There’s no denying that Instagram is a powerful tool for communication. Out of all the ways that companies speak directly to the public, Instagram is one of the best for receiving instant feedback. This blog is made to show you what is and what is not effective in terms of using Instagram to advocate for your company’s goals. If used correctly, your posts will reflect your brand values and attract plenty of positive attention. If not, you may find yourself getting ‘not-so-positive’ attention. I want to understand how one company uses Instagram to market itself, so let’s take a look at what Planned Parenthood does well and how it can improve.
There are some key features to keep in mind when building a successful social media presence for your brand. For example, you want to make sure your online presence is as authentic to reality as possible. Promoting a skewed version of who you are as a company can hurt your credibility. Planned Parenthood’s main Instagram account uses graphic designs in too many posts, taking away from the real experiences that are happening in the offices. Check out this one post about supporting Indigenous struggle:
This is an example of a post that lacks real advocacy. A better image would show real people who are relevant to the organization in some way. There are also other ways to advocate for this cause on Instagram that would be more authentic than only using a graphic. An Instagram post could be about charity efforts, educational resources, or prompting discussions about the topic. This post makes it difficult to imagine how Planned Parenthood supports the Indigenous struggle in real life.
On the other hand, Planned Parenthood’s social media presence does an incredible job of clearing up its stance on the Hyde Amendment. As a healthcare company, many of its patients will be looking for genuine concern from Planned Parenthood, and this post does a great job of addressing the issue at hand. This kind of communication can build trust and form stronger relationships between company and followers. Let’s take a look at this post about the Hyde Amendment:
One thing I love about this post is the company’s clear stance and objective. As an organization, you want your social media to communicate your key messages as strongly as possible. This post provides information about the topic, was made swiftly in response to the Amendment, and shows compassion. This is a good example of the company sharing important and helpful information with its followers.
Another great social media tool to add to your toolbelt is amplifying important voices. A pool of valuable stories and input is available among your followers. A good social media account takes notice of its audience, and you can easily strengthen connections with them by lending them your platform. Check out this powerful post featuring stories about real people:
As companies that work with vulnerable people, it is important to build as much trust as possible. With the right tools, you can provide them with meaningful messages every time. Be authentic. Be compassionate. Be you.
Do you follow any accounts that do a spectacular job with their marketing? How about accounts that fall short of their full potential? Be sure to reach out and tell me why you think they do a great job or what they could do better. In the meantime, check out the latest posts from this account.