I have social media good news and bad news for you today.

 

The good news is that it seems as though most of us small business owners have finally mastered the art of Facebook and Twitter. That’s necessary and great.

 

The bad news is that you’re not done.

 

If you’re anything like me, the last thing you want to hear is that you need to figure out yet another social media platform. Sometimes it may seem like the latest and greatest in social media keeps bombarding us and piling up like so many unread emails.

 

However, if you have been paying attention you know that aside from the holy trinity that is Facebook, Twitter, and LinkedIn, there is a new kid on the block – Instagram.

 

Instagram is a social networking app that allows you to share photos and videos from a smartphone and is a great way to tap into a younger demographic. Instagram is similar to Facebook and Twitter in that you will create a profile and have a newsfeed. Your Instagram poSteve-Strauss--in-article-Medium.pngsts will be displayed on your profile, people who follow you will see your posts in their feed and you will see their posts in yours.

 

If you can use Facebook or Twitter, then you can absolutely use Instagram.

 

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Here’s how to started:

 

1.  Sign up for an Instagram account.

 

2. Choose a recognizable username and profile photo, and make your “bio” pithy and snappy: Don’t forget that we are living in the age of the short attention span. In which case, your Instagram bio should not have a corporate feel, full of detailed description of your business with bullet points and sub-clauses galore. Instead, a catchy sentence or two, an unambiguous username, and a profile photo that speaks for itself are the foundational building blocks of any high-traffic Instagram page.

 

3. As always with social media, provide engaging content: In the Instagram world, “providing engaging content” roughly translates to:

    • Post regularly, if not daily.
    • Add captions to all photos in a tone that best represents your brand. Feel free to use all the hashtags you want, as they are equally as effective for networking as they are on Twitter.
    • Provide a rich variety of posts – photos and videos. (Pro-tip: Download the Boomerang app to create short, looping GIFs, and download Layout to create photo collages. Instagram is the parent company of both apps, so the GIFs and collages are quite compatible).
    • Make your posts aesthetically pleasing. Don’t go too crazy with filters and don’t post poor quality or blurry photos.

 

4. Interact with followers and customers: According to a study from Elite Daily, 62% of Millennials say that brand engagement on social media makes them more loyal customers. And because Millennials make up a huge portion of total Instagram users, this statistic matters.

 

Here are a few ways to personalize and foster that online brand-customer relationship:

  • Reply to comments on your posts, and make sure to tag usernames – otherwise, those users won’t be notified of your response.
  • Create a fun and welcoming cyber-atmosphere by inviting customers to be engaged with your Instagram page. This could mean starting a hashtag for customers to use, or asking your Instagram followers to participate in fun polls about their favorite products.
  • Respond to customer complaints and to customer praise.

 

5. Have fun with it: Get creative and don’t be afraid to think outside the box:

    • Give your followers a behind-the-scenes look at how things run in-house. Who doesn’t want to be VIP?
    • Incentivize engagement by holding contests – e.g., “post a photo at our restaurant with the hashtag #hashtag, and we’ll pick our favorite. Winner gets a $10 gift card!”
    • Have too much leftover food at the end of the day? Post about it on Instagram and offer a discount to the customer who gets there first.

 

Darwin has long since proved that it is not the strongest species that survive, but the ones that can best adapt to external change.

On your mark, get set, evolve!

 

About Steve Strauss

Steven D. Strauss is one of the world's leading experts on small business and is a lawyer, writer, and speaker. The senior small business columnist for USA Today, his Ask an Expert column is one of the most highly-syndicated business columns in the country. He is the best-selling author of 17 books, including his latest,The Small Business Bible, now out in a completely updated third edition. You can listen to his weekly podcast, Small Business Success, visit his new website TheSelfEmployed, and follow him on Twitter. © Steven D. Strauss.

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Bank of America, N.A. engages with Steve Strauss to provide informational materials for your discussion or review purposes only. Steve Strauss is a registered trademark, used pursuant to license. The third parties within articles are used under license from Steve Strauss. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

 

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