Posted August 5, 2014

 

Last month, I blogged about the importance of having a social media presence in today’s business world, especially if you’re a textile manufacturer or supplier trying to shake our perceived but misguided reputation as a “stale, old” industry. I wrote about a few of those social media tools and how a handful of textile companies have embraced the medium in order to build brand relationships and loyalty, engage and interact with “fans” and communicate with the people who matter most. I provided a few statistics and insights on Facebook and Twitter but only mentioned in passing other social media platforms.

 

Instagram, for instance. In the last few weeks, I’ve done more research on social media and found some eye-opening trends you may find interesting as you explore your marketing strategies. I’ve learned that, in addition to the two biggies, Facebook and Twitter, you probably should consider using Instagram, the photo and video app, to help tell your stories.

 

According to a recent study by Forrester Research, Facebook is losing popularity while Instagram is gaining steam. Big time. (Of course, you’re children can probably tell you that.) The firm found that engagement on Instagram was roughly 60 times higher than Facebook, making Instagram “by far the best platform for marketers to interact with consumers.” It measured engagement by looking at comparable posts by companies on both apps and recording the number of likes or shares for each. In addition, Forrester looked at 3 million user interactions on Facebook, Twitter and Instagram and found that, for every 1 million Instagram followers, branded content received 40,000 interactions, while Facebook saw only 700 and Twitter only 300.

 

Through photos and video, it’s easy to see why Instagram offers a better means of visual storytelling. But the challenge seems to be harnessing the message in a succinct, engaging manner – and making it shareable with your target audience. After all, the target audience becomes key influencers, who like and share your posts with their followers. In doing so, influencers become part of your marketing team by driving referral traffic to your pages and creating real-time advocacy.

 

“That’s fine,” you say. “But without a consumer brand, what can I possibly post on Instagram or any social media avenue, for that matter, that would engage an audience?” you may be asking. Good question. “I manufacture textile machinery parts, which aren’t that sexy,” you also may be thinking. Another good point. And that’s the challenge for B2B companies. One textile machinery company has found a way to represent itself to the world in a dynamic fashion, though not on Instagram. Morrison Textile Machinery Co. of Fort Lawn, S.C., recently updated its website and, in addition to images of colorized equipment, it includes a number of photos of the end product – and people wearing garments finished on its machinery. Good move, one that certainly is more consumer friendly and doesn’t say “stale and old.”