As an influencer in the VOD (Video On Demand) space, it’s important to utilize all of the channels you have available to gain new subscribers and build your brand. It’s easy to categorize your VOD service into the ‘paid media’ section of your brain and forget how valuable your organic presence can be. After some background information on the foundations of social media, we’ll get into some tips and tricks you can implement to optimize your organic Instagram channel to support your VOD service.
The Foundations — What makes “good” social media?
As a consumer, we are constantly being flooded with advertisements. Over time, we begin to block them out because there is too much to take in. In order to make a lasting impression on your target market, you need to first establish trust. There are not many better ways to do this than through organic social media. People are choosing to follow you because they’re genuinely interested in what you have to say and the content you’re creating. Your relationship with them will develop as they get to know you, your life (as much as you let on) and begin to trust you.
Establishing Your Persona
Your Instagram Persona: the language you use, the content you post, and the way you interact with your followers. All of these things help form the way your followers see you. Just like with most marketing tactics, choosing one specific target audience (and sticking with one defined persona) is the best way to gain a dedicated following.
The Content: the meat and potatoes of Instagram. While staying within the parameters of the persona you defined, there is a ratio of content that will keep your followers engaged and coming back for more.
As a general rule, 80% of your content should be to inform, educate, and entertain, while only 20% of your content should be promoting your business (shameless plug time).
This ratio is just a guide and will depend on your industry and your audience so feel free to play around with it.
As a social media influencer, you have a following of people who look up to you, look forward to your content, and care about what you have to say. Over the past few years, they’ve been following your journey and feel like they know you. You built an entire community of people who trust you strictly through your organic platform. Now it’s time to transfer that trust to your VOD service.
Tip 1: Content Breakdown
IG Static Feed
Posting 4-7 times a week on your main feed is a general best practice. If you’re struggling to find content, don’t force seven days of posting. Your followers would rather have four quality posts than seven, where three of them are low quality or irrelevant to your brand. One sales push every 10 posts would be a good place to start on the static feed. If it’s getting good engagement and your followers respond to it well, you can start increasing the frequency. However, keep in mind that your followers are mostly there for entertainment.
The call to action in these posts is important. This is not the time to be bashful. Be excited about your product and the impact it can have on your subscribers. Put a link to your subscription in your bio and let your followers know it’s available!
Stories can be incredibly effective if used correctly. Most of these can and should be a little less polished than your static posts (followers love a “behind the scenes” look into your life). Aim to have between 1- 4 stories up at a time. Flooding your stories with 10+ posts will either get your story muted or your followers will just skip past them and not hear anything you’re trying to say.
Always have a “swipe-up” to your VOD subscription in your stories. This can be a clip of you using the product, a short testimonial, or you talking to the camera prompting followers to go check it out. The other stories can be whatever you’d like: product-related, music you enjoy, a link to another post you found interesting, quotes, lifestyle pictures, etc.
Tip 2: Lead Generation Opportunity
Organic Lead Gen
Time to utilize your influence! For a small amount of effort and even smaller cost, you can leverage your organic channels to generate leads who are interested in your brand with a small giveaway. If done correctly, the leads you generate through this method are warmer and more likely to convert.
Overview: You and two other indirect competitors team up and create an Instagram contest together. You each offer up a product/service of similar value and make a post about it. In this post you’ll prompt the viewer to do three things:
- Like the post and follow the other brands
- Enter their email address through the link in your bio
- Tag a friend in the comments
When the contest is over, you’ll share the email collection results with the other brands. In a perfect world, ⅔ of them will be unique to you and you can then message them with conversion campaigns.
By implementing these two small tips, you can build your lead list, establish relationships with other brands in your industry, increase your brand awareness and build your clout — all at the same time. In combination, these steps will help you continue growing your VOD business.
If you have any questions or additional tips, please leave a comment below. We would love to hear what you have to say!