With a recent BBC article indicating a backlash by brands on using Instagram stars and influencers, we take a closer look at the cause in such a booming digital age. We also delve deeper into how this can affect brands, whilst giving our own thoughts on the true integrity of Instagram and how it supports small business growth.
The article is founded upon consumer goods giant Unilever threatening to take a stand against fake Instagram influencers – those who buy followers with very little interaction in order to become attractive to firms looking to build a customer base. The article offers a range of examples of fraudulent behaviour from Instagram stars, with one Instagrammer using stock photos on his profile rather than his own in order to gain followers, and another using a ‘bot’ to show fake engagement – a key form of measurement for company’s looking to hire an influencer. It also highlights how unfair this is becoming on hardworking social media stars who spend a lot of time and effort developing unique content to attract a quality audience being out done by these fake influencers.
Is it all about follower numbers?
However, the piece also shows how small businesses can be productive in the way they avoid fake Instagram stars. With brands opting for influencers with less followers but good quality clout and engagement with these smaller numbers. As the saying goes – it’s quality not quantity that counts!
While you may not be looking to use influencers for your business, you can certainly take heed of the actions of large brands to help make your own Instagram feed stand out from the crowd. Small details such as imagery and relevant hashtags allow followers to track your brand, making it easier to grow engagement. Both relevant hashtags and insightful words can attract many new followers and help kickstart your account. This Smart Cow blog gives a more in-depth analysis of how exactly to grow a strong brand Instagram account from its setup too.
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If you’re looking to create a digital marketing campaign using social media and want a little help, then get in touch with Smart Cow today.