Leverage the Medium: Growing Your Brand on Instagram

When it comes to the world of art and entertainment, talent usually comes first. However, as we’re all acutely aware, talent isn’t the only factor driving our success. In an industry so reliant upon networking and reputation, social media can serve as a powerful tool for self-marketing and garnering attention. So, how do you grow your presence online in order to market your talent effectively and efficiently?

How about Instagram? While Facebook dominates the digital networking market, Instagram is designed for digital marketing. Thus, Instagram allows you to establish a brand through images and video that can build an audience you control over time — even before you might need it. Plus, you’ll be the one in charge, not a producer, network or studio. So, when your next TV gig or hilarious commercial airs, you’ll want support provided by an algorithm, which can help leverage attention into future opportunities and retain that new audience. You can start small, but start now.

First Things First

You’ll need content and an enhanced profile as the first step in building an audience. Where should you start? Make sure you have a succinct, professional bio that captures your essence and communicates that you’re an actor (or dancer, broadcaster, etc.). For actors, make sure the URL beneath your bio links to your IMDb page as a vanity URL (IMDb.me/yourname, for example).

Posting

Successful posting emphasizes brand, quality and consistency. Are you consistently placing appealing content within your brand using high-resolution photos and high-def videos? And are you doing so often?

Also, use your know-how as an artist in order to post authentic content. Post every two to four business days. That much activity should get the algorithm churning, yet not be too overwhelming. Try to post at least one Instagram story every day, so your followers know you’re active on the platform.

Your stories should engage your audience by providing short, candid content. They’ll also keep you relevant and in your viewers’ thoughts. You can also make your stories interactive with features such as polls or calls to action, which can additionally boost interest.

Also, consider Instagram Reels, Instagram’s short video format. This new feature provides a similar benefit to TikTok to help boost visibility, and if you post at least one reel a week, about 16–30 seconds in vertical format is ideal.

Hashtags

Hashtags account for about 10-15% of a post’s reach. Place 20 relevant hashtags in your post’s first comment, which you should publish when your post goes live. Timeliness is vital.

A simple strategy in hashtag choice: Consider your brand, target audience and the imagery/context of what you’re posting. For instance, if you post a photo posing in a blue raincoat and red galoshes during your Scotland trip, try hashtags like #Scotland, #blueraincoat, #raincoat, #galoshes, #redgaloshes, #vacation, #UK, #UKtrip #Scotlandtrip, #rain, #rainyday, #rainphotography, #outdoorphotography, etc.

Finally, community also plays a role. Using #SAGAFTRA or #SAGAFTRAmember links you with other people connecting with that same hashtag.

Influencers

Another powerful tactic is cross-promoting to Instagram profiles with a solid following. Similar to booking a TV show with a big audience, this tactic increases visibility and incentivizes viewers to look you up. If someone with a large following tags you in posts or videos, that audience will be exposed to you and might well check you out. If your profile is substantive and consistently updated, they’ll be more likely to follow you, too.

Engage

It’s called social media for a reason; engage with your audience or potential fanbase by sharing content and chatting in the comments area. By communicating with people who follow you on similar accounts, using all of the tools Instagram provides, you let others know your profile exists, increasing the likelihood of repeat viewing.

Partnerships/Paid Ads

In general, it’s not recommended for individuals to use paid ads (think “boosting” posts), because they’re not effective in helping to increase your following. The funds you devote to boosting posts would certainly be better invested in producing professional-looking content or working with a social media team.

That said, a project like a crowdfunding campaign might benefit economically from a temporary boost in exposure. It might be worth increasing select posts, but enhancing the quality of your content and posting consistently will take you farther in the long run.

As for partnerships, be sure to follow SAG-AFTRA contracts. While print work is not covered by our union, video content is. Make sure to always adhere to SAG-AFTRA contracts!

Conclusion

Instagram is leading the charge in online self-marketing. If you post, engage, add value and develop relationships with other creators and influencers, you’ll establish a brand presence on the platform while growing a follower base — and your career. 

If you market yourself through Instagram, you’ll set yourself apart from the competition, establish credibility quicker when industry types look you up and, just maybe, sense that your profile might be monetized, creating a separate revenue stream. 

It doesn’t matter how small your profile is when you start — simply take that first step. The world is ready and waiting for you to share your professional gifts.