Big news this week from Instagram—Account Switching is here!
If you’re anything like me, you have a bunch of Instagram accounts on the go at once, but find that many of them fall flat due to the inconvenience of having to log out and back in again.
That time has passed. In recent months, Instagram released advertising to the masses. Now, they released account switching, too. With a new focus on making Instagram an essential part of any businesses’ social media strategy, the demand for switching accounts was something that couldn’t be ignored for much longer.
And it’s not just about convenience. Let’s check out the top 3 ways that you can be using Instagram’s new account switching feature to grow your business.
1. Manage multiple businesses
Managing multiple businesses on Instagram? You’re not alone. Many small business owners juggle a number of side projects, so being able to switch Instagram accounts quickly and easily is an invaluable time saver. A huge number of ‘grammers also offer their skills to other business owners by managing their Instagram accounts and there’s also the issue of those who manage social media for a living.
There’s also the opportunity for brands that run a different account for each department, line, or location to easily manage their accounts now.
Take West Elm, for example. With their worldwide expansion, they’ve found that running separate Instagram accounts for different countries and cities gives their customer base a way to connect strongly with their local outlet, rather than having one worldwide account.
This works well in the homewares space which follows seasonal trends, therefore offering different products in the northern and southern hemispheres. They also run local events and workshops so having a local account allows them to broadcast relevant news and updates to their community.
2. Grow your personal brand
Remember that personal Instagram account you once had? I shudder to think.
Happily, Instagram is now the perfect place to really grow your personal brand alongside your business’ official account. Many businesses on Instagram get phenomenal growth because of the people behind them—and sometimes the people are actually a bigger pull than the business account itself.
For example, let’s take a look at model Pia Muehlenbeck and her brand, SLINKII. SLINKII, with it’s 55 thousand followers is nothing to sneeze at, but it’s a drop in the ocean you stand it next to Muehlenbeck’s 1 million!
If your business and brand is one that’s helped by your personal story, then it’s well worth getting your face out and about on Instagram. Muehlenbeck feeds her business account via her personal one, rather than the other way around. Her personal account shows a varied lifestyle and lots of different collaborations and ambassador work for her own brand as well as others. It shows her as a ‘real person’ which is what her target demographic loves to see.
Being able to switch from one Instagram account to another also allows her to keep a professional gloss with their on-brand, niche aesthetic on her SLINKII image, whereas her personal profile is a much more organic, varied feed.
3. Experiment with new content
Being able to use multiple accounts on Instagram makes experimenting with your aesthetic or your brand voice a much, much easier task. Some brands, particularly in the fashion and lifestyle verticals, run complementary accounts which allow them to not only find potential new customers but test the waters with new content.
Showpo, a fashion brand, run a few different accounts that have distinct ‘flavors’ but all speak to a similar demographic. Their main account ‘@iloveshowpo’ takes the best from their other niche accounts and posts this alongside their unique content. For example, the Showpo team also run ‘@pink_cult’ which is dedicated to all things pink. If a post does well on their @pink_cult account, they’ll repost that to the larger audience on their main @iloveshowpo account. Likewise, if they have any pink clothing images from their main account, they’ll post that on the @pink_cult account which in turn leads people back to @iloveshowpo and their online store.
This cross pollination allows brands to really gain authority in a specific niche or interest group (they focus on the color pink, and also use their @executiveponies account to speak to young corporate women), and gives them a new platform to push sales in.