It’s essential to have an Instagram account if you want to reach millennials. How many times have you heard that piece of advice? It seemed to make sense at the time. After all, with over a billion users globally, it makes sense that some of those are in your target audience.
So, you went out and set up an Instagram page for your business. You weren’t getting a fantastic response so you did some more research. Everyone was talking about Instagram Stories. The Instagram’s feature was being used to great effect by big brands and small brands.
There are a lot of case studies out there that show how brands have been using this feature to build brand awareness and drive sales. In fact, if you look at the infographic from 99firms.com below, you will see some of those case studies.
To cut a long story short, you tried using the feature yourself. But, unlike in our case studies, your results are not exactly awe-inspiring. In fact, they were so mediocre that you started to wonder if there really were a billion users on Instagram. You are about ready to give up on it altogether.
Before you throw in the towel though, let’s have a look at some of the most common mistakes brands make when using this feature.
Your Videos Or Images Suck
That seems a little harsh, but any content that doesn’t get a viewer to take an action basically sucks. Action, in this case, means to follow, comment, or consider checking out your site. Even if all you accomplish is to get them more interested in your company, you have made an impact.
How interesting is your content? If people would rather watch paint dry, you need to revamp it. Try changing things up a little. Look for an interesting angle. Find something that will get people thinking or talking.
Remember a few years ago the debate about the blue/white dress? (For the record, sane people know it was gold and white.) It stirred up a lot of controversy. People got into arguments about it. It went viral and was talked about globally.
And that was something that really didn’t mean anything. But it was interesting because two people could be looking at the same screen and see two different sets of colors.
What can you come up with that will be thought-provoking? What will capture the imagination of your target audience? Obviously, you want to steer clear of contentious issues like religion and politics, but do you have a “dress” idea of your own?
Nothing Telling People What To Do
How many times have you seen an ad run across your screens and still been left wondering what is going on? Don’t assume people will pick up on what the offer is. Write it out for them as well. If you are going to assume anything, assume that they won’t listen with the sound on because most people won’t.
Create a great cover page that entices them to watch. Explain what is in it for them in text and in the ad. Then let them know exactly what they should do.
Your Stories Are Way Too Intense
We know you want to get their attention. You want to get them talking but you also don’t want to make it seem too over the top. Adding a sticker or two can help to raise interest. Adding 30 or more screams “I am trying too hard.”
And trying too hard here can be the kiss of death. This is supposed to be a fun platform. Sure, everyone is on there to be noticed and to look cool. But to actually be cool, you want it to seem effortless. If your brand is cool, you shouldn’t have to try too hard.
Your Story Just Isn’t Compelling
Think about the content that you created and the story it told. It didn’t tell a story? That’s a big part of your problem right there. This is not a place to simply present a bunch of facts. You need to establish a storyline to draw the Instagrammer in and keep her interested until the bitter end.
You need content that is compelling, that is interesting and, most importantly, has a good flow. Keep basic storytelling principles in mind. Every story has an introduction, the body, and the conclusion. Do the same with yours.
Make it about things that your target audience is going to be interested in. What do they most want to learn about? Quick hint – learning more about what brilliant services your company offers is not likely to be high on their priority list.
Figure out the benefit for your client in watching the content. What will she get out of it? Add value and you will build a loyal following.
Instagram is about doing things differently. It’s not the place to rehash the same old tried techniques. What can you do differently with what you have learned here?
Why Are Your Instagram Stories Bombing Infographic
[Infographic by 99 Firms]
Kris Olin, MSc (Econ.) * Editor in Chief at Social Media Revolver * Web Designer * SEO Specialist * Author of the Facebook Advertising Guide. Follow Kris on Twitter and LinkedIn. See his photos at Flickr.