When it comes to running a successful business these days, you need to have a mastery of social media. And one of the most important platforms is Instagram. What once was simply a way for millennials to share fun pictures with their friends has now become one of the most powerful marketing tools out there. But because it’s become so popular, you need to use all the best strategies so that followers are interested in your business instead of your competitors.

Luckily, we’ve got a list that will make your Instagram efforts more effective. So if you want to learn more about the best tips for gaining more visibility on this popular platform, read on.

1 Use an Instagram for Business account

So many businesses are on Instagram these days, and the most successful ones are using an Instagram for Business account. So even before you’ve come up with a look for your profile and started posting, you need to use this kind of account. This makes it possible for you to provide business information, connecting to your Facebook page, putting you in a specific category (“blogger,” for example), and contact options. And because you’re now a business, you’ll show up on more searches and be able to connect with industry contacts and followers.

Additionally, you’ll get free analytics through the Instagram Insights tool. You’ll learn about your most successful posts, and information about your followers such as age, sex, and location. Considering that there are over 3 billion people using social media, using the Instagram for Business account will help you get the attention of many of them.

2 Research your audience

Speaking of people using social media, you need to understand them before you start posting. That way, you’ll know what content they want. Start by taking a look at what your competitors are doing, and what content they’re posting. Who’s following them? Are they working with influencers who are connected to a particular demographic? Using an analytics tool such as those listed in this article by Sprout Social will go a long way, too.

Then, create a buyer persona for your followers. Determine details such as their age, job, sex, and how much money they’re willing to spend on products. And figure out how they interact with Instagram. For example, if you’re selling products to Gen Zers, use fun strategies like Instagram Stories. Then, you can create an aesthetic for your brand. Remember: 60 percent of the top brands on Instagram use the same filter for every post, so consistency is key once you’ve identified what your audience wants.

3 Do your hashtag research

Once you’ve established your audience, noted what your competitors are doing best, and created a look for your Instagram account that’s sure to get their attention, you need to think about hashtags. Using the right ones will get attention from potential followers and help you engage with potential business partners and industry influencers, too. Ideally, you need to use a combination of hashtags related to your brand, your niche, and those that are currently trending. That way you’ll get engagement all across the board.

If you don’t have time for hashtag research, consider using a tool such as Hashtagify so that they can do the work for you while you focus on your content. 35 percent of US adults use Instagram, and a great way of getting them interested in your account is by using the right hashtags.

4 Use video, Instagram Live, and Instagram Stories

One of the biggest trends right now on many social media platforms is video. And Instagram is no exception: after all, 100 million people are now watching or sharing something on Instagram Live every day. If you aren’t using video, it’s time to start. Even though it takes some time to get the hang of it, it will be worth it–especially if a large number of your followers are millennials and Gen Zers.

5 Use the right tools

Finally, no Instagram strategy will go far without the right tools. Whether you’re using a tool like SocialSteeze to buy real followers or using Boomerang to create one-second GIF-like videos to delight your followers, these are investments that will pay off in the long run. Instagrammers spend on average 15 minutes on the platform every day, and if you want to be part of those 15 minutes, you need to use the right tools to leverage your success.

These are some of the best strategies for getting your small business more visibility on Instagram. What other strategies have worked for you in the past?