Swish Beverages (@webroughtwine) keeps the focus on fun on Instagram. Experts say a clear focus in tone and messaging can help business owners reach customers on the popular platform.
As of this fall, Instagram has 800 million monthly users and 500 million daily app users. That volume makes the platform a perfect place to pitch to customers — but it also makes for a crowded space, particularly for brands that don’t have a clear voice and point of view.
“While the potential to reach a massive audience is there, the struggle for brands to break through the noise on the platform is real,” writes John White, Inc.com contributor and founder and CMO of the consulting firm Social Marketing Solutions.
White recently interviewed Adam Rosenberg and Dalit Saad, co-founders of the creative studio kvell, who shared their advice on how to “break through the noise on Instagram” and connect with customers:
Find your voice. Business owners should ask themselves why they’re posting to Instagram. (And the answer shouldn’t always be, “Well, that’s a pretty picture.”) Instead,
“think about what kind of account your brand wants to become,” Rosenberg suggests. “Will your account be fun (@webroughtwine), innovative (@generalelectric), informative (@uberfacts), artsy (@meetkvell), or niche (@eatingnyc)? Once you decide on the tone, think about how to tie your brand’s story, products, and services into engaging content.” Bring staff into the process and challenge your team to answer the question: “Why will someone want to follow account?”
Look to collaborate. “Collaborations with the community are vital,” Saad says. “Instagram is an active community, so it’s crucial to connect with influencers that align with your brand ethos. Think of creative ways to build partnerships, activations, campaigns, and collaborations with other accounts so your brand can get exposure and grow organically and authentically.” The strategy works: Read more about how Floral Management magazine’s 2017 Marketer of the Year used digital influencers to help spread its message about American Grown flowers.
Message directly. “Reaching out to potential clients on Instagram is super helpful because they can quickly see all the work we have on our feed and contact with us instantly,” Rosenberg explains.
A final reminder: Social media is about both consistency and novelty. “We post new content each week,” Rosenberg says. “Each time we post a new piece of branded content, it acts as instant PR. Many of our clients and potential clients follow our account, so it’s an organic and fun way to show people our new work and chops.”
