Hi guys, on this week’s show I wanted to discuss some practical tips and tools that you can implement right away in your creative business. Building on last week’s discussion on social media, today I want to focus in and narrow it right down to Instagram. I’ve recently completed my two workshops and got a lot of good feedback, so I’m feeling good; it was great to get offline, go and meet people and connect about their successes.
Doing these workshops is a great way to see what people struggle with when it comes to Instagram. There are a lot of different reasons for this, so I want to talk specifically about five different ways to use Instagram and do a deep dive into writing captions, creating content, using the features and using Instagram for marketing in 2020.
This episode comes with a free workbook that you can download with the link below:
Across my five Insta accounts I have around 140,000 followers, which is not that many in Instagram terms. A lot of us can feel self-conscious when it comes to followers, because it feels like the number that legitimises us in the digital world. Your follower count can say a lot about your business. It might make the difference between someone hiring you or not. But they have to be the right followers, otherwise your marketing voice is being diluted. A lot of the time, gathering followers can be a case of getting offline and connecting with people in real life. I’m always collaborating on shoots and bringing value to people. You never want to be a taker, you want to be a giver.
It’s also important to ask yourself the hard question; would you follow yourself? Sometimes, the honest answer is that you wouldn’t. If you’re posting from a place of anxiety instead of inspiration then it might be time to give up that platform. In 2020, people don’t want perfectly curated images. I follow accounts when they’re true to themselves and they inspire me. People value their time; you have to give them value back. Come from an authentic place and you’ll attract your perfect tribe. You also have to create remarkable content with a unique voice; this is not easy to do, but it is extremely important. People will come to you, and you won’t have to put as much effort (or money) into marketing.
I separated my Free the Bird personal account from my Free the Bird Weddings account. Every two or three months I’d put a wedding photo on my personal account and get a huge positive response and some work inquiries. On my weddings account, my followers were used to seeing wedding photos, but on my personal page they really stood out and attracted people’s interest.
You want to make sure that you stand out in your industry and cut through the noise. Every creative industry is competitive. What makes the difference is how people are going to connect with you. You want to build an audience in a unique way before you start selling to them, otherwise you’ll get lost in the crowd. No one wants to follow someone who is just selling. You want to follow people who add value to your life. Don’t compete with anybody. Make your competitors irrelevant.
Don’t forget about geotags too. They can help get your name out there with people who are doing general searches. Hashtags can be important, but try and find unique tags with a smaller pool of photos for the best results.
Instagram is a visual medium. When it comes to photos, you should think about how it makes your audience feel. Is it on-brand? Will people comment on it? Share it? These are all questions that should become second nature. Ask how it makes you feel first. Don’t post for expectations. If you don’t love it, your audience won’t love it. This extends to your captions, too. I want to know the journey and connect with you on an emotional level. Don’t be afraid to be vulnerable.
You can post to inspire your audience but you can also post to educate people. IGTV is great for this. I put up IGTV videos of the recording of my podcasts. Whatever your industry, you can use Instagram as a platform for education. This sort of content creates high value and encourages people to share it. Any kind of content that can potentially start a conversation with your audience is valuable to both you and them.
Your profile photo is important when it comes to presenting yourself. I usually only follow accounts that show their face in their profile, as I like to follow people instead of faceless companies. It allows me to connect with them on a different level. It’s important to summarise what you do and get your brand across in your profile description. My description on my personal page is ‘F**k being a struggling artist’. I treat that like a mission statement and it lets people know what I’m about right away. That tone filters down through all of my business and how I put myself across. I use Linktree to consolidate all my platforms in one place; it allows me to quickly navigate through all my numerous projects and businesses as efficiently as possible. If you’ve got a lot of things going on, this is crucial.
Engagement is the single most important thing when it comes to Instagram. Social means connection; you want to connect people to you and your business. It’s a fantastic free tool; I try and share as much as I can and link to as much as I can. I’ve made a lot of friends from social media but it’s also resulted in tonnes of work and opportunities for me. You really need to work on building your audience to engage with you.
Getting rid of your ego is the best way to do this. I make sure to respond to as many comments and DMs as possible. This has helped me to grow an engaged audience over the years. You can also share stuff that’s inspired you and put it out there to the world. When you do this, you’re curating content for your audience and engaging with them in a different way. Whether it’s through posts, stories or comments, look after the people who value what you do.
Here are links to some of the Instagram accounts I’ve grown – feel free to connect with me on there (preferably the top one!):
I really appreciate you listening, guys; if you’ve got any questions or if anything resonated with you, please give the podcast a share on Instagram or reach out to me. I love seeing where these episodes get to all around the world.
Thank you so much for tuning in and see you next episode!
This episode is brought to you by the guys over at PepperStorm, an awesome copywriting team who I have used across all my businesses for years. If you need some killer copywriting, get in touch and use the code: MAKEYOURBREAK to get $100 off when you buy one of their packages.