instagram is a little portfolio. it could be of your life, your art, your shop, your products, or your perspective. but the truth of the matter is that it can do almost everything a website does but better. i am not suggesting that you game the platform, but maybe figure out the best way to use it.
as with any creative endeavor, find the people who do it well and identify what makes their profiles work. i am a huge fan of the way aoc uses instagram, so i tried to think about what was good about it. her posts feel authentic, not over-polished, and full of useful information that relates to her mission. thus, i try to shape my presence in a similar way.
i recently did a bit of consulting work for a cafe. “why do i need instagram?” the owner asked me. i told him the truth: when a customer considers coming to your cafe, instagram will likely be the first or second thing they check when they decide whether or not they’ll stop in for the first time. and, being near a train station, this is especially true for out of towners.
for you, how can you make a first impression on instagram to show your audience what you’re all about? who does instagram well, and how can you take parts of what they do and make them yours?
there are some large companies that are able to communicate “soul” really well. in a time when large, seemingly heartless organizations are taking control, brands that bring a human touch to their operations stand out. the first one that comes to mind is trader joe’s – i recently spoke with employees that love what they do. one of the reasons is that trader joe’s manages to make grocery shopping a fun experience.
aoc, too, brings an authenticity to politics that resonates with people. further, on twitter, whenever big companies tweet like they’re people (see netflix), it brings a lot of joy to their customer. tech companies tend to lean on profitability and scale, and are often in conflict with soul. however, google with its bright colors and twirly hats brings some fun and whimsy to the brand. why is this important? it makes the company feel a little bit less like the monolith it is.
if you run a company, it’s important to recognize that soul is really really hard to maintain. chasing profits scares it away. and sadly, curating soul means that we scare away sustainable business practices sometimes. i invite you to find a way to balance soul with your business so that it pays you while also preserving your humanity. because your humanity is invaluable.