Big Brand: Target
Platform: Instagram — @target
Target posts a lot of styled pictures, most of them are reposts and features of others’ photos using Target products. But one thing that’s slightly frustrating is their posts don’t clearly indicate which products, if any, can be found at Target.
In fact, on one post, most of the commenters are either asking where to find a product or sharing the link with the rest.
Their descriptions are sometimes lacking or vague. Target’s Instagram sort of looks more like a hipster photography page as opposed to a massive big-box business — but even though it’s not necessarily my taste for a business account, that’s probably exactly what sets them apart from competitors.
Target and its 2.7 million gets plenty of engagement with their posts as well, but unfortunately a lot of that engagement is negative. I think that’s common with vague posts from large businesses; there’s no true prompt for a response, so you get inundated with random complaints.
Small Business: Dan’s Pizza
Instagram — @danpizzaman97
All of Dan’s social media accounts are set to private, which probably hurts him more than he realizes. I sent him a follow request and thankfully he accepted quickly.
Dan’s has the best pizza in Clear Lake, hands down. But his social media is really confusing. It blurs the line between business and personal use — and maybe this works for him by allowing him to connect with customers on a human level. But my opinion is that it’s too blurry, especially if you’re posting about what appears to be legal drama… also, selfies don’t seem appropriate.
On posts related to business, they tend to be a little unclear or missing context.
Dan does really well, though, with attracting engagement and being active in the community. He also is good about featuring people or posts that are related to the business.
Celebrity: Katie Masters
Instagram — @nailthoughts
Katie isn’t a household name by any means, but she is pretty well-known among what I can only describe as “nail people.” She does a lot of things right: she keeps her personal stuff personal, she posts often, her photos are always perfect, and she constantly engages her followers.
But what separates her from the rest of the “nail people” is how she openly shares what products she uses (which is more important than you’d think) and her techniques. Most of these nail technicians make $100 to $200 per appointment, so they’re often a bit secretive. But not her. She’ll even answer questions directly and give advice — she’s responded to me several times. With so many followers, that has to be a ton of work. So, hats off to her.