Picture-Perfect: Utilizing User-Generated Content for a Scroll-Stopping Instagram Feed
By: Kat Harris, Social Media Manager
A picture is worth a thousand words or, if you’re lucky, a like. Over the past decade, Instagram has evolved into the leading social media platform for companies to create a unique brand identity. Using a mix of eye-catching imagery and videos paired with witty captions, companies hit “post” with the goal of convincing Instagram’s 1 billion users to slow their scroll, engage, and ultimately buy into their brand. Now, a decade later, standing out on Instagram’s saturated platform can present a challenge for businesses. Long gone are the days of spontaneous, in-app shots and oversaturated Instagram filters. Users want to see dynamic, visually appealing, curated photos, and for most brands that can be quite a daunting task. However, you don’t need a professional photo shoot or an inflated marketing budget to create a scroll-stopping feed, all you need is a little time and a good eye. Let’s talk user-generated content.
User-What?
Say it with me, user-generated content. For those of you who are new here, this feed-saving concept simply refers to photos and videos posted by users of your brand, business, or destination. Once posted, brands can search for these photos via hashtags and location tags to then request permission to repost the photo to their own page. As you can imagine, this content strategy opens up a whole new world of content for brands. However, with so many photos to choose from it can get a bit overwhelming, which is where curation and brand image comes into play.
Find the Perfect Picture
Before you begin searching for content, there are several things that you will need to consider. The first of which is your brand’s image. What message are you trying to convey to your audience? Think of three to five keywords that you believe describe your brand, jot them down and use those adjectives as a guide as you embark on your photo hunting quest.
Now that you’ve begun your search, you may notice that there are a wide variety of photos to pick and choose from. This is where curation becomes important. Let’s start with the content of the photo. Is the subject of the photo clear? Are there any inappropriate gestures or images in the photo? Is the photo representative of your brand? What feeling does the image evoke? Does the caption reflect your brand in a positive or negative light? Once you’ve established that the content of the photo and caption are brand approved, now you must ask yourself if the photo’s quality is up to snuff. Is the photo heavily filtered? Is the photo grainy or blurry? Was the photo taken prior to 2017 (trust me, you do not want to use a photo dated before this year, think yellow filters and pixelation)? If the answer to all of these questions is “no,” then go ahead and like the photo and request permission from the user to repost it to your feed.
Benefits of User-Generated Photos
Utilizing user-generated content in your social media strategy is not only beneficial for your brand on a content level but on a community management level. When you engage with and request a customer’s photo you ultimately open up a line of communication for the customer to further engage with your brand. Doing this humanizes your company and makes your customer feel appreciated for their business. Let’s face it, people love attention and recognition. When you share their photo, they’ll probably share it to their Instagram story. Thus, showing off your page and product to their followers and as we all know, a customer endorsement is the best endorsement. In summary, user-generated content not only keeps your feed fresh and scroll-stopping worthy but also creates a cycle of engagement that will ultimately lead to new followers and more business for your brand.
There you have it. You now have the tools to give your feed a budget-friendly facelift. So, go ahead, open Instagram and get started on your content curation journey, and remember, a picture may be worth a thousand words, but all we really want is a “like.” If you’re interested in learning more about how our social media experts can enhance your online presence and results, set up a meeting with our social media team! Let’s slow the scroll.
