Instagram is one of the fastest-growing social media platforms, with more than one billion monthly active users worldwide.
And out of the top 100 brands in the world, a whopping 90% have an Instagram account. With these kinds of statistics and growth, it’s imperative that your company has an Instagram presence. And it’s not enough just to be ‘on Instagram’ –you have to skillfully build your brand’s identity to increase your influence. Cars are already hugely popular on the platform–so take advantage of this ready-made audience and hone your particular brand to suit their needs.
1. Get To Know the Platform
Instagram is an image-centric platform and that’s why everyone loves it. A picture really is worth a thousand words and video is off the charts. A strong presence results in a lasting relationship with your community and through that, organic or natural growth for your business. To create a brand presence start by creating a strategy that reflects your brand’s goals and positioning, be consistent with your content’s visual and narrative, and create a pleasant and authentic space to engage with your audience.
2. Know Thyself –What is your Mission?
The key to a successful brand is to know your brand’s mission and values, define your look and tone, and keep consistent and true to your identity through the content that you share. What will your brand become known for? Imagine how people will describe your business.
3. Know Your Audience –and Aim to Inspire
You’re trying to build a community on Instagram and so you will constantly want to appeal to your tribe. As a dealership, your ‘people’ are car lovers or those who may be looking to purchase a car. Remember to tell a story around a car or car ownership and avoid straight-up selling. And share stories that inspire –think of the Subaru TV ads that evoke family and togetherness–and attract dog lovers and campers! Know what your community wants, create relevant content for them, and share stories that connect people.
4. Offer Value–What Does Your Audience Need?
Again don’t try and hard sell a brand to your audience, but rather sell an experience. Ask yourself these questions: what makes my company special? Why would someone be interested? What do I have to offer that’s different? And why would someone want to follow me on Instagram and share my content? Identify your audience’s needs and create content around it. Think of a powerful truck like the Ford F-150 and what it can pull –then picture a father taking his daughter to her first gymkhana towing a horse trailer. Does she win a ribbon? Now that’s a nice story! What were you selling again?
5. Get Creative
Bring in your team of employees and show them doing something fun rather than always employing models to pose for photos or videos. And take advantage of Instagram Stories to up the ante–300 million users are using Instagram stories every day. And you can befriend and engage with your followers and include them -maybe by inviting people to share their photos. Did they take a road trip this summer in your brand of vehicle? Where did they go? What wonders did they see? Or did your audience visit a car show or rally? This is a story about people enjoying an experience involving cars.
6. Build a Relationship
Building a relationship on Instagram is not unlike the work of great storytellers, from novelists to directors, who engage their audience by moving them emotionally, making them cry, laugh or sigh, and getting them to a place where they care what happens next. Your Instagram brand is a work in progress, a never-ending story –one of your loyal followers will return to again and again for the newest chapter. But it does require transparency (people need to trust your brand), consistency, and persistence to reach this sweet spot with your audience.
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