THE POWER OF THE PLATFORM: VISUAL STORYTELLING ON SOCIAL NETWORKS 97 TIPS for Engaging on Instagram • Build a community by putting your official • Post regularly, and use the platform to hashtag in your banner heading for fans to show your take on current events, holidays, know how to tag you. and seasons. • Show the human side of your brand by • Use specific hashtags for promotions or mixing behind-the-scenes shots with cus- campaigns (which may or may not include tomer, employee, and producer photos your brand name). Using something like and videos. #HolidayPromotion is too generic—people • Design and lifestyle are a big part of will pick it up and use it with unrelated Instagram, so think how your product posts. Think carefully about hashtags, and works in people’s lives. pick ones that don’t have a double mean- • Use filters creatively. ing or that can be read differently, causing • You can find out more about your confusion. Instagram activity through their built-in • Don’t use too many hashtags. Keep it statistics, so use them to inform your con- simple; otherwise, your community will tent as your profile evolves. splinter, and there won’t be a central focus • Don’t be “salesy” or use blatant product to your brand’s message. placement. Users of Instagram are media • If people are posting comments, then savvy, and they don’t appreciate the com- make sure you join in the discussion and munity being used as a commercial. interact with your fans. • Brands that are popular on Instagram are • Blend Instagram with your website for a original and artistic, and they blend their more interactive experience. Instead of use of Instagram into their wider commu- simply using your own product pictures, nity building. ask customers to upload their own photos or videos of how they use your product.