When it comes to social media marketing for technology brands, Instagram may not come to mind as a first option. Some would be compelled to ask the question how would a platform that is flooded with fashion trends and fitness models be conducive for a tech company?
Some of the bigger technology brands that are successfully using Instagram, including Dell, IBM, and HP—to name just a few— understand that using social media platforms for marketing can boost overall SEO and also establish a sense of trust with consumers.
Instagram is 1 of the more popular social media platforms being used to establish trust and familiarity in the target market, and can be a great option for technology companies to build a solid social media presence. This is much easier if you're a product-based company offering appealing items to millennials, and using the app to show them how they work. Here, we will discuss a few points a technology company should consider as it implements a social media marketing initiative.
Instagram, which is primarily a visual platform for sharing images, is rapidly growing and has accumulated more than 1 billion users. This wide reach recently made it the favorite platform of marketers who know how to use it.
But, what if your technology brand and/or products are not photogenic enough to be presented through such a platform? Here are some tips for a tech company that wants to use Instagram:
1. Start with some well-accepted content
As part of laying groundwork, figure out what type of content best suits your brand image, and what appeals to your target market. This is not an easy task. However, if you're not sure, there's nothing wrong in starting with generic content that has a proven performance record. Remember, instead of marketing your sales announcements directly, you should begin with some high-quality photos that are attractive and engaging. Check IBM's Instagram account to get some insights. Some more suggestions include:
You can rarely go wrong using photos of beautiful scenery. Try to use original photos rather than stock photos. Along with the photo, make sure to use some customized content too.
Even though Instagram is more about images, that doesn't mean you can't post text. Marketers find that catchy quotes placed on artistic graphics tend to grab more attention on Instagram. You may consider motivational or funny quotes, but ensure that the quote is relevant to your target audience. To create personalized social media graphics, you can use tools such as Adobe Spark or Canva, etc.
2. Offer behind-the-scenes glimpses
As a business, you probably have many upcoming or ongoing projects, right? If so, show followers how things work by posting behind-the-scenes photos of your business. You can share progress photos of new projects so the audience can guess what’s coming. It's possible to buy Instagram likes for your specific photos, which will add to the authenticity and acceptance of such photos to attract more.
If you have a tight-knit group of fun-loving employees and want to present your brand as friendly and casual, consider sharing photos of the staff posing together or with some of their pets or with the office mascot.
3. Use abundance of user-generated content
If you have a fair number of followers on Instagram and want to ensure engagement, try to promote as much user-generated content as possible. Positive acknowledgment of your products and services by the consumers on your wall will demonstrate quality and solidify your role in social media marketing, encouraging more to follow you.
4. Offer giveaways and host contests
To secure more user-generated content, marketers should first try to create contests or offer giveaways for the content users’ posts under a specific brand hashtag. You may require the participants of the contest to like your posts, tag your products on their posts, follow your Instagram account, and/or tag their friends on relevant posts for you to get a better reach.
Rather than making the contest a single event, perhaps create a series of giveaways and make user-generated content development an ongoing strategy. You could repost their content by asking their permission. Always show your appreciation to your most loyal contributors by offering them some compliments or coupons.
Above any of the strategies you use for Instagram social media marketing of your technology company, don't underplay the relevance of hashtags. You may also leverage Instagram Stories and the premium option of an Instagram business account with more features. When it comes to social media marketing, there's an art of doing each of these, which you need to learn through a trial-and-error approach over time.
About the author
Karen Anthony is a social media marketing specialist who has worked with several start-ups and small businesses, and helped them launch effective campaigns to boost their overall online presence and visibility.