Grow your Instagram
Engaging with friends and family on Instagram is a given, but one simple question determines if I follow a brand’s account: Is it informing, inspiring or entertaining me?
If the answer is yes to one of those, then it’s possible I will follow it. If the answer to all of those is no, those chances significantly decrease.
According to a 2015 study by Forrester Research, Instagram has the highest user interaction with brands. That means ‘grammers are paying attention to the content brands are putting out there and, like me, they’re eager to follow and engage with accounts that are posting worthwhile content.
Watch and learn
Jacksonville Beach bar and restaurant Hoptinger keeps followers informed about food and drink specials, events and new menu items. I follow because it posts photos and food (yum) and I can see the latest specials (food for cheap — double yum).
Another local brand, Fab’rik, does a great job of informing users of new arrivals at the clothing store in St. Johns Town Center. It posts content that is relevant to those who live in Jacksonville — including suggestions for the perfect outfit for events like The Player’s Championship. It also hooks users with giveaways and engagement. The brand interacts by setting aside sizes and colors for new arrival clothing when users comment on a post.
When I’m looking for a pick-me-up after a long day, I’ll pop over to Elite Daily’s Instagram to binge on funny memes. After doing this a couple times, I clicked follow so I didn’t miss its content in my daily feed. I expect entertainment from the account, and it always deliver.
Master of one
Another thing these accounts have in common is that they don’t try to accomplish everything. They inform, inspire or entertain, but not all three. Instagram users want a page they can depend on to have a consistent flow of related content. Don’t try to be all things, just be great at accomplishing one.
Quality, not quantity
When it comes to posting on Instagram, sometimes less is more. I’ll follow a brand that has a great post every three to four days over a brand that has subpar posts multiple times per day. I’ll unfollow any brand that posts multiple photos in a row (unless it’s for a really good reason).
Stay true to your brand. I follow brands because I’m interested in what the company has to offer. Authenticity comes through on social media. If you’re true to your brand, customers who are interested are sure to follow.
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