Why I talk people out of Instagram
In yesterday’s post, I talked about the need for one Facebook page. The reason we need to be talked out of many Facebook pages is that they are dead easy to start.
So lets unpack that for a second. Prior to the Internet, we didn’t create marketing pieces and then wonder how to use them. Then the website entered the marketing consciousness and the argument for creating a website was “everyone is doing it”.
A business must have a website, people said incredulous, in order to stay relevant. (Those people were mostly people who created websites.)
That comment continues to permeate the social media revolution. Instagram is there, so we should have it. People ask me why Colgate doesn’t have an Instagram account.
Here’s the answer: Colgate is beautiful. Nestled in the hills of Central New York, Colgate University has charm, color, and exquisite beauty. We also have an award-winning photographer who manages to capture moments and looks that tell a fantastic story.
Now consider Instagram. Instagram images are taken with my phone (or your phone). They are not professionally taken photographs with a good camera. Yes, Instagram images are moments, but it is the rare iPhone photo that becomes an enduring moment.
Professionally taken photos taken with a good camera create images that prospective, current and former students will keep and share. Professionally taken pictures are images your customers will share. Better pictures make people feel better about the brand. That is an opinion, but one I’ve seen proven out over and over again. I’ve managed Facebook pages since 2007, I can tell you that a good photo endures. A bad photo gets some likes, but is forgotten.
If your brand or School’s selling proposition is the beauty of the thing, don’t diminish it by creating bad content just because you can.
So what do you think? Does your school have an Instagram account? How many followers? What is the benefit?