A lot of businesses get a handle on the most popular social media platforms, like Facebook and Twitter, fairly quickly. You post meaningful, short posts or links to your content on your blog or website, add hashtags, engage in conversations with both current and prospective customers, and you’re likely to see an increase in followers and traffic back to your site. When it comes to the image-based social media platforms, though, you may not be sure how to begin – or if it’s worth the time and sometimes money spent for your business to have a presence there. Because each of the biggest three offer something unique, you’re bound to find at least one that proves worthwhile.
With photos sent between users, businesses might wonder where they stand to connect with potential customers on SnapChat. However, there are a number of innovative ways to sponsor advertisements on the platform that will pay off effectively. Digital Current explains how advertisers can take advantage of SnapChat with strategies such as geofilters, which allows SnapChat users to overlay a well-design advertising filter over their own images they take with the app. Tie the geofilter into a special occasion or holiday to boost its appeal over a limited period.
Instagram is especially important for businesses targeting a younger adult demographic. The Pew Internet Research Center reports that 55 percent of Instagram users are between the ages of 18 and 29. Your business can create an account to post both candid and professional photos reflective of your work atmosphere, products and services. Put some care into the images so they look nicely staged, but don’t only post professionally-taken product photos or your account will look like a catalog or spam. Include photos of customers using your products (with their permission) and make ample use of hashtags to reach people interested in what it is you have to sell.
Pinterest is popular primarily with women, which can prove a plus to companies whose products and services are targeted largely at women. It’s a site mostly comprised of “pinned” images from around the web, although businesses should be careful not to follow suit exactly and pin any lovely image they find online. Copyright holders of images can sue anyone online for using them, and businesses make a more attractive target for lawsuits than individuals. Instead, pin your own images – from your website and from photo sessions – for which you hold the copyright. Categorize them with relevant keywords to make it easier for people interested in your products and services to find them.
Experiment with two or more image-based social media accounts for your website and pay attention to the levels of engagement for the first few months. If, after six months or so, you decide that one or more of them are not leading to enough engagement or website traffic, cease your efforts at the site or even consider deleting the account entirely. When it comes to social media, there are so many platforms to choose from and not enough time to devote to all platforms equally, so it makes sense to focus on the ones that prove the most worthwhile.