I’m a little surprised that I haven’t covered this earlier in my blog, but then again, I’ve only been in my current job for seven months or so (it feels like a lot longer!) I’ve only started thinking about this since I’m doing a presentation on Tuesday about managing social media accounts, and I realised the wildly different tack I’ve been taking with Instagram.
In previous roles, I’ve managed Facebook and Twitter accounts, including multiple Facebook pages for one company, but I’ve had less to do with Instagram, except during events where I was given a work phone and mostly did Instagram stories. The day to day of Instagram wasn’t something I’d worked on before, and it’s been an interesting an very different learning curve.
Instagram is far, far, more of a visual medium than Twitter/Facebook, and the way people use it is also wildly different. People curate a feed of images that they like to look through, so in order to get the best reach and engagement, you also need to curate your images and how you manage them. I’d heard and read plenty about the idea of a specific Instagram aesthetic, but I’d never thought about how much matching colours and tones within the grid of an account makes it look more slick and professional. Also, as someone who is used to marketing a lot of events, you do have a take a much less ‘sell-y’ approach – generally I save those kinds of posts for when I really think they’ll made a difference (or I’m desperate…) and try and tailor the image and copy to be a much more soft, engagement style of marketing.
One more thing – while I try to keep a constant presence up on Facebook and Twitter (and I’ve talked in the past about my scheduling systems) I don’t feel the need to do that with Instagram. Every few days seems to work just fine, and ensures that I’m not putting up substandard images for the sake of keeping the ball rolling.