How to Use Instagram For Your Wellness Business

Kelly Hopper

Kelly is a Chicago-based writer with an educational background in mass communication, digital content marketing, and creative writing. Her 20 years as a business owner and operations consultant provides unique insights through storytelling and brand journalism techniques.

You have a website, Facebook page, and Twitter account. Do you need another social media platform taking up your limited time and resources? I can give you one billion reasons why you should care about Instagram. One billion and counting.

Young couple is doing cross training exercise together

Don’t let the algorithms and hashtags intimidate you. We are here to show you that with the right strategy, quality content, and a little marketing savvy, Instagram can help take your wellness business to the next level.

How to start a wellness Instagram account

A business account gives you real-time metrics, insights into your followers, a contact button,  and the ability to:

  • Schedule your posts in advance
  • Add links to stories
  • Advertise and promote posts

Set-up an Instagram business account

Setting up an Instagram business account is as easy as one, two, three. If you are starting from scratch, the process begins here:

  1. Download and launch the app.
  2. Sign up. Hint, using your business Facebook account will save you time later.
  3. Under settings, choose Switch to Business Account.

Create a compelling bio

An Instagram bio is the first couple of lines under your company name. Consider this area prime real estate, folks. It is short–150 description characters, one external link, and another 30 characters in your username– so you’ve got to get their attention and grab those followers.

  • Include a description of yourself
  • List your interests
  • Use the bio link for your website
  • Add a call to action
  • Use a #hashtag

People don’t care if you’re “Rachael’s mom,” or “Brian’s husband” unless Rachael and Brian are relevant to your business. Focus on what you do and tell readers what makes you unique.

Use a professional profile picture

Instagram is a visual medium. The majority of people use Instagram to look at pictures and videos, so your profile picture should be high quality, and, if not professional, it should look professional. For an Instagram worthy profile pic, follow these tips:

  • Stay on brand
  • Keep it in season, no Christmas trees in June
  • A perfect square, 110×110 pixels

Background and props can be useful tools, but make sure your face (or your logo) is the main focus.

How to build an Instagram following

Creating an Instagram following is a little like Field of Dreams, “Build it, and they will come.”  Although it is vital to get the timing and the number of posts right, quality matters most.  Provide value to your followers with meaningful content and beautiful imagery.

Use emotion to get your content seen

Emotional appeals reach people on a guttural level, and isn’t that why we share content or follow people on social media? The New York Times looked at social sharing and found there are five main reasons people share content:

  • To bring valuable & entertaining content to others
  • To define ourselves to others
  • To grow and nurture existing relationships
  • To feel better about ourselves
  • To get the word out about something we believe in

Users want to feel inspired; they want to feel something. Use those emotions to help spread your message.

Use hashtags that make sense

There are a right way and a wrong way to use hashtags. #Hashtag #Hello #Dad. Although you can use up to 30 hashtags in a post, making a habit out of it is a quick way to alienate possible followers. Here are some #tips:

  • Stay relevant to your brand
  • Stay relevant to the rest of the stream
  • Comment on your posts with the hashtags

Instagram has a recommendation feature based on a user’s likes, their follower’s likes, the pages they follow, and, you guessed it,  the hashtags they use. So, if you use relevant hashtags, Instagram will share your content.

Hook-up with an Influencer

Social media influencers generate a vast and enthusiastically engaged following, who pay close attention to their views. They promote a brand’s products and services and have a reputation based on their knowledge and experience on a specific topic. Types of social media influencers include:

  • Celebrities: Artists, politicians, public people, people with at least 1 million followers who’s posts gain 5% engagement.
  • Macro-influencers: People with less than 1 million followers who’s posts gain 10% engagement.
  • Micro-influencers: People with 500 or fewer followers who’s posts gain more than 25% engagement.

The first step in connecting with a wellness influencer is to start interacting with them on social media. Follow them, keep up with their activities, like, share, and comment on their posts. Also, connect with their followers who are part of your target audience.

Influencers are significant because they are authentic. Be yourself when reaching out. Honesty and directness will go a long way.

Creating wellness content for Instagram

Food, health, fitness, nature, and inspiration are among the top ten relevant topics on Instagram. Your audience is there. All you have to do is pull them in with the right content.

What should I post?

The content you post needs to engage your audience. Engagement is key to finding success on Instagram. Posts featuring influencers, images showing you engaged with the community, and user-generated content are all recipes for success. Following are some types of content proving successful on Instagram:

  • Quick workout videos or photos
  • Healthy meal
  • Before and after photos
  • Motivational quotes
  • Actionable, advice, tutorials

Don’t forget about the beauty that surrounds you. Inspire followers with pictures of your workspace, meditation garden, or early morning run at daybreak.

Visual aesthetics matter most

Instagram is all about the visual. You want high visual quality that is cohesive to your brand. Think inspirational, emotional, thought-provoking pictures that are crisp and aesthetically pleasing. Here are some tips on creating the best visual presentation:

  • Bright, light images
  • Blue tints perform better than red
  • Lower saturation
  • Single dominant color
  • High texture
  • Multiple backgrounds

Instagram marketing for your wellness business

People use Instagram mainly for looking at photos and videos. However, one in ten users are there to shop for products or services. Build brand awareness with advertising, sell products and services, and even earn additional income by becoming an influencer.

Advertising on Instagram

Paid advertisements can increase awareness and customers for your wellness business, and Instagram offers a variety:

  • Story Ads: Stories make full use of the mobile screen with no distractions. Connect with the 500M+ accounts using stories daily.
  • Photo Ads: Tell your story through a sharp and straightforward creative canvas.
  • Video Ads: Offer the same beautiful quality as photo ads–with the added power of sight, sound and motion.
  • Carousel Ads: Bring another layer of depth to campaigns with photos and video in a single ad.
  • Collection Ads: Inspire your audience to discover, browse, and purchase products.

Use Instagram to sell wellness products

Instagram Shopping allows people to buy your products directly from the photos and videos you post. Put items right in the images and add links for easy purchasing. Here are some ways to feature your items in your posts so users can learn about your brand and the products you have to offer:

  • Reveal the process behind creating your product
  • Show all product variations
  • Use a backdrop that makes your product pop
  • Share photos your customers have posted with your product

The nice thing about selling on Instagram is you can take away the hard-sale aspect. Done correctly, the content of your post will draw in the user. Then, as an afterthought, it occurs to the user, Wow, I like those jogging pants, incense burner, wind chime.

Take the next step to promote your wellness business using Instagram

Work smart and use an organized strategy, from your bio to your content, keep your brand in mind at all times. Keeping up with social media trends can be a daunting task, but it can result in immense rewards. Also, linking all of your social media wellness accounts and using a managing program like Hootsuite can save you a lot of time and aggravation.

Need help coming up with the right social media strategy for you?  Schedule an appointment with an expert for a one-on-one chat.

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