Everybody wants to reap the rewards that Instagram extends. However, your Instagram presence doesn’t automatically immunise you to common Instagram mistakes your contemporaries may be making—greater shocker, mistakes you may already be making! As the channel grows, so do expert tips that aim to help brands advance on the platform better. However, many can still (and still do) flounder, committing gaffes that curtail the otherwise great opportunities they could get on Instagram.
Whether it’s a case of bad judgment or poor planning, remember that Instagram users are way more unforgiving of blunders. So, keep your eyes open for these five common Instagram mistakes so you could properly avoid them and impress your audience or customers better:
- Not engaging followers
- Not maximising features well
- Improper use of hashtags
- No proper content plan
- Posting inconsistently
Instagram mistake 1: Not engaging followers
Loyalty is an indispensable quality that most brands seek from their customers. This leads to higher user retention rates and ultimately, lower churn rates. Wise brands and personalities know that simply getting followers wouldn’t cut it; that the focus must be on loyal followers who meaningfully interact with the brand. The logic behind this is simple: if you can’t impress and keep those already following you then how do you intend to invite more prospects in?
What you need is to offer your existing followers something beyond surface-level transactions by engaging, understanding, and forming meaningful connections with them. On Instagram, you can initiate conversations and respond promptly to comments they leave on your post. Also, make it a point to publish content that requires users’ engagement; ask questions, publish polls, post reviews, etc. Offer them a sit-down every once in a while so you could hear them out and service them better.
Instagram mistake 2: Not maximising features well
You are never short of Instagram features to explore. Unfortunately, poor planning and lack of exploration have been keeping some brands from maximising the potential of these features. Instagram started 2019 strong with a bunch of exciting features that may seem overwhelming to an unsuspecting user. However, don’t let this impede you. You can either see these features as complementary aspects that help you achieve your marketing goals or as “stand-alones” that rake in that promising returns on their own.
For example, there’s a lot of potential in Instagram Stories. Over 500 million users view stories every day and ⅓ of these viewed Stories are published by brands. Additionally, the video format is already lucrative on its own, so you could tap Instagram Live to expand your operations better and reach a greater number of audience.
Instagram mistake 3: Improper use of hashtags
As you probably (and should) know by now, hashtags are used primarily for exposure. Hashtags help brands categorise their products better and users use them to track content that interests them. On Instagram, it could get really annoying for users to see a bunch of hashtags lumped together on one post. And while Instagram allows 30 hashtags per post, rule of thumb would dictate for you to stick to the essentials; those that relate closely to your brand and not too broad or general.
Jenn Herman, a social media consultant, would argue against the excessive use of Instagram bio hashtags. According to her, excessive bio hashtags (unless they’re branded) are “amateurish” and would often discourage followers. While she strongly makes a case against these, she advises brands to include at least one that is directly related to your brand (for example: Starbucks Singapore uses #starbuckssg) or just branded ones on the content itself. These branded hashtags lead users back to your brand and augment what users see about you on Instagram. For example, you run a restaurant and you put #food. Clicking on this takes users away from you and onto a pool of other content since this is a generic and broad hashtag that a multitude of other users also use.
Instagram mistake 4: No proper content plan
Instagram users have a clear sense of what to expect from an account and could be easily turned away by even the slightest blunder or inconsistency. To ensure they don’t disengage, remember to plan your Instagram content wisely. Start by clarifying your goals. As always, your needs would dictate your goals; it could be increasing brand awareness, increasing sales, engaging customers, or showcasing your products and company values. Goals have always been the backbone of any initiative, especially of professional endeavours. Without goals, you’re basically just grappling in the dark.
When you plan for Instagram, you must make the content cohesive and coherent; “branded” if you may. Align the content with your overall digital marketing goals and strategise accordingly. Lean into your audience’s data and observe the reception your content gets: what topics they engage with the most, what theme resonates with them (and your brand), in what format, and during what time do you get most of the engagement. This will help you create content that gets to your audience, which makes you more relevant to them.
Instagram mistake 5: Posting inconsistently
Jeff Bullas talked about how social media users love and expect a “predictable frequency” with the content they consume. It’s not about posting too much, neither is it about posting too little. When you do the former, you risk looking too spammy and annoying to your audience; doing the latter can make you lose your relevance, and make your followers question whether you’re still on Instagram. Spread out your content and make sure it follows a schedule that makes sense not only for your brand but also for your followers.
Be wary of Instagram mistakes you are at risk of making.
Leverage the power of Instagram for your brand by avoiding these five fatal Instagram mistakes. Benefit from the engagement of users in this highly profitable and highly receptive platform now! If you still can’t wing it, then allow Instagram experts to do the heavy lifting for you!
