Customer and Hook Matrix
STEP 3 MESSAGING MATRIX HOOKS
 Instagram hooks you can use in 2025

1. Допускали ли сте някога тази грешка?

2. Заслужава ли си тази покупка? Предстои да разберем..

3. Просто няма да повярвате какво се случи!
4. Вдигнете ръка, ако това ви звучи познато..
5. Отбележете приятел, който има нужда да чуе това точно
сега!
6. Не мога да пазя повече тайна..
7. Трудно ви е да се справите с …? Опитайте това!
8. Ако никой не ви го е казал днес , справяте се чудесно!

9. Този трик ще ви обърне изцяло представите за …

10. Кое е нещото, което ви се иска да бяхте разбрали по-рано?
TIPS FOR CREATING CONTENT

1. Commit to getting the content. If you can’t find time –

schedule it! Put in your calendar 2-4 hours every week.

2.Make a list of all your current ideas – what you have saved
on IG, what you liked in Pinterest or in a blog. Write all your
ideas, your stories, your thoughts, your passions, your
solutions, your tips, your knowledge. Let it flow.

3. Create a Grid Layout - plan your feed out 1-2 weeks in

advance with or without an app.
TIPS FOR CREATING CONTENT
4. Add Value to Every Post - Ensure every piece of content serves a purpose: to
educate, entertain, or inspire.
• Ask yourself: “What will my audience gain from this post?”

5. Batch– Always having something to post will help you stay consistent on
Instagram! If you spend 2-3 days of the whole month to take photos,
videos or make graphic posts, then you will be prepared.

6. Repurpose Content –Turn a blog post into a carousel, a webinar snippet into
a Reel, or a tweet into an infographic. Reuse and refresh top-performing content
for new followers.

7. Test and Innovate - Experiment with different styles, formats, and

themes.
Don’t be afraid to try new trends or creative ideas, even if they’re
unconventional. Gather feedback from your audience to understand what
they want more of.
TIPS FOR CREATING CONTENT

8. Mix Content Types - Alternate between educational, entertaining, and

promotional content

9. Be Authentic - Share real, relatable stories or behind-the-scenes content.

Showcase your team, processes, or moments that resonate emotionally. Avoid
overly polished or "salesy" content; Instagram audiences value authenticity.

10. Post at Optimal Times - Use Instagram Insights to identify the times your
audience is most active. Post when your audience is online to maximize reach
and engagement.

11. Utilize Instagram’s Content Formats

• Posts: Share high-quality images, carousels, or graphics.

• Stories: Use behind-the-scenes glimpses, polls, quizzes, or countdowns for engagement.
• Reels: Focus on short, dynamic videos (10-30 seconds) with trending sounds.
• Carousels: Use multiple slides to educate, showcase products, or tell a story.
BATCHING CONTENT
checklist

Have your subtopics defined

Brainstorm 10 content ideas for each subtopic
Take pictures and videos in 1-2 days

Edit and Design

Write captions and schedule
QUESTION - Slido code: #instagram

Q&A
Give me your hooks ideas?
Take a Break

Start timer
Questions:
Slido code: #instagram
Hashtags and Topics
Do Hashtags Still Matter in 2025?

Instagram's algorithm now prioritizes personalized content

suggestions, reducing the emphasis on hashtags for increasing
post visibility. Adam Mosseri, Instagram's chief, noted in May
2024 that hashtags have minimal impact on post visibility.

Despite this shift, using relevant and targeted hashtags can

still help align your posts with specific communities and niche
audiences. It's recommended to use a mix of popular and niche
hashtags to connect with different segments of your audience.
The words that you include in your caption matter!
WHAT DO WE DO NOW? Use relevant keywords in captions, bios, and alt
text. Instagram’s search now works like
1. KEYWORD-FOCUSED CAPTIONS
Google—descriptive captions help posts rank
better.
Hashtags and Topics

So, should businesses 2. The answer: strategically, but not as a

and individuals still use primary tactic.
them?

3. TOPICS
• the new feature to reels where you can add
topics to help categorize your content

• before posting on the last page, scrolldown

and select "add topics."

• you can choose up to 3 different topics.

Hashtags and Topics
WHAT HASHTAGS TO USE

USE THREE CATEGORIES:

• LOCATION, DESCRIPTION, NICHE,
SPORT, PLACE, HOT TOPIC

EXAMPLE

LOCATION
#PARIS #EUROPE #PARISTRAVEL
#PARISCITY #PARISDAYS

DESCRIPTION
#FOOTBALL #GYMBUDDIES #SPORTACTIVITIES
#WATCHINGTENNIS

SPORT
#TENNIS #TENNIS2024 #TENNISOUTFIT
#GIRLSABROAD #TENNISWOMEN #FRENCHOPEN
 Hashtags and Topics

SEO > Hashtags for Discovery

Users are searching for keywords rather than browsing
hashtags. Instagram, TikTok, and YouTube Shorts have all Focus on Content, Not Hashtags
improved in-app search features, meaning captions with
natural keyword placement matter more than stuffing • Create relatable, engaging content
posts with hashtags. If your post is relevant, people will • Use short-form videos (Reels)
find it—hashtags won’t change that. • Encourage shares, comments, and saves
• Write captions with natural keywords for searchability

Minimal Impact on Engagement User-generated content, trending audio, and authentic

storytelling perform better than ever—hashtags won’t
Hashtags have a small or negligible effect on make a bad post go viral.
engagement. Posts that perform well tend to spark
interaction (comments, shares, saves), not rely on
hashtags to reach new audiences.
Hashtags and Topics

Should Businesses Still Use Hashtags?

Yes, but with intention.

QUESTION - Slido code: #instagram

Q&A
What keywords or hashtags would you
use while writing your captions?
What 3 topics would you choose before
sharing your reel content?
Take a Break

Start timer
 Homework

Task: Build a Customer Engagement Matrix

• You will create a “Customer and Hook Matrix” for your brand, identifying:

o 3 customer personas (e.g., age, interests, pain points) and how the brand
solves their needs.
o 5 engagement hooks (e.g., questions, polls, contests) tailored to these
personas.
o Research and list 15 relevant hashtags/keywords (mix of niche, popular, and
branded) to boost visibility, categorized by post type (e.g., product,
lifestyle).
 Да се свържем
Email: [email protected]
Instagram: https://www.instagram.com/mbibinovski/
Linkedin:
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49588/
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