The biggest surprise of 2020 was the increased attention it brought to social media. A global pandemic came out of nowhere and made a strong internet presence and monetization strategy all the more vital.
Before the epidemic, a large and active social media following was more of a “nice to have” than a necessity for many well-established businesses of all sizes. Traditional marketing and face-to-face transactions were once the backbone of most businesses, but now even those industries have had to drastically adapt.
Success demands originality and perseverance
The key to success on any social media platform, but especially Instagram, is to be creative. You might as well give up if you can’t come up with an alternative solution in less than five minutes of your time. That’s not to say you need to resort to extreme measures like filming your team members cartwheeling from a rooftop in your brand colours.
Contrarily, constancy is of paramount importance. Posting once per week isn’t enough unless you’re already well-known in your field. Nor will publishing three times a day for a month, then pausing for a month, only to resume after the holidays.
These three organic techniques will get you visibility that will outlast the pandemic if you are willing to commit to adding innovation and consistency to your marketing:
Narrative-based media
Emotional stories that tap into consumer needs are especially effective. Stories that are relatable, true to your brand’s voice, and relevant to your customer’s experience will always triumph. This material is appropriate for both Instagram’s main feed and its stories feature. Well-written material like this may bring in customers, get them invested in your product or service on an emotional level, and prompt the desired action without coming off as spammy. A story-driven piece can explain the company’s inception or highlight the role that customers have had in the company’s meteoric rise to success. The post will stand out and receive more attention if a carousel graphic depicting the development process is included.
Video
This year has been all about video, with Instagram Reels debuting to provide competition to TikTok. Whether it’s a short clip, a long clip, or a live stream, I consider it all to be #winning.
For obvious reasons, video attracts more attention and keeps it. Instagram has replaced traditional television as a popular medium because its users enjoy viewing moving images. Companies and content producers can simplify their video strategies by remembering that they all boil down to one thing: creating a good story. Content will be interesting if it has a purpose and some originality to it.
You may use Instagram Live to connect with influencers as well
Instagram Lives can be prepared in advance or they can be impromptu. In an ideal world, you’d use both methods, but if you’re nervous of being on camera, preparation is key. Using Instagram’s Lives to initiate genuine, interesting conversations with influencers or thought leaders on predetermined themes is a great way to motivate your audience and establish your company’s credibility in their eyes.
Your company’s culture and processes can be showcased through Instagram stories
Instagram stories can be more impromptu than the feed itself, which should be curated to retain a brand’s look. Telling stories allows you to highlight the history and inner workings of your firm. Do you manage a clothing brand that has suddenly become inundated with orders? Share a bit about the day of your crew while they are packing orders. During the pandemic, individuals are looking for genuine connections and honest portrayals more than ever.
Strategic use of hash tags
Despite the epidemic, businesses and marketers are still using risky and ineffective techniques to rapidly expand their fan bases. Buying followers is never a good idea for a legitimate firm that relies on brand awareness and customer loyalty to succeed. Fake followers are nothing more than a vanity plate, and their “appeal” will quickly fade if you receive four likes and no comments on your articles. Instead, you should centre your posts and interactions around specific hashtags to achieve results.
Take my company as an example; we’re both situated in San Diego, and we both happen to run restaurants in the Hillcrest area. It’s safe to assume that residents and visitors alike will be looking for a place like yours in this part of San Diego. Include location-specific hashtags in your posts, such as #hillcrestcoffee or #sandiegocoffeeshop, to help your followers find you. This may seem like common sense, but many companies still use unspecific hashtags in the hope that their ideal customers would stumble upon them. In a similar vein, you can start utilising hashtags by looking for people using hashtags that may relate to your ideal customer. Using #sandiegofoodie as an example. It’s safe to assume that the people who use this hashtag are San Diego locals who enjoy dining out. Start commenting and asking questions on their wall postings to get the conversation going. You can pick and choose which accounts to follow. The term “mass follow unfollow action” does not apply here; rather, we have “targeted engagement.” Rather than resorting to desperate measures like buying followers, a business should focus on interaction, which is having genuine conversations with people who match their customer persona.
The pandemic and its aftermath will continue well into next year. It’s likely that companies will continue to face the same problems they’re having right now. However, you may set yourself up for long-term success that lasts well beyond 2021 if you implement techniques that work and keep inventiveness and consistency.
