If you’re trying to build an audience on Instagram I thought I’d share with you the strategy we used to build the Audio Issues brand on Instagram.
Hopefully, you can take this strategy and implement it yourself.
In the first six months of running our Instagram Strategy, we went from 400 followers to 10,000 by following just a few principles. As of this writing (May 2019), we’ve grown to almost 19,000 followers.
Although this is not Kendall Jenner Influencer level (110M followers and someone who I aspire to be every day), I hope you can take something from this article and apply it to grow your own brand.
I asked my buddy Austin, who executes on our Instagram strategy, about his thoughts on our growth.
Here’s what he said:
“I think the personalized hashtags, consistent posting, clean aesthetic, and humorous description tone have all contributed to the growth. In all honesty, I think the single biggest factor has simply been that it is a niche page that most audio engineers would be interested in following.
The cartoon element paired with the solid audio advice makes for a dangerous combination. There aren’t very many other pages like it and I think it’s organically grown quickly as a result.
In terms of hashtags, I am consistently using the following for each post:
#mixing #mixingengineer #mixingandmastering #audio #musicproducer #musicproduction #musicproducerlife #musicproducerstudio #homerecording #homerecordingstudio #recordingstudio #homestudio #mixingtips #recordingartist #musicianlifestyle #musiciansofinstagram #musicianlife #recordingengineer #musicianproblems #mixingmusic #studiorecording #mixingaudio
In addition, I also add 5–10 additional tags for each post that are relevant to the actual copy and advice given. Examples of other tags I include are the following: #polarity #flip #multimiked #miked #weight #power #instrument
In terms of post schedule, I typically stick to evenings where the time is between 8–11 pm PST during the week. I find that most people are on IG after work and before going to bed. On the weekend, I tend to post more mid-day or later afternoon as people are out and about going throughout their day. These times seemed to have worked well so far!”
Let’s unpack this a bit:
- Consistent Posting — Consistency is key! Having a consistent posting schedule means that you’re always up front and center and on top of people’s minds. So make sure that when you decide on a schedule you can stick to it!
- Personalized hashtags — This is just another way of saying “niching down.” Our content isn’t for everybody. I would argue that it’s almost for nobody because the audio engineering niche is very narrow. However, by using personalized niche hashtags that signal what the post is about, we’re more likely to get in front of people that might be interested in our account. In your case, you might niche down in different ways. Think about the type of people that would be in your audience and try to find the relevant hashtags to reach them. Make the most out of the hashtags and people will find you faster.
- Tone — Now, you may not have a cartoon character to set yourself apart, but you can still post and write with a consistent voice and aesthetic. If you’re all over the place and constantly changing the feel of your Instagram, I wouldn’t be surprised if your audience doesn’t really understand what you’re about.
- Posting Schedule — Austin’s smart when it comes to the posting schedule because he anticipates downtime from our audience and fills it with our content. People scroll through Instagram at very particular times and if you set yourself up to be on the feed when they are, your chance of being seen, liked and followed will increase.
The Overall Business Strategy?
Now, growing your social media account is a worthy goal, but in and of itself it’s pointless. It has to have an overall business reason if you’re going to spend all this time (or money) on it.
And honestly, my underlying business strategy is simple:
- Free and Fun Content: With easy to use practical tips in cartoon form I get in front of my niche audience I understand intimately.
- Valuable Information: A certain percentage of those followers will be curious enough to check out my profile to know more about what I have to offer. In my profile, I usually have a link to one of my free guides that helps mix better music. They can get this free guide in exchange for an email address.
- Premium Online Training: A certain percentage of those who subscribe to my free guide via email will like my email sequences enough to buy some of my products, such as my Step By Step Mixing book that sells about 10–20 copies/day, or any of my other higher end courses.
So in effect, more Instagram posts mean more followers. More followers mean more email subscribers. More email subscribers mean more customers. More customers…well you get the idea.
Starting with the end in mind and having the business systems that help you earn a living is much more important than just blindly following likes.
Likes don’t pay the bills, so make sure that you’re leading with a business goal and a customer-centric mindset for all of your social media marketing efforts.
Grow Your Business With Clarity on Who Your Customer Is
I help creative businesses dial in their email marketing and online business growth by helping them understand and serve their customer better.
If you’d like to learn the methods I use to get 100 email subscribers/day, download the Email Marketing Manifesto here.