It's so boring. It lacks soul. It does not make me want to engage. It's gotten to the point that we focus so much on curating a pretty feed that we have forgotten that social media is about connection.
I say ENOUGH!
I'm starting my own movement - or at least rally cry. Let's bring back the SOUL to Instagram. Let's aim to firstly connect with our audience in a real way and then share pretty pictures.
To make it happen, here's five tips for how to emotionally connect with your audience through Instagram. Who's with me?!
1. Refocus on connection
Just like your smile and quick chat with your barista in the morning, your daily Insta post is a small interaction that over time, builds to help your audience get to know you.
If you are posting something, even if it's pretty, 'just because', then what message are you sending to your audience? How are you growing that beautiful (and hopefully one day bountiful) relationship?
Tip One
When you are thinking about what to post, before you dive into pictures or captions I encourage you think
'what is the purpose behind your post?'
2. Lead with emotion
Any #ladyboss worth her weight in Kmart purchases, knows that you need to be crystal clear on what the emotions and values are that your brand stands for. They are the values that are important to you, and the emotions that you want to make your audience feel.
It goes back to trust. You consistently show me things that make me smile and feel good, I get to know you as a brand that makes me feel good. You start posting sarcastic, nasty things, then my 'ear' picks up on that and questions your consistency. If it seems legit, then I continue to trust you, but if I question it too often, I no longer rely on your brand to make me feel good. You are losing my 'trust'.
So what do we do? Well, you need to try and incorporate at least the essence of your brand values emotions into all your posts. Text and images.
For example, one of your brand emotions is 'supportive'. When you are searching for an image to post ask yourself, 'is this image OF something supportive?' or 'does this image make me FEEL supported?' (like a good bra perhaps :) )
Tip two
- Choose the top three values that your brand stands for.
- Write them on a post-it note and stick it to your monitor.
- Use it as a reminder double check that your next post idea is on the emotional money.
Extra tip
3. Think colour families
BUT - this is where I really have a different opinion to many Instagram gurus (not calling myself one here!). I HATE seeing a feed that is all the same colour. I find it dull, and contrived. Where is the real essence of who you are and what your message is?
Colour theorist and researcher Angela Wright discovered through empirically testing behavioural responses to colour that colour harmony is a real thing.
Tip three
- Head on over to Pinterest and search seasonal colour palettes.
- Find the palette that best incorporates your existing brand colours.
- For the next week experiment with selecting images that are within the broarder seasonal palette.
4. Um, actually get emotional.
It's okay to share how you feel. You are a person. Yes, you are representing your brand, but you are a human too. If something you are sharing makes you excited say that. If you are concerned or feeling a bit wobbly about a decision maybe consider saying that too. Don't be OTT, just be real.
We connect more quickly through vulnerability and seeing someone's truth when they express themselves creates this.
Tip four
Every day practice making some 'feeling' statements.
"I feel ____________ about _____________".
For example, "I feel pride when I see people using my photographs'. Or, "I feel overwhelmed when my son stands still, mute, and in a stubborn tantrum.
I am not saying use these statements in your captions, but use the exercise as a practice to expressing small day-to-day emotion in words.
5. Respond to comments
But in addition, remember that social media is social. It's not a billboard.
You post, you talk to people, you follow and like, you create relationships and build a community. It's what helps them get to know you, and create more meaningful relationships with your brand.
Tip five
If you are already responding to comments left on your post, commit to reaching out and commenting on one new account a day for a week or so and see what additional relationships you can begin to build.
Want to know more?
It all boils down to really knowing what your brand emotions are and what your brand personality is. When you really have these brand foundations it is easy to come up with consistent and aligned marketing content.
