I signed up for Instagram at the beginning, but shortly after I unsubscribed. It just didn’t bring me much. Maybe it was a bad approach of mine, but I spent time looking at n photos until I found one that I liked. It really seemed like a waste of time to me. So I unsubscribed.
Seeing its evolution and success a few months ago, I thought that, as an online marketer , I should be present. So in February 2018 I signed up again .
How has Instagram evolved since its inception?
In this time I have noticed several important changes. Beyond the evolution of the platform itself, my experience is being different.
The positive part is that on a personal level I find it much more entertaining than a few years ago. Its rise to the detriment of Facebook , has made many people go on to tell the highlights of their day to day on this Uruguay Phone Number List . So, combining friends , family, and close professionals, I have a pretty entertaining timeline .
With professional seems to me an excellent tool to present the highlights of companies and individuals, with a closer focus.
This, which I understand is the initial approach, I find it fantastic. At least on the Internet, we read less and less. We have so much to consult that we hardly scan one content and move on to the next. For this reason, among others, I find that social networks such as Instagram or Pinterest are very interesting.
To what extent is what happens on Instagram real?
But the problem is when you go a little further and start to interpret the data of some profiles, to do some experiment with hashtags , to publish more frequently, etc. Your account starts to grow and you start to see the downside .
I do not get into how real the activities of certain supposed influencers may be , that would give for another article and I think that a lot has already been written on the subject.
What I have found is a situation similar to the one that finally caused the Twitter crisis : fake followers, bots , bloated accounts with thousands of followers and just a few dozen publications, automatic comments in different languages …
Instagram has noticed and is already making decisions to fix it by removing false followers and likes . Let’s hope they arrive on time and heal the network.
The reality is that the real followers and likes , added to all the noise generated by the automated and false, generate a positive image on social profiles .
We see that volume and we directly think “it has to be someone important! ”. But all that glitters is not gold.
If a considerable percentage of the activity on Instagram is not valid, how can we quantify the real benefits of being present on this network?
Before answering this question, let’s see how to identify how real or influential an Instagram user is.
How to know if an Instagram account is really influential?
How can we know if everything we see happening on an Instagram account is real? When I say real, I mean human followers that follow, do likes and comments published a profile .
The quickest thing is to use tools like HypeAuditor , in which they show you a report (they send you the link to your email) with the main data. I have done a test with the profile of Cristiano Ronaldo and it turns out that of the 146.7 mill. of followers it has, 43.2 million are suspicious accounts or accounts that use follow / unfollow tools (they follow you and when you follow them they stop following you. This increases their numbers), who do not see the publications.
And that the audience of Cristiano Ronaldo (according to this tool), has good health (relationship between real and automated followers). Imagine what those in a bad situation must be like.
Here you can see the example report.Cristiano Ronaldo Instagram
How can I rate the quality of an Instagram account without tools?
But beyond the tools, just have a little common sense, you can look at:
Ratio of publications and followers : if you see that with a few dozen publications it has a large number of followers, you may start to be suspicious (unless it is a public figure, it is not normal). Formula : number of followers / number of posts.
Low or no Interaction : if you see posts with many likes but no comments.
Balance between followers and followed : If you follow many and few follow (except public figures) or if you follow and follow many, you are likely to use automated tools to grow.
Content quality : and of course, nothing is easier than assessing the content you publish and see if they contribute something, if they are “canned” images (famous phrases), photo gallery images, etc.
Instagram works because it feeds our ego
If this happens, and a majority of users are aware of it, how does it continue to work? Why is it still attractive to us?
And like Twitter and many other networks, its success is in feeding the ego.
We all like it (as much as some hide), having many followers, many interactions in each publication, etc. We are humans! Everything that in some way flatters us, suits us well. Some people go to their heads, others just like it and others say they don’t care.
I was recently asked: “ As an expert in digital marketing, what do you recommend to increase my followers on Instagram? ”. The first question I asked him was: “ What do you want them for? What objective do you have? “And the answer was,” I don’t know, for having them, because I would like to have a lot of followers . ”
This person, who is a professional with extensive experience in his area, represents the spirit of what I was saying. We are human and being “flattered” by followers and likes makes us feel good. The difference with the rest is that this person was totally sincere and had no problem expressing what he wanted.
This is an anecdotal case, but it tells us about what happens in many other accounts. Your goal is to attract followers anyway. And when we talk about companies and professionals, that is a problem because this goal ultimately has a negative impact on results.
The feeling of belonging and ego , are the emotional underpinnings of social networks, rational are the contributions of real value to both level staff (information, conversation, leisure, etc.) and professional (visibility, reputation, traffic web , sales, hiring, etc.).
What are the benefits of using Instagram for companies and professionals?
After all these reflections, what is the use of being on Instagram? If we think about it, we are evaluating our experience based on things that are not entirely real. It is true that in the case of profiles with few followers, this effect is more noticeable in the profiles they follow than in their own. But at the end of the day they are getting the wrong image of things.
But anyway, on a personal level it has a number of positive benefits:
Sense of belonging.
Inspiration for shopping.
But, what benefits does Instagram have for a brand or a professional ?
Visibility : allows us to publicize important news.
Closeness : we can do it with a closer and different approach to other DE Phone Number
.Relationship : this closeness allows us to generate relationships with our audience.
Return on investment (ROI) : beyond the traffic that we can generate (from the profile or through advertising campaigns), we must try to measure the impact of our activity in the form of economic return.
Indirect : in the form of brand generation, business opportunities (for professionals) or growth of organic traffic on your website.
Direct : what happens to the traffic that comes from the Instagram profile? And of course, what results are we obtaining with the advertising campaigns?
Seeing the high percentage of false or automated activity, I believe that the measurement and the concrete analysis of the return on investment are essential to have a real idea of what we are obtaining. If we only look at the numbers we see on Instagram, we could get the wrong idea.
And to finish the article I open the debate with a question. If this happens to a greater or lesser extent in all social networks, what happens to companies that do not measure their activity in social networks? How deluded can they get if they are not measuring correctly? Do you think that more than one would abandon social networks?
The photo accompanying the article ( Instagram ) is from ShutterStock
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