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WHAT-FRANCHISE.COM 35 5 STEPSTOGETTING GOOD PHOTOS (WITHAN IPHONE) Polished studio photography isn’t essential for capturing the attention of users on Instagram. In fact, a lot can be done with an iPhone, according to Jeanette Lendon, who runs smartphone photography classes at Jet Black Squares. 1) Use portrait mode: this lens option can be really effective in creating a professional feel to your photos. For android users, most newer models also provide the option to make the background blurry, which essentially creates the same effect. 2) Flip your phone and focus: experiment with taking photos with your phone upside down, this can create depth within the image. Make sure you touch the focal point on the screen to adjust focus on your product. 3) Look for macro-mode: some phones have macro-mode which means you can zoom in on small details. If you don’t have this, clip-on lenses can be around £10. 4) Invest in some cheap products: A selfie stick with a built-in tripod and Bluetooth remote can be really useful when taking photos on your own and should only set you back by £10-£20. 5) Craft some light: Cover a cereal box with tin foil and angle it so it reflects light back onto your subject. With this in mind, it’s better to consider Instagram as a customer service channel rather than a marketing strategy, and as part of this you should ensure you’re answering customer comments and messages. The franchise perspective: Build a communitywith user- generated content Cece and Me is a mobile children’s shoe shop franchise. It frequently pop-ups at child- orientated locations such as playgroups and family cafes. When the business launched in 2015, it immediately started using Instagram to compensate for the fact that the brand doesn’t have a physical shop window. Since then, franchisor Sam Chetworth and the Cece and Me franchisees have each cultivated a following within the local community. “I know without having social media platforms, we wouldn’t be accessible to people,” says Sam. “If we weren’t on them then we’d be more reliant on word of mouth and people finding our website through Google.” The primary goals here have been to increase brand awareness while also building a relationship with the community, which Sam believes has contributed to revenue. “I can see on the website that a decent proportion of people come through from Instagram and Facebook,” she says. The franchisor uses analytics to understand what works and what doesn’t. Two forms of content have proved to be the most successful. The first is educational content about foot health and correct shoe fittings for children, which has a shareable quality on account its usefulness. Meanwhile, personal stories about Sam and the other franchisees have placed a human quality at the centre of the brand and appealed as an interest piece. “I think that’s the thing that franchisees find the hardest – making themselves the face of the business,” says Sam. Another challenge has been getting the right imagery to support the brand’s messaging which centres on a child-friendly experience. For this, Cece and Me has leaned into user- generated content, which not only demonstrates an authentic experience but also conveys parent approval. “One of my franchisees is much better at getting people to send her pictures after they have bought the shoes. I’d say about half of their content is pictures taken by other people, which is brilliant.” Sam says the business’ initial introduction to Instagram was adhoc but over the years she’s carved out planning time in which she schedules content for upcoming weeks – and this extends beyond grid posts. “Instagram stories are a really good way to generate more interaction. I use polls and include a bit more personal content which do get good reach,” she says. However, Sam warns that following isn’t everything and not to fall into the trap of being fixated with this. “If you’ve got loads of people following you, but only a very small percentage of them are interested then it’s not doing you any favours,” she says. “I’d rather have a small number of followers who are really interested and engaged.” Cece and Me’s main Instagram @ceceandmehq now has 2,030 followers. The franchise is looking to expand further and Instagram will remain intrinsic to reaching paying parents within the local areas that the brand serves. “Try to spend the majority of your time interacting with other accounts... this will help build a strong profile ”