Converting from Instagram can be challenging at times. Mainly, because you only have the ability (unless you’re verified; lucky you!) to drive to one link in your #linkinbio (and two if you’re using a business page and count the email/call link as a link). A quick #VixFix solution for this is to use a link tree service, like Instalink.codes.
On Google Trends, you can check out the commonly searched questions (or related queries) to any search term. For Instagram, the most common questions relate to how to get followers, which hashtags to use and how to post from your PC.
It seems, according to Google anyway, we’re all trying to do the same thing — get more followers!
And for those of us in the online entrepreneur space (and influencers, of course!), we need our followers to actually help build our bank account too.
The conversion will never be 1:1 (as in, 1 follower = 1 customer/client) BUT you should be able to get people to convert to your email list, Facebook page and more.
When you’re trying to drive your Instagram audience to so many different destinations, it can be hard for you — and them — to keep track.
And remembering to change the #linkinbio every, single time? Who the heck has time for that!
Instagram is a powerful tool for sharing behind-the-scenes moments in your day, life and business. It’s not the only platform to spread your brand message, but using it allows you to understand your audience and figure out what types of content they’re looking for.
When you’re sharing on Facebook, Twitter and Instagram, it can be quite time consuming. And, for many of you reading this, it’s not the ONLY thing you have to do for your business in a day [don’t worry, we’ve got a calendar to help you with time management!] so you can’t spend hours on it that don’t turn into clients or opportunities.
Being sloppy — and yes, sharing from Instagram to Facebook and Twitter IS sloppy — isn’t going to get you the influence you need to build a brand that converts.
You could have a million followers, and if your fans don’t purchase your programs, it’s not worth it. If your feed is not appealing to brands, it’s not worth it. And if you can’t prove traffic, engagement and sharability, it’s not worth it.
So what CAN you do to increase your influence, build your audience and create a brand that converts by building your business AND your bank account? Well, you can create unique content that can be cross-purposed without being cross-posted. And why do you want to do that? Because of these 5 cons of cross-posting that could break your brand and your bank account.
5 Cons of Cross-Posting from Instagram to Facebook and Twitter
Instagram is a Visual Platform… and You Can’t See the Images ON Twitter
Instagram is ALL about the image. The lighting, the background, the filter. It’s your one shot in the spotlight to showcase your ability to get everything jussstttt right… or to be able to filter the hell out of it to make it look just right.
On Twitter, when you share from Instagram, you can’t SEE the image! It’s a link that drives you back to Instagram and, for most mobile users, that is a broken experience that results in your audience being pissed… and no one wants that!
On Facebook, the photo uploads and is visible but, often, if you’re using a ton of hashtags, as you should be on Instagram, it brings those right through. And, the worst part? The fact that your Facebook doesn’t link out to your Instagram in an obvious way, reducing the potential of bringing one audience over to another platform.
#VixSaysNo to this because it dilutes the quality of your work.
Same Content, Multiple Places
Cross-purposing of content (or syndication) is a solid digital strategy. Cross-posting is not the same as when many people cross-post they share THE EXACT SAME THING from one network to the next. A great brand has the same users following them on multiple platforms because they are SO hungry for any piece of content.
By posting the same content at the exact same time on multiple networks, you’re not getting a clear picture of what works and what doesn’t.
#VixSaysNo: To limiting the amount of DATA you have so that you can LISTEN and Guess, Test and Review post types, content and times with your ideal audience.
Lazy People Very Rarely Get Ahead
If you want to become an Influencer, you’re looking for someone — a brand, person, start-up or colleague — to pay you to create content. That could be anywhere from $50-5000 and, depending on the person/brand, it could be a lot of money for them or a very small amount. Or, in most cases with start-ups, a small amount of money that has a great impact on their overall success.
You want to be able to showcase that you understand what you’re doing for the brand and that you are someone who can be trusted as a brand ambassador. You don’t want to be lazy, you want to be seen as someone who understands their audience and does their best to provide them with the content they’re looking for.
#VixSaysNo: To “phoning” it in when it comes to your social – be strategic and intentional about everything you do.
Reach and Engagement Will Suffer
Facebook, Twitter and Instagram are constantly making updates to their algorithm. To chase the algorithm is futile — you’ll never be able to figure out EXACTLY when they’re making the change and, in most cases, if you try to, it will only hurt you in the long-run.
If you share the same content across all platforms, the platforms’ algorithms will start to suppress your content and “label” you as a bad publisher. This is not pretty or pleasant but there is plenty of research on why/how this is done (Instagram Shadowbanning, anyone?) but even diving too far down that rabbit hole can be detrimental to your overall success.
You cannot game the system — the only way to increase your reach is to understand your audience and deliver the type of content they have come to know you for ON A CONSISTENT BASIS!
#VixSaysNo: because you will never beat the system and it is foolish to try. Instead, spend those valuable billable hours on networking and building AMAZING content that will wow your audience.
Until brands truly understand and appreciate what makes your audience convert, the effectiveness of your digital influence will be measure on likes, comments and followers. Many social media influencers are feeling the pressure of this and, in response, they buy likes, followers and (attempt) autogeneration of engagement. This is a bad practice and something you shouldn’t do as you build your brand. Engagement is important and here are three ways to increase it without using these hacks.
Brands, Ad Execs and, basically, all of “the olds” see the success and reach of a digital brand’s influence in likes, followers and engagement.
That IS a true measure, however, it is important to also understand the makeup of an individual influencers’ audience before you make a blanket statement about what will — or what won’t — convert.
Microinfluencers are more important than ever — anyone with 10k-50K followers often has an audience that is made up of individuals with the same buying power and brand preferences. Those with 50K+ followers? Those are often the aspirational brands and you can’t always get a true sense of WHY their followers are engaging.
An engaged audience is different from an engaged audience that converts — think about Kim Kardashian. She has built a digital empire on training her audience to like, and, more importantly, BUY the things she showcases on her social media brands. She did it by associating herself with brands that work, by building a level of trust with her audience and by continuing to deliver.
It is very easy to lose this trust (cough, Kendall and Pepsi, cough) and requires not only engaging content but an awareness of the things that matter to your audience.
And if you’re buying followers and engagement, there’s a good chance that your audience is made up of bots or fake, disengaged accounts.
So what can you do? You need to grow your numbers and comments but you can’t automate or buy them. Many of you probably don’t have the time to spend hours on your Instagram so here are some easy strategies to test on your brand this week. Guess, Test and Review— that’s THE best way to determine what strategies, tactics and content works for YOUR audience to give you the results in your brand influence AND your bank account.
It’s important to show that you can find good sources in YOUR content buckets to collaborate with and to curate on your brand. You are a content curator 95% of the time and an original content creator 5% of the time. Many influencer campaigns are built on the collaboration of micro-influencers, influencers, celebs and brands working to amplify the content at the same time. If you can’t collaborate, you can’t be a true influencer.
Product reviews are a great way to demonstrate brand conversion. Create a short link for your post reviewing a product (using bit.ly or others!), share it on your social media profiles and track it! Create images that highlight the brand or product in an engaging way and review how your audience responses. Once you get a sense of what types of products your audience is interested in, you can create a brand kit to showcase these results and pitch yourself to brands.
Your Zone of Genius
Taking the time to find your voice online, or your specific zone of genius, can be challenging BUT staying in your lane (or lanes; there can be many content buckets for your brand!) will increase your influence. Consistency is KEY to increasing engagement and followers on social media so this is one of the most important things you can do to see a return quickly.
Another way to increase your influence? Find a community of like-minded individuals to connect with! (Like my FREE Facebook Group, DIY Your Digital Empire) By doing this, you can not only share best practices, but you can also get a sense of what’s working for others who may share a content theme or two of yours (or be completely out of your content comfort zone!). There’s no reason to (completely) reinvent the wheel — the best thing you can do is find a strategy or tactic that works and put your own unique spin on it for your audience.
Instagram is an amazing tool for building your audience and digital brand. There are a few things to consider when getting started with the platform and, it is important to remember, that as your goals change, you should review your Instagram strategy to make sure you’re using the right tactics for the audience and results you’re seeking.
The Pros of Having a Business Profile
Instagram now allows you to have an Instagram for Business profile. It is connected to a Facebook public figure page and functions in a similar manner. It doesn’t differ from a personal Instagram except that you are able to access Instagram’s analytics which is a HUGE pro for anyone interested in building their digital brand.
Additionally, you also get a “second” link — your audience has the option to connect with you directly via email. That’s a big plus too.
You can also run ads on your Instagram for Business account. Right now, you can run ads to increase link clicks, app downloads or video views. Currently, there are no objectives to run an ad for followers, but you never know what’s coming down the pike
The Cons of Having a Business Profile
The only “con” to consider when making your Instagram forBusiness profile is that all of your content is public. Additionally, you will have to show that you are a “public figure” “business” or “blogger” based on the title you’ve chosen on your Facebook business page.
This may seem like an extra step but when you look at the pros, I think you’ll see it’s clearly worth it!
Additionally, as we all know, Facebook owns Instagram and Facebook IS a pay-to-play world for some publishers so I have read some reports of decreased engagement with the switch, HOWEVER, all client and personal tests I’ve done have INCREASED the engagement AND followers in a matter of weeks from posting at the suggested times for when your audience is active, which can only be (reliably) found via Instagram analytics provided when you switch to a business profile.
Instagram Stories. Facebook Stories. Facebook Messenger Stories. And, of course, the original in this bunch, Snapchat stories.
How many stories can you share on a daily basis without losing your mind?
How many stories do YOU have to share to connect with YOUR audience?
That is the question you should be answering.
Sharing snippets of your day in real time is a great way to create a true connection with your followers. The whole point of social media, especially the more photo- and video- based platforms, is to show the behind-the-scenes elements of your life.
That’s what makes Influencers, celebrities and micro-influencers popular — they show the “real, real” and encourage their audience to do the same.
In an age where we want to consume content quickly and on the go, video content is king. That’s why these story sharing capabilities continue to pop-up in our favorite apps.
But you can’t spend ALL DAY sharing on these stories. And, if you try to share on ALL of them, your audience won’t have a reason to follow you on all platforms.
Here’s the best strategy for these new apps and capabilities:
Pick One: Figure out which audience should get your behind-the-scenes content. It could be Snapchat or it could be Instagram. Make sure that you evaluate how your audience interacts with story content on that platform. Once you’ve evaluated them for a week or so, choose one and make that the main platform for this content.
Circulate the Share: Just because your Snapchat audience or Instagram audience is most responsive to your stories doesn’t mean that you should NEVER share stories on Facebook or Messenger, it just means that the best content you have should be shared on your primary platform and then, once a week or so, share some juicy tidbits on the other platforms to circulate the shares with your other audience AND drive them back to the main platform.