Instagram Business 102

You’ve decided to make the switch to a business Instagram account. Now let’s dive into the meat & potatoes of the platform to create the Instagram community for YOU!

Before we get started it’s important to note that the goal of this post is NOT to get your follower count up or to help you reach a specific vanity metric. Building a large following means nothing if they are not actively engaging with your content AND converting into sales. 

Instagram, with its real-time visual storytelling, becomes a stage for showcasing your products and services. As your community engages with your content, “word-of-mouth marketing” should evolve naturally but today we’re going to dive into the ways you can nudge that natural evolution along without going down the rabbit hole of advertising.

We’re here to help you grow in the right direction.

The key to growth on the platform is crafting authentic narratives that can be re-shared within your community and your community’s community. 

Make sure you’re only following the trends that fit your brand. 

Your followers who build a connection with you will be able to tell when something doesn’t feel right. Make sure that any collaborations you take on fit with the brand you are building. If they don’t you could lose the trust that you are working to secure. 

Your feed should be a two-way street. Offing something for your audience while at the same time being used to promote what you are trying to drive sales to. And that balance should be even OR lean more so on the value add for your followers. 

No one likes to feel as though they are being sold to. Make sure that you are bringing something to the table and not solely asking for something in return.

Define your objectives – be it growing your following, fostering relationships, or boosting sales. And then consider the WHY behind the goals. If you say your goal is to grow your following ask yourself why. Is it so that you can become more attractive to potential collaboration opportunities? Or is it so that you can sell more patterns? Both of these answers could lead you to shift your goal. Knowing your goals shapes your content and marketing strategies.

Consistency key! Develop a posting calendar to keep your audience engaged. And know that is not as simple as posting daily. Utilize Instagram Insights to discover the most active times for your unique stitching community. 

You might find out that your posts do best when there is a gap in between them OR when you post twice a day. This will vary depending on who your audience is. 

Lean on the insights you’re receiving, not just on your preconceived notions. Put those insights into action and be prepared to pivot based on how those insights evolve.

Dive into Instagram Insights to unravel demographic insights. Tailor your content to match the preferences and needs of your stitching community. BUT make sure you’re staying true to your core perspective. 

If you find out that your audience is made up of people who are not in your target demographic you have a choice to make. Either pivot the way you envision your target demographic OR shift your content so that you will begin reaching the right people for your products. 

Don’t be afraid to shift either or both. Just know that you might have to lose a few of the wrong followers to gain the right ones.

Instagram is a visual playground. Showcase your stitchwear creations, experiment with filters, and maintain a consistent visual theme to captivate your audience. 

Take note of the content creators you actively follow and visit their feeds. Do you see any similarities in filters/aesthetics/or content types? These people can be from your niche but also outside of it. If you’re actively engaging in their content then there’s a reason for that! 

Look deeper to understand what that reason is. You’ll begin to see similarities. Start thinking about how you can use those style choices in your own content and bring your unique voice to it.

Elevate your images with engaging captions. Develop a unique voice for your brand, encourage interaction with questions, and consider creating a style guide for consistency.

At the time of publishing this post, longer captions with multiple line breaks and emojis do well on Instagram Reels because, by the time the viewer finishes reading the caption, the reel has had the chance to play in the background multiple times. This ups your watch time and improves your standing with the algorithm.

BUT know that tip might change with the next platform update. It’s important to take an active role in your Instagram content and think critically about what is performing best for YOU. 

Ready for more? Read our Instagram Business 101! 

As you commit time and passion to your online presence, you’ll start to see the rewards in the form of engagement and community-building.

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