Instagram is one of the most popular social media platforms in the world today. It has hundreds of millions of users, and its acquisition by Facebook, makes it doubly attractive as a marketing platform. But is it the right platform for your nonprofit organization?
Is it the right platform for your organization?
Instagram should be included, or prioritized, in your social media marketing campaign, if the answer to these two questions is “yes”:
- Are your members, volunteers, clients, and stakeholders there?
This is a bit of “trick question”, because the answer is also “yes” if they are on Facebook. More on that later.
- Does your organization generate visual appeal?
This question isn’t as obvious as it first appears, for example, a condominium corporation needs to spend money on gardens, lobby furnishings, and gyms. Common areas may include gorgeous views—very visually appealing!
Instagram is a Mobile Platform Application
A quick visit to the Instagram Website from your desktop computer will be very revealing; mostly because of what you won’t find! Even after logging in with Facebook (or creating an Instagram account) there isn’t a lot to see. Visit from your mobile phone though, and it’s a whole other story. Lots of activity. Lots of opportunity for interaction.
So, if there isn’t a lot to see on my desktop computer, why should a busy organization bother with this? Here’s why!
- Instagram is HUGE on mobile. Many your stakeholders have Instagram accounts, and use it to share photos on their mobile devices.
- Facebook is even “HUGER”, and most, if not all, of your customers and prospects are on Facebook.
I thought we were talking about Instagram, not Facebook?
Facebook owns Instagram. That fact is important for reasons that go well beyond shareholder value. Instagram is tightly integrated with Facebook. It is very easy to set up so that all of your photographs are also instantly shared on your Facebook business “fan page”. This means that your marketing reach will not only cover the Instagram universe, with its younger, visually oriented user base, but by using it, you also automatically build your brand presence on Facebook too!
What Kinds of Organizations Should Use Instagram?
Any organization with a bricks and mortar presence, or a visually appealing service should be using Instagram. Whether it’s a bicycle club, , condominium community, or a charity providing housing— you gotta let the world see it. Basically, every organization that wants to showcase its achievements should have an account and post to it regularly.
Is Instagram a necessary time investment for every non-profit?
This is an important question for any organization—and the short answer is “no”.
Generally speaking, non-profit organizations that are primarily associations of providers of professional services, will probably gain very little marketing advantage. This type of organization will generally have answered, “no”, to the first two questions in this blog post. Their service is not especially visual, and many of their members won’t be using Instagram. In fact, those who have checked out the social media presence of Buzzyness.com, have already seen that we ourselves don’t have an account! Our main service is social media and blogging education, so even though we have a blog—you’re reading it now—and substantial investment on Twitter and Facebook, we have opted out of Instagram.
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