How to Use Instagram To Dramatically Improve Your Business, With Catherine Campbell and Candice Georgiadis

Candice Georgiadis
Jul 16, 2019 · 7 min read

Leverage your content! Instagram posts should come FROM somewhere and keep going TO other platforms. Use existing website content such as product descriptions, customer testimonials, blog post excerpts and more to inspire your captions (you can even just copy and paste). After it’s published to the feed, publish your latest post in your IG stories to encourage more feed visits and interaction. Publish it to Facebook and Facebook stories. Make sure you have a social feed embedded on your website. Tag influencers or other brands mentioned in your post so they share it to THEIR audiences. Include your favorite post in your next email newsletter as an embedded graphic that clicks back to Instagram. Each post should be lifting 10x its weight. Make it count!

I had the pleasure of interviewing Catherine Campbell, director of strategy at Bright Planning, a national marketing and PR agency for eco-friendly and socially responsible brands. Since 2006, Catherine has created story-driven marketing strategies for a national clientele.

  1. Save mental stress with a link app. If you have lots of content and website pages to share with your audience, use a link app like Linkt.ree so you have one link in your profile URL that serves as a master link: this link then opens up a “landing page” with your chosen links. You can even schedule these chosen links, such as limited-time sales pages or your latest blog posts, to auto-expire from the landing page after a certain amount of time so you don’t have to worry about keeping track of what was posted, what needs to be changed out, etc.
  2. Save hours with a scheduling app. It’s okay to post in real-time, but for busy business owners, I strongly recommend a scheduling app. Buffer should do the trick but if you have multiple locations (such as our restaurant clients), you may want to look at a more robust calendar tool such as CoSchedule.
  3. Separate curation from creation. It’s fine to go “au natural” on your IG stories and IGTV while posting in the moment throughout the day…in fact, your audience will love it. They want to see your company without fancy lighting, without makeup, without the perfectly positioned hand reaching for that cookie product or whatever. But when it comes to the feed, curation is queen. This is where it will help to give some thought and a few hours of monthly planning to your IG feed. Ask yourself, “What is the most important message that will bring value to my audience right now?”
  4. For captions, use the Goldilocks method. Captions that are too short can be perceived as too hip to care and withhold vital information, and captions that are too long look self-obsessed and indulgent. Like Goldilocks and the three bears, aim for the middle and get it just right: 1–4 short sentences, bullet line breaks if necessary, emoji sprinkled throughout, or a call to action at the end. For example, if you’re a skincare company, you can post a beautiful photo of your latest eye cream to the feed and use the caption space to educate your audience about one little known history fact about eye cream (which famous rulers used some version of eye cream to look younger and more powerful). Then apply appropriate hashtags, hit publish and sit back and relax.
  5. Leverage your content! Instagram posts should come FROM somewhere and keep going TO other platforms. Use existing website content such as product descriptions, customer testimonials, blog post excerpts and more to inspire your captions (you can even just copy and paste). After it’s published to the feed, publish your latest post in your IG stories to encourage more feed visits and interaction. Publish it to Facebook and Facebook stories. Make sure you have a social feed embedded on your website. Tag influencers or other brands mentioned in your post so they share it to THEIR audiences. Include your favorite post in your next email newsletter as an embedded graphic that clicks back to Instagram. Each post should be lifting 10x its weight. Make it count!

Authority Magazine

In-depth Interviews with Authorities in Pop Culture, Business, Tech, Wellness, & Social Impact

Authority Magazine

In-depth Interviews with Authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. We use interviews to draw out stories that are both empowering and actionable.

Candice Georgiadis

Written by

Candice Georgiadis is an active mother of three as well as a designer, founder, social media expert, and philanthropist.

Authority Magazine

In-depth Interviews with Authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. We use interviews to draw out stories that are both empowering and actionable.