If you’re launching a brand that makes consumer product in wellness/health/lifestyle/beauty industry, this guide will help you to create an effective social account that works. If you haven’t figured out your brand strategy yet, check out this easy guide. Otherwise, let’s keep reading.
If you’re managing Instagram account, make sure that your post optimize the available screen space- keep the image 4:5 (vertical) and video 9:16. But be aware of how it shows in the feed (square) especially if you have text on your image.
I categorized 6 basic things you need to help build your community on your social platform-
1. Introduce your products with beautiful and consistent product shots
Photographer: Lindsay D’Addato
Based on your brand style guide (if you don’t have one, contact us right now), create a moodboard and hire a good photographer that aligns with the style you’re looking for. Instagram content still works like a gallery- keep it clean, consistent and on-brand is the key.
2. Explain why you’re better with educational posts
Examples from Nature’s Sunshine social feed 2022
It’s important to help people understand what differentiates your products and competitors; why they should care; what benefits your products offer, etc. This type of post can be achieved by adding text, graphic or illustration on image with simple background (for the sake of readability.) You can see examples that we used bottle rendering image + illustration, product + ingredients photo + callout, and product + model (kid’s hand indicates that it’s a kid’s nutrition product) with callout.
3. Lifestyle shots
Photographer: Christian Raguse
People follow the brands that can help them achieve what they want, or align with their lifestyle. Some action shots in the feed can also make the content more engaging and fun. Think about the user scenario for your products and plan for the photoshoot - indoor or outdoor, what types of models that resonate with your audience, what activities or actions should be involved in the content. Usually outdoor brands heavily invest in action and lifestyle photoshoot and show in their feed because that’s what their audience care the most.
4.Trendy tik-tok videos
Either you have tiktok account for your brand or not, a short video (reel) works much better than the static image. From my observation, it has higher chance to get followers, and get higher engagement in general. Build a library with a list of videos that are in the trend and also are on brand, and select a few that are easier to execute to start.
5. Showing your process and authentic side
Example: A social post (slides) about the sustainability report from Nature’s Sunshine
People like to see “behind the scene” - how you make this happen, the team update and how the products are made. It’s also an opportunity to show humane side, your authentic voice, vision and causes.
6. Encourage the conversation with engagement posts
The goal of this type of post is increasing the engagement rate. Throw out a topic that’s often discussed or resonated with your target audience, and see what they respond. Use this type of post sparingly, otherwise it can get annoying and too intentional.