Keyword Marketing on Instagram - is it worth the hassle?
If you’re into home cooking, you might have spotted some creators using external keyword marketing apps to share recipes. DM marketing is often used with very broad strokes to provide auto-replies and FAQs providing new ways for customers with large follower bases to keep up with their audience, and lighten the load on their community managers. Now that we’re seeing more diverse use cases, how can businesses of all sizes utilise these external features?
The Pros 👍
Usually, accounts will ask their followers to comment with a keyword, and in return, they will receive an automated link to the recipe in their DMs. The benefit of this being that consumers can keep track of recipes they like from this creator in one place, while not having the inconvenience of having to keep a particular Instagram post open. For the creator, this creates a higher volume of engagement, and gives them a better idea of what content is performing best.
While this has proven popular for food content creators, there’s huge potential for this to work for a number of different industries, and allows creators to bypass the usual ‘link in bio’ chat for something that feels a little more direct. Whether you’re selling recipes, courses and webinars, or want to give people easier access to white papers and reports, exclusive offers or further context via blog, there are lots of ways to make chat marketing work for you.
The Cons 👎
So what’s the catch? The main one is that the quality of your engagement may drop. With a number of people commenting just one word, it’s easy for your comment feed to quickly look quite spammy, and in turn discouraging higher quality engagement. This is primarily a matter of taste, and in some cases, is likely better than lower engagement as it engages lurker accounts that are happy to opt for a quiet ‘Save’.
However, this change in engagement style is something that Instagram is no doubt aware of, and so it’s likely conversations will be had about whether or not this feature is allowed to continue in its current form. As we know, Instagram is particularly precious about taking users away from their own platform. That being said, surely this is an acceptable compromise compared to a Linktree that encourages users to sign up to a newsletter? Only Adam Mosseri can know.
Have you tried these features for yourself yet? Did you find this interesting? Comment ‘YES’ to receive our appreciation*
*you won’t receive a DM. Sorry/you’re welcome.
