CHAPTER 12TOFU strategy #7: Instagram
Ah, Instagram. I have a particular soft spot for Instagram because this is the platform I used to build my social following for Hero Packaging, and our community of Heroes has mainly grown on Instagram. Fast forward to today and Hero Packaging has over 99 000 followers on Instagram who are highly engaged business owners who care for the planet. I have always been able to rely on this engaged community to drive website traffic and fill the TOFU. Building this following has also given me a very intimate understanding of Instagram as an organic social media platform.
Over time, I have found that the main problem with Instagram is discoverability. Traditionally, Instagram was used as a true social and community network, where your content would be shown only to your audience (people who already follow you). It was difficult to grow through organic content creation. The only ways to be seen by new people were when an account with many followers tagged you or your content was shared.
Recently, Instagram has started changing. With the introduction of TikTok, where discoverability is the name of the game, Instagram is also focusing on account discoverability.
I predict that this will become an even bigger focus for Instagram in the next couple of years as it competes with TikTok. This is a great thing for businesses because they can once again start using Instagram organically to genuinely reach new people and not just their existing followers. ...
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