How To Build A loyal Fanbase On Instagram

It’s safe to say we’ve all been there; chuckling as we focus on watching a video on Instagram, then typing a comment and sharing with one or two friends.

Of course, we leave a like on the video (some of us even save it) as we rewatch this video a few more times, laugh out loud and then ask the person physically next to us if they have seen the video in question.

Source: @taaooma, Instagram

A business-minded person would recognize two interesting things from the preceding paragraph, the first being that the subject enjoyed the video so much so that they watched it multiple times. And the second being that the same subject becomes an informal salesperson spreading word around about the video with friends.

It’s not uncommon for Nigerian businesses to have an online presence these days. In fact, this trend has become part of the business plans for most and it’s a no-brainer why — the world has gone digital. According to statista, “Nigerians typically spend almost three and a three quarters of an hour a day on social media sites.” Hence, it is important for businesses to go after customers and potential customers online.

While having an online presence is a commendable step for any business, the end-game is how a business successfully converts their online activities into more sales through new customers and repeat customers otherwise, the point of expanding the business to the digital space would be lost.

Among the Nigerian community, Facebook, Twitter, Instagram and Whatsapp are the most common social media and messaging apps used by businesses. Some businesses are present on all mentioned platforms while others are available on one or two of the mentioned platforms.

Instagram is primarily a social sharing application. However, there are millions of Naira to be made from the app with the right kinds of strategies. We’ve witnessed success stories of creators such as Taoma, Maraji, Lasisi Elenu, building a loyal followership and making cool money from Instagram by applying simple yet important brand principles.

To build a brand with a strong online presence, one of the important questions to ask is; “how can I build a loyal customer base?” and the answer is quite simple, if you want customers to keep coming back to your brand, be ready to create a connection with them.

The next courses of action are discussed below:

1. BE PERSISTENT

Just like with the goals we set, when it comes to building a loyal customer base on Instagram, persistence is a must. A person with the goal of losing weight through exercise cannot achieve this in one day. Neither can a person learning a new language. This principle is no different when building a loyal consumer base on Instagram. Understand that building a brand that appeals to your TA online will take time and a lot of commitment to a laid-out plan before it can be achieved.

To create a digital presence, businesses must be persistent in communicating their value and solutions. Deliberate planning and execution are required to build a following, create engagement, and retain audience loyalty.

Being persistent means believing in your brand even on its worst days. It’s seeing the light at the end of the proverbial tunnel where your brand is concerned.

2. STICK TO A CLEAR BRAND IDENTITY

Think of your business’ brand identity as a face. This is the first point of contact a consumer whether old or new interacts with at every given point in time.

Therefore, a brand identity is serious stuff and must be taken into consideration when curating content for your page. For instance, create a logo for your brand. Assign specific colours to your brand as well? And think hard on how you want your brand to sound. The technical term for this procedure is branding. This determines how your consumers will interact with your brand.

Source: @naijaonnetflix, Instagram

@naijaonnetflix the official Instagram page for Netflix Nigeria is a perfect example of a brand which has mastered its brand identity (from its mother company). The page retains the meme stories for which Netflix pages worldwide are known and you can tell that consumers are loving it.

Being without an identity can chase away potential consumers and this is no surprise. Of course it would freak anyone out if they encountered a faceless person.

3. CREATE A COMMUNITY

At the end of the day, every potential customer desires to be part of something bigger than themselves. This is why people take seriously their affiliations to their jobs, organisations, family, religion, etc.

Communities are simply the coming together of like-minded people to share common interests and look out for each other.

If your brand can be positioned in a way that it builds a safe space for target people, then it surely promises a loyal consumer base.

What you want to do is clearly identify what values your brand’s community stands for, and how it intends to solve problems unique to community members. For instance, Zikoko’s interest is providing fun content for young people. This is why their TA relates to their out-of-this-world crazy Instagram posts and memes.

4. BE RESPONSIVE

James Cash Penney, founder of J.C. Penney Stores rightly said, “Courteous treatment will make a customer a walking advertisement.” Nobody likes to be ignored and everyone wants some attention now and then. This also applies to a business’ customers.

Customers want to be seen and treated like they matter. They will typically leave comments or ask questions on your business page and it is very important to respond to as many of their questions and comments as politely as you can.

Source: @zikokomag, Instagram

Some of the fastest growing brands online like @naijaonnetflix and Zikoko, have created a loyal consumer base within a short period of time by engaging with their followers. They are quick to respond to consumers’ comments and questions on their Instagram pages.

5. UNDERSTAND THE PERSONALITY OF YOUR TARGET AUDIENCE

Personality is what makes your target audience unique. Are they young and vibrant? Are they older, with luxurious taste? Are they party animals? Or fashion freaks? Whatever the case might be, it is important to identify the average personality of your audience.

This helps in re-evaluating your brand’s values, and communication. For instance, if your TA are young millennials. This means that they generally have shorter attention span or attention to details. This calls for your branding and communication to be kept simple and sweet, as otherwise, it could flop.

In the end, to be honest, no one can truly coach you into building your dream customer base but yourself.