Does your brand’s activity on its social accounts impact its search rankings? Maybe. Maybe not. But does it matter anyway?
I shouldn’t have to convince you that investing in a social media for your company is worth it; even in light of Facebook’s recent data breach, we are so reliant upon our social profiles for real human interaction that leaving them is not a real option. In fact, the below statistics from Pew Research Center’s 2018 Social Media Use Survey indicate that we’re not going to give up our social media profiles any time soon.
Humans are social creatures. It makes sense that we love being on social networking sites. We crave interaction with fellow humans. We’re also highly likely to trust the recommendations of our friends and family (Nielsen) and those recommendations often influence our purchasing decisions. We ask our loved ones for advice on where to put our dollars in myriad ways, all at different price points:
- What coffee shop do you like to go to?
- Which mascara is that?
- What are you reading right now?
- Where’d you get that tie?
- What neighborhoods are you looking to move to?
- What schools are you looking to send Anna to?
Yes, those same searches occur online. They also frequently occur in tandem withtestimonials from the people in our lives (depending on how thorough we want or need to be).
So if you have a thing that you want to sell to a group of people and you’re still not pursuing a social strategy, I don’t understand what you’re doing. Yes, it’s 2018 and I still find myself trying to persuade clients to proactively use (the right) social networks to promote their brand.
For the sake of this piece, we’re going to focus on organic usage (read: free, not paid advertising) of Instagram. Why just Instagram? 35% of US adults say they use Instagram as of 2018, up from 28% in 2016. This was the greatest growth across top social networking sites reported by Pew Research Center. Additionally, its 35% usage puts it at the third most popular social networking platform, behind only Facebook and YouTube.
Other good news? It may be easier for brands’ posts to appear in users’ Instagram feeds than on their Facebook feeds: Facebook still wants to prioritize your family, friends and groups, while The New York Times reports that Instagram is updating its algorithm to favor newer posts rather than limit the accounts in your feed.
So should every brand have an Instagram? Maybe? But notice I’ve been primarily using the word “brand,” not “company” or “business.” That’s deliberate. Companies (only) provide customers with a service or sell a product. Brands provide customers (followers) with an identity. (If you want to dive further into this, I highly recommend this presentation by former Distiller Hannah Smith.)
The best companies are brands: they’ve got identities with which consumers align themselves. We become loyal to them. We may even use the brands we purchase from and follow as self identifiers to other people (“I’m a Joe & the Juice kind of guy, but not Starbucks,” “I never use MAC, only NARS,” “Me, shop at Banana Republic?! I only go to Everlane!”). Not every company should be on Instagram — it doesn’t make much sense for B2Bs to invest time and energy into building their company’s presence on Instagram.
Instagram is not for your consulting firm. And probably not for your SaaS company, either (but prove me wrong)!
It’s for celebrities. It’s to show off your enviable trip. It’s for fashion blogs. Sneakerheads. Memes. Art. Beauty brands. It’s really great for beauty brands. Why? Instagram is obviously great for sharing pretty photos — and if you’re a beauty company, well, it’s a no-brainer that you should have an active account. And it also has incredible built-in features to organically promote your posts, engage customers, and sell products with actual links to those products on your photos.
So, if you’re going to use Instagram, do it right. If you want to do it right, do it like a beauty brand.