#BehindTheBrand with Foundr Magazine
Welcome to #BehindTheBrand – a blog series focused on giving you a look into the strategy and inspiration behind some of the most unique and successful accounts on Instagram.
This week we chatted with Nathan Chan of @foundrmagazine to get insight on their Instagram success – including how they grew from 0 – 180k+ followers in just 6 short months – that you can use for your own brand!
Read on for tips and learnings plus a special Instagram resource on growing your Instagram following for you to download.
What is Foundr Magazine?
Foundr is a digital publication on the App Store and Google Play Store for young entrepreneurs and early-stage startup founders.
I had a few entrepreneurial friends that had been seeing some massive success on Instagram but in the health niche. Also, one of our readers reached out to us wanting to know if we wanted to advertise the magazine on their entrepreneurial fan page. This really sparked my curiosity.
Is there a secret to your Instagram success?
I could talk about this all day, however, I’ll give you our top 5 secrets and tips that are working for us right now. These methods can be applied to any brand / niche / industry / account.
1. CONSISTENCY: Consistency is EVERYTHING! Since we’ve started the @foundrmagazine Instagram account we have been relentless on keeping our community extremely engaged. We have only missed one day of posting, and we post 6-10 times a day. I think this is super important for any channel to be consistent.
2. CONTENT: Post content your audience loves. It sounds simple, but I see so many accounts that just do not understand their audience.
Know your audience and your market so well that you are able to create content for Instagram that they love, want to share, and tag their friends in. Nathan Chan, @foundrmagazine
3. HASHTAGS: Hashtags are crucial and important. Make sure you max out your hashtags with every single post. Instagram allows you a max of 30 hashtags. Also post the hashtag as a comment.
4. S4S (SHARE FOR SHARES): S4S are crucial for rapid growth! I underline this because it’s probably one of the most important strategies for Instagram growth, once you have the first 3 points sorted and down pat (great content, consistent, and using hashtags frequently). A “share for share” is when you get another account to post your image, tag you, and mention your account ‘@’ in the caption. People click on this link to your account and start following you, and you return the favor for the account that shared your image.
5. COMPETITIONS: These can be a great method to get more followers and grow your page and brand awareness. A classic one is giveaway something super valuable that your audience wants, and to enter the competition your audience simply has to like the post, tag 2 friends and repost it etc. You can also team up with Instagram pages, which can work really well also!
Those are my top 5 that are supercritical that have allowed us to grow our Instagram page at a super rapid rate. You can also download this cheat sheet I created with our top Instagram hacks.
For even more on how Foundr Magazine grew from 0 to 110k Instagram followers in just 6 months check out the post by Stuart McKeown on the Gleam blog.
Always look to serve your market as often as you can. A great question to ask yourself is, ‘What cool stuff have I done for my market this week?’Nathan Chan, @foundrmagazine
What was your most/least successful campaign or contest?
We’ve only run 2 different sorts of competitions on Instagram. One of them, we run frequently (approx every 2 weeks) like the one on the left. This works well because it’s super simple and easy to follow.
We’ve run another one that was an epic fail, I don’t have the image for it as I deleted them all off our page a long time ago, but it was very embarrassing. Poorly designed image, asking people to do WAY too many things to enter, and it was with about 8-10 other accounts. The competition tanked big time.
Want to schedule and manage your Instagram posts?
Latergramme is here to help.
What are your engagement benchmarks?
When it comes to engagement and benchmarks, we have a few that we’re working towards.
- We are on track to be at 500,000 followers by the end of this year. To do this we need to ensure we’re constantly getting at least 2000+ followers a day, and 50,000 followers a month.
- To meet these benchmarks we need to ensure that we post at least 6-10 times a day. We’ve found the more we post the faster we grow.
- In terms of engagement – it’s industry knowledge (not sure where the source from this is, but seems to be true) – that you should be getting at least 2-5% engagement for the amount of likes vs your followers. For e.g. if you have 10,000 followers you should be getting at least 200-500 likes per image. You can work out the average from the last 10 posts. We aim to have at least a 2% engagement rate for our account, however, we’ve found that the larger your account gets, the harder it is to keep a high level of engagement. Right now we’re close to 200,000 followers and we get anywhere from 3000-5000 likes per image.
- Comments I’ve found are hard to measure. It really depends on the image. For example below is an image that received massive engagement in terms of comments on our page today and is still climbing.
What gets the most engagement?
The kind that trigger emotions or the kind that encourages people to engage like the post above encouraging people to tag their friends.
What is your favourite?
The kinds of posts that look amazing and really trigger an emotion or challenge the kind of content that has been shared in our market before. I’m a big design buff, so I like beautiful, well-designed images. In the case of our Instagram account, those are most often quotes.
Here are some examples of images that we have posted on the @foundrmagazine Instagram page that I’m quite proud of:
Do you have a process for managing your content?
We try and post at least 6 times a day, and do a product/promotion push image 3-5 times a week with a strong CTA. The rest of our content is just value based!
What are 3 accounts you think people should follow?
This is a tricky one! It depends on the type of account people aspire to build and for what interest they want to follow. For me, I like to keep on top of trends, so I recommend the below accounts because they are doing Instagram very well – each for their own specific reasons.
Fan/Fun: Best Vines – these guys are great for entertainment, and they just know what people will love. Very smart.
If you’re not on Instagram right now you’re missing out.Nathan Chan, @foundrmagazine
Advice for brands considering Instagram?
It’s our biggest source of customer acquisition currently. We generate 1000-1500 sign ups to our email database every week. What are you waiting for????
About Nathan Chan
Nathan is the Publisher & Editor of Foundr Magazine, a digital magazine for young entrepreneurs on theApp Store & Google Play Store. Nathan launched Foundr in March 2013 from his bedroom and in a small period of time it has become a top 10 ranked ‘Business & Investing Magazine’ on the app store. As publisher of Foundr Nathan was a finalist for Publisher of the Year for 2014 in the Digital Magazine awards and has been lucky enough to interview some of the most accomplished entrepreneurs around the globe.
Header image by StockSnap.via
If you enjoyed this interview make sure you download Nathan’s handy Instagram cheat sheet to help with Instagram growth!
Want to schedule and manage your Instagram posts? Latergramme is here to help!