How can Instagram help you stand out in the online world full of “noise”?
How can you use Instagram to jack up your sales figures?
10. Link it up!
If you haven’t already done so, connect your Instagram and Facebook accounts. Use intriguing Instagram captions to clue in Facebook users to your “other” platform, that is, Instagram. That’s how you gain converts and garner another slice of the (demographic) pie.
Leverage contests on Instagram with Facebook. For instance, you could host a photo contest on Instagram using hashtags to organize submissions, and use Facebook updates to update on the rate of participation to encourage your fans.
9. Network, network, network
Follow your established followers. Engage by liking photos on Instagram accounts based locally (#Singapore) and leaving friendly comments like “Cool shot!” or “Amazing gallery.”
For instance, purveyors of dietary supplements sniff out their target customers by searching #fitfam/#gym/#weightloss/#workout and complimenting Instagram users who post their full-body #selfies before asking if they need “help with nutritional plans”.
It’s good practice to follow other brands on Instagram.
8. Think square in terms of content
Be square because squares are cool on Instagram. Train yourself to tell a story within a square photo OR 15-second video. To avoid having your Instagram gallery looking like a product showcase, plan ahead and strategically alternate your type of content.
An online retailer of apparel for women may post photos of #ootd alternating with whimsical snippets of models frolicking in the breeze (to showcase how the fabric drapes in real life), re-gram (a.k.a. re-publishing) a woman-on-the-street spotted wearing its brand of apparel, and not to forget, a wistful quote on Sunday night (“If Monday were a pair of shoes, it’d be clogs.”) 9. Feel-good material
In lulls of sales cycles or just generally, quotes are a great weapon of mass seduction. Your fans want to know that there’s a human behind the brand they are following, and (motivational) quotes are a means of showing what you stand for. Kittens too. Really, is there anything cats do that the internet doesn’t love?
7. Your own hashtag
Every marketing campaign needs an icon or tag-line that aligns with its brand image, and once you’ve got it, work it into your hashtag. Keep it seasonal, keep it fresh. Incorporate your own hashtag into the Instagram caption so that it flows seamlessly and you’ll sound less like a salesman and more like a friend. Remember, your followers buy on emotions and justify with logic. You want, most of all, to be likeable.
6. Whoa, easy there
You don’t need to post daily on Instagram, so it makes strategic sense to collect tasteful, impactful photos that will promote your brand, and inject them at purposeful moments of your sales cycle. The “feed speed” on Instagram is slower than on other social media platforms like Twitter or Facebook. With that, you have the luxury of experimenting with different filters thoughtfully furnished by Instagram.
A note on filters: certain filters generate more interest than others, but unless you’re trying to be super hipster, avoid anything too garish or monochromatic. Keep it real, I say. Real is relatable. Sometimes, say yes to #nofilter.
5. Create a schedule, then stay flexible
Plan ahead. Figure out when your target customers are online most often, and post relevant content at those times. Retailers can pair up thought-provoking photos with announcements (Eg, “New arrivals in stores from 3pm today and 8pm online!”) Or “Back by popular demand: Scoop necked neoprene top in peach”.
Holiday greetings are one of the ways to engage with your followers. If your brand is cheeky, you could post a “Happy Hump Day!” message mid-week.
4. Attract and inspire
Attract potential customers by having interesting angles of common objects, or interesting objects in common angles. For instance, an organic produce seller may create food art with his premium broccoli or a stationery store may arrange its notebooks in the hues of the rainbow against the backdrop of ashes. Humans are visual creatures, and we often buy stuff because “it looked good on the mannequin” or “it looks unusual”. Tap into these aspirations with your breath-taking Instagram photos.
3. What’s trending?
Use tools and apps to discover what’s trending today. Ride on the wave. You may be surprised at what eventually “goes viral”. Find a trending hashtag that’s relevant to your marketing strategy and participate with images from your brand. Showing up is half the battle. It’s also about being part of your community.
Be careful if the trending topic is a serious or controversial matter, such as the death of a high-level local politician. You do not want to be posting any content of poor taste with the trending hashtag.
2. May I help you?
As more people shop online, Instagram could become the first point of contact with your target customers. Customer service is hence very important. Respond promptly to any enquiry or comment on new products or services, even if the question is not directly related to your brand. Your readiness to be active online reflects how much you value the relationship with your customers.
1. Have fun
Your followers want to see the human side to your brand, so it’s alright to post photos of your staff with quips and anecdotes of their day. For instance, if your brand is having a road show, snap photos of staff packing goodie bags in earnest and have your fans guess what’s in store for them. They’ll love the intrigue and fun side to your brand. A big part of branding is about being relatable!
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