Then and now - 5 changes in 5 years marketing your brand on Instagram.
At the beginning of 2015 I was in the peak of my Instagram success, with 32k organic followers and content averaging over 2k likes per post. I was promoting brands and products but at the heart of the account it was a travel blog telling the story of my now wife and I’s experiences around the world. I honestly just enjoyed taking photos and posting them, though people were obsessed with my audience. Every person I’d meet, family, friend or stranger would want to talk about how I rose to such heights. And so at this time I published the 10 most important factors I think about when running a successful Instagram account.
I could run through what those were at the time but I thought it might be more interesting to take a look at what is still relevant and what is no longer, as well as factors that have been superseded whether it be a result of technological advances or changes in the ways we interact with social technologies. So let’s take a look.
Consistency
Then
In the end, the long and the short is to be as consistent in the quality and production of your images as possible. If you can master this that is all you need to know. A shot that looks shit by itself will look beautiful in numbers - by this I mean, will be a wonderful contribution to a feed that is otherwise a spectacle. If you can do this, the account will eventually take care of itself.
Now
I thought it was interesting that this more than anything still rings completely the case and even beyond Instagram. Content creators on TikTok, Twitch, and YouTube know in order to be successful you absolutely must have regular content that doesn’t veer from your brand strategy.
Projection
Then
On the Internet you are whoever you want to be. No one can refute it. And no one should refute it either. Most people will follow you if you're already popular, as oppose to the content you are producing, because you will be perceived as cool and people want in on your cool. Never not follow someone because the do not have a lot of followers. They will one day and they will remember you when they get to the top, by which they will, or at least should, help you get there too.
Now
This one seems to not ring true as much anymore, despite some clients I speak with believing that the image of popularity in follower growth is all that matters. Fact is younger generations don’t actually care too much about your following, and your brands perception is actually determined by the youth of today. You’re only really cool if they deem you cool. There was a time where you could be whoever you wanted to be on Instagram, but those days are gone because younger audiences can see through your bullshit.
Simplicity
Then
If you want to create a busy feed you will forever have a busy feed and are more likely to struggle to gain followers. By keeping your shit clean, minimal, and simple you actually end up with more options of what to include in your shot and it is a lot easier to work with - more flexible. People will be drawn to the beauty of your feed because it is nothing less than a gallery with all your work on display.
Now
Similarly to projecting yourself, simplicity is not an art direction anymore but rather a method within your content strategy. A simple content strategy will produce consistent, cohesive content, however the visuals and art direction itself is nothing close to what it once was. It has evolved and manifested into a completely new beast, and even today continues to change with the introduction of a shopping tab on Instagram. People are making all sorts of content through Stories, Reels, Carousels, IGTV and Products. Simple will work as far as minimalism goes, but crazy content is engaging content.
Community
Then
Your number one priority is your the followers who are liking and commenting on your photos. Without them you are nothing. You need to be following users who are on the same level and playing field as you. Following big time players is a gamble and a waste of time. Spend the time searching the world for feeds that are similar to yours and follow as many of them as possible. They are likely to follow you back and like your shit. By following 500 - 800 of these dudes is how you will gain likes on your photos. You like them, they like you. Really basic math.
Now
There’s an interesting study out there by WGSM that brands no longer have enemies and rather are teaming up with competitors to show younger generations unification. This is apparently building trust amongst young people whose advertising filter game is stronger than ever. What I wrote on community got me thinking about this because it’s still important to have a strong community amongst your customers as well as competitors, however Instagram seemingly makes it easier than ever and harder than ever to find your brand without you paying for it.
Integrity
Then
You pay for followers you die. Someone who has 40k and averages 200 likes a photo is someone you should be very angry about. Use caution, because some users were InstaFamous back in the day, when Instagram shouted them out all those years ago, and now their followers have either gone off Instagram or deserted them because they actually aren't as talented as Instagram said they were. Lies. You are talented because you made it without the aid of Instagram shouting you out, and if Instagram do shout you out tell me how because I really want to know.
Now
Wow, remember when Instagram featured your account and you grew like 200k followers overnight. You felt like you won the lottery and in some ways you did. Instagram is all algorithm now. There’s no curators hand selecting your account to showcase your work and you’ll likely only be seen by people if you already have a huge following with high engagement. It is possible to get there. It takes an overwhelming amount of commitment. It’s a marathon not a sprint. And it’s the hardest thing to convey to clients who will go through several agencies before they find one that has gotten them to elite status. But it doesn’t matter what order those agencies are in because ultimately each one is succeeding off of the last until the element of cool takes over and you’re popular in the public eye. And yes still don’t pay for followers because bots are killed pretty quick these days.
