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20 Oct

5 Easy Ways for Local Brands to Find Their Voice on Instagram

Instagram pages are like a plant. It's a living organism with distinct parts that serve different roles for the same entity. It’s a thing that’s created to grow, not just fed to keep alive.

We talk a lot about brands here because building a brand means building a reputation of consistency. As one of the most visible representations of your brand, your social media presence must accurately tell who your business is.

Instagram’s elegant simplicity is a powerful tool, and its importance is only growing as people and platforms become more selective of their social media consumption and content.

The following are just a few ways to speak with a clear voice, figuratively, and consistently deliver consistent content.

1. Study those who like your posts the most.

If you’re reading this, you’re probably dealing with a finite group of fans. So, software isn’t necessary. Under a 100 likes or so, a quick run through your fans (who aren’t your spouse, mother, friend, etc.) will tell you some basic facts about what they want to see.

2. Use the po’ man’s analytics tool.

In lieu of the tip above, eliminate some of the guesswork by reviewing the actual content that those people want to see. At the page where your likes and followers show up, swipe right to see how your fans engage other pages. Notice what kind of images your followers like. It’s not high tech, but you will easily see what intrigues your audience.

3. Follow people that matter.

It’s okay to spread a some social support around by following local businesses, friends that you know, or other pictures. Follow people with influence. If you sell kitchen and cooking supplies, find the local foodie(s) and like their stuff. Instagram will put your content in front of fans through their discover page, making it easy for potential fans to find you.

4. Make a content calendar.

It’s a simple solution to a lot of complicated problems that arise with posting, content, and responsibility. It’s not hard, but read this blog for more guidance.

5. Be authentic.

Knowing who you are is essential for all aspects of marketing but particularly so on social media. Posting so-so pictures from a phone and mixing it with super high quality photos that you repost will air some discrepancies that won’t go unnoticed.

Yet, there is a simple remedy: be authentic in how you represent your business. Being fancy is not essential, but publishing images that relate to the other pictures on your page will create a more pleasing concordance that keeps followers engaged. That’s not to say there’s no room for creativity. As long as the subject and the context work to provide a uniform brand message, there are thousands of ways to say who you are and what you can do.


Post during the morning, then in the evening. See which one does better. If a 10 a.m. post gets 16 likes and a 10 p.m. post gets 30, then repeat the experiment with 10 p.m. and 4 p.m. Keep going until you find the sweet spot.  

With a little practice and patience, building a solid Instagram page is not a hard undertaking. Once in place, it won’t take a lot of your time either. See what works, post that content more often, and don’t be afraid to be different and find your own digital voice.