Should I Be Using Instagram

Should I Be Using Instagram?

Instagram is growing. It has around 9 million active users in Australia, Facebook has around 15 million in Australia. Snapchat is growing fast among the younger fraternity, it now has 6.4 million users in Australia.

Should you be using Instagram and should you be considering using Snapchat?

Well there are 2 levels of answer to that question that revolve around Pareto’s Principle(80/20).

The first level of answer is you should be everywhere. Branding, advertising, reminding, staying top of mind, positioning. Everywhere resources allow BUT MORE IMPORTANTLY EVERYWHERE THAT RESOURCES ENABLE THE BEST BANG FOR BUCK!

Ideally you would be in all media……BUT is it in your interests to have a small ad on page 87 of the local newspaper……along with a single bus stop ad on a local street………along with a radio advert running between 9pm and 10pm every night…….along with a leaflet drop once a year……along with sponsoring a local school fete.

If you chose one of those media and developed HIGH IMPACT CAMPAIGNS using that media, the results would definitely be better than the thin spread across them all.

You see with endless resources and bottomless budgets, YES you should aim to be everywhere all of the time, continually with a fresh message/fresh piece of content/fresh USP.

BUT assuming you don’t have endless resources and bottomless budgets(who does?) the enemy of traction is to spread too thin, lack consistency and fall victim to ad blindness. Ad blindness develops when we know we will learn nothing new by seeing something again, it is a subtle difference between the ad that runs continually versus a range of ads that people see in rotation, a rotation that is freshened regularly.

Billions of dollars a year are wasted on spreading yourself thin and falling victim to ad blindness.

Be consistent
Be fresh
Go an inch wide and a mile deep

Right now Facebook is king. 60% of the population are active users(that’s a very high percentage of the adults in Australia)

Used in the right way Facebook is a monster.

By spreading your marketing budget and focus across even Facebook and Instagram you will not be optimising Facebook as a monster. Who knows how long this monster will be so powerful, by not focusing hard on it in 2019 could you be leaving your big opportunity behind?

Facebook and Google are the 2 platforms to focus on, 80/20, 80% Facebook and 20% Google. That’s it. Not constantly looking at the next white shiny object, not thinking Instagram is image friendly so I must be missing out. People are spending their lives on Facebook, it is the entree, the main course and the dessert, Instagram is the coffee with a mint. You don’t go on a date to a restaurant for the coffee and mint, do you?

TheNewTv

Should I Be Using Instagram