Raising brand awareness on Instagram
Before the launch of their online store, EEDN asked for my help to grow their Instagram followers and optimise brand awareness online. EEDN sells rare organic high-grown teas from all around the world and powerful Ayurvedic blends from Sri Lanka. They’re a 1% for the Planet company. All in all, cool people.
Here’s a summary of the things we discussed.
Expanding reach on Instagram
As a luxury tea brand with products designed by fashion photographer & cinematographer François Rotger, EEDN has everything to succeed on Instagram. The beautifully staged images are reason enough to get followers on the social network.
Techniques to get more likes on Instagram change as often as developers update the algorithms. So it’s a tricky game.
One of the ways you can do that is helping users find you with relevant hashtags. Pay attention to what’s frequently used in your industry and copy the hashtags in the comments. Don’t hesitate to update them regularly as trends change all the time.
This is particularly important when you first open an account as no one knows you’re here, and until you get enough social proof, you’ll need to fight your way through the noise.
Once an account starts to gain serious popularity, hashtags don’t matter so much anymore — which is now the case for EEDN.
Increasing visibility on Instagram
Getting more visibility on Instagram comes with interacting with other accounts — like, comment, and follow them. If you decide to do this manually, it can work really well. Here’s how you do it:
- Search for a hashtag relevant to what you curate.
- Select “Recent”.
- Start liking the most recent pictures, particularly those coming from small accounts. You’re more likely to get their attention.
If you do this for 30 minutes every day, you’ll get about 10 new followers per day.
Bots allow you to do the same thing. And you can filter content by location, which is more relevant for a business with delivery limitations. But they’re not my favourite thing. They can be expensive and it’s hard to track that they’re really matching you with relevant users.
The great thing about doing this manually is that you can also create genuine partnerships with people you enjoy interacting with.
In business, you rarely succeed on your own. That works in digital as much as your real-life interactions. Connecting with people will lead to real partnerships. Instagram allows you to do that easily with mentions in stories and posts that can be useful to your partners’ followers in turn.
EEDN did just that. They leveraged their business relationship with David Mallett, a luxury hairstylist, to promote their tea.
Taking advantage of popular accounts
On Instagram, you’ve got a lot of accounts that regram content from others. Some are incredibly popular and you should definitely look into this to bring your content to their followers.
One way to do that is to search for the most popular accounts relevant to your industry and tag them in your posts. Just make sure they’ll give credit to you by tagging you properly.
EEDN now has over 2000 followers and continues to grow. Their website has evolved a lot as well which you can check here to find out more about their engagement for sustainability.