It seems like Instagram has been the talk of the social media world lately. But is it really a good fit for your organization? Or, is it like Snapchat in the sense that it might be a “nice to have,” but only if 1) a majority of your members are using it, and 2) you have the resources (staff, content, etc.) to make it work?
Well, let us start by saying when it comes to social media success, you get out what you put in. Regardless of platform, you have to put in some time and thought to see results. And while every organization and industry is different, overall, Instagram is worth putting some time and thought into. Here’s why:
1. It’s getting harder and harder for companies and organizations to engage with people on Facebook.
Without getting too technical here, Facebook - like all social media platforms - has its own unique algorithm that determines what shows up in people’s newsfeeds. Facebook has tweaked that algorithm over the years to make it harder for companies and organizations to show up in people’s newsfeeds, and that’s a trend we can expect to see even more of in the next few years.
What’s the reason behind that, you may wonder? Well, Facebook wants to be a more family-and-friends focused platform, plain and simple. So it’s no accident companies and organizations are having a harder time showing up.
But beyond that, Facebook recently announced at its annual developer conference, F8, that over the next few years, the company would be redesigning the platform, moving away from the newsfeed look altogether. The new design will center around groups, meaning for companies and organizations to still hold some ground, they’ll need to have a company group, rather than just a company page.
We don’t say this to scare you, particularly if you’ve just gotten comfortable using Facebook at your association or chamber. Rather, we’re just explaining why it’s becoming increasingly important to get up and running on Instagram.
2. It’s a great tool for talent acquisition.
For the most part, when you think of social media, you probably think of engagement (with your members, prospects, etc.). And you’re not wrong! That’s definitely the primary benefit of social media. But in addition to that, some platforms are also great for talent acquisition. Yes, LinkedIn is one, but believe it or not, Instagram is another.
Here’s why: For starters, a lot of the people out there entering the workforce (Gen Z) or making up a bulk of the existing workforce (Millennials) are extremely active on Instagram - more so than Facebook, even. So when it comes to organizational awareness, Instagram can have a huge impact. But in addition to that, because the content of Instagram is pictures exclusively, it allows companies and organizations to showcase their culture. You can talk about your culture on your website (the perks of working there, like casual office attire and dogs in the office), but if you can show it (which you can on Instagram), it instantly becomes more credible.
Keep that in mind when searching for new talent. And be sure to take advantage of hashtags and tagging too. If you’re based in Dallas, try using the hashtag #dallasjobs. And try tagging local college career centers too! (Most of them are also on Instagram.)
3. It gives your organization credibility.
When looking up a company or organization, a lot of people (myself included) check Instagram before even searching for the website. I know that sounds crazy, but a picture is worth a thousand words, and again, if you can show something, it instantly becomes more credible than if you just say it.
Rather than just guessing what your organization is like, people can visualize what your organization is like. Your organization becomes REAL, and they can better imagine what it’d be like to either be a member or on staff.
We know, we know. The social media world is CONSTANTLY changing, and it can be hard to keep up (especially when you’re wearing a million hats). For a compilation of social media best practices for all the major social media networks - Facebook, Twitter, LinkedIn, and Instagram - check out our free guide below!