The most difficult step you have to take when you want to start something is the first step. And this first step you have to take is called: “the decision”.
Ah…how strange it felt writing the first sentences of this post, a little too motivational, too Maxwell or who knows what other motivational speaker you sometimes read. Though it’s strange because it’s the truth.. When you have to start something, a project you have to begin by taking a first step and this first step is usually the decision.
I think this is also the case of brands wanting to be on Instagram. There are dozens and hundreds of articles answering the question “Why do you need instagram?” or “How can Instagram help you?” But let’s look at what are the points we should have in mind when faced with the decision of going on Instagram or not.
1. The community
I think that when you want to start a communication on Instagram you first must have in mind your community.
Perhaps you already have a close-knit community on Facebook or Twitter and the fact that you want to add another social channel could create some issues. Maybe communication related issues, maybe consistency or creativity issues. I don’t know, I cannot specifically answer without knowing your community.
You’re the one building a relationship with them, giving them gifts and wishing them a great morning…so you’re the one who knows them well enough to realize if you should start communicating on Instagram or not.
Yes, it’s true when you say: “my facebook community is different from the Instagram or Twitter community” but in this case this is where responsive communication comes in.
2. The product is the star
You knew this one already, didn’t you? When you’ve got a product to promote you can easily and nicely play with it.
For example, the people from Warby Parker who are doing a great job on Instagram. They are promoting their product! They’re showing their followers just how well can their product fit in any type of surroundings or circumstances. And the strange part is that it’s just an eyeglass.
Now, let’s think about you for a bit. What kind of product do you have? Is it a product for the low class or middle class? Or is it perhaps a high class product and you’re thinking that maybe your client base is not found on Instagram. Well…stop thinking like that, because if Mercedes got on Instagram…then your high class products can certainly be on Instagram too.
But just like any other star, your product has its behind the scene guys, behind the scene moments, experiences that make it “human”. You can also use those experiences!
3. The issue of the services
Well…what if we don’t have a product and we’re a service company?
Then I have an answer for you coming directly from Richard Bransons (CEO Virgin)
„In a service agency/company the product is the employee”.
And with this I’m going to let you figure out for yourself if making the first step towards Instagram is worth it.
4. Visual communication
How often do you relate with your followers in a visual manner? Could you make a percentage report on your community’s interaction when you “serve” them an image? Some might respond faster to an image and some might respond faster to a status or a video. Instagram offers, of course, the opportunity to communicate both through images and videos but you have to figure out if your answer is positive or not.
Although I ask and beg of you, if your answer is negative, leave Instagram alone. Stay where you are and do your job there! Don’t force it if it can’t be done. It’s just the way it is. Move along!
5. Are you willing?
To sacrifice your time in order to find the perfect picture…to use your personal phone when you see something that would fold really well for your brand…to take a photography course or study a little photography in order to take better pictures…to work harder…to communicate on another social network and also answer comments there…If the answer is yes, this is perfect! If it’s not, there’s a problem!
These are just some things I advice you to think over when you’re making the decision to be on Instagram or not. But please don’t start an Instagram account just because your competition has one.
Don’t start an Instagram account because you’ve read an article about it or because it’s cool.
Start communicating on Instagram just when you’re absolutely certain that your brand is ready to start communicating on Instagram!
Instagram | Shutterstock