Last week we discussed the importance of creating consistently captivating content and connecting with your followers in order to navigate the new Instagram algorithm. Now we have a few examples of Orlando locals who are doing just that, not just on Instagram but across the social sphere. As the City Beautiful continues to grow and blossom into a cultural and artistic hub, some of our favorite brands, organizations, and even sports teams are following the trends and killing it at social media.
At 300K followers, Winter Park-based stationary and lifestyle brand Rifle Paper Co. is making huge waves on social media, particularly Instagram. The photos of their products capture the artistic genius of Founder & Creative Director, Anna Bond, while incorporating perfectly positioned accessories and colorful backgrounds. Even behind-the-scenes and studio updates never stray from their meticulous branding and style. They stay up-to-date with seasons and trends, showcasing beautiful florals for Easter and “fresh picks for spring.”
LESSON: Never underestimate the importance of an aesthetically pleasing photo, especially on a medium like Instagram. Play with lighting, colors, and accessories and let your creative spark fly! Keep your branding consistent across social media pages and through every post, photo, and comment. Rifle Paper Co. has made itself a lifestyle brand by being unmistakable and elegantly unique.
Rethink Homelessness, a campaign launched in 2014 by the Central Florida Commission on Homelessness has become one of the most successful advocacy campaigns in our community’s history. They engage their nearly 35K followers on Facebook by addressing negative issues with positive stories of community involvement. They reach out to leaders in their community by joining forces with local sports teams and influential figures. In an amazing appeal to emotions, their long-running campaign “Cardboard Stories” features homeless locals sharing surprising facts about their lives in an effort to change the way people view the homeless population. By posting consistently and encouraging engagement with captions such as “leave a comment or share” they have created a nationally-recognized campaign with a huge impact.
LESSON: Rethink Homelessness should teach us how to rethink our audience engagement. Even with a seemingly negative issue, relay positivity in every post. Appeal to emotions by tapping into why your viewer is on your page in the first place. You’ll find that in almost every case it can be traced to some emotional want or need. Feature community leaders when possible and provide a clear call-to-action to encourage engagement. Finally, create a kick-ass, long-running campaign that will project your brand and get quick attention.
In just two short years Orlando City Soccer SC has skyrocketed into one of the biggest brands in town. OC stickers, magnets, apparel, and buzzing excitement for the next game has changed the sports dynamic in Orlando and the team’s Twitter account has been there every step of the way. They raise hype for the next game with photos of avid fans and active players and include a link to buy tickets or to their website in nearly every post. They post an impressive 7 to 8 times a day so they remain at the top of the Twitter feed at all times. From videos to even recipes, Orlando City engages fans in a way that has changed not only the face of soccer, but the face of sports in this city.
LESSON: While posting 7-8 times a day can be tough, shoot for at least 3 tweets a day to ensure your audience is seeing your content. Whenever possible link back to your website or service, as that is the primary goal of your social media efforts and an essential way to analyze your impact. Don’t stick to just one form of media either. Photos, videos, and graphics will keep your audience coming back for more. Get them to actively engage by asking them to submit something on your page relating to your brand. If a soccer team can relate recipes to sports, you can do just about anything.
At 321, social media is our specialty and creating engaging content is our passion. Check out our Facebook, Instagram, and Twitter for upcoming projects, office fun, and the inside scoop on how we do things. If you think your business’ social media pages could use a little boost, let us show you how we can help.