20240408-WF19.3-

32 WHAT FRANCHISE | ISSUE 19.3 INS IGHT HOWTOMAKEYOUR BUSINESS INSTA-FAMOUS Algorithms, hashtags, and influencers… what’s the formula for viral success on Instagram? And do you *really* need it? hen Instagram first launched in 2010, it was predominantly an image sharing space that followed the premise of social media platforms before it, such as Bebo and MSN. The focus was firmly on enabling users to share snippets from their lives with their friends. Then, came the influencers, who similarly shared content from their daily lives. But it had an aspirational quality, which eventually ushered in paid collaborations with brands. This was the beginning of what would become a behemoth of commercial opportunity for brands who are ready and willing to capitalise on Instagram’s estimated 1.4 billion user base. However, the three-step process of taking a photo, writing a caption, and pressing post can look deceivingly easy, and it quite often doesn’t guarantee engagement. Before, you know it, you could be pouring hours into constructing a comprehensive social media plan without really reaping the results the justify the time spent. So, before you plummet into the rabbit hole of Instagram, we spoke to digital marketing experts about what franchises can really do (or not do) to make the most of this platform. Is Instagram really for you? While Instagram is certainly an attractive platform for reaching new customers and raising brand awareness, it may not be the right place for you. Consider how the platform could work for your business before sinking significant amounts of time into planning lengthy posting schedules for a target audience that may not necessarily exist. “Be really clear about who you are or will be when using Instagram,” says Jessica Morgan, founder of Carnsight Communications. “Who are you targeting? What tone of voice will you use? Do you have brand guidelines to follow? Can you create consistent content?” Product-based, consumer- facing, lifestyle businesses are often the most obvious fit here, and in the franchising space QSR brands such Burger Drop, Chai Green, and Black Sheep Coffee have clearly taken this approach with photogenic dishes set against the aesthetic backdrops of their W “With strategic creativity, virtually any business can find its niche and thrive on this platform”