How to Communicate Effectively on Instagram?

Now that we have covered the benefits of communicating on Instagram, let us get started. To encourage users to follow you and engage with your posts, you will first need to define a clear strategy in order to build a genuine brand identity. But what does that mean exactly? It means you need to stand out and differentiate yourself! This comes down to a set of rules that we will explore here:

Define Your Objectives

Before launching a communication strategy on Instagram, it is essential that you identify your objectives so as to maintain a clear direction and work effectively. Examples of objectives:

• give greater visibility to your brand or business
• showcase your clients and your community
• increase sales
• drive traffic to your e-commerce website

A Clear Editorial Line

Your editorial line is a strategic element that you need to define in order to be as impactful as possible. It is a guiding thread that your followers will naturally follow without even realising it.

Instagram has its share of trends that no one can escape — whether that is food porn, selfies, or stunning landscape photography. To succeed on Instagram, you will need to draw inspiration from these trends whilst developing a distinctive, recognisable style. Your brand image should therefore be defined in advance so as not to lose your audience. Your authenticity lies in your ability to show how your brand sees the world, so that internet users can identify the connection between your products or services, your overall communication, and the photos you post on Instagram. If your brand universe is already clearly defined, this step should be straightforward. The key is to showcase the lifestyle made possible by your brand.

To illustrate our point, here is a post from Decathlon City in Lyon. With a young and dynamic team, the brand orientates its communication accordingly — using emojis, an engaging writing style, and focusing on proximity: a core value of the brand. This translates into visuals that showcase staff and customers testing products, a direct tone enlivened by emoticons… All of this contributes to Decathlon's identity, highlighting employee wellbeing and the friendly atmosphere you experience when visiting one of their stores.

A Harmonious Gallery

Any Instagram user will tell you that the main challenge is not working on the visual quality of individual posts, but rather on the appearance of your overall gallery — also known as "the feed" — which brings together all your photos and videos.

On Instagram today, there are two types of accounts: those with a harmonious feed and those without.

Why does the feed matter? Imagine a consumer using Instagram in their own way. They are scrolling through their feed and spot an image that catches their eye for various reasons. They then visit your profile and look at your feed.

Whatever the reason behind your brand's presence on Instagram, this is a pivotal moment: if your feed appeals to them, they will follow you. If it does not, they will not subscribe. A compelling argument for taking care of your feed!

To help you understand better, here are a few shining examples in this area:

The 3/3 Rule

The Border Game

The Full-Page

High-Quality Photos

At its heart, Instagram is a social network that places the visual at the centre of your communication strategy. It is therefore important to reinforce your identity through a distinct photographic style. Make sure there is a certain harmony between your photos, achieved through a consistent colour palette.

If you find photo editing challenging, I recommend the VSCO app. It offers a range of elegant filters and allows you to carry out your own edits afterwards. You will find it very simple to use!

Of course, filters, colour tones, and so on are not chosen at random. They reflect certain visual codes that convey a mood or a characteristic.

Do not take this lightly — the exercise demands a great deal of time and creativity, but it can generate a strong level of interest from the community.

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