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The pros and cons of Instagram

 Instagram, what is it exactly?

1 - Visual content

Based on the sharing of images,  Instagram is the social network of "beautiful" . It is accessible from a computer and a tablet to consult an account, but users should preferably go through the mobile application to publish . If they still want to use their computer, they will have to download a plugin and perform various manipulations.

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Instagram allows users to share their experiences, tips and moments of life  by posting photos and short videos . They can choose to distribute the content to their community (closed account) or to all users (open account).

For companies, it is an opportunity to stage their activity, to reveal the backstage of an event or the manufacture of a product. The objective is to show the lifestyle side of the brand by creating a real visual atmosphere.

Did you know ?

Instagram's success lies in being able to improve the quality of photos by playing on brightness and contrasts or by directly applying one of the filters offered by the platform.

It also allows to contextualize the publication thanks to several elements: text, hashtags, mention of other accounts and geo-location.

2 - Other possible publications

Instagram offers several alternatives for companies to share content:

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  the classic publication

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  the sponsored post  (equivalent to an advertisement)

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  live video  (Instagram Live)

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   ephemeral or permanent stories (succession of content forming a video)

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  messaging  for private exchanges

On this platform, the interactions between the user and the account are "reduced" to the essential: the like, the comment and the contact in private message.

Good to know

Unlike Twitter and Facebook, virality is very limited because there is no “share” button. This action can be done using a third-party application but is still not very widespread.

 Self-Employed: Why Use Instagram?

1 - Harness the power of influencers

Instagram is the favorite social network for influencers linked to fashion, tourism and gastronomy. Highly appreciated by consumers, they are considered to be true influencers and take advantage of their strong influence to work with brands.

A partnership with influencers on Instagram can take several forms:

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  product placement  in a classic publication

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  feedback  after a test, via a "story"

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  setting up a  competition  and sharing with the community

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  publication of photos / videos during an  event

Relationships with influencers are no longer just reserved for big brands. As a self-entrepreneur, and if your activities concern these themes,  it may be interesting to establish this type of partnership  to make yourself known and develop your sales.

We are witnessing  the emergence of "micro-influencers" , that is to say people followed by a smaller community (between 5,000 and 20,000 subscribers) but very active. Focus on them: they are generally more willing to forge links with small structures and to promote local activities.

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2 - Develop a brand image

One of the most effective ways to develop a brand image is to  communicate visually . Indeed, it is common to say: "a picture is worth a thousand words". This means that it is easier to convey an emotion to the consumer through a visual rather than a text.

In this sense,  Instagram is probably the most effective social network for working on your company's identity . It allows you to creatively express the visual universe associated with your brand, while showcasing your products or services.  

It is also the social network of the intimate: take the opportunity to film behind the scenes of production or your typical day, introduce your partners and customers ... 

Good to know

Some activities lend themselves better than others to using Instagram for a business and sharing inspiring photos: photographer, stylist, sports or wellness coach, cook, decorator, etc. 

3 - Increase visibility and sales

Instagram is becoming more and more interesting to increase visibility and push Internet users to buy.

Here are some “historic” ways to grow Instagram sales:

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  display the address of the point of sale  and / or website in the account profile

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  showcase products / services  in an attractive way

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  set up partnerships  with influencers

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  organize contests  to encourage sharing of the publication

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  use stories  to present new features by including a link to the site,

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  use sponsored posts  (advertising)

In recent months, Instagram has wanted to go further and wants to position itself as a purchasing facilitator between brands and consumers. To do this, he developed  the “Shopping” tool , in order to help companies that have a merchant site to promote compulsive buying, by reducing the number of clicks by the Internet user.

Two new features are now associated with the Shopping functionality:

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  the possibility of creating  publications containing a purchase link  and information on the product (composition, size, price, etc.),

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  the creation of a "Shop" tab  which brings together all of these publications.

Did you know ?

For the moment, the Shopping tool is only accessible to professionals selling physical products.

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 The disadvantages of Instagram for a self-employed person

1 - Build a coherent visual universe

Developing a brand image on Instagram is not an easy task. Indeed, the credo being "beautiful photos, if not nothing!" », Pixelated and dark images have no place on this social network. With the amount of content offered, users are very demanding and selective in their subscriptions.

To stand out from the crowd and capture the attention of Internet users, businesses on Instagram must  create their own style and offer high-quality images . These should be consistent in terms of color and style.

Finally, using Instagram for professional purposes cannot be reduced to posting photos taken on the spot. The interest and visual appearance of each publication must be considered upstream, in order to highlight your activity. It requires being creative, diligent and consistent .

2 - The need to have suitable equipment

To share beautiful, bright and engaging photos, you will need to invest in the right equipment, such as  a recent camera or smartphone . If you want to improve your skills, also consider investing in artificial lighting that will enhance your photos and / or videos.

Although these purchases may seem restrictive at first, know that they are actually very good investments in the long term. Indeed, this material will serve you for all the photos and / or videos that you will distribute on your social networks and your website.

3 - The use of third-party applications

Although this social network is constantly evolving to satisfy its users, there are still actions that require the use of external applications in addition to Instagram:

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  sharing of content  from other users ("regram")

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  editing photos  and creating a unified Instagram feed

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  editing photos , adding writings

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  the test of short  video formats (GIF, time-lapse * ...)

* Editor's note: a time-lapse is an ultra-accelerated effect making it possible to make a video showing the evolution of a situation over a given time (eg: opening of a flower).

While using these apps takes time, the result will still grab the attention of your followers.

All you have to do is get started and let your creativity run wild!