How can brands improve their engagement on Instagram? Is there a secret to growing a community of active followers on Instagram?
Before I share how you can improve engagement, you need to know one thing:
Growth at all costs is a dumb strategy for social media.
In the new era of social media marketing, savvy brands know that it isn’t how many followers or fans you have which is important, but how engaged they are which counts. Real value is only exhibited when your fans or followers “like” your posts, comment on them, give you a shout-out with the right hashtags, and repost your images.
Enough of the pre-amble – let’s dive into the strategies pronto!
#1 Post Follower Centric Content
The first and most important step you need to take is to redirect the focus from your products to your fans. Really, it isn’t about you but them – your customers, followers, suppliers, distributors, partners and other valuable stakeholders in your brand ecosystem.
To do so, create and curate photos and videos that focus on your users. This would include content which is specifically targeted at the following:
- Photos of customers using your products and services in their natural contexts
- 15 second videos (that’s the max anyway!) giving useful tips that help customers
- Customer testimonials of how your product helped them
- Retailers or distributors, and how your product or service is offered at their outlets (it would be real cool if brand manufacturers start featuring their retailers more regularly)
- Suppliers of your products or services, especially with behind-the-scenes “making of” photos or videos.
#2 Like Their Photos and Videos
In case you haven’t already heard, the most important law in improving one’s influence is reciprocity. Put it simply, people like people (or brands) who make an effort to notice them, engage with their content, and shower them with love.
Now there are good ways to “like” Instagram posts and bad ones. Here are some of the practices I adopt which have worked out thus far:
- Select photos and videos relevant to your brand. You can use #hashtags to locate these media.
- Choose Instagrammers who fit your target market. There is little sense in “liking” a photo of a fashionista if you are selling industrial machinery.
- Try to like a few of their photos at a time, but be selective. Choose photos that are in line what your brand does.
#3 Engage with Comments
In the same light, comments are highly valued in Instagram. In fact, I would say that they are even more valuable to me than “likes”.
How should we comment on our fans’ content?
- Choose fan media which are particularly noteworthy and related to your brand. For example, if you run an ice creamery, you may wish to write a few words describing how mouth-watering and delectable somebody’s ice cream pic looks.
- Be genuine and relevant. The more targeted and precise you are, the better. Don’t just share the same “Good pic!” or “Awesome!” across all your networks.
- Target at least 1 to 2 media to comment on per follower/prospective follower each time.
#4 Shine Spotlight on Followers
Everybody loves getting some attention now and then, especially selfie loving Instagrammers! Come on, admit it, you’re also one of them right? 😉
Rather than posting branded content all the time, use your platform to make your followers famous!
Give your followers a delightful surprise! Pick some of their best photos and videos – related to your brand or product of course – and share them. Link to their websites or Instagram account. Say what you like about that content and why it rocks.
(Note – Do be mindful of seeking permission first!)
#5 Create Photo Montages
Instagram recently released a new app called “Layout” which allows you to easily combine multiple photos into a single image. I’ve tried it myself and love what it can do!
Using Layout or other 3rd party apps, create montages featuring your follower’s photos. Accompany it with an appropriate #hashtag, and share what made their photos so special.
A good way to do so is to via an Instagram contest where you encourage followers to post thematic photos tagged with your branded contest hashtag. Winners will then receive a double dose of happiness – being featured on your channel and winning a prize!
#6 Respond to Comments
As part of human courtesy, it is only polite for you to respond to somebody commenting on your posts. After all, we don’t like to feel as if we are talking to the wind.
Responding is especially important when comments are directed at your brand – be it positive, negative or a product or service specific question.
Once again, the principle of reciprocity applies here. Followers and other extended community members who see that you respond are more likely to be positive towards your brand.
What about users who are abusive or spammy? Well, you can delete their comments and post a warning in your comment. If they refuse to play nice, you can block them or even report them.
#7 Give Shout Outs
Everybody likes to be highlighted in a favourable light. Doing so not only helps you to deepen your relationships with followers – it also attracts new followers since they know that you care.
Known as a shout out in Instagram (ie an @mention), highlighting the nicks of others builds affection and deepens engagement. It shows that you are paying attention to others and what they are posting.
The same applies for industry leaders, celebrities and other big guns in Instagram. Use the @mention liberally. Who knows, some of them may stumble upon your content and even give you an @mention.
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