Thinking of starting an Instagram account for your business? It's tempting to amass an account on every social media channel. After all, more accounts equal more exposure, right?
Not necessarily. If you're not able to use a social media channel “organically” (in the way it was designed to be used), consider forgoing an account.
Making the most of social media
Before you sign up, ask these four questions to see if Instagram is a good fit for your business:
- Does the audience you're trying to reach use Instagram?
Know your target audience demographic. Are they Instagram users? Instagram is best for reaching and recruiting people ages 25-34. A whopping 46% of Instagram users are under age 35, reports Statista. - Are you committed to—and capable of—producing original content?
Instagram is the most visually driven social media channel. To create a successful account, you need to have the ability and the capacity to produce high quality visuals (photos, images, graphics, videos). - Does your business offer a product or a service?
Businesses selling products have the easiest time generating content. Showcasing your product and recruiting consumers who will function as natural product advocates is easiest when you have a tangible thing to offer. However, visually showcasing a service is much harder to do. For this reason, Instagram is a challenging channel for nonprofits or service firms that don't have a tangible product. - Do you have confidentiality concerns?
Any organization that needs to protect the identities of its employees, clients, or consumers may have difficulty creating organic content. These can include nonprofits, educational entities, or businesses that provide services to minors or the underprivileged.
Digital marketing that works for you
If you answered “no” to any of these questions, perhaps Instagram is not a sustainable, successful investment of your time. Consider that a poorly managed social media account reflects more negatively on your organization than having no account at all.
Social media is a content beast, and unless you're willing and able to keep feeding it, it may be best not to sign up.