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Five Strategy Tips From Instagram
March 19, 2019
Hashtags: A Zillion Are Not Effective. While hashtags and location tags help new audiences find our content through search and Explore, be specific with location tags - not general. Think #EmpireStateBuilding rather than #NewYork. And especially so during main events - broad is not helpful; precise is. Think #ParisFashionWeek (#PFW) rather than #fashion or #Coachella rather than #music
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Instagram recently held a private "Live Office Hours" learning session with publishers. And while this was exclusive to the world of publishing, many of the takeaways were useful and universal to all industries.
Instagram: The Place To Build Your Next Audience
Thought this line was interesting. It's true - but perhaps we're not always thinking like that. The audience is younger - and they are the most engaged users with brands on the platform.
In fact, 2 in 3 say they enjoy when brands interact with them in return.
Focus: What Exactly Are Users Getting By Following You
Instagram has over one billion users, and they follow a ton of brands.
Manage audience expectations.
Focal content point should be something specific; subject or audience.
The accounts doing best are the ones focused on one thing - not all over the place.
Hashtags: A Zillion Are Not Effective
While hashtags and location tags help new audiences find our content through search and Explore, be specific with location tags - not general.
Think #EmpireStateBuilding rather than #NewYork.
And especially so during main events - broad is not helpful; precise is.
Think #ParisFashionWeek (#PFW) rather than #fashion or #Coachella rather than #music.
Cadence: Be Regular
A cadence is a necessary pattern to keep brands consistent.
And consistency is key in the social space.
If we're going to post once a day - post once a day. Do not post once one day, then 4 times the next. Whatever works - be sure we're showing up every day.
Speed: Seek To Resonate; Not Just To Be Seen
People tap quickly in Stories, so one part of the content strategy needs to find ways to make them stop and pay attention. Sounds like common sense, but it's not common practice.
Plan out ahead of time how to tie everything (Feed, Stories, IGTV) together - especially for events.
- Stories: Immediacy of the moment
- IGTV: Exclusive content
- Feed: Highlight of the event
The Instagram Data Team noted people are opening the app over 30 to 40 times every single day.
That's a lot of opportunity to be seen - or get lost in the sea of sameness.
Be thoughtful.
There's a ton of space to grow our brands, so long as our actions and content are coming from the audience point of view - serving their needs and expectations.
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