7 Benefits of Marketing on Instagram

In the last post, I wrote a post that expressed my opinion on the use of Instagram marketing from the perspective of a regular, non-fame seeking Instagram user. In this post, I will explore the benefits of utilising the social media platform for small businesses

1. Virtually cost-free marketing

We all understand that Instagram is an app that can be both downloaded for free, and an account may be made for free, therefore allowing literally anyone to make an account for their business, whether it be big or small.

2. Exposure to a large audience

Instagram can be used as a free platform to expose themselves to a vast number of users as posts are not only viewed by followers, but can be seen in the “explore” section of the businesses’ followers’ followers.

3. Enforcement of Brand Identity

Businesses may post pictures that reinforce the brand’s identity and the brands values. For example, a high-end brunch cafe may post well constructed and well thought out photos of “food spreads” across the table.

4. Each employee can have a business portfolio on Instagram.

A tattoo parlour may have one main Instagram account where they post the best of their artists works, however, as Instagram is a free platform, the individual artists themselves may make their own accounts in order to showcase their own works.

5. Marketing through customers

Consumers who attend your business may be encouraged to geo-tag their photos to share with their friends and therefore encourage their followers to also attend.

6. Empowerment of users

As touched on in the previous weeks post, users who have an influence over others may be contacted by the organisation to market and promote their business and their products.

7. Two-way communication

Through the comment section on each individual picture, businesses can interact with their customers and potential customers. Businesses can also like and comment on other user’s pictures. Communication with customers increases engagement and can be used to build and maintain relationships with customers.

 

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The Changing Content of Instagram

I’m sure you all remember when you first created your own Instagram account – how the vast majority of the content were photos shared by your friends to express their interests and hobbies. Instagram a couple of years ago used as everyone’s personal online photo albums.

Over the years, especially since many businesses have created their own Instagram accounts, there is more and more marketing material on my feed. The marketing material ranges from businesses posting promotional pictures, to users who are paid by businesses to promote their products. In my opinion, this has made the feeling of Instagram become less genuine.

Businesses have been targeting Instagram users who appear to have an influence over others, and pay them in order to promote their products. Due to this, I’ve noticed that there is almost a desperation for users to have as many followers as possible and as many likes as possible, creating this fake feeling to Instagram.

For the possibility of being paid by a business to promote something for them, and also for their own narcissistic desires, many users desire to be “Instafamous”. In order to get there, users no longer post whatever they want,  but they post photos with the same colour schemes, styles, and some spend hours preparing everything within the photo for the perfect pic.  Even with Instagram, basic digital marketing principles apply and every “Instafamous” user seems to know it – including not posting so often that your posts appear as spam.

From a business’ perspective, utilising Instagram users who have a large following is very effective, not only because it exposes the product to a large number of potential consumers, the product is seen to be endorsed by the user themselves, and therefore influence the buying behaviour of consumers. This also decreases the perceived risk associated with purchasing new products as most of the time, the Instagram user reviews the product.

Have you ever been persuaded by something on Instagram to purchase something? Do you think Instagram’s content has changed for the better or for the worse?

 

 

 

 

 

LinkedIn – Opportunities and professional content, or just another Facebook?

A Canadian freelance Social Media & Content Strategist, Michael Spencer has recently published an article on LinkedIn in regards to the difference between social media and professional social media, and also what kinds of content is posted on both platforms.

As Spencer has said, LinkedIn is a social media platform where professionals search for opportunity, professional value and building a professional network.  Spencer belives that in the past, LinkedIn has been a platform where professional and educational content is produced, and made available for anyone to learn from. However, in recent times, the quality of content on LinkedIn is described by Spencer to be on the decline.

It is argued that the decline in quality comments and content is caused mostly by people being generally too busy or too impatient to read the article, and several comments are based upon the title alone. As LinkedIn is available as a mobile app, many users mainly access the content whilst on their daily commute to University or their workplace.

As mentioned earlier, LinkedIn is designed to be used in a way that people may have access to recent updates and news in their industry, however the content has been changing to resemble more Facebook-like feeds.

Spencer believes that the most prominent culture and content changes to LinkedIn are due to:

  • More spam in messages
  • The posting of Instragram like images
  • An increase of YouTube videos being posted
  • Promotional spam
  • Second hand content – reposts
  • Viral content hacks, and
  • Articles with little or no professional relevace

Spencer seems to believe that the content and culture on LinkedIn is going downhill, is the culture becoming worse? Or is the culture, like all social media cultures, simply evolving to become something else?

Source: https://www.linkedin.com/pulse/linkedin-facebook-lets-create-opportunity-michael-spencer?trk=v-feed&lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_content%3BWc7VOC8X%2FYSrkY5QDs0Y%2FA%3D%3D