With marketing fads coming and going faster then ever in this digital age, one trend has remained king…social media. The millennials who only vaguely remember the days of dial-up internet (cue the ear-splitting, screeching phone sound effect) have gone from consuming Play-Doh to consuming content at a rate that’s a Digital Marketing Manager’s dream. (Yes, that’s my job).
The question is how do you turn likes and comments into a marketing strategy that entices millennials to stop taking selfies and start buying your amazing product?
Facebook has it’s place and will likely be around for a long time, despite the fact that an organic update reaches less than 16% of your likes – so depending on your products, services and goals, there are other options to consider… like Instagram.
1. The average person is now spending 21 minutes per day on Instagram and according to the 2014 Facebook demographic report 3 million teens have left Facebook over the last 3 years and that number is growing. Make an Instagram for your business.
2. Facebook is a deluge of information every time you log on. It’s statuses that have more hashtags then words, birthday notifications for people you stopped talking to last year, “I’m better off without you” memes from your ex, and 5,000 engagement ring and baby announcements from your friends and family who found happily ever after before you. Not to mention ads and more ads that 9 times out of 10 most people just scroll by. You want to try to advertise in that mess?
3. Instagram by contrast is so much more simplified. It’s photos, and because of the neat filters you can apply, very cool looking photos. Pretty photos, funny photos, artsy photos. It’s a mecca of creativity. People can put words below it but you don’t have to read it. You like a photo by tapping it twice. If people really like you they follow you. Get a lot of followers and you’re mega-cool and more people follow you. 5,000 FB friends, people think you’re a loser…5,000 IG followers and you’re a God.
4. The absolute best thing about Instagram users though is that they are shoppers. According to Social Media Examiner, in a 2015 study, 70% of users reported that they looked for a brand on Instagram. So if someone wants to get familiar with your business, they’re looking to Instagram to provide the details.
5. So how do you entice them to buy with pictures? Make them impressive pictures. Make photos that cause your followers to stop scrolling and say “hey that’s cool” and “regram” or tag their friend who would find it so funny, interesting and shareworthy. Currently, my company is heading the marketing campaign for a startup Cosmetics company. In less than 2 months we’ve increased their IG following to over 3,000 and growing fast. When we post a picture to IG there are slews of likes in the first 30 seconds. Now that’s engagement.
Overall, all of your business’ social media accounts should be active and posting regularly. You definitely don’t want to abandon one in favor of the other. I’m not saying ditch Facebook altogether, but definitely share your attention, and prioritize what works.