Having an Instagram account is an indispensable part of promoting one’s business nowadays. The following are just some reasons why every business, no matter its size, needs to promote through the platform:
- The platform has over 1 billion active users.
- Instagram does not discriminate; businesses of all sizes and shapes can create an account to promote and market their products and services.
- Businesses can also make money directly from the platform, thanks to its Shop tab feature.
- Stories and IG Reels make businesses so much more relatable and fun.
- Instagram is where the influencers are.
As we can see, we cannot underestimate the power of having a well-curated feed and witty words on Instagram, and why every business needs to have a thriving account on the platform. But telling a story through Instagram entails so much more than pretty photos and clever captions. Every post needs to be able to contribute to a much bigger narrative; one that can make brands stand out from their competitors in a saturated landscape.
If you have a small business and want to capitalize on Instagram to promote it, here are some pointers for creating a compelling brand story through the platform.
Solidify your brand’s visual identity
Everything rises and falls with the chosen visual identity for your brand. Here are some important aspects you need to remember:
- Logo
- Color palette
- Fonts
- Typography
- Patterns and shapes
- An overall consistent style
- Brand book
That’s not to say all of your content needs to be boxed in the elements above, but they will have to influence all the other content choices you make, at least until the next time you decide to re-brand. For example, if you want to post an IG Reel, which is the trend for all types of businesses nowadays, then you need to ensure that the way it is shot, the filters, and fonts you use are still in line with your brand’s visual identity to give your entire Instagram account some much-needed cohesion and distinction.
A digital marketing firm can help you establish these go-to visual cues for your brand. When partnering with a firm, make sure that it specializes in your specific industry. For example, if you want to promote your vacation house or bed and breakfast, consider partnering with a marketing agency that knows its way around marketing hotels through SEO so that your listing can rise to the top of the search results.
Make sure your visual identity serves a purpose
Choosing your brand’s main visual identity elements is not just about aesthetics; they should be able to propel your brand’s story forward. An example of a brand you can take a cue from is the Filipino cosmetics brand Filipinta Beauty aims to celebrate all things Philippine culture, which is why they have makeup lines featuring Filipino mythological creatures.
If you look at their Instagram account, you will see that their contents are in line with that vision. Their filters for the collection that celebrates Filipina beauty are composed of nude and earthy tones, and they also have plenty of motivational quotes to inspire their customers to care for themselves and love their natural beauty.
Champion your users through the hashtag feature
If you truly want to use your Instagram account to tell compelling stories about your brand, maximize the hashtag feature to allow your tribe of users to share their experiences with your products or services, and then re-post the best ones you find.
Another brand that is killing the Instagram storytelling game is Herschel Supply Co. If you look at their account, you will see them featuring their users taking their backpacks wherever they travel using the #WellTravelled hashtag. If you’re thinking of using hashtags to allow your users to share their experiences, here are some tips you need to remember:
- Make sure the hashtag is unique and has never been used before. If you use the hashtag #YOLO for your brand, then you can be sure that your users’ posts will be lost in the sea of posts that have nothing to do with your brand.
- Choose a memorable hashtag. If you opt for a hashtag like #3141592653589 (that’s the pi number, by the way), you can say goodbye to your customers using your brand’s hashtag.
To tell a compelling story on Instagram, you need to be consistently purposeful in your choices of visual elements and posts and champion your customers’ experiences through the hashtag feature. More than gimmicks, it’s all about the quality of your products and being consistent with your posts, and your brand is well on its way to having a stand-out Instagram account.