Last month we touched on the 5 ways to grow your Instagram audience. So, what do you do once you see your audience start to grow? You can’t just leave them hanging! Here are 4 ways to nurture your Instagram audience.
Write Engaging Captions
Writing long form captions, often referred to as microblogging, is the easiest way to connect with your audience. Captions let you to share your personality and breakdown barriers a follower might feel which builds trust and connection.
If you’re unfamiliar with a microblogging caption, simply put it’s essentially a mini blog post! It’s important to make your point in the first couple of lines of the Instagram caption that way your followers don’t have to click ‘more’ in order to understand what the rest of your caption will be about. This is also known as "the hook". These kinds of captions encourage users to save and share posts, which increases the likelihood of growth while fostering and providing value to your current audience.
Here are some prompts that start with a hook:
Pro-tip: Make your captions fun and conversational, encourage followers to chat in the comments, and make sure you’re responding to comments in a way that continues the conversation or generates leads. And, if you're including other businesses in the post, make sure to tag them!
Get to Know your Audience
It’s safe to say, connection is King (or Queen) and believe it or not, we can achieve real connection through Instagram.
Instagram Insights are a great tool to use to have a baseline understanding of your audience like where they’re from, gender, and age ranges. And while these are important things to know when crafting your social media strategy, going deeper is where the good stuff is.
But how do you go deeper other than asking questions in your captions? Using the Instagram polls and questions features in stories is a great way to get to know your audience. Your business is providing a service to your consumers, and, in order to add value to their lives and nurture the relationships, you need to understand your people.
Here are some starter questions to get you thinking about your own poll:
By getting to know your audience, you begin to establish trust. But remember, it’s a two way street, which leads us to our next tip...
Create a Face for your Brand
Establish your Visual Aesthetic
On such a visual platform, it is important to keep your unique visual aesthetic in mind. We mentioned in last month’s post the importance of consistency, having a cohesive color palette and style of imagery when fostering your current audience and continuing growth.
This is why keeping your business account separate from your personal account is important. Chances are your customers don’t want to see last week’s girls’ night out, your day at the dog park or your Instagrammable lunch- unless of course you own a restaurant.
Your audience wants to see your products, understand how you can solve their problems, and where exactly you add value to their lives.
Establishing a visual aesthetic in terms of color, edit and type of photo lets your audience know what to know expect, when to expect it, and that they can consistently rely on you for that type of content.
You can schedule your posts out on apps like Unum, Planoly, and Later. This allows you to visually see how the photos look next to one another, ensuring you are not posting a similar photo every day. Some of our favorite ways to edit photos is through Lightroom, VSCO, and the TezzaApp. We also recommend scheduling out your posts to make sure you are not sharing too much of the same type of content.
At the end of the day, you get what you give when it comes to Instagram (and, well, life in general). If these tactics feel overwhelming, tackle them one at a time, maybe even one a week over the next 4 weeks until you can establish a routine. Remember, not every post has to be groundbreaking with hours of production and editing behind it! It just needs to speak directly to your audience and add value to their lives.
How do you nurture your Instagram audience?
I am a marketing professional with a passion for wellness and community.