Why Having the Right Instagram Followers Matters
Some brands focus on growth no matter what. They don’t care if their Instagram followers are spam accounts, follow-for-follow schemes, or even straight-up bots.
The #followforfollow tag on Instagram has millions of posts but it’s useless in terms of attracting the right kind of followers. That kind of following will never translate into sales. As social media authority Tori Tait puts it, you want to be “purposeful, not popular.”
Creating the right audience on Instagram can make a big difference to your social media strategy. Not only are these followers more likely to become customers but they’ll also attract more of the audience you want.
Here’s how to start attracting the right Instagram followers for your business.
#1: Create Data-Rich Follower Personas for Instagram
The first step is to define the kind of followers you’re looking for. Think about these factors:
- Demographics. What age is your target customer? Gender? Are you focusing on local people or sending products around the world?
- Spending power. Some brands sell essentials. Some sell “treats”—things we don’t need but want and can easily afford. Still other brands sell big-ticket aspirational products. What’s your ideal customer looking for?
- Values and interests. How does your ideal customer spend their weekends? What causes do they support? For example, if you sell plastic-free bamboo toothbrushes, your customer base is likely to be interested in nature and sustainability.
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Activity. Consider your potential followers’ actual behavior on social media. Do they enjoy competitions? Will they share user-generated content or recommend you to their friends? Do they just want easy shopping services? You’ll need this information to tailor your Instagram profile and content.
