Over the past decade, Instagram has created a new kind of business. Anyone can launch a page and post photos for free, giving startups access to more than 1bn customers. And during the epidemic the platform has become necessary to help small businesses survive.
“[Instagram] it was my way of life, “says Catherine Sharman, chief executive and founder of a UK company After Food. He had to close his restaurant by closing, but he kept the business based on well-prepared meals, which he posted on Instagram.
Jamie Lester, founder of the technology that sells new homes, says traditional retail systems, including social networking sites, no longer attract the amount of buyers who need to reach and sell. In a recent job that helped sell, he turned to deep media – especially Facebook and Instagram. “About 70 percent of consumers came from television,” he said. “As a business, we need it.”
Overall, one in three UK companies choose to run their business on Facebook or Instagram because of their flexibility and size, according to a report by the Advertising Association’s 2019 Advertising Pays.
And founders have seen their peers become millionaires. Producer Huda Kattan, for example, launched a blog and gained millions of Instagram followers. In 2013 she started her own fashion and now owns $ 490m, according to Forbes.
In June Adam Mosseri, head of Instagram, announced that it was “no longer a photo sharing app”. While the company competes with other TV channels such as YouTube and TikTok, Mosseri said it will prioritize manufacturers to “live” producers, as well as video, private messaging and ecommerce.
Shortly before Mosseri’s announcement, the app’s business tools were updated to include a user-friendly tab, which includes custom storage that allows viewers to purchase directly on business information, via the app or link to the company page.
This is a welcome move, but the recently updated Instagram post also means that big business can enhance their image through paid advertising. Businesses promote existing publications at low cost to reach more people – elevated sites – or create a new post for use as a commercial, known as a sponsored post. This provides accessibility, which facilitates the selected security and technical intelligence that supports the software algorithms.
Not all small businesses can afford this and the changes have had a profound effect on Instagram sales and affiliates, according to Ruth Prada and Sam Bokma, founder of Trippy on Tuesday, a small business that makes candles and jewelry in the form of ” body “. stable ”and reflects the appearance of real people. When he started the business about two years ago, Instagram had more than 90 percent of the people who go to online shopping sites. They reached out to their audiences by writing about their business and the stories behind them.
“Initially, we did not do paid ads on Instagram because we were also sent by people with millions of followers. We were approached by Miley Cyrus who found random candles,” Bokma said, noting that her product was sold within 24 hours.
Now, however, Instagram accounts only account for 70 percent of their sales, their posts have gone from receiving “thousands” of likes to only “hundreds” and followers have risen by nearly 19,000.
Jennifer Poust, social network manager and marketing manager for skincare brand Suneeta London, has also noticed a similar decline in algorithms. He said: “Getting there is very bad. “You can’t grow a new business on Instagram without investing a lot of money when you can grow naturally.”
And watching videos on Instagram adds to the pressure. “You never know if someone is reading a story [any more] because there is so much emphasis on video, “says Poust.
There’s also the problem with ads – as well as all accounts – being misinformed for violating Instagram guidelines, which small businesses cannot afford. For example, Trippy on Tuesday set up an Instagram store for their products – which was rejected by the app’s lighting rules while their candles mimicked nude bodies.
Poust says Suneeta was “banned for three days” because he was involved in a small business while the leaves were promoting and following up. “At that time we had no advertising. . .[Instagram]sent us a message saying, ‘You are not allowed to use third-party software to get followers, assuming that because we do not pay them, it would not make sense for us to get new followers.
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Customer support to solve the problem was no longer available, according to Poust. It was impossible to reach anyone because the connection between businesses and platforms goes beyond “online forms”, he says.
So far, brands with fewer than 10,000 followers have been “punished”, says Sharman of Après Food, because they can’t access all of Instagram’s businesses until they do.
In response, Instagram says “small businesses are the heartfelt hit of Facebook and Instagram”. The company adds that it has placed commercial equipment “in the hands of millions of traders. . . in the world which in the past was available only to large companies ”. It states that there are more than 200m businesses worldwide that use its services every month.
Many marketers still value Instagram as a platform, especially informally and that they can sell in a way that is not “compulsory” and can be close to their customers. He is not leaving soon.
Instagram is “important” and “beautiful”, it has to be better, says Sharman. Likewise, the founders of Trippy on Tuesday are happy to post creative photos instead of TikTok-style videos. “Instagram can be personal … and it doesn’t need to change,” Bokma said.