As a recent Advertising and Public Relations graduate, and member of the generation of humans expected to handle the social media of every company in the United States, one might expect that I feel totally empowered to manage my own small business’s social media. However, what I didn’t anticipate, is that I would be my own most difficult client.
I often sit at my desk job generating ideas for side hobbies, feeling as if I might explode if I don’t execute them in some capacity. One product of these small-scale blasts is a small enterprise in which I scour local Goodwills and Salvation Armys for jackets and flannel shirts, and paint on them with designs of my choice. Thus far, the production aspect of this venture has gone smoothly. The issue, however, lies in my ability to advertise something with which I’m so intertwined.
Recognizing that social media may actually be one large game of trial and error, I’ve determined some of my consistent struggles, particularly with Instagram:
- Separate accounts — do I create a new account for my enterprise? This seems like an obvious “yes,” but I’ve pinpointed some issues with the switch. For one, I would have to rebuild a followership. The followers that I have on my personal account will most likely be my customer base, so I’d be risking visibility with an account switch. Secondly, at this stage, I’m still so intertwined with my business. It’s more an extension of myself than its own entity.
- Type of content — the content that I assume will perform better, that which clearly showcases the detail of the painted clothes, doesn’t get as much attention as the posts in which the clothes are being “modeled.” With this observation, I’m inclined to assume that “lifestyle photography” will be more successful than product shots
That’s right readers—this picture of me walking on an invisible tightrope performed MUCH better than this nicely photoshopped product shot!
- Conversion — how do I convert Instagram attention to purchases? Though I’ve gotten plenty of positive feedback, I’ve found it difficult to actually convert this feedback to purchases. This is an issue that I’m hoping to remedy by offering a wider breadth of product.
Though I have some ideas about how to navigate my “advertising” struggles, I’m still finding it difficult to diagnose my issues with my education. In an effort to do some mild problem-solving and make this post more than a list of grievances, I can, at very least, promise to consciously strategize.
Kate McCarthy | Swishlinks Brand Partner