Before becoming the lifestyle marketing intern at Brynn Capella, I thought I had already known all the ins and outs of Instagram. I have used the popular app for the past seven or eight years, so I figured I had plenty of experience. Of course, I have always owned a personal account so my followers typically consisted of friends, sorority sisters, family, or random followers. It’s easy to maintain and grow followers because of my connections. With my personal Instagram growth, I assumed it couldn’t possibly be that hard to build followers and likes on a business model. I figured the experience I had on my personal account would seamlessly transfer over to the business world.
This was obviously not the case.
Maintaining and building follower growth on a personal account is a lot easier compared to a business account. Although you still want the pictures to be of the moment, you also want them to appeal to your targeted consumers. I mean let’s be honest, when it comes to your own account, the last thing on your mind while uploading is whether or not that picture of you and your friends at dinner will be the ideal image to market toward your consumers. Brynn always talks about finding the balance between our professional lifestyle images, highlighting our boutiques, day to day images, from taking pictures of fellow interns to events and more. Or creating a cool Instagram grid with a little bit of all (like the picture above).
Most of what I have learned about Instagram through this internship has come from this web series entitled “Instagram with Intention.” Brynn typically has her marketing interns watch this series because it is extremely helpful when it comes to deciding what our social media content should consist of. One of the most important lessons that we utilize within this series is that any image we Instagram should relate to either community, education, behind-the-scenes, or inspiration. These four categories not only help to balance out the content of our feed but also help to cater toward what different Instagram users look for.
One of the most difficult aspects of operating as a business is maintaining followers that are actually interested in our brand vs. our follow. First of all, finding those followers takes lots of hashtags and a lot of persistence. But I’ve also seen more following and unfollowing than on my personal account ever. Trying to figure out the why has been the most frustrating part. Many non-consumers users use a technique where they follow a ton of random accounts and then unfollow them after a certain amount of time. They do this in hope that they will maintain a higher ratio of followers to following. So basically the rapid influx of followers that we receive after posting may seem as if it had never happened within the next couple days. Of course, this has taught us not to be so lenient with whom we follow back, as we feel Instagram should be about the organic connection more like a personal account.
As you can see, running the Instagram account of a business requires a lot more strategic thinking and patience than that of a personal account. It can be difficult at times to analyze the progress we make but it is always rewarding to see when our content receives positive feedback.