Instagram Stories and Your Marketing Plan

First launched in 2010, Instagram is a leading social media platform that has taken the reins of digital marketing. Consumers now long to be captivated by images, short videos and timely content rather than faced with blocks of text. Because of their success, Instagram has since added Instagram Stories to its platform, allowing users to share similar modes of content for a 24-hour period.

Incorporating Instagram and Instagram Stories into your marketing plan can help engage current and potential members by supplying additional interactive content.

With Instagram Stories, you can:

• Share live, timely videos
• Take polls
• Ask questions
• Start a countdown
• Share event location
• Tag other accounts
• Use hashtags
• Provide music suggestions

Serena Franks, the digital marketing coordinator at the Katz JCC, incorporates Instagram Stories into her marketing plan. “We love Instagram because of the stories,” she said. “A lot of people view our stories because there’s the opportunity to see a lot at one time as far as videos and instant pictures of events or activities that are taking place.”

Other than highlighting events, Franks also uses Instagram to showcase members and staff, giving a personal, behind-the-scenes touch. “We like to tell member stories, and we like people to see the progress they’re making,” she said. “We also like to show our staff so potential members know our staff really cares about our existing members — another reason to join the J.”

Additionally, you want to provide useful content for your viewers. Franks emphasized the importance of displaying expert advice in your field. “Some of our content can be helpful tips for potential members, like Wellness Wednesday — a series we do — and providing potential clients and existing members with information to have a better grasp on their overall wellness,” she described.

Most importantly, when it comes to posting content, is frequency and consistency. Scheduling platforms such at Hootsuite, Sendible and Sprout Social, to name a few, are useful tools, but it’s also important not to underestimate the power of organic posting.

“The more active you are on social media, the more you’re likely to be seen by the community you desire to be in,” said Franks. “Make sure you’re putting out content — the more content you put out that relates to members or they will find useful, the more likely they are to share.”