For small, medium-sized businesses and selling goods through the Internet, a corporate Instagram page is a must. This especially applies to the field of beauty products, health related to the fashion industry, hobbies, sports. Even if the page is not used to sell goods, maintaining a corporate account is an essential element for promoting an advertised product on the Internet.
The presence of the company on Instagram increases confidence in it, creates a special brand atmosphere, forms the image of the company and conveys the mood of the page to the user.
What needs to be done so that a corporate account attracts subscribers and makes you want to follow the company’s news? To do this, you need a specific content plan, a unique style, an invigorating user sense of humor, a clear and understandable goal.
Below are recommendations on what to do to attract followers to a page on instagram.
1. At a glance
If a corporate Instagram page has dull, unattractive content, then it will not have subscribers. Nobody likes it when the text is abused by clericalism or the site is full of eternal messages about discounts if low quality photos are posted on the page. This applies mainly to corporate pages of companies whose subjects are uninteresting.
In order for subscribers to put likes on the corporate page, you need to be creative in their design, beautifully present the information presented on it. If you can’t get an account visually interesting, then you need to attract specialists for this.
• Color scheme. The mood of the account depends on the choice of the color palette. For the unity of the visual gamut, it is not recommended to use more than two colors. Optimal for corporate colors.
• Each element has its own place. Post ordering makes finding information easier. Whether it’s placing diagonally, three in a row, alternating posts with banners – it doesn’t matter, most importantly – in order!
• Company banners. They are used to publish articles, post important news and other relevant information. The main rule of banners is that they should be decorated in the same style and color scheme with the account.
• Beautiful and functional menu. All important items under the header, available at the click of a mouse. It contains post archives, news, a list of key products, customer reviews, price lists, stories.
2. Informal approach
Responsible companies start corporate Instagram not to inform users about the mission of their business, but to attract attention, tell about a serious company in an unofficial language. Even boring banking or consulting can be interesting for Internet users.
What do we have to do? You can talk about the internal life of a company or firm. Place photos of employees, corporate events and other events on the site. Such openness is always liked by subscribers. For visual design, you can hire a photographer who will capture interesting moments in the life of the company.
You need to use a variety of info feeds. It can be a day of laughter or seals. When posting such a publication with interesting information, it will turn out to unobtrusively recall the company.
Joking is simply necessary, but in moderation. It’s good to use funny short videos and memes on the site. And humor on sexist topics is quite dangerous. Several companies have already paid for such advertising, which they had to remove with an apology.
3. Content plan – creation rules
In order not to worry about what to place on the page, you need to draw up a content plan. Firstly, it saves from the problem of choosing a topic for publication; secondly, the texts are selected according to the appearance and content of the site, the images or photos posted on it, and thirdly, as a result of conscious, planned placement, harmonious and balanced content is obtained.
Filling, or content pages on Instagram, is advised to plan ahead for the next month, that is, an SMM specialist should have about 20-30 posts in stock.
When preparing a plan, the following balance of publication planning must be observed:
• 40% of all publications are informational articles;
• 30% of the total number – entertaining (you can use custom) publications;
• 25% – training texts;
• 5% of the content – advertising on the resource.
The necessary columns of the content plan should contain information about the publication date, topic of posts, comments indicating where to take photos or outline text for publication. And since you need to evaluate the result of post publication (the number of likes, posts and comments), you should add another column to the plan, which can be called “user engagement”.
4. To be the best, you need to work with leaders.
For advertising, you should invite celebrities, and become incredibly popular famous bloggers. You can attract them for competitions. Some famous people work with companies not only for monetary rewards, but also for barter. Sometimes they can help to “promote” a company out of friendly motives or an affection for a specific employee / company leader or product.
When choosing an advertising “face” of a brand, you need to take into account the lifestyle and lifestyle of the leader of Internet views, whether the advertised product is suitable for him.
5. When Instagram doesn’t help
Instagram is not recommended to be used as a channel for advertising a product or service if:
• the product being sold has an apparently unaesthetic appearance,
• the company’s activity is not aimed at the end consumer, but at the same business entity (B2B segment is not about selling to ordinary Internet users),
• the target audience of the product or service is users aged 40+.
You won’t be able to use Instagram if the company’s activity is related to the production of bricks, sale of machine tools for locksmithing, orthopedics. But perhaps a talented SMM specialist will be able to interestingly talk about the above topics online. In another case, you need to use a website for promotion, offline advertising, contextual advertising.
