Unpopular Opinion: Your Business Needs an Instagram, Like Yesterday
Let’s get this out of the way—no, your business doesn’t need an Instagram account so you can go viral, become an influencer, or drown in a sea of endless posting. But if you’re growing your business (and you are, right?), an Instagram presence is non-negotiable. Here’s why:
Instagram has become the virtual Rolodex for an entire generation, mainly Millennials and older Gen Z (with some crossover from younger Gen X and younger Gen Z). It’s where they keep tabs on businesses they’re curious about, plan their next outings, and decide where to spend their money. While a website remains your digital home base (and LinkedIn is the professional gold standard), Instagram is where casual connections and brand awareness thrive.
Why Facebook Alone Won’t Cut It
I’ll be honest—I’m a young-ish Gen X, and I clung to Facebook longer than I care to admit. I’d poured time and energy into growing my business presence there, and I loved the platform…until I didn’t. Over time, Facebook became less about discovery and more about stagnation. It’s still useful for certain demographics, sure, but Instagram is where the action is now. (I won’t overwhelm you with scary words like TikTok and Bluesky. First things first.)
Even if you don’t love Instagram (and trust me, I don’t—posting from my phone or fiddling with third-party apps makes my blood pressure spike), it’s essential to learn it and maintain it. Not because it’s fun, but because it works.
Why Instagram Is a Must-Have
While going through business cards after an event this morning, I was shocked by how many businesses lacked an Instagram presence. Of course, I’ll still follow up via email or LinkedIn, but wouldn’t it be great if I could also casually scroll past their posts while sipping my coffee? A subtle reminder of their services or offerings during my leisure time could mean a future referral—or even my own patronage.
Instagram isn’t just about slick aesthetics or witty captions. It’s about being findable. If you’re not there, you’re invisible to a growing portion of your audience.
The Good News: It Doesn’t Have to Be Hard
Here’s the thing: an Instagram presence doesn’t have to suck your time or sanity. Tools like Buffer can repurpose the content you’re already posting on LinkedIn or other platforms and share it on Instagram. You can even link your Instagram to Facebook so that one post covers both platforms.
Keep it simple. You don’t need to post daily, but do make it intentional. Share updates, behind-the-scenes glimpses, or a quick shoutout to your latest project. End each post with a clear call to action—something like, “Check out our website for more!” or “DM us to book your spot!”
Reality Check
Let me be crystal clear: Instagram alone is not a marketing strategy. It’s a piece of the puzzle—a highly visible, easy-to-maintain puzzle piece that complements your website, email marketing, and other efforts.
In 2024 and beyond, Instagram is not optional. It’s the low-effort, high-impact way to ensure your business stays on people’s radar—during their morning scroll, their lunchtime break, or while they’re deciding where to spend their Saturday.
So, go ahead. Create that account. It doesn’t have to be perfect, but it does need to exist. Your business (and your future customers) will thank you.
And if you need a bigger piece of the growth puzzle, jump on my calendar and let’s chat. I can’t wait to strategize on your behalf.