Can you imagine what it would feel like to NOT have that ‘stuck’ feeling when it comes to knowing what to post on social media?
My posts generally sounded like this: ‘Here’s a session I did with this family. They were such a joy to work with.’
But I snapped one day after I had just posted this statement for what felt like the 100th time. I knew that something had to change.
And as much as I enjoyed celebrating my clients, I was always at a loss about what else to share, and how to share it on social media.
Maybe you can relate.
You are a creative and an entrepreneur. But you find that you are stuck when it comes to what you should be doing on social media.
Online business wisdom tells us that you should pick 2 social media platforms at a time and use them well. So I’m going to be discussing one that I’ve focused on in the last year.
I joined Instagram in 2012, but I only got serious about it in 2016. Check out my first post below, ha ha ha!
And the 1 person that liked it is a real MVP!
And if I’m honest, the main reason I didn’t explore it sooner was because I didn’t understand it – I wasn’t sure what to post, and how to post it.
Because I was so lost, I took Jasmine Star’s challenge 1st, then her course. This allowed me to find a rhythm and get to a place where I didn’t feel as stuck or overwhelmed.
In the last year, I’ve seen my audience grow from under 1k to now 8k+. But numbers mean nothing if they don’t convert to customers, which is why they are not the focus of this piece.
So hopefully this write-up will get you started on an intentional Instagram journey.
Please note that if you’re using the platform just for fun, and not for your business or personal brand, then this information will likely be overwhelming and irrelevant.
For me, the goal of-of social media is to connect with like-minded people and to attract clients that understand what I stand for and feel like they can jump on board with that.
Simon Sinek sums it up nicely when he says, ‘The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe.’
Background and Stats
Instagram has 800million users with 500 million active users daily. I don’t know about you, but this is a lot of people, and I would like to have a piece of that.
So if you are hoping to use it strategically, then some intentionality has to come into play.
The simplest way to crack the code with any social media is to post consistently.
And you can decide what consistency looks like for you.
Everyday? Once every 2 days? Once a week?
And in order to maintain a rhythm, I advise that you come up with categories that will act like content buckets for your posts.
Here are the 5 that you can start with.
TYPE 1- Work/Portfolio
This is the most common piece of content that creatives and entrepreneurs share.
– Photographers can showcase their recent work,
– makeup artists their makeup clients
– bloggers – blog posts
– decor service providers beautifully decked venues
While this is the easiest to do, it can get boring really quickly, especially if there isn’t anything striking about the work (sorry).
Don’t get me wrong, I’ve seen accounts where the dominating pieces of content is their work. But the work is breathtaking and keeps me following them.
And they tend to have poignant captions to go with the images, not the boring ‘another session with my lovely clients like I used to’ 🙂
So as you share your work, remember to frame the posts by telling us the stories behind the work.
Type 2 – Behind the scenes
While it is cool to showcase the finished product, sharing content showing the process can also draw readers in big time.
This is what I mean.
Have you ever been in awe of someone’s work, and wished you could be a fly on the wall and watch their thought process and how they go about achieving the end product?
This is what this content type acts as – a way to bridge the knowledge gap and bring your audience on a journey.
Here you can show:
– Photoshoot in action/light setup – photographer
– Van loaded with decor pieces – decor services
– How you select a foundation for a client – makeup artist
– A picture of your desk in process of creating content – bloggers
Ask yourself, what aspects of my workflow can I share with my audience that will inspire, inform, challenge and educate them about what I do?
Here’s another example:
Type 3 -Personal
This one is a personal favourite, but a hard one to nail down sometimes. I know that as creatives and business owners, we tend to have visibility issues.
We create beauty for others but hold back when it comes to seeing it in ourselves and showing it.
Some content pieces in this section can include:
– A picture of yourself (do a weekly intro where possible)
– Your family
– Your pet
– Your partner
– Quotes/scripture that inspires you
Sharing pieces of yourself will go a long way in making sure that you connect with the right people for you.
Tip: Your weekly intro pictures don’t have to be magazine perfect. I know that the temptation is to think that you need to have makeup on and have the latest coolest outfit on in order to be accepted.
Unless you are selling clothes or you are showcasing makeup, skip the fanfare and just share a decent image of yourself – clear face, good lighting, well framed. It can even be a selfie!
Type 4 – Lifestyle
This type is similar to the one above in the sense that this is also about you. But here you are dealing with your hobbies, likes, people and things that inspire you.
A common mistake for creatives and entrepreneurs is to think that appearing ‘professional’ means denying other parts about ourselves.
We are not one-dimensional, and our work is only a small portion of who we are.
So what are examples of content pieces for this category?
– Your hobbies -natural hair, sports, books you are reading, fashion.
– Who inspires you? Who do you follow?
– Are you a foodie? Incorporate that into your content
– Do you travel to cool places? Let’s see that.
– Do you dance, workout, go for walks?
For example, most of my clients know that I love books and I’m a believer, so we’ll have a point of connection immediately. Those that don’t like this will be repelled immediately, and I’m cool with that 🙂
Type 5 – Transformation
This can be another way of sharing your work.
There’s a reason why we love makeover shows – isn’t it fun to see a room that was a total disaster turn into a state of the art room before your eyes?
Or someone that looked plain before transform into a bombshell?
I love such!
That’s the power of transformation, it shows social proof that your product/service actually works.
– How your work has transformed from a year or 2 ago
– Raw image vs an edited one
– Pull back of a wedding venue vs the finished product
– Client without makeup vs client with makeup
– Client testimonial – how working with you took them from point from A-Z
If you are providing a service or selling products and people are buying, then you are probably making a difference somewhere. Be proactive and ask your clients for feedback.
Note: with makeup and photographs, I was always careful in making sure that I didn’t overdo the before and afters. The world already tells women that they are not good enough as it is, and I just didn’t want to be a part of that.
So be mindful of how you share these.
There is obviously more that goes on with a social media strategy, but this hopefully gets you started and stimulates your ideas.
Now do this
I could design a download for you but I’m tired and I think you can do this on your own 🙂 So, look at the 5 content categories.
From each one, pick subtopic that you are going to be posting on this coming week.
Post Type Image Caption Post Date
You can plan a whole week of content this way, and the beauty of this is that it’s going to be unique to you!
At the end of the week evaluate which posts got the most engagement likes, comments and saves, and keep refining.
If you need help, let’s work together, you can apply here for an Instagram audit and actionable recommendations.