In recent news, Adam Mosseri, the head of Instagram, announced that “Instagram is no longer a photo sharing app”, and that Instagram will be focusing on four key areas: Creators, Video, Shopping and Messaging. We wanted to break down what this means for retailers, and how the small business community can follow the direction Instagram is taking. We shared more about Adam’s announcement in our blog, “Worrying Over The Newest Instagram Update? We’ve Got You Covered!”. Check it out to get more details on what changes we believe Instagram will be making.
Today we’re sharing more insight on how Instagram will be focusing on Messaging as a key area, and how retailers can adjust their social media strategies to focus on Messaging as well. Adam said, “How people connect with their close friends has changed a lot over the last 5 years or so, and it has primarily been to messaging and away from Feed and stories and products”.
Instagram has integrated many messaging aspects into the app, including:
- An Instagram direct message where the user can have a private chat with individuals or groups of users
- A message prompt at the bottom of a Story, inviting direct messaging from viewers by replying to the Story poster
- Tagging a user in the comments of a post to start a discussion with them using the @ symbol. Instagram is focusing on community building and connection.
One of Instagram’s main goals is to keep people on the Instagram app for as long as possible. The longer a user is on the app, the more ads Instagram is able to serve to them, making Instagram (and businesses advertising with them) more money. If you’re helping keep users on Instagram longer, you have a better chance at having your content become awarded in the algorithm.
Instagram is now telling us that Messaging is a key focus for them; meaning they have likely identified that this is a great source of keeping users on the app, and getting a user to open the app. Retailers, we encourage you to implement the following into your social media strategies.
Here are 3 direct messaging strategies to focus on:
When writing your social media captions, we suggest adding in a section inviting the readers to send you a direct message. Do you need more information about this item? Send us a message and we can check if we have the size and color you’re looking for! For specific directions on how to get to our store, send us a message with your location and we’ll give you the best route to take! Any questions? Our team of experts is here to answer them! Feel free to drop us a line in the DMs and we’d be happy to answer your question!
When you receive a new follower on your account, send them a quick message to thank them for following along and supporting a small business. This will help create a human connection with them right away and begin a relationship where the following may feel more comfortable reaching out with any questions!
Instagram Stories has the opportunity to get a little more candid as it is very simple to film in-app, and the content is only available to view for 24 hours (unless saved to a Highlight). In your Stories, encourage the viewer to send you a message using the message box located at the bottom of the Story. Messaging is a great way to connect with your viewers and build a community.
Now that Instagram is using Messaging as a key focus, this presents a great opportunity for retailers to get on the good side of the algorithm while also creating a community of fans that can get to know you and your product assortment! Note: Always stay up-to-date with messages and never let a message go without a response.
What I Want You To Take Away From This Blog:
- Inviting more viewers to message you will help humanize your brand.
- Receiving more messages on Instagram will help boost your account in the algorithm.
- Respond to all direct messages you receive as timely as possible.
Okay, over to you…
Do you use direct messaging in your social media strategy? If so, send us a message on Instagram to tell us more! We can’t wait to hear from you!
Stay tuned as we’ll be sharing more insight on how retailers can also leverage Shopping and Video in their social media strategy, per the direction of Instagram. Be sure to bookmark our Blog page for all the updates on social media marketing.