Is Instagram Dead? Honest Thoughts about Instagram from a Marketing Strategist
In a fast-paced, digital world where social media platforms come and go like the seasons, it's natural to wonder if Instagram, once a powerful tool for small businesses, is fading quickly. As a marketing strategist who has harnessed the power of Instagram for years and noticed its ebbs and flows, I'm here to share some honest thoughts about it.
Is Instagram dead? Can you still grow on Instagram as a creator or small business owner? Let's explore these questions.
The Start of Instagram
Let's take a trip down memory lane to the start of Instagram. I vividly remember creating my first Instagram account in high school, where I shared embarrassing photos of my day-to-day life with heavily edited filters.
Founded in 2010 by Kevin Systrom and Mike Krieger, Instagram started as a simple photo-sharing app with a strong visual focus. Instagram quickly gained traction and became a go-to platform for sharing moments, connecting with friends, and finding new content. Instagram, at first, was simple and fun, with no pressure to post the perfect, "viral" content. Oh, how times have changed.
Instagram Trends Throughout the Years
The Instagram of 2010 and Instagram of 2024 are vastly different. Over time, we've seen the rise of new trends, additional features, and of course, more ads and shopping capabilities.
At first, Instagram was full of food pictures and snapshots in time with plenty of filters. Pair that with a "live, laugh, love" caption, and you were golden. Eventually, things moved towards a much more curated look, where it was vital to have a perfect-looking feed. Once Instagram stories joined the scene, Instagram became more personal, as we could see moments in real time. Then, influencer marketing took off and Instagram was used as a money-making tool to push shopping capabilities and paid ads.
All of these changes, in my opinion, don't necessarily support the small business owner. It's turned into a "pay to play" app, and if you're relying on organic marketing, is growth still possible? Does the algorithm hate us? Is content still king? Let's chat about it.
How to Stand Out on Instagram
Despite the challenges and uncertainties surrounding Instagram, I believe this to my core: businesses can still leverage the app to effectively reach and engage with their ideal client. Here are some strategies to help your business stand out and thrive on Instagram.
The Secret to Instagram Growth
I'll cut to the chase: YOU are the secret to Instagram growth. Not the newest trending sound, not the perfect lighting or gear, and definitely not doing what everyone else is doing. It all comes down to you.
Authenticity is key to growing on Instagram. Yes, that word is overused, but you can't duplicate your unique personality, desires, passions, and skills. Those are the things that will set you apart from your competitors.
You have the ability to make true connections on Instagram, so harness that power! Instead of chasing vanity metrics like follower count or likes, focus on building genuine relationships with your followers. People care about the person behind the business, so show them who you are.
What Content to Create
What content should you create to grow on Instagram? The short answer is, create what you're passionate about. The algorithm works in mysterious ways (not to mention, it's always shifting), so don't create what you THINK will go viral. Create what's on your mind and in your heart, related to your niche, and that's what will click for your ideal clients. Connect with me on Instagram @budtobloommarketing to see how I do this!
The point of your content is to add value for and build connection with your followers. Whether it's through educational posts, entertaining videos, or inspiring stories, strive to provide content that resonates with your ideal clients and aligns with your brand's mission. Experiment with different content formats to see what works best for you.
When it comes to your content, stay consistent. Aim to post the same number of times per week, even on the same days per week if you can. My favorite tool for streamlining and managing content is a content calendar. Click here to download the content calendar template I use myself and with all of my clients!
How to Set Yourself Apart
What makes you unique? Is it your story (definitely) or your mission? The way you differentiate your business from others is by showcasing who you are. Utilize Instagram as a way to consistently share who you are and what makes you different.
Show up as YOU—whether that means no makeup, hair in a messy bun, sharing your passions and hobbies outside of work, talking in casual tone because you're a casual person, etc. People connect with the human side of your business, and that's what allows you to stand out.
Need help growing your Instagram with intention?
I hope this post inspired and empowered you to stay consistent on Instagram and grow your account in a way that feels aligned with you. No, Instagram is not dead—but it is different. Long gone are the days where you could throw a picture up without any strategy and receive thousands of followers. It's a long game now, but it's a game worth playing if you desire connecting with your ideal clients.
If you need help growing your Instagram with intention and strategy, I'm here to help you! We can cover this during a 60-minute strategy session together. On our call, we can dive into ways to optimize your current Instagram account and your strategy for growth moving forward. Click here to book your session!
