Five real reasons why your Instagram content is failing and how to fix it.
With 1 Billion+ followers in 2021, Instagram is the perfect place to funnel traffic to your brand. It can feel overwhelming to compete with millions of posts per day. However, when done correctly social media can be a great way to expand and grow your brand. It isn't easy though. And I have seen other mental health professionals struggle in an attempt to create content worth consuming. They didn’t teach us marketing in grad school which is why today I'm gonna teach you why your Instagram content is failing and share how you can fix it
Instagram for social media marketing
By now you should understand that social media can be a really great place for connecting and sharing new information about your brand with your audience. You can use social media very personally or for a business. Today we are going to be talking about Instagram from a business aspect for your therapy business. A business or brand can use this as a way to talk directly to their audience and build a community.
What you need to know
Another great thing about Instagram is the many different ways that you can post to the platform. Ways include reels, stories, IG TV, post to the grid, guides, and lives. With a variation of so many things that you can post you have the ability to showcase your own brand voice and authentic style.
They didn't teach us marketing in grad school
Upon scrolling and engaging with other therapists brands and pages I have noticed some issues. Know that you are not alone, as these issues come up often. We all know that most grad schools don't teach much about marketing and they especially did not teach about Instagram or social media marketing. With that said, we as therapist would benefit from learning the platforms where our audience hangs out. In this post I'm gonna show you some tips that will help you get your Instagram content right on track.
Without Further ado let's talk about why your Instagram content is failing:
1. You're only putting hashtags and no caption under your post
We all get it, a picture is worth 1000 words. However, those words are often made up in the mind of the perceiver. You want to take your audience on a journey and you have to direct them. You direct your audience through the caption. Imagine the caption to be like a tour guide for the content. When sharing a post you have to explain what that graphic, picture, or video means, and what your audience can do with it.
Fix
Make no assumptions. Tell your audience exactly what this graphic, picture, video means. Share additional information that may not be there for bonus engagement. You want to utilize the caption in a way that creates conversations and audience engagement. This is also the perfect space to tell them exactly what to do with the material, (Like, Comment, Save, Share) by using a call-to-action.
2. You're not using the hashtags to your full advantage
When using hashtags correctly people have seen up to 12% more engagement then not using the hashtags. How do you use hashtags correctly? Well first you have to use all 30 hashtags on a post. Then you want to pick out hashtags that are relevant to your audience, your brand, and your niche. You also want to include hashtags that are specific to your brand and your products.
Fix
Research your hashtags. Pick about 60 hashtags that are a range from small (1000-99,999 posts), medium (100,000-999,999), large (<1,000,000). You will want to use more medium to small hashtags and at least two of your own branded hashtags. Every post to your grid is allowed 30 hashtags. Many say that your hashtags should go in your first comment however I've seen people post them in their captions. Just make sure if you do both, that the hashtags are a standalone and do not replace your caption.
3. You're not consistent when it comes to posting
There's a lot of advice going around about the best way to post when it comes to Instagram. However, those different ways are usually synonymous with the type of goal that you have for Instagram. If you were attempting to grow your following it is best to be consistent in your posting especially if you have less than 1000 followers. Posting consistently helps your audience know what to expect from you and it helps you gain their trust and build your authority.
Fix
Be mindful of advice that's not relevant to your niche or your business goals. The truth is humans utilize habits and patterns to make informed decisions. When you are not consistent it is a turn off for many people because they do not know what to expect from you. Monitor your target audience and their habits on instagram and post according to when they are utilizing the app. You'd be surprised, the information you learn.
4. Your captions are way off
So it's not just enough to write in some thing under what you have posted. Your caption should be captivating, relevant, impactful, and engaging. You want to be able to grab your audiences attention and share something of value with them allowing for them to take away something that they needed for success and their day-to-day life. You also may want to include a call to action in your caption. This tells the audience what you want them to do next with this material that you've given them.
Fix
Talk directly to your audience. Imagine you're having a sit down with one single audience member and you want to capture their attention, share information, let them know the transformation if they were to utilize this information, and then encourage them to take action. Let your caption take that form in you're own voice.
5. You're asking for too much without giving enough
In a time where face-to-face interactions are limited and people are routinely taking advantage of your audience, they desperately want to find value in the things that they are utilizing and interacting with. Many people become turned off if they feel their relationship with your brand, product, services is a one-way street in which they lose.
It's really important to provide value before or while requesting a purchase, sign up, or engagement. By offering something of value you build authority within your industry and display your willingness to assist in your audience's transformation. This builds trust and rapport which leads to increased engagement.
This helps to build rapport, builds your authority, and it shows that you are willing to be a helper. This gives proof that you can create transformation. Then as you build this kind of engagement, then you can begin to add in additional strategies that are compensated financially.
Fix
In the terms of value, you're providing simple things that your audience do to see some success. Lead with value when creating your content. Offer education, entertainment, or something that impactful or inspiring (or a combination of these). Set your audience up for an easy success by giving quick tips or something they can try on their own. The great thing about content is that it can be recycled so once you find something that is working you can restate that in a different way.
Your time to shine
Your Instagram content is your time to shine and show your audience your brand and what business is really about. Your target audience is ready to hear from you and get the solutions you have to offer. Now, you have the tools to optimize your Instagram content. Try checking your profiles and your content to see if you are posting the best content possible.
