I love Instagram. I’m a writer first and foremost, but I also love getting creative with my visual outlets.
Moreover, I’m a marketer. When a platform gets me hooked, I love spending time on it.
Before you give me the look — the look that says, “What about me, Fab? I’m a writer. Not an Instagram creative,” — let me stop you for a second.
You are a writer. Let me reframe that: you are a storyteller. Telling stories is what you love to do every day.
Social media marketing is, at its core, storytelling for the masses.
Now, granted Instagram is a very visual medium, it doesn’t mean you can’t use it to drive traffic to your stories. Still don’t believe me?
This is how I do it myself.
“Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.”— Robert Rose, Chief Strategy Officer, The Content Advisory
Optimise your profile and link in bio
Optimising your profile is essential because it’s your welcome mat.
Whenever I run an Instagram audit, that’s where I focus my attention. Is my welcome mat driving people where I want them to go?
I’ll be honest— my link in bio is a bit extra.
I use Milkshake, a tool that allows you to create mini landing pages with multiple links in bio. I focus on multiple links and calls to action, yet you can see my Medium articles showcasing triumphantly.
You can use tools like Linktree and have one link for your Medium articles and another for your email list building landing page.
Now, dear reader, we don’t have time to talk about why building a list is essential for streamlining your marketing efforts, but let me tell you, it’s the best-kept secret of all the best writers.
Is your link in bio optimised to drive traffic to your Medium profile? If not, make sure you rectify today.
Repurpose your writing into captions
As a writer, I want you to focus 70% on creating a story with your caption, and 30% on finding the best picture for it.
The introduction of your articles can be easily repurposed for an Instagram post.
Hell, most of my Insta posts are a summary of my top Medium articles!
As you can see from the example below, my style of writing on Instagram mimics the one I have in my longer pieces.
I work really hard to make sure I adapt and cut where appropriate by copying and pasting the content I’m looking to repurpose in my notes before I add it to my photo.
Are you stuck with photography? Use a free tool like Canva to create gorgeous graphics and quotes related to your articles. Many writers use only quotes and short writing pieces.
Are you looking to repurpose pictures you find on other accounts? Always ask for permission and credit the owners.
Create a schedule by which you’ll start repurposing at least one article per week on Instagram.
Is your key goal to drive traffic to your writing? Always, always add a call to action to check out the full post via your link in bio.
Use stories to give teasers of your latest posts
When Instagram added the suggested Stories section to the top of the Explore page last year, they introduced a new way for people to discover content on Instagram (which means it’s essential to optimise your stories).
In the last eight months, Instagram has added new functionalities to stickers, such as the ability to see location-based stories on the Explore page, and the ability to search for stories by location and hashtag.
As well as using stories to announce when a new article is live, you can also use their new question stickers to get ideas for new pieces.
The question sticker is a very fun and intuitive one to use.
Most people use them to host weekly Q&As, but can also be used to ask people what they need help with. When you view your own story and swipe up, you can see who responded. Tap a response from someone to share it.
Ask yourself — how could I use stories to engage with my followers? What do they need to hear the most right now?
Maybe you could set a monthly Q&A and use the questions to write pieces for the following month.
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.”— Beth Comstock, Former CMO & Vice Chair, GE
I stand by the idea that not all platforms are for everyone. Social media is hard work because it constantly changes and evolves.
Instagram is a fast-evolving tool, yet one that with practice and consistency, can truly grow an engaged and loyal following.
Are you ready to take on the challenge and make the most of it?
Does your Instagram profile need a revamp? Check this free Instagram Audit class.
I help people grow their online audience and monetise their content and unleash their potentials as creatives.