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To continue our conversation about social media strategy, we will move on to talking about the millennial stronghold… Instagram!
Who Is On Instagram?
I referred to Instagram previously as a millenial stronghold for a reason. About 60 percent of 18-29 year olds are on Instagram according to Sprout Social. 60 percent. That’s a big deal, meaning how you engage your audience on this platform can really affect how you reach the generation of new and upcoming homebuyers. Instagram engagement decreases as we look at increasing age groups, with only 8 percent of 65+ year olds on Instagram. There are slightly more women than men on Instagram and urban users are the majority, followed by suburban then rural users.
Perks Of An Instagram Business Account
Yes, just like Facebook, Instagram also has the option of having a “Business Account.” According to Sprout Social, 80 percent of Instagram users follow a business account. You can set it up through your Facebook business account if you do not have an already existing Instagram account. Because Facebook acquired Instagram, there are a number of features that are the same. So if you can master the features of one platform, you can master the other pretty easily. Just like Facebook, there are also a number of features that go along with an Instagram business account that you are going to want.
Anatomy of Your Page:
Because your instagram profile gives your followers a comprehensive way to view your brand (you), it is a good idea to be mindful of the overall look of your page.
Instagram With Purpose
Just like you don’t want to post things just for the sake of posting, you don’t want to join Instagram just for the sake of joining. You should have some goals to accomplish in joining the platform. Instagram should always be used as a means to an end. Think of big picture goals you have, and then think of how Instagram can help you accomplish those goals. Do you want more brand awareness? Great! Instagram is perfect for that! Do you want to be more aware of happenings in Atlanta? Plenty of in-the-know Atlantans are on Instagram!
Understanding Instagram’s Algorithm
The word “algorithm” is a scary one but this explanation will be quick and painless- I promise. Here’s what you need to know: Instagram posts used to appear chronologically and now they don’t. So what happens? Who sees your posts is all about who is engaging with your posts. So if someone follows your account but never likes or comments on your pictures and never views your stories, it is likely that your posts will no longer appear on their feed or will exist very far down on their feed. Because of this new algorithm, it is so important to have engaging content. Post photos and pose questions in the captions to get comments. Put polls on your stories. Pay attention to Insights so that you know what kinds of content are most engaging for your followers. Pay attention to the next section of this blog post.
Like I said, NEVER post just for the sake of posting. Post regularly, a few times a week is great, and always with purpose. However, I wouldn’t recommend posting multiple times a day (when I say “posting here, I am specifically referring to “Posts”). Post while keeping in mind the big picture goals that you are using Instagram to accomplish. Post while keeping in mind the importance of engagement. If your goal is to engage more with your community, posting user generated content is a great idea. For example, if one of your clients posts with their newly purchased home, repost that to your own page! Celebrate your clients and engage well with them!
Stories can be posted more regularly than posts, since they disappear after 24 hours, but do not spam your followers with endless stories that have no point. You will end up losing more followers than you gain and people will stop clicking on your stories if they are too long.
Types of Content
Like Facebook, Instagram also has a number of different kinds of content that you can post to the platform that will each help you to accomplish different goals and help you set yourself apart.
Other Engaging Features
The Instagram Business Website
No joke this is one of THE best things about Instagram. They have a whole website and blog dedicated to helping you set up and manage your business account well (we have covered some of the information in this blog). There are also creative tips for posts and stories as well as information about the latest features and developments on Instagram. You can visit the website here to start your extensive education of all things Instagram.
After this long post, let’s do a quick recap to make sure you got all the important stuff!
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