This put up is a part of our Instagram Advertising and marketing Technique sequence. The sequence offers you with actionable insights and classes on how companies are utilizing Instagram. Subsequent up, Kenny Sing, founder or Flip Studio, discusses develop an viewers on Instagram.
“I by no means jumped into Instagram as a option to earn a living. For me, it was rather more consciousness and follower centered. Instagram was – and nonetheless is – a real-time suggestions loop for my work. It’s a option to discover out if persons are having fun with what I’m creating.”
In a brightly-lit Clay By The Bay pottery studio within the Nob Hill neighborhood of San Francisco, I had the possibility to take a seat down with full-time designer and part-time maker, Kenny Sing, founder and CEO of Flip Studio.
Sing began Flip Studio in 2016 as a ardour challenge, like so many profitable enterprise homeowners and entrepreneurs earlier than him. It wasn’t till the followers, engagement, and product requests began pouring in that he realized that Flip Studio may really flip right into a viable enterprise.
However it wasn’t by luck or likelihood that Sing was in a position to develop his enterprise on Instagram, although he’ll let you know that each actually performed a component. As a substitute, he noticed a chance and constructed his enterprise methodically over the course of two years.
Right here’s how Flip Studio, a small ecommerce enterprise, amassed a following of greater than 40,000 followers on Instagram and 1000’s of in income.
Timing and discovering your area of interest is vital
Simply as there are tendencies in trend, music, finance, and design, there are tendencies in social media as effectively. When completely timed, you may soar on and trip a pattern proper right into a profitable enterprise.
“I noticed a pattern beginning to emerge on Instagram. Pottery started to take off and ceramic influencers had been rising their followers into the lots of of 1000’s. I knew I had the proper product thought, I simply wanted to determine get my foot within the door” defined Kenny after I requested him how he initially discovered success on Instagram.
That’s when Sing turned to a few of the largest pottery and design influencers on Instagram. When first beginning out, he would tag the largest, most influential artwork and design accounts (akin to Design Milk) within the captions of their posts in order that they might get a private notification from the tag.
Sing would additionally search for particular hashtags utilized in contests hosted by high accounts and have these hashtags in his personal posts. That technique led to larger visibility and attain.
“I preferred to consider it as ‘hacking the competition world’ on Instagram,” joked Sing. “However it labored. Folks within the design house are in search of area of interest accounts to observe and my account grew by 1000’s of followers every month. It’s an awesome group.”
As soon as Flip Studio gained some preliminary traction by means of options on high accounts, it was time to construct a loyal following of his personal. For that, Kenny wanted constantly lovely content material and a singular model of his personal.
Model can set your model aside
In case you had been to get to the core of why individuals observe a model on Instagram, you would possibly discover that it typically has to do with reliability. Totally different than private profiles, individuals observe manufacturers and influencers for a dependable supply of a sure kind of content material. Leisure, information, sports activities, trend, magnificence – you title it.
“The purpose for Flip Studio on Instagram is to publish quite a lot of content material inside the identical model and theme however tailor-made to a really particular viewers. Finally I need individuals to really feel inspired to create their very own artwork or enterprise, however that’s solely half. The opposite half is creating content material that pulls different markets – mathematicians, designers, artists, painters.”
Creating your individual model is among the most vital issues you are able to do to set your self aside for the thousands and thousands of items of content material which can be posted to Instagram each single day. And it’s not simply the imagery that makes up your model, it additionally contains issues like:
Imagine it or not, each single piece of content material is an extension of your model and your enterprise. And Flip Studio makes his model extraordinarily relatable by at all times utilizing “I” within the captions. It could seem to be a small factor, nevertheless it makes his content material tremendous private, and fairly totally different from different manufacturers.
It’s as if he’s embracing that it’s simply him behind the account.
“Folks are inclined to underestimate the facility of your voice on Instagram. I attempt to make each caption significant and private, which is why I virtually at all times embody the phrase “I” in my posts. I additionally reply to each single remark publicly or by way of direct message, even on reposts. Constructing relationships on Instagram is a part of the explanation why I’ve been capable of finding some success.”
Outcomes are within the particulars
Whereas there are lots of of things that go into what varieties of content material customers see once they open up their Instagram app, there are solely three that Flip Studio focuses on: frequency, timing, and hashtags.
“Ever since Instagram modified the timeline from chronological to an algorithm, I’ve observed that posting much less – as soon as per week – has really been extra profitable than posting a number of occasions per week. It permits me to give attention to high quality over amount, which results in extra engagement per put up.per put up, defined Kenny. “Posting extra ceaselessly to my story creates follower loyalty in a distinct, extra private method that reduces the probabilities of somebody intentionally unfollowing you since you are cluttering their feed.”
Kenny additionally defined that he spent weeks testing out the most effective occasions to put up to the Flip Studio feed. “I began to comprehend that I used to be seeing essentially the most success throughout off-hours. Occasions like Sunday mornings, Saturday nights, weeknights, and weekends generated rather more engagement than throughout working hours.”
Sing elaborates, “My work is video primarily based. It’s not a fast photograph a need my followers flicking previous throughout a case of the Mondays.”
Hashtags are additionally a significant a part of Flip Studio’s Instagram technique. Sing depends on strategic hashtags to achieve new individuals and develop his account.
First, he determines which hashtags to make use of primarily based on different high design accounts. He spends time analyzing different model posts as a way to determine industry-specific hashtags that he needs to be utilizing. Sing additionally makes use of the “Discover” characteristic to look hashtags and analyze the content material that’s populated in every search – making psychological notes as he goes.
“A number of occasions individuals observe me primarily based on hashtags and even like my content material – Instagram’s algorithm loves that! These customers validate the hashtag in a method,” explains Sing. “The hashtags I exploit are additionally at all times particular, make sense, and are associated to the work that I’m creating. I be certain to characteristic hashtags which can be used greater than 50,000 occasions as a result of it helps to extend visibility inside Instagram’s highly effective Discover feed.”
And get this, about 50% or extra of Flip.Studio’s put up impressions come from sources outdoors of his current follower base. That’s large!
Although the Instagram algorithm can typically really feel like a guessing recreation, there are confirmed methods for methodically rising your enterprise account. Like Flip Studio confirmed us above, you don’t want to fret about each single issue to make a splash. Generally much less is extra.
Success is relative
We regularly obtain questions from prospects alongside the strains of: “How do I develop my account to 1 million followers?”
What they fail to comprehend (to no fault of their very own) is that the largest accounts of their solely have 500,000 followers, and even then, they’re an exception to the rule.
Success is relative and distinctive to every particular person model or enterprise. You don’t want a million followers to achieve success on Instagram. All you want is a gaggle of extremely engaged and energetic followers.
“My long-term purpose is to make this a self-sustaining enterprise, however for now, creating nice content material is the main focus. I can’t try this with no loyal following on social media,” says Sing. “I by no means outwardly promote my product or try and ‘promote’ to my viewers. I give attention to nice content material and the remaining takes care of itself.”
In fact, Kenny nonetheless retains a watch on his analytics, specializing in metrics akin to:
View-to-reach ratio: The variety of those that watched a specific video in comparison with how many individuals it reached within the feed
Attain-to-engagement ratio: The variety of those that the put up reached in comparison with how many individuals engaged with it
Misplaced followers: The variety of followers misplaced after a particular put up
Non-follower likes: How many individuals that aren’t following the account preferred a put up
Common Tales views: How many individuals watched the primary “slide” of a Tales sequence
Common Tales completion fee: The variety of those that watched the final Tales body in comparison with the variety of those that watched the primary Tales body
The metrics that matter to Flip Studio may be a lot totally different than the metrics which can be vital to your model. It’s vital to grasp which knowledge factors transfer the needle and to give attention to enhancing these incrementally over time.
“Instagram forces me to take myself and my enterprise extra severely. Certain, Instagram is a highly-curated model of our lives, but in addition a software for private development. Instagram makes me do my greatest work. It retains artists and influencers accountable.”
Make your individual luck
“The very best put up I’ve ever created was picked up by Design Milk and now has greater than 108,000 views on Instagram. I imagine it was profitable due to the put up timing (Sunday morning) in addition to the truth that I used very particular hashtags to make the video extra discoverable. Plus, it’s one in every of my higher movies, which at all times helps.”
Getting picked up by Design Milk helped to take an already profitable put up to a wholly new stage.
But when Flip Studio hadn’t centered on creating constantly nice content material or applied the expansion techniques mentioned above, the chance would have by no means offered itself within the first place.
It’s a must to make your individual luck.
“A majority of my viewers needs to know the way I’m doing one thing particularly with pottery. And in order that’s what I give attention to – creating awe-inspiring content material that sparks individuals’s imaginations. If I can try this, I do know the remaining will work out.” – Kenny Sing, Founder and CEO, Flip Studio
In case you’d prefer to learn extra Instagram case research similar to this one, try our model new content material sequence the place we interviewed unbelievable of us from manufacturers like Nike, Bustle, Entrepreneur, and extra.
The Instagram Advertising and marketing Technique Sequence
A nine-part sequence on use Instagram for enterprise. ➡️