By Remy Raitt
Like any other social network, there’s an art to Instagram. Plus it offers what other channels can’t. Social media manager of Superbalist, Xand Venturas says it’s most redeeming quality is that it offers focus. “It’s an incredibly direct channel that allows a brand to show rather than explain what it’s about,” says Venturas. “There’s much less noise on Instagram than on Twitter or on Facebook. You can be fairly certain that your Instagram will be viewed by your audience, whereas there’s no guarantee that your content will be seen on Twitter or Facebook unless you’re paying.”
Twenty3 Media posted an article praising brands that understand the value of Instagram and have snuggly incorporated it into their marketing strategies. Citing a report that states 92% of luxury brands who post an average of 5.5 times a week saw an increase in their customer base, they say the proof is in the Instagram post.
Keep it personal
And it’s not just big brands. Instagram can also assist in growing your personal brand. Johannesburg-based blogger Angie Durrant, uses Instagram to promote posts on her array of popular blogs.
Venturas says that Instagram shouldn’t be viewed or used by brands in a dissimilar ways it’s used by individuals. “The main goal for brands on social media should be establishing an authentic voice that their audience can identify with,” he says. “That often means trying to sound more like a ‘human’ and less like a brand. Obviously, because brands are usually selling things, that’ll impact the things that are posted and how they’re posted, but the language and imagery used are not dissimilar from individual to brand.”
Durrant agrees, adding, “A businesses account should be made up of well thought out and interesting content that accurately represents their essence.”
Curate carefully
Apathy and laziness equate to average uploads. Durrant says she only Instagram’s images that mean something. When uploading, ask yourself; what value the image will offer those who encounter it?
It’s also important to Instagram a variety of things. Twenty3 Media suggests that business accounts not just post images of their products, but include shots of the staff or life behind the scenes.
When picking your photo Venturas says it’s also a matter of making sure the image works as a square, “I don’t really believe in cropping images on Instagram,” he adds.
The great filter debate
Mayfair, Rise, Hudson or Valencia? Durrant and Venturas vote none of the above. They both prefer the subtle effects the VSCOcam app offers. Heavily filtered images aren’t always a hit, so it’s best to only tweak your picture slightly, concentrating instead on keeping the quality and the focus. Durrant recommends mixing it up, use filters occasionally and then upload #nofilter pictures, for visual variety.
Hashtags
Often an element of contention, hashtags can offer a lot, but if overdone just end up annoying or confusing followers. Venturas says Superbalist doesn’t use them in a ploy to gain followers but instead use hashtags as call-to-actions and as a way for users to share their experiences.
Relevant hashtags will direct users to your feed, and picking up a few new followers that way is, of course, advantageous.
Find your Instagram Zen
Durrant says she posts whenever she fancies, but Venturas says Superbalist aim for three a day. Varying the times of the day that they post offers maximum impact. Brands need to find a balance and stick with what works for them. Keep your brand top-of-mind by posting regularly, but don’t swamp your followers with new posts every few minutes.
Avoid cheap tricks
Employing a follow-for-follow mechanic may gain you numbers but followers will eventually see through it. Durrant and Venturas agree that organically growing your following is the right way to do it. By posting relevant, beautiful and engaging content, they will come naturally. Plus you’ll know they want to be there.
Have you got any killer Instagram tactics? Tell us in the comments section below.