I was sitting on my couch the other day going through my Instagram feed when I just about missed something important.
The Rock is a marketing genius on this platform.
Now I realize most people are using Instagram to pacify their audience, to make themselves appear more personal. As you can imagine, Instagram does make people seem more approachable. But are people being transparent on purpose or is it them being genuine and real?
But one thing is for certain, you want to take notice of one person on there, because he can show you a thing or three about your marketing on Instagram.
The dude I’m talking about is The Rock, or the name the non-wrestling world calls him, Dwayne Johnson. There are some important points that you can glean from the way he does Instagram that I think are important.
Everything he does from a marketing perspective gets placed on Instagram. From his new movie that hit #1 in the box office, to his television show, he’s there pumping his fans up about the release of these things.
One thing I have noticed about Dwayne is he is big about the launch of his product. He uses Instagram to create buzz about what’s going on, how he’s excited, behind the scenes views to make it more enjoyable as well. After his show has been released, he usually follows up with a few posts about it and then its done. He’s not posting about this stuff all the time, however. When it’s something particular to what he is doing in business he will stay consistent with it without overdoing it.
Thank you MEXICO! In just under two weeks you’ve already made #SanAndreas the biggest disaster movie OF ALL TIME. As always, the love you show me is incredible and can’t wait to come back. #WorkoutsAndTacos #AndAFewTequilaBesos #MuchasGraciasMexico #SanAndreas #BiggestOfAllTime
A photo posted by therock (@therock) on
The Rock knows personal too. I think that’s his favorite because he gets to be goofy, which is what sells his whole persona and brand. This is why people like The Rock. His attitude and personality shine through and it makes people love him.
Being personal with any social media account should be one of the top things you should focus on. If people can relate to you and your brand then this gives you more of a chance to create loyal brand advocates later down the line. Using Instagram to capture moments with your children, family, or something you do outside every week is a great way to bridge that gap.
A photo posted by therock (@therock) on
Being approachable is easy to do on Instagram.
We’ve already established that its a great place to both capture an audience through normal marketing strategies, but it’s also a great way to make yourself seem like the people you want to target.
Psychologists have found that when you can appear more like the person you are targeting you have more of a chance to bring them to your brand.
But what’s being approachable? I love this one.
He doesn’t seem like a multi million dollar business man here does he?
Nope, just a regular guy whining because the weights are a little too heavy. We’ve all done that.
When you can open a door to your hurts, failures, laughter, etc, you open a door that is very special to the target market because right now they may see you as some unapproachable person sitting beyond their grasp so perhaps they feel that it’s not worth trying to reach you.
The secret is you come down to them. We’re not supposed to be acting like we’re all high and mighty anyway. Create a persona that is approachable and you will start to cultivate the right audience.
Instagram is a fun platform where you can test out a lot of different strategies for your social marketing, but it is probably the only social platform where you can just be you and not worry about personification. Live your life on Instagram and become personal to the audience you want to attract.
Promote when necessary but don’t do it too much. You have to learn how to build that loyalty and trust first and I believe you do this through being personal and approachable.
Have you ever tried to build a relationship with someone on Twitter and they seem to not pay any attention, yet over on Instagram they start talking to you? I think its a little more relaxed over there and that’s a huge opportunity for people looking to build relationships and create a strong brand.
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