On my last post, I wrote about how one of the best ways to build your platform is to concentrate on one social media space and learn it well. In 2020 and 2021, that platform for me is Instagram. Why? Five reasons:
- Because most of my readers are there.
- Because it’s less contentious than Facebook or Twitter, and I’m weary of all the arguing.
- Because it’s visually appealing–as an artist this matters to me.
- Because once I get to 10,000 followers, I’ll get the swipe up feature which will allow me to directly link to whichever book I’m promoting.
- Engagement is better on Instagram than other places. It’s 10 times > than Facebook, 54 times > than Pinterest and 84 times > than Twitter. (Source: Trackmaven and Social Pilot)
My cheapskate strategy for learning about Instagram has been to take free courses, then not sign up for the several thousand dollar courses offered at the end of each “free” webinar. By watching several, I gleaned enough information to try something new about every month. Once I learn that new thing, I then move on to another new thing. This also keeps me current and savvy.
Here are a few of the free courses I took:
- Hilary Rushford’s FREE class where you discover 5 secrets to multiply your following and revenue with Instagram. Here’s also a replay of How to Double your following. (Click on the comments for her notes).
- Jenna Kutcher’s Free Strategies to Uplevel Your Instagram Account.
- Mixtus Media’s Free Three Ways Authors Can Beat the Instagram Algorithm.
- If you’re a podcast listener like me and would rather absorb the information as you’re taking a refreshing walk outside, here’s a list of instagram marketing and building podcasts.
To do well on Instagram, you need to be a storyteller. That’s great news for writers because that’s our default. We love to tell stories! One good book on creating your story brand is Building a Story Brand by Donald Miller. The best (simplest) iteration of the book’s message is this: Your brand is NOT about you. It’s about your IDEAL reader. What does your ideal reader need from you? How do you help them? What is unique about your books that help readers grow in their own stories?
In light of all this, with a reader-centered story as a foundation, here are some best practices I’ve learned over the past year or so that have grown my following significantly (several thousand in one year):
- Your bio verbiage is very important. You only have a few words to make a first impression. Be sure to make it about your reader (“It’s a joy to pray for you,” but also add in some trust badges (1.6M listens!). Here is mine below. Be sure your picture is amazing. Here’s a little tutorial on writing a great instagram bio.
- Beneath that you can create buttons (etsy shop, podcast, books, sexual abuse resources, mentor) for your content. You can learn how to do that here.
- REELS are your friends. Because they are new, Instagram gives them a higher priority. So the more of those you do, the better your exposure. Here’s how to create a reel.
- Aesthetics are important. Below you’ll see the pics from the Truly Company. They’ve used a subdued, fresh palate, similar fonts, and everything matches beautifully. Here’s how to take great photos with your phone. Here’s a great place to create graphics, Canva.
- Authenticity matters on Instagram. Not fake authenticity (Is that a thing? Yes it is.) Genuine thoughts from your daily life, struggles you face, how you’re overcoming a challenging situation. But not just emotive so that you’re word-vomiting on your readers–you need to always keep your reader’s wellbeing in mind as you share. How can they take something away from your story?
- Note the “Promote again” button. Since this post did well, I chose to promote it a few times to grow my Instagram followers. Simply click the PROMOTE button and follow the steps. First, you would choose that people would visit your profile (so you can get more follows). Second you would pick your audience. Typically Instagram does best in selecting the audience, though you can create your own. Last, you assign a money value to a per day rate. I typically do $5 a day for 4 days. Here’s a tutorial on creating effective ads for Instagram.
- #Hashtags matter. But they can be a pain. How I’ve navigated this: I’ve created several lists of different kinds of medium value hashtags (Not a million, not a hundred followers, usually ones that garner 10,000–100,000) in my NOTES app on my phone and desktop. I also write my posts in Notes on my desktop because it’s easier to type there rather than the little keyboard. Because Notes is synced across all devices, I simply copy and paste the post and copy and paste appropriate hashtags into the post. Here’s a list of 55 author hashtags to get you started. Here’s another list of 130.
- Many people schedule their posts using a third party app. I actually don’t do that. I feel like it’s more real and spontaneous to simply post in the moment. As Barb Roose has shared with many, Canva does have a Content Planner you can use to share your social media images if you belong to the Pro version. Here’s a brief tutorial.
- Engagement helps a lot. Commenting on others’ posts. Commenting on comments of accounts that you like and are similar to your tribe is a great way to gain followers too. Mixtus Media who specializes in helping authors with social media, wrote this: “I started researching hashtags that I felt my Ideal Reader would use to find information she was looking for. I then made a list of those hashtags and started liking and commenting on posts that used those hashtags.” You can read the rest of the post here. VERY helpful.
- Direct Messages are gold. I often direct message people who are struggling with a prayer that I record right in the DM section. I view it as ministry, and it’s a true joy. Be a human. Help people. Bear their burdens.
- Posting consistently enables others to find you. Instead of drudgery, I’ve come to view this as joy. I see it as shepherding my people, loving them well, and providing help for them. I like to take the temperature of my readers and then offer them content that truly helps.
- Stories build engagement. (You find these along the top of your Instagram feed). What I’ve found: Using video in my stories endears my readers to me. This is an area I’m growing in because folks keep asking for more. Many influencers on Instagram do video because it causes a deeper connection with your audience. [Aside: people buy books because of either word of mouth or relationship. Instagram provides both–and video fosters this powerfully.] Also, unboxing videos of receiving your books are VERY popular. And they’re fun. You can go live on Instagram just as you do on Facebook, and many have had success with scheduling and sharing that schedule with followers. You can also upload videos both to your feed or your stories.
- Carousels (multiple pictures on one feed indicated by several dots below the pictures to indicate this) are rewarded by Instagram. Anything that keeps people there makes Instagram happy.
There is so much to learn, and I have barely scratched the surface in this post. But keep this in mind (those of you whose eyes are glazing over): I have been working on this for over a year. I’ve been researching, learning, and practicing this for a long time. That’s the beauty of concentrating on one platform–you can become an expert. Little by little, task by task, new thing learned by new thing learned.
The other piece of encouragement I want to leave you with is this: You are a storyteller, so use your well honed skills on social media, no matter what platform you use. Think of Instagram as a micro blog, and then deliver great content. If you’re tired of typing on your phone, compose in Notes on your laptop, then copy and paste from your phone’s synced Notes to post.
The goal is engagement. It’s finding your readers and blessing them. It’s serving those who are in your tribe. Instagram is my preferred way to do that, but that doesn’t mean it’s your joyful way. Find YOUR place of joy and thrive there.
This is fabulous! Thanks for all this generous info! I am definitely going to check out the the hashtags lists!!
Thanks, Bethany. Ever since I started publishing way back in the early 2000s, one of my longings has been to be generous.
Ooooh, this is great info! Thanks so much, Mary. While I suspect that Instagram would be the best option for me to concentrate on as far as social media goes, I have already attempted it twice and failed, ha! Third time is the charm, maybe? Somehow my computer says that I’m living in New Mexico and so I accidentally flagged myself as not myself (apparently the activity in New Mexico actually is me???) and so Instagram took away my share button. I tried to get it back for a year and ended up failing to do so. I use it from my computer as I eschew cell phones and so that made it more difficult. Then when I deleted my account and tried to make a new one, I missed the email asking if it was me! What more could go wrong? Still, your post reminds me of why I think this platform is a good fit for me, despite my hatred of cell phones, ha! I think I will keep trying to get an account going. Thank you so much for the tools that just might help me to overcome!
yes, third time is a charm!
I’m so sorry you’ve had such stress. That has to be frustrating.
Ha ha! Yeah, I’m pulling my hair out. But everything I read about Instagram makes me think it will be a good fit … if I can battle my way into the club. I’m on facebook, Pinterest, Goodreads, BookBub, and have a website. But most of my ability is in facebook and my website and I think that I would be wise to grow in Instagram if I can conquer my own ineptitude, ha! Sadly, the free classes and things presume that Instagram will let you post pictures, argh!
I love Instagram because I love photography. I also adore it because I’ve connected with amazing people across the globe. I have a best friend in England now. I have work to do because I’ve yet to comprise a reel. I’ve found as in writing that it’s very important to find your “voice” there, as well, such as being consistent with a color scheme and photo subject. I love cats, books, and my favorite window. One thing the Lord spoke to my heart is this–be the same person on Instagram as you are on Facebook or Twitter. Like you encouraged, be authentic. It matters. Being lovely in one place and causing dissention in another is a recipe, in my opinion, for disaster. It’s heartbreaking.
“I have a best friend in England now.” This wins the comment section. How cool is that?
Also, great advice about being all you on every platform. Well said.
For Pete’s sake, I have just learned Word,
and to navigate through Facebook’s spam,
and, really? Now you point me toward
something that’s called Instagram?
It seems pictures are the currency
that are really worth a lot,
but a camera, Lord have mercy,
is just a thing I haven’t got,
‘cept F2 Nikon on the shelf
for which the prospects look real grim,
for though I develop (yeah!) myself
there’s nowhere I can find the film…
so for a moment, let me rage
before I join the Modern Age.
You’d love it, Andrew.
Thank you for so much helpful and practical information.
You are so welcome, Barbara.
Wow!! I feel like I just took a crash course on social media!! I love this and I’m bookmarking it to come back and find all these great resources again. I’m just starting to use Instagram more (still prefer Facebook for the conversational aspect, but struggling with all the conflict). I can’t wait to check out more of the links your provided. (And I love your reels! As someone who isn’t gifted in visual arts, but still loves them, I enjoy watching you create!)
Thanks for your kind words about my reels. It’s been a fun outlet.
Yeah, I wrote this post to be a resource to come back to again and again.
Woah! What an honor to have The Truly Co as an example in this great resource! We love seeing writers thrive in beautiful visual communication!
I love the Truly Company! You’re doing a great job!
Great post!
Thanks so much, Linda.
Thank you Mary. Great idea!
Appreciate that, Anne.
Thanks for sharing this value-packed information! Instagram has been on the back burner for a few months but it may need to scoot forward and find its rightful place in my calendar after reading this post. What are your thoughts on IGTV?
IGTV is great; I use it once and awhile. It used to be the “it” thing to do before reels, but Insta still gives it some preference.
Wow! Mary, that’s a lot of great information! With links and visual examples – woop! woop! How generous of you to share all your tips with us. It almost seems doable 🙂
Thanks!
It is absolutely do-able!
Thank you! I’m glad it helped.
Hi Mary!
Do these suggestions only apply to business accounts on Instagram?
I hope you’re well,
Amy
Yes, for the most part.
Wow, Mary, this is a great, informative article. There’s so much information. I’m saving it to go through the advice bit by bit this year. I hate typing on my phone too. But I installed the Facebook Business Suite on my phone. That way, I can create a post on my laptop in Facebook, using a square image. On my phone, I open the Biz Suite, tap the post, tap the 3 dots on the far upper right, and tap “Duplicate post on Instagram.” Thanks for the helpful advice and links to find more.
That’s a great tip, Jean.
Goldmine! Wow! What helpful, practical insights and advice! Thanks.
You’re so welcome!
What great, detailed information! Thank you, Mary!
This is such amazing info THANK YOU.
If you haven’t heard of it, there’s a desktop app called Byond through google chrome specifically for instagram and it is AMAZING. It has made posting to Instagram so much easier for me – I also have Canva Pro which I adore. Yes the content calendar is really neat, but customizing my hashtags and written content is trickier there. It is definitely a nice option. Sometimes I’ll schedule through FB’s business tool But I agree – posting spontaneously is more what IG is all about honestly. It’s more authentic and interesting and endearing. I often capture photos or images and save them for later to create posts that are spaced out, but not totally removed from actual event that occurred.
This is wonderful – thank you for sharing!
Thanks for the Byond tip!
Thanks, Mary! Sounds like a great place to connect. You inspire me.
Blessings! Ruth
It’s a fun place to be.