Now that there’s so much talk about Instagram and brands already have the courage to experiment on this photo sharing platform I am certain online/social media/pr agencies will start adding Instagram to their list of proposals for their clients. And that’s a good thing and I want to congratulate them for it BUT the client needs to be careful when communicating on Instagram is presented to him.
So I thought about 8 questions that the customer could and should ask the agency or the specialist:
Why?
This easy question- “Why”– should bring you an easy, clear and straightforward answer. If the Agency fiddles around the subject and cannot give you a satisfactory answer then you can calmly say I pass.
Avoid answers like ‘ now is the time “,” everyone’s out there”, ” why not? ” etc.
What do you pride yourself with on Instagram?
You can calmly ask the agency what do they pride themselves most in terms of Instagram. Ask them to show you what they have done so far on Instagram. What other brands do they communicate with, what campaigns have they had on Instagram or how have they communicated on Instagram during their other campaigns.
But do you communicate?
You can be very straightforward with them. In the end, it’s your money and I don’t think you want to toss out the window a few hundred euros a month, right? So, you have every right to ask them: “but do you communicate?” and ask them to show you their account.
You can draw a parallel between them and the agencies that you must follow on Instagram.
What’s your favorite brand?
If an Agency proposes communicating on Instagram that means they probably know how brands communicate and they definitely have their favorites. Don’t let yourself be fooled by “it’s confidential … we as an agency cannot say who we like most.”
But if they give you an answer then simply ask them “why?”. Because about Oreo, Converse or Starbucks everyone knows, nothing new here!
What instagrammers do you prefer?
If an Agency proposes communicating on Instagram that means they must also have knowledge about instagrammers. You can be even more specific and ask them to give you some names of good and influential instagrammers. Of course, you can them proceed like you did with their favorite brand. You can even ask them what relationship do they have with the instagrammers and if they have worked with them or what’s their opinion of them.
Who will handle with my account?
Because not every secretary or random PR guy/girl should do that. It takes someone who knows the community of instagrammers, who is sensitive to beauty and who knows how to use even hashtags. They also need to have an eye for photography. I know, I am asking too much, but you certainly don’t want to end up with an account filled with just flowers, coffee, clouds and a product here and there.
Take a look at Warby Parker to understand what I’m saying.
Monitoring?
Questions like “how often will I receive monitoring?” “Who will do the monitoring?” “What are your monitoring tools?” are not the questions of a stupid customer. These are the questions of a customer that invests money and wants to know what is done with his budget.
How are you in terms of creativity?
I wanted to leave the creativity part for last because it is a very important part of communicating on Instagram. Constant Instagram users are sensitive and if your brand will not stand out through beauty + creativity, well … it’s going to be a problem for you.
Contests like “capture a moment and upload it on Instagram under the X hashtag” are not creative contests.
You have many examples starting with Mercedes, Ralph Lauren or Warby Parker.
If you have any other ideas feel free to share them in comments.
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