Instawhat?
What is this Instagram you keep hearing about? It’s a photo-sharing application that can be downloaded on your iPhone, Android phone, or iPad (but is not available on your desktop computer). You upload a photo from your phone or take one within the app, choose a filter to enhance your picture, and add a caption.
You can follow people and be followed, based on a non-reciprocal model like Twitter. You can like (heart) or comment on pictures.
Why Is Instagram a Good Match for Radio?
There are 80 million users on Instagram and counting. And according to Mashable and a study conducted by Simply Measured, 40% of the brands listed in Interbrand’s Top 100 have set up shop on Instagram. So, other savvy brands are taking advantage of Instagram as a way to connect. And your listeners are on Instagram.
The stats are impressive, but the real reason Instagram is a match for stations lies in the mystique of radio. What happens behind the scenes at a radio station is an enigma to listeners. They listen to the shows and music they love, but the average listener doesn’t know how it all comes together. Using pictures to show them what goes on when the mic is off gives them a peek behind the curtain, making them more connected to their favorite radio brand.
If I’ve convinced you to give Instagram a shot, read on.
Getting Started
Appoint someone at the station to be the official Instagram brand manager. Install the app on their smart phone. Add a profile pic and a bio.
Watch and listen at first, so you see how the app operates. Craft your strategy to determine what your story in pictures will entail.
Instagram-Worthy Ideas
Once you’ve gotten a firsthand look at how Instagram works, you can execute your strategy and promote your presence there. Here are some tips to help you make the most of the app:
1. Craft good captions. Even the most mundane picture can be framed as entertaining with a good caption.
2. Share on Facebook and Twitter. Your Instagram pictures can provide content for your other social platforms. Sharing your images will also gain exposure for your account, increasing the number of followers you have as listeners realize you’ve signed up.
3. Use hashtags to categorize your pictures. When you upload the photo, add a hashtag within the caption. It will appear on the public page for that tag, increasing your reach.
4. Interact. Engage listeners, respond to their comments. Like any other social platform, Instagram isn’t a one-way broadcast.
5. Share what the station is all about– from the mundane to the glamourous. Think air talent, music, artists, promotions, and lifestyle content. Here are some ideas:
- Your morning show host left a lunch in the fridge until it was moldy
- Your music director is debating songs to add this week
- Someone can’t ever park straight in your parking lot
- An enthusiastic winner shows up to claim her prize
- You have an in-studio guest
- Prizes come in the mail that will be given away next week
- You’re hanging out with P1s at a station event
- You’re watching X Factor and think Simon Cowell’s comment was harsh
- You create a funny meme you’d like to share
- You’re backstage at a meet and greet
- This mandatory staff meeting is really exciting
- A big client just dropped off lunch for the staff
- The morning show shares a Stupid News story that has a priceless photo to go along with it
- Shenanigans are happening as a result of too many creative people in one place
- The girl next to you in traffic is singing along to the radio. It better be your station.
- Carly Rae Jepsen is calling you, maybe? (Couldn’t resist!)
6. Go behind the what happens inside the station to explore the way listeners use radio, and the way they connect to your station, its talent and music. Represent the lifestyle of your listeners with content relevant tailored for them. It’s all about using your brand to connect with them, and not selling the brand.
7. Create themes for your uploads to provide consistency for your followers. For example: #behindthescenes, #offair, #WABCmusic, #winit.
8. Weave Instagram into your promotions. Create a hashtag, and tell listeners to upload pictures using the hashtag to enter to win. The picture content would be tailored to the promotion you develop.
For example, create a “How do you WABC” promotion and ask listeners to upload photos of how they listen- at the gym, in the car, at work, etc. Or give away concert tickets by choosing the photo of the biggest fan showing why they want to win.
A client got creative and used Instagram to promote the madness of a local event, encouraging listeners to share their most bizarre sightings with a certain hashtag.
For contests that include a “scavenger hunt” element, have your street team post clues as they head to each location. Keep Instagram in mind when you’re brainstorming for contests and events.
Follow me on Instagram @StephanieWinans to see what I’m up to after hours. You’ve had success with your station on Instagram? Share your secret sauce in the comments below.
Photo credit: {N}Duran on Flickr
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