The old saying that a picture paints a thousand words is becoming even truer today. While words hold weight, images capture emotion and tell the story of the moment in a way that is hard to rival. People don’t just want to hear from you, they want to see you. They want to see what you do, what you’re like, who you are, who you help and how you do that. For people to partner with you, they want to relate to you.
Instagram is the fastest growing social network, based primarily on photos. It’s an upscale version of your mum’s scrapbook, but is instantly available to anyone with an internet connection. Instagram is here to help you tell your story to a new and engaged audience, by allowing you to:
If you want to reach people in Hamilton, you’re not going to put up a billboard in Invercargill. Instead, you would find out where in Hamilton your target audience is, and place your billboard in direct line of sight along the road they drive every day. The same idea applies here. For people to hear about you, you need to be where they are and place yourself in their line of sight. In the present day, that means appearing on the screen of their phone. Instagram has over 500 million daily users, who engage with the platform at a much higher rate than with other social networks. Making an account is absolutely free, and opens you up to a world of connections and opportunities.
While social media began as the place to share a photo of your meal, it has quickly developed into a highly effective business tool. A post from your organisation could appear in between photos of a friend’s new child and an update of their brother’s home renovation, allowing the user to see you as part of their world and interact with you in a relaxed way.
Build a Community
A post on Instagram is the start of a conversation. You are introducing yourself through images of your team, your current projects, your goals and celebrations. Opening this up for the world to see gives people the chance to relate to you and form an interest. Differing from traditional advertising tactics, your agenda is not simply to raise ‘x’ amount or to gain support for a particular project. People want to see the faces behind the names, the reasons behind your actions, and the culture of your organisation. They want to relate, and they want to belong. The regular updates and images that you post will build this community of people who believe in your vision and want to join the journey.
Keep an eye out for the rest of this series!
Emily is our Marketing and Communications guru with Exult and has a passion for digital marketing!
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