Corporate News
Posted on January 11, 2016 07:05:00 PM
By Nickky Faustine P. de Guzman, Reporter
The art and business of Instagram
There’s more to an Instagram photo than meets the eye. The art of getting double-taps (likes) and followers doesn’t rely on choosing a good filter alone, especially if one chooses Instagram as the platform for marketing an advocacy or a business strategy.
Instagram, a social media site for photo sharing, is a viable medium for entrepreneurs and marketers who have exploited the “click-comment-deal” scheme. Take the case of online businesswoman Patricia Pascual, the owner of Canza (@Canzashop), a fashion brand that sells women's clothes. She said marketing and selling online looks easy, but it isn’t.
“As much as possible, I update my accounts by posting two to three times a day. I also make it a point to take good photos that highlight the best features of my products. Presentation is key. I help customers visualize how to best use my clothes by suggesting pairings and adding accessories. It enhances their appreciation for the design,” said Ms. Pascual, 23.
She started the business in 2011 and sees no slowing down, but only wants to make her online game better.
According to the Washington Post, there were 90 million monthly active Instagrammers and 40 million photos posted every day as of 2013. But in a sea of #flatlays and #nofilter photos, how does one make his or her post worth the double-tap, and eventually, a viral post or a business transaction?
“[The] audiences need to reach a level of familiarity with your posts before they decide on sharing [or liking] them. So make sure to create output that’s recognizable -- whether it’s because of the format or because of the message behind them,” said Ms. Cruz in her two-part article, “Deconstructing Viral: How to become a viral success on social media” published on the Straightarrow Corp. website.
Ms. Pascual always makes it a point to post photos that her target audience, the fashionistas, would surely like and relate to.
“Do invest in good photos that will show the details of the clothes. If you know photographers and models who would be willing to do an ex-deal (exchange deal) with you, go for it! You don’t need to spend a lot of money for quality photos. Instead, allot more of your budget [to] products and materials,” said Ms. Pascual.
People should remember that Instagram is like a photo album, said Niko Pedro, a public relations and communications manager at an advertising agency that handles lifestyle brands.
“The most important thing is to have engaging content with a nice image, since Instagram is a visual medium… Post more engaging and visually appealing content. Contests and giveaways will also help in attracting more followers,” he said.
People love a good old red tag sale, too, according to Claire Capul, a book lover who sells second-hand books fiction and non-fiction. Among the tomes in her online library are Mary Sheldon and William Shakespeare's to those of more contemporary authors like Haruki Murakami and Nicholas Sparks. Her Instagram account @murangbooks, which started in 2012, promotes weekly and monthly book sales.
“It’s a good promotion strategy to gain more followers,” she said, “while also promoting the values of reading, which, I think, is win-win.”
Also, never underestimate the power of timing. According to the social media experts BusinessWorld has asked, the best time to post is during lunch break -- 12:00-1:00 p.m. -- and between 6:00 and 10:00 in the evening, when netizens kill time, boredom, and the hellish Metro Manila traffic.
According to AdWeek's hour-by-hour breakdown of when people post on Instagram (published Sept. 23, 2015), however, the best time to post online starts as early as six in the morning. The reason? “While posting volume is relatively low during those morning hours, users are still peeking at their feeds regularly on their smartphones. Therefore, they represent a sizable audience during a time when there’s less competition for attention,” the article stated.
“But it really depends on the content of the post,” said Mr. Pedro. “If it’s food, then post it during lunch or dinnertime. It depends on what brand it is. If it’s a fashion brand, you can also post campaign visuals, behind the scenes [shots], product shots, and ambassadors in the afternoon.”
While the best hour to post a photo seems debatable, what’s more important is to pace a post.
“Don’t over-post. Remember that this is not your personal Instagram page. Don’t bombard your followers with photos every hour if you don’t want to lose them. Instead, do have a concrete marketing calendar or a posting plan that is aligned with your strategy,” said Ms. Cruz.
Instead of every hour, why not do it every day, so followers (and would-be friends) won’t be overwhelmed?
“Do make sure to update your page regularly. With the increasing number of online sellers, the competition gets tougher. But, at the same time, don’t hard sell by flooding their feeds. More than anything, Instagram is an avenue for sharing. It’s not a marketplace,” said Ms. Pascual, whose business is accredited by the Department of Trade and Industry.
Canza also participates in bazaars. The two online sellers told BusinessWorld they are working on their business permits with the Bureau of Internal Revenue.
The social media specialists and sellers agreed on one thing: Don’t forget the power of hashtags, which could make or break a brand. Make them simple, though -- not too long, and #do #not #overdo #it, unless you'd like to watch #ThisIsTheBestItemEverPostedPromise gain no hearts and traction.
Here are three easy-to-digest marketing tips for Instagram from Ms. Cruz:
1. Always use hashtags. You are allowed a maximum of 30 hashtags in one post, but it just doesn’t work. Aside from the fact that it’s not reader-friendly, taking advantage of the maximum count can actually lead to the removal of your post by Instagram.
Instead, use hashtags that have significance to your brand, something that defines your brand. Usually, hashtags complement your brand slogan or tagline, sometimes a specific campaign you’re working on. Use your official hashtag in every post about your brand so your followers will, too.
2. Don’t ignore your followers. Link clicks don’t count on Instagram as much as the engagement and visibility on the platform. Don’t just let them see your brand; show them that you care, that you are one of them.
When you launch an official hashtag and ask people to use it whenever they post about your brand, make it sure that you actually use it to monitor conversations on the platform. Hashtags will help you curate user-generated posts that you can repost. By "regramming" posts from your followers, you make them feel that they are part of your brand, and this is beneficial in building your relationship with them. But remember, do not overdo it.
3. Don’t just advertise and sell. Tell a story. Use your photos to show your personality as a brand. Take advantage of the 15-second video feature of Instagram to tease about something. Make your grid as colorful as possible, with visually appealing photos, so followers will actually scroll down for more.
Do not just post product shots or stock-photo-style; pictures, post something that shows an “experience,” an actual use of the product or anything that shows how it can be used in your life.
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