Remember the days when we posted pictures of food on Instagram? Instagram started with photos. Instagram continues with photos. What changed? The approach to content creation has changed.
There are more accounts, the competition is higher, and it will no longer be possible to post pictures from the phone “anyhow”. You will definitely lose the war for audience attention.
What you need to do to win the race for beautiful and selling content
Everything that you post should be part of a single visual concept of the account. The visual concept is how we speak with the audience in the language of photo and video content.
A person, without even reading or listening to what you are broadcasting, very quickly determines whether an account is suitable for him or not. In a couple of seconds, he reads how we broadcast values, style and presentation. Understands what we have “sewn” into the content: lightness, or brutality, routine or shocking emotions.
To understand what a visual concept should be, you need to start with the basics – define your target audience. Who are these people and what do they need to see to stop their gaze, subscribe and buy from you? What pains and desires do these people have? And how can you show through photos and videos that you are useful to them?
It is important to understand here that your visual concept of the account does not live a separate life from the business as a whole. And here it doesn’t matter if you have an offline business or a business is presented only online. In any business, there is either a product / product, or you and your expertise. This is the base, and you need to build on it in order to know what to show in the account.
For example, if you are promoting a clothing brand and your clothes are tailored in a certain style, then the style of the photographs should complement and reveal the overall style of the product, and not go against it.
Your target audience shouldn’t have resonance. For example, if your account has perfectly verified visuals, stylish photo shoots, expensive design with a hint of luxury, and the range of mediocre clothes of low quality. In this case, the person will be disappointed and the advertising budget will be wasted.
It is important to answer the following questions: What associations does the account evoke in you? Is the product or service clear? Do you want to log into your account and buy? Answering these questions will help you understand how clearly and correctly the visual concept of accounts is reflected.
Next, let’s talk about life.
Why content shouldn’t live a separate life
The purpose of maintaining an account is to sell a product or to promote a brand. In order for this goal to be achieved and you do not waste your and others’ time in vain, the picture must catch on. And then the potential client will want to consider in more detail, go to the account, and then: buy / clarify the price / subscribe / follow you even without a subscription (and this also happens).
It is important to understand that loving with your eyes does not mean loving with money. This is the flip side of perfectly crafted content. Yes, visal is one of the first touch points with your target audience. However, it will not make any sense if a person is interested in you, writes to Direct and receives a dry, formal answer. This approach is worthless.
Therefore, it is important to understand that all touchpoints with your target audience – advertising, Instagram account, website, sales department – must match each other and evoke general audience loyalty to the brand, and not live a separate life. Most importantly, you are easy to find and easy to lose.
The competition in all areas on Instagram is high. If you do not learn to stand out, create your own uniqueness, connect creative solutions – you will be like everyone else. It is unlikely that you will be found and remembered. So don’t be afraid to be different, but try not to lose yourself, your audience, and your marketing goals in the pursuit of uniqueness.
Sometimes it’s better to create something simple but understandable than to scale up without understanding how it works.
How not to do it, we have already sorted it out. Now let’s take a look at examples of what a commercial, personal and expert account might look like.
The main goal when creating a commercial account is to create / show the atmosphere of a product or service. Here we sell style / lifestyle through our product or service. And most importantly, we broadcast the company’s values through the account.
Even in 2021, dentists / plastic surgeons / manicurists remain, who show rotten teeth, nails with fungus and other “before / after” photos directly in the forehead in the content.
On the one hand, this is logical, because it broadcasts the result of the work. But would you like to follow such a tape and every day to see teeth with caries or plaque, and then the finished result? Will you be in a great mood if in the morning, opening Instagram, you come across a post with a photo of a rotten nail?
No. Any result of work can and should be shown. But everything can be veiled and show a presentable picture of the result.
How do you determine if you have expert accounts? Photos with a computer or with a book? Layout – notebook, pen, table, coffee?
Do you get the feeling that this is an account expert in your field? Perhaps not, but there is definitely a desire to go to your account, take a closer look and understand what is hidden behind such an extravagant picture.
Personal accounts can be 100% about you and your life, or they can combine your expertise and personal life. We read information from the visual part of the account and are already making a decision whether we are interested in following this person and subscribing to her account.
The visual concept of Instagram is your business card.
Don’t be afraid to stand out, be creative, and be different from others. The main thing is to remember that everything should have a system and a general strategy for working with the target audience (Instagram followers). You should be recognized, memorized and recommended by word of mouth, because nothing sells better than people themselves.