Why adding Instagram scares marketers, and how to make it efficient and content-friendly

Make it a habit. Of all the ideas below, the easiest way to grow audience is to consistently post relevant content.

Zachary's Takeaways

  • Instagram is great for photos with a sentence or two to provide context. So keep this part simple.
  • Make it a habit to take lots of photos and short videos for use now and later.
  • Stretch your current content further. Not all audiences overlap, so your content can.

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I still occasionally hear adding Instagram is a daunting challenge for some in marketing. We know it’s likely our most reasonable social media platform for connecting with a younger audience (though we could certainly debate exactly how much ‘connecting’ we need to be doing outside of school with teenagers).

Instagram also does not drive traffic to you through shares and retweets like other accounts do. And of course, the rule of mobile-only posting (meaning you can’t post from your desktop or laptop computers) often means additional steps, which means more work and more time.

So … here’s how we made it more friendly for our time available:

Quantity matters

Just post. The best way we have found to grow followers is to post photos and post often, perhaps 2-3 times a day.

Same content, new purpose

Stretch your current content further. Not all audiences overlap, so your content can. Use at least some of the same photos you post Facebook and Twitter on Instagram. Now, you can even post up to 10 photos to one Instagram post. This can helpful for showing lots of different faces (which helps with likes), or sequential photos.

Let Instagram be Instagram

Don’t make Instagram something it is not. Instagram is not great for sharing links. It’s not great for lots of text. It is great for photos with a sentence or two providing context. So keep this part simple.

Access to content simplifies the process

Use sharing capabilities between devices (like iPhone and Mac and iCloud) to have photos available ‘everywhere.’ Easy access is essential to easy sharing.

Use professional tools

Use a social media solution like Buffer. They have made great strides in making it easier to post directly to Instagram, which will save you a lot of time. Often you can use these tools for free or at a low cost (if you don’t need a lot of users or social media accounts).

Make it a habit

Every time you visit a school, take a picture of short video. Every single time. Make it a habit. Of all the ideas above, the easiest way to grow audience is to consistently post relevant content.

Use the RePost app

If you have other entities (teachers, teams, schools, departments) using Instagram, use the RePost app to quickly and easily ‘re-post’ their content to your Instagram account. You can include that account’s name on the photo for proper sourcing and promotion.

Cross promote

Schedule regular ‘reminders’ to Facebook and Twitter to let those audiences know you have an Instagram account, and include the Instagram link in all emails and on your website. Make them prominent and purposeful.