#BehindTheBrand with about.me
For this week’s #BehindTheBrand series, we interviewed Zoë Björnson, the visual media strategist from about.me. About.me lets you create a personal web page to show your identity and connect to like-minded individuals online.
Their Instagram account @aboutdotme shares community photos they collect from Guest Instagrammers from around the world. Read on to see how about.me uses Instagram to engage and showcase their community.
What’s about.me all about?
About.me is the easiest way to build a personal web page that showcases your unique identity, fosters connections with others and showcases what matters most to you. About.me lets you create a page to make it easy for people to learn about you and find your content on the web.
What was the motivation to put @aboutdotme on Instagram?
About.me is a visual platform, so much of a person’s story can be told through a photo. We knew Instagram would be the perfect place to celebrate our diverse and beautiful community across the world as @aboutdotme.See how @aboutdotme uses visual media to inspire and engage their Instagram community Click To Tweet
What’s the strategy and inspiration behind your Instagram account?
We use @aboutdotme to celebrate members of our community. On about.me we have entrepreneurs, artists, professional athletes, real estate professionals, students – you name it. We use Instagram to showcase their work and adventures to the rest of our community.
One of our main projects on Instagram is our Guest Instagrammer series, where we choose a member of our community to feature in an interview on our blog and we’ll also share their photos for a week. It’s a great way to introduce our community to other awesome users.
Latergramme is super helpful in the scheduling and uploading process, as we usually get the content from our Guest Instagrammers beforehand
What sort of engagement benchmarks are you looking to achieve with your Instagram content?
We love when we see conversations start on our Instagram feed through comments. That’s when you start to see growth on the platform. Also, when people tag their friends in posts and share content with their community.
Right now, we’re highly focused on creating and curating awesome content that our community enjoys.
It’s a lot of testing to see what content brings likes, comments or follows so we’re having fun with a variety of content. Because our account is on the newer side, we’re leaning more towards figuring out what works best rather than hitting benchmarks for engagement.
Latergramme is here to help.
We’ve found that portrait shots get great engagement, seeing as we’re all about people here at about.me. Second to that, travel photography and adventurous snaps from our community from all around the world.
Our followers also love getting an inside look at what we’re up to, so any shots from our team are super well received.
How does Latergramme play into your process managing Instagram content?
Every month, we have two weeks of Guest Instagrammers from around the world. Latergramme is super helpful in the scheduling and uploading process, as we usually get the content from our Guest Instagrammers beforehand and using Latergramme cuts down a lot of time spent on manually uploading and writing captions.
During the off-weeks we share snaps from our team who are based all over the world and photos from members of our community.
What’s been the greatest learning curve you’ve experienced since using Instagram and Latergramme?
Don’t just post content to post content. Curation is key.
By really taking the time to find and take photos that fit your brand’s aesthetic, your Instagram account will start to become one that people really do want to follow. You’ll also start to curate a community that actually want to engage with each other.
When it comes down to it, we care more about whether our content is getting engagement than if we’re at the top of the charts in terms of followers.
We love Latergramme! Thanks for making such an awesome app and service – it makes our lives so much easier!
Do you have any advice for brands using Instagram?
Focus on your community rather than the product. For us, product shots just don’t make a lot of sense because we’re mobile and web-based. No one wants to see a screenshot on Instagram!
Find and create content that resonates with your users. By sharing new and exciting content from our community, we are celebrating our users and we never lack content.
Also, keep it consistent!
What are some Instagram accounts you think people should follow?
- @stevecarter | Steve Carter is a Rochester-based photographer and marketing consultant. He’s also the founder of @explorerrochester an Instagram dedicated to finding new perspectives of Rochester, New York. His simple aesthetic and ability to capture such beautiful photos in the community around him.
- @chris_michel | Chris Michel is a founder and an advisor to us here at about.me. His Instagram feed is full of portraits and snaps from his adventures all around the world, which will bring out the travel bug in anyone. He has an incredible ability to capture pure emotion in every single photo he takes.
- @liangs | Liang Shi is the Creative Director at Soma Water and a super talented designer. Her Instagram features honest, candid captions, her daily adventures and lots of delicious food photos. She’s always up to something new and it’s inspiring to follow her ever changing day to day!
Who manages your Instagram account?
Schedule and manage your Instagram content with Latergramme.
Header image by Jay Mantri via StockSnap