Why an Instagram Presence is Non-Negotiable for Brick-and-Mortar Wellness and Beauty Businesses
“I know I need to be on Instagram.”
“It seems like everyone is on Instagram, but I don’t know if it’s worth my time.”
“I tried Instagram, but didn’t get any clients from it.”
These are statements I see in Facebook groups and hear on consult calls constantly.
The first one is fine. You know you need to be on Instagram, but maybe the inner workings and strategy is a mystery to you. That’s fixable.
This article will give you further confirmation along with some tips and insights to help you get started crafting a strategy that gets you seen by the right people.
If you fall into the camp of the second statement, keep reading, this article is for you because Instagram is 500% worth your time (and for even more reasons than I cover here).
For those who have said the third statement, I’d argue you either weren’t consistent in your efforts, didn’t have a strong strategy, or both. This is for you, too.
So, regardless of how you feel, if you’re struggling to commit to using Instagram consistently or strategically for your brand, here’s some solid proof in the potential payoff.
Your Audience is There
Unless your target audience is strictly focused on an older generation (middle-aged or older), there is no question that your target audience is on Instagram.
According to data from Statista, as of July 2018, 64 percent of Instagram users worldwide are between 18-34 years old with 30 percent of those users being women.
Furthermore, an article on Sprout Social states:
According to Instagram, 80% of users say they follow at least one business on the app, with 60% hearing about a product and service through the platform. As of March 2017, over 120 million Instagram users visited a website, got directions, called a business, emailed or direct messaged a business.
And, “…at least 30% of Instagram users have purchased a product they first discovered on Instagram.”
But wait, there’s more… (read in your best Billy Mays infomercial voice)
According to data aggregated from TrueLens’ tool, GrowEpic, the “Beauty and Fitness” category ranks as the top industry utilizing Instagram marketing with 43 percent of the websites in a that given category using Instagram to market.
And within that larger “Beauty and Fitness” category, the subindustry breakdown of the percent of sites using Instagram marketing is as follows:
Cosmetics - 65%
Beauty - 63%
Skin Care - 43%
Fitness - 42%
Hair - 38%
Bodyart - 37%
Weight Loss - 16%
So, not only is your audience on Instagram, they’re actively looking for, engaged with, and purchasing from businesses like yours. And if you’re not claiming your space on the platform, you can be sure that at least one or more of your competitors are.
Instagram Serves as an Ideal Visual Portfolio
Instagram has added plenty of features (like Instagram Stories) and bells and whistles over the years, but it’s core appeal still remains the same: Instagram is a visual platform.
While sub-channels within the Instagram app such as Stories, Instagram Live, and IGTV provide prime opportunities to engage with your audience in a more unedited and unfiltered way, the Instagram feed still places a high priority on being visually cohesive and curated, which makes it ideal for serving as your business’ interactive visual portfolio.
If you own a salon or spa, showing client before and after shots as well as services and treatments in progress and in action is optimal content for your feed so that visitors to your profile can view your work at a glance and quickly determine whether your services are what they’re looking for.
For wellness-based businesses, client stories, studio shots, and action photos and videos are all ways you can bring a profile visitor into your feed and have them envisioning themselves as a client at your business.
Finally, what is by far one of Instagram’s most powerful facets despite its vastness in global users is the ability to drill down with hyper-local optimization techniques that put you directly in front of your target audience.
Some of these features include:
Hashtags - Locally based hashtags make your page posts and Instagram Stories searchable
Places - Tagging your images with a geotag allows your post to come up under the “Places” tab under the “Explore” feature.
Geostickers - You might’ve noticed in the picture above that Instagram Stories also pop up when you search for a specific place. Those are Stories that have been geotagged using a geosticker within the Instagram Stories feature.
According to the same Sprout Social article referenced above, posts with a location get 79 percent more engagement.
By leveraging all of these location features in your posts and Stories, you have a tremendous opportunity to pop up in search results as well as on the “Explore” pages of your potential clients.
So, what do you think?
Are you feeling more solid in why you should be using Instagram and how you can use it to benefit your business?
Leave your comments and questions in the comments or schedule a consult to learn more about how we can work together to refine a winning Instagram strategy for your wellness or beauty business.