Instagram: You've Lost That Loving Feeling

Are you using Instagram for your business?  Have you seen the number of likes on your posts start to go down over the past few months?  Do you feel like the magic is gone?  Do you feel like the love affair is over?

If you do – you’re not alone. 

Beauty Business: IG

Something Changed

Instagram engagement is down across the board.  With ever-changing algorithms, it’s becoming harder and harder for posts to get noticed on the platform.  We know it can be frustrating, so we’ve been working hard to figure out what can be done to stand out. We are seeing new trends coming to the surface as we perform test posts on Lipgloss + Aftershave’s Instagram.  We have several clients who have hired us to manage their feed; we are always brainstorming new strategies to increase engagement and finding some success.   

What Happened?

Over the past 18 months, the Instagram platform has morphed into an almost entirely new social media platform in response to the surge in popularity and versatility of Snapchat.  Now Instagram has more capabilities…which is amazing, but it’s a blessing and a curse.  The new capabilities allow brands to express themselves in so many new and exciting ways.  However, this now requires more time and effort to create content for the platform.  There are now many more options of content to post to Instagram.

Sadly, it's no longer about just photos.  The bar has been raised. 

A Whole New World

Now brands can create a whole new arena of content for their Instagram.  At Lipgloss + Aftershave, we’re experiencing success with new forms of content that seems to be getting some traction, but it's still not what it used to be.    

Barry + Jenni Skincare Photo Shoot

Creating the content that is gaining traction on Instagram is more time and labor intensive.   It’s no longer just about beautiful photos, such as flatlays and and creating editorial style images.  Gone are the days where hashtags were a main source of reach.  The truth is, social media moves at a fast pace, and Instagram is changing quickly. Yes you still need great photos and ideal hashtags, but now you need so much more.  You also need to constantly update and refresh your approach. 

Here’s The Real Deal

The name of the game is curated content.  It’s a combination of photos and other forms of media that can be used to grab the attention of the Instagram user.  You can either do the work yourself or hire a firm such as Lipgloss + Aftershave to do the work for you.  But sadly even then, engagement on the platform isn’t as robust as if you just invest into advertising on the platform. 

Nothing is as successful on Instagram as investing a budget into sponsoring posts on the platform on a regular basis.  Creating a budget to spend on sponsoring your most unique and interesting posts on Instagram will ensure that you are able to get your message out to the masses.  A combination of varied content types and sponsoring posts is the best method. 

We’ve seen this work for multiple brands, but keep in mind, that even with these best efforts being employed – the algorithm for what your audience sees will continue to change and evolve to best meet the wants of the user. It’s approaching a billion users, you have to anticipate some changes with the staggering growth. 

It’s still an amazing platform, with so many options, which as you can see is a blessing and a curse.  You just need to be on top of the regular changes and updates in order to keep up and keep your brand visible. And a few advertising dollars wont hurt.  :) 

💕 Barry + Jenni

If you are confused about the Instagram changes and how they are affecting your brand, contact us!  We’d be happy to help you decipher Instagram and create a successful strategy for the platform.