Using Instagram Stories to Build a Social Following

share your storyAs Instagram’s algorithm evolves and it gets harder to reach your target audience, Stories are taking on an increasingly important role. In the construction field, where there’s always something new to share, the growing interest in Stories is a promising opportunity to build your following.

Build Deeper Connections

Because Instagram Stories disappear after 24 hours, they’re perfect for sharing candid behind-the-scenes glimpses into your company. They let you show your audience how you work so they gain more trust in your skills. They also give you a chance to share a little of your human side and develop a more personal relationship. Your distinct personality is a big part of what makes people want to follow and interact with you. Post Stories about recent progress on a building project, show how you solved a problem or give your audience the highlights from a recent trade show or office party.

Q&A Stories are another good choice. These help you establish your expertise to build trust and show anyone not following you yet that your feed is the place to come for help planning their construction projects. Doing a regular Q&A is also an easy way to publish consistently, which is key for growing your following.

Get Your Stories Seen

The way you format and promote your Stories is what really makes the difference in how many new followers you gain with them. Add location and hashtag stickers to help people find your Stories. Unlike with standard image posts, you’ll want at least one broad, high-volume hashtag, such as #realestatedevelopment or #remodeling, if your goal is to build your following.

After you post a Story, use your next image post’s description to invite your followers to check out the new Story. If your account has the option, consider using Promote for Stories. Let your followers on other platforms know, too. Share an image from the Story on Facebook or Twitter and invite your followers to see the rest on Instagram.

Using Instagram Analytics to Improve Your Marketing Strategy

social media analyticsWhile you’re posting photos, thinking up captions, and mingling with your target audience, your Instagram analytics tool is busy gathering valuable data. Used wisely, this information can help you fine-tune your marketing strategy to better connect with your potential clients and even find whole new markets.

Understanding Your Followers

The basic demographic information Instagram analytics tools provide tells you about the kind of audience your posts reach. This usually includes the gender split and most common age group, location, and online times. If you find you get more visitors from Providence than Boston, you might invest more in print ads in the Providence area. If you see most of your visitors are in the 55 to 64 age group, you might decide to go for more offline marketing overall.

Evaluating Your Posts

Knowing which posts get the most attention from your followers gives you valuable insight on the types of services they might be looking for. Instagram analytics tools help you spot patterns by letting you segment performance data on your posts by content type, specific time period, and measurement, such as reach or engagement rate.

Say you notice your older followers are most active on your home remodeling posts. That could be a sign to put more emphasis on offering home upgrades such as aging-in-place features or home offices older adults can use for their post-retirement self-employment plans.

Looking at the Big Picture

In terms of guiding your marketing strategy, the data you get from your Instagram analytics is most useful as a broad overview of your audience. Avoid the temptation to see one or even a series of successful posts as proof of what your audience wants. Instead, look for patterns and trends. If one post about recycled building materials goes viral, that might only be thanks to a recent TV news report. If these kinds of posts are increasingly popular with your followers, though, you’re probably onto something profitable.