Being Authentic on Instagram

Instagram is more than a photo diary of sorts to be shared among friends. It is very easy to overshare on this social media platform.

Instagram provides an easy way to spread a brand’s message through photos of products and services and hashtags.

The needs of customers are changing and today authenticity is what they seek. Showing followers the real, authentic self is the best way to stand out.

The need for authenticity

With the growth of Instagram, grew the curated version of reality.

Flawlessly filtered photos became a prerequisite to posting and there was this need for perpetual perfectionism. This started to set unrealistic standards. With the pandemic, things changed.

The pandemic normalized the less-than glamorous living. With people being confined to their homes, they no longer felt the need to present idealized narratives.

Perfect lives seemed unattainable. In such challenging times, maintaining brand integrity is essential.

People want to engage more with authentic posts that reveal the real world.

Witnessing the authentic struggles of those that people follow online lead to deeper connections. Showing the real side of how a company works is not always easy. Given below are ways that a brand can show its authentic self on Instagram.

Tell stories

Instagram is a visual platform. It would be helpful to pivot visual content to inspire, educate, and entertain.

The first step to take would be to get to know the audience. It is important to reply to comments and interact with other accounts. Using user-generated content can also add transparency to a brand’s content.

Real images of customers and products can help to boost sales. For instance, MOE Assist, a project management tool, posts refreshing photos of meetings with their clients and free-hand drawings that are eye-catching.

Use photos that look natural

Many Instagram feeds are moving away from overly edited photos and choose photos that are slightly enhanced.

They use color palettes that communicate brand character and message.

A combination of visual and text content that evokes emotions is extremely effective. Minimalistic snapshots also elevate the authentic feel of feeds.

Thought-provoking captions

Different types of captions drive different actions. Some can lead to increased engagement while others can generate leads. Emotional sentences or intriguing questions can successfully grab attention.

An effective caption below a photo only serves to enhance it.

Quotes and memes are quick to elicit emotional responses and they are easy to consume. They also add more value to a caption. Brief captions asking relevant questions also show followers that they are not alone.

For instance, Julia Ledbetter’s account on instagram promotes body positivity.

Her photos are accompanied by captions that include motivational quotes and depict her struggles with body positivity. When followers feel that they have received something real, they are more likely to engage with the post.

Use content that resonates

To increase engagement on Instagram, it is important to share content that resonates with followers.

Talking about struggles and then stating how a business has emerged to be triumphant in spite of the struggles may help to form a deep connection with followers.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States.

With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.