This is the Biggest Misconception of Branding in Social Media

The organic Instagram feed is not a sales-first platform.

One of the biggest misconceptions brands have about organic Instagram content is that it should be treated the same as their website, LinkedIn, or paid media, but it shouldn't be. Why? Because organic Instagram content is meant to be an extension of branding first, and promote sales second. In a time where Instagram ads are approximately 1/5 of the feed, it feels like there are more influencers than ever, and affiliate links are thriving, people are burnt out and turned off to persistent social media sales content that lacks creativity, entertainment, or the reassurance of a trusted content creator.

...organic Instagram content is meant to be an extension of branding first, and promote sales second.

Instagram is meant to serve first and foremost as an inspiration and entertainment hub, similar to Pinterest. This gives brands the opportunity to use content as a continuation of their branding beyond a logo, website, or physical proximity limits to their audience. Through visual content, brands can bring audiences into their world, immerse them in the experience, and illustrate everything from the brand's sense of humor, to their values and standard of quality.

However, many businesses want to tell their audiences why they're so great, not show them. Treating organic social media like a copy and paste print ad from 1990, with a word salad of unnecessary details, every method of contact information, and corny sales lines will produce results as dry as the creative. Sure, this works for some, especially those who utilize utility branding and aim for neutrality. But for the brands that want to stand out on Instagram, connect to younger audiences, and build a loyal community, playing a little hard to get is the way to go. Simply put, attract, don't chase.

Organic content should serve with one purpose: spark interest. If a viewer is interested in a social media post, they will naturally seek out more information about a page. People aren't dumb, they know how to follow, view a website, book tickets, and make reservations — a constant verbal suggestion of doing so feels spammy.

The goal isn't shock value or clickbait. Brands' main goal on Instagram should be to create content that is intentionally aligned with their branding and sparks interest for their ideal community — and make it look so f****** cool. Brands who do this the best make it an entire aesthetic, a lifestyle even. This type of content serves as a guide to potential customers and existing community members, asking them "is this lifestyle aligned with you?". Some examples:

• Poppi: Soda brand or meme account? They encompass both with a clear identity that is relatable, positioning themselves as a lifestyle choice for the quirky, slightly chaotic, fun-loving young people.

• Rhode Skin: The cosmetics empire goes beyond just products, illustrating an it-girl lifestyle of morning pilates, evening drinks out with friends, and tropical getaways.

• Bisous Chicago: Even smaller and service based businesses can build a branded world online. This 1960's Parisian inspired cocktail bar is rated 39th in North America's 50 Best Bars list, but caught our attention for their consistent and cohesive social media – a romantic and moody scene of mysterious well-dressed characters, vintage touches, and colorful coupes that make you feel the fomo through the screen.

Of course, there is still a need to clearly promote your brand, offers and promos. There is absolutely still room to do so, it's about finding the right balance and what makes sense for you. Think of your organic social posts as a puzzle, each piece may only give a small glimpse but all together, your grid tells a whole story. When brands try to share everything that they have to offer in every post instead of piecing together a lifestyle, it feels smothering.

One thing is clear, content that inspires and entertains is more well received than content that only serves to sell, and when paired together in a single post or a well balanced strategy, the possibilities are endless.