Tech-Talk Tuesday: Instagram For Entrepreneurs

I love Instagram and I’m excited to be talking more about it in today’s Tech-Talk Tuesday Post! I’ll start by talking more about the platform, comparing it to Facebook, and then delving into a few of my biggest tips!

Instagram is a social media platform designed entirely around sharing visual content. In order to build a following & increase your brand presence,  you need to create and offer  something that captures the attention of your audience. It’s simple really. Create beautiful images, share them, and be an active participant with others who are doing the same thing.

One of the reasons that I believe Instagram has been so successful in an already saturated social-media marketplace, is the simplicity of the platform. Users follow the people that they like and enjoy the content they create by scrolling vertically. Unlike Facebook, Instagram does not manipulate what content its users see based on complex internal algorithms, but rather shows content from all of the accounts a user follows in a steady chronological stream.

What does this mean exactly?  Essentially, if you post a photograph to Instagram – it will appear in the feed of all of your followers chronologically. If you post that same photograph to Facebook, the internal algorithms of the platform determine who sees what content and when they see it. Images that generate more buzz (and social interaction) are then disseminated to more of Facebook’s users. Images that are “Sponsored” (wherein a business pays Facebook an arbitrary sum) are also shared with more users. Your overall “Reach” varies from post to post and this can be a tad frustrating.

If you have 100 followers on Facebook, you are not guaranteed that any particular post will be shared with all 100 followers (even if they are all simultaneously logged on at the time of posting)! This differs dramatically from Instagram, where all 100 followers will see that image displayed chronologically alongside the other accounts they follow, if and when they logon.

Currently, Instagram does not manipulate content dissemination based on a “pay to play” system.  And that, in many ways, levels the playing field for small business owners! There is also a growing population of younger users on Instagram that have the potential to be your clients in the years to come. It can be easy for a wedding photographer to overlook the current social media trends of high school seniors – but don’t lose sight of the fact that these girls will likely be your brides in 5-10 years! If they are migrating from Facebook to Instagram (as casual conversation with my senior clients suggests), then I want to be actively marketing to that platform!

Tip #1:  Create Beautiful Photographs

The best way to build a following on Instagram is to share images that are worth following - photographs that captivate and contribute to an ongoing conversation with your audience. This varies from business to business and person to person, but generally you should post clean + clear images that say something about who you are or what you’re up to!

How can you improve the quality of your phone photographs? There’s an App for that! 

I have an obsession with VSCO Cam and use this application to edit all of my iPhone photographs before uploading them to Instagram! Unlike the simple filters included in Instagram’s Editing System, VSCO allows you to edit various aspects of the photograph such as: temperature, contrast, highlights/shadows, grain, and more – giving you more control over how your image looks! I also recommend using an App like Instasize for photographs that don’t translate well into Instagram’s square crop!

Tip #2: Use Relevant #Hashtags

Hashtags are an amazing way to categorize and label your images in order to be searchable on Instagram! Using hashtags allows you to connect with other users who are searching for or engaging with particular categories of content. For example, a bride planning a coastal wedding may search the hashtag #nauticalwedding and by labeling your image with that hashtag – you integrate your content into the hashtag pool and introduce your brand to a potential client.

I’ve found that hashtags are most effective when they are specific or locational – and I frequently hashtag the locations where I’m shooting, venues that I’m working at, and stylistic components that coordinate with my brand. I also try to use a couple’s wedding hashtag whenever possible so that guests know where to see professional images from the day!

You can also consider creating your own hashtag as a means of linking all of your photographic work or business-related images! I use the hashtag #nataliefrankephotography and #nataliefranke whenever posting my professional images! I’ve found that clients and colleagues have also started using those hashtags to share welcome packets, client gifts, and even behind the scenes photographs throughout the year! When their friends see the hashtags in use and they click on them – they are introduced to my brand and my work immediately on Instagram!

One of my favorite brands, Sperry Topsiders, created the hashtag #topsiding which is used whenever someone photographs a picture of themselves doing something fun in their favorite pair of boat shoes! Hashtags not only categorize and connect, but also work to create a community of users that share something in common. Whether it’s a pair of shoes, their wedding photographer, or overall style – hashtags offer a unique avenue to reach new customers and build your business!

Tip #3: Be Social & Connect

Instagram is a SOCIAL network and should be treated as such! It’s easy in the hustle and bustle of everyday marketing to get lost in a shuffle of constantly focusing on your business and therefore failing to connect with other users.

One of the biggest ways to build your brand on Instagram is to comment, like, and communicate with your friends + colleagues! Leave kind words, “like” other’s posts, and don’t forget to be social!

By leaving comments, you are creating a hyperlinked web leading others back to your account! The more times you interact with others, the more potential there is for someone new to find you! Plus… sharing is caring! Don’t forget to show others that you enjoy their latest work or are paying attention to their newest projects! It’s easy to get board with an Instagram account that is all about the user, so also remember to share the good work of your colleagues on your own account.

For example, when a florist sends you a gorgeous arrangement or when an invitation suite takes your breath away – share an image of the item and tag the vendor who contributed! You’ll be sending potential followers their way AND showing that you took notice of their talent! It’s an amazing way to make new friends and show existing colleagues that you care!

Tip #4: Integration with Other Platforms

Instagram can be easily linked to your existing Facebook and Twitter Accounts! And rather than needing to post to each platform individually, you can save time my simply sharing an image uploaded to Instagram with your Facebook Profile (Business or Personal) as well as your Twitter Account!

Whenever I have an image I want to share to multiple platforms, I can do so directly through Instagram! This helps me to carry followers over from my older existing platforms and streamline the process!

Tip #5: Personal + Professional Balance

Every business owner has a unique boundary that exists between their professional career and their personal life. I’ve found that as a wedding photographer by offering little snippets of my life on Instagram, I’m opening my heart to potential clients and giving them an even better idea of who I am! This allows us to start a relationship before the first email has even been sent and gives them an idea of what we may have in common!

For example, a quick glance at my Instagram Profile reveals that I’m a wedding photographer from Annapolis, Maryland. I have two crazy dogs, a sweet husband, and a slight obsession with nautical + coastal living. There is a mix of my personal life (dinners out, home design, my travels) and my professional life (weddings, behind the scenes, vendor collaborations). And a potential client can get an immediate idea of who I am, what things I like, and the quality of my professional work.

At a wedding in June, I had a few guests at a wedding come up to me and start chatting about how much they loved my Nautical Powder Room that they saw on Instagram. My bathroom… seriously! I’m not kidding! It may seem silly, but it gave us something to chat about and allowed me to get to know them a little better! And you never know, those sweet guests could be engaged soon and in need of a photographer!

As with anything, having a good balance between personal and professional is important! As cute as my dogs are, I don’t want to share an image of Sophie and Hunter every single day… as it would get repetitive and annoying to anyone but my own family! (Even though I think they are the cutest pups in the world!) I’ve found that I’ve had the most success by mixing it up, keeping things fresh, and most importantly – being authentic!

I hope today’s Tech-Talk Tuesday Post helps you and that you put some of these tips into action! And I’d love to connect on Instagram, so head on over and join me!