Instagram in Regulated Industries
As audiences become increasingly engaged in mobile content, having a mobile presence is vital for businesses. With a community of 400 million users, Instagram ranks among the world’s largest mobile platforms. Instagram gives companies the ability to powerfully tell their stories, visually inspire users and quickly convey what they stand for.
For companies in industries such as financial services, pharmaceuticals, law and healthcare, finding a balance on this mobile platform can be tricky.
From privacy issues to compliance, restrictions may hinder these companies’ abilities to join in on social media trends and contribute as companies in other industries might. The fogginess of what can and cannot be shared often leaves some companies sitting in their corner, not wanting to participate at all. However, before you throw in the towel, you may want to reconsider the benefits of Instagram and how to leverage it to your advantage.
With the right strategies and tactics, businesses in regulated industries can find great success on Instagram.
- Configure a well-defined goal. A great starting place is building awareness of the organization and what it can provide for users. Craft a sense of what life is like with the product. For example, a healthcare company can convey what it is like to be insured under their plan. A finance company can offer an inside scoop on insights from employees, such as advice or quotes. Once awareness is established, the next goals can be website clicks and engagement with posts.
- Set a handle, username and profile photo. The handle and account name should be the company’s name. The profile photo should be easily identifiable; a brand logo is best.
- Be consistent across platforms. If the organization has other social media channels, it is important to maintain the same color palette, photographic style and tone.
Managing Online Presence
- Tell a story. What does it look and feel like to use the company’s services and products? What are some benefits of doing so? Use images to tell an engaging and relatable story.
- Showcase values. If the organization values community involvement, share photos of employees volunteering and taking part in local events to underscore and showcase this commitment.
- Display company culture. Show what makes you unique and why your company is a great place to work. Give users a behind-the-scenes look at the organization. What does a typical day look like? Show employees having fun but also getting the work done.
- Be a resource. The organization may be unable to engage with followers because of company policies and regulations. However, sharing content that educates the community about the sector can be helpful and valuable and can position you as a resource for audiences that matter.
- Incorporate hashtags. If the organization has a company-specific hashtag, use it in posts when possible. Also, utilize industry hashtags when applicable to increase your posts’ reach.
- Keep the target audience in mind. Tailor content to speak to your target audiences. For example, millennials (ages 18-34) like content that is inspiring, personalized and interactive. Make your content mirror what makes them tick.
- Monitor company profile and news feed. Make the conversation a two-way street if regulations allow. Customers may post questions or unique insights that may require action or can spark a new idea.
- Listen. Follow organizations in your industry to keep up with new campaigns, developments and customer needs.
- Test and learn. Determine which topics, caption lengths, hashtags and times of day work best. Be sure to report regularly on insights and take action to successfully move forward.
By following these steps, businesses in regulated industries can harness the power of Instagram to connect with customers.