Over the last several weeks, we've had the pleasure of looking into and exploring some of my favourite and most interesting Instagram accounts that I follow. Throughout, we have been looking at what the account shares, what they seem to be doing well, what areas they could work on as well as how it is they seem to be monetizing their social media reach. In this post we will explore the three types of accounts that have emerged out of this exploration, the generalized problem or need for improvement areas as well as the three main and most common ways of advertising.
Above we have the first blog on art_collective as well as the last blog on hodinkee.
The three types of accounts
The first type is the curator account, such as art_collective. This type of account curates pictures and content that is not original to them and share it to their audience. This allows for many smaller accounts to get exposure. This type of account really focuses on the content they share and assure they give credit and variety of content.
The second type is the original content poster, such as pbandwatches. This type of account takes their own pictures and shares their photo with their audience. Sometimes these types of accounts have another media outlet, such as a blog or website that explores the content they share even more, such as infatuation's account and their website.
The third type is the platform aggregator, such as salomondrin and bradleymartyn. This type of account uses their Instagram to pull together their other, and more content heavy platforms together. They share pictures of videos that relate back to their other content, such as YouTube videos. They also have websites and other products they tend to share on their account as well in a streamlined manner.
The generalized scope of problems
In general, a few reoccurring problems were intrusive advertising attempts as well as advertising posts that stuck out like a sore thumb. Several accounts had intrusive advertisements that really pushed a product on a follower. The unfortunate consequence of this is that followers will most likely find this annoying and will completely eliminate the chances of actually getting them to "click through", rendering the advertisement useless. Further, if done too many times, it can thoroughly annoy a follower and lead them to unfollow, taking away from the page as a whole.
Additionally, many accounts advertised posts in such a way that it stuck out from the rest of their content in an inappropriate manner. When an account posts high quality images within a certain theme, a blatant and unrelated advertisement sticks out and makes the page as a whole look worse. Keeping these on the page makes it stick out like a sore thumb and gives a reason for those who dislike advertisements to not follow the account. Overall, its important for accounts to properly integrate advertisements, so that they don't take away from their accounts as whole.
The three common ways to monetize
The first way is to advertise other products, websites and accounts. This is done through mentions or references to their site or location in their bio. Those being advertised are paying the account in order to reach their influenced audience and increase click through and amount of flow to benefit them.
The second way is to advertise their own products or other content. This is done through the posts and the captions as well as the bio link space. They try to redirect their followers to these platforms in order to monetize them with click through.
the third way is to advertise partnerships held with other companies, accounts of businesses. These seem to be mutually beneficial where the advertisement is not paid by anyone. The partners will leverage each other's audience in order to increase the exposure of the partnership. This will in turn lead to better success for goal of the partnership.
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