Some businesses lend themselves easily to Instagram: restaurants, florists, clothing retailers. Beautiful products make for beautiful photos. So how do you take a less-than-visually-stunning product to Instagram and get 88,000 followers? According to Scott Marquart of Stringjoy, a maker of guitar strings, it’s all about the story you tell.
“Everyone looks too hard for best practices and hacks,” he says. “But you’re going to get the furthest with content when you’re doing things differently and breaking the rules. Making your mark comes down to what’s different about your brand, what sets you apart from other brands in the marketplace. If you want to get noticed, don’t be afraid to be radically yourself.”
Birth of an Instagram brand
Scott took to Instagram 3 years ago, when his Facebook page’s organic reach kept shrinking. His initial approach, inspired by commonly held wisdom, was to post behind-the-scenes photos of his business. But as he explored the guitar space on Instagram through hashtags, he noticed that all the likes went to one type of shot: beautiful guitars. And as a guitar enthusiast himself, that’s a tactic he could make work.