Instagram Etiquette For Businesses during COVID-19

The uncertainty that surrounds our current situation is absolutely weaving its way into social media, especially Instagram. From tagging each other in challenges to the fast spread of information, people are finding ways to connect online, now more than ever. This tool, when used correctly, offers light-hearted relief and positive information to keep you safe (and sane!). But it can also be a way to quickly come across as insensitive or out of touch if used in the wrong way. So what’s the wrong way and what’s the right way? How does a business utilize Instagram appropriately in today’s environment?

It starts with recognizing that how Instagram is being used has changed in response to this pandemic. The “why” of the user is vastly different than it was a few weeks ago. Therefore, businesses that go to the platform as a source of promotion and sales need to adjust their old ways, previous strategies, and intentions. If you want to survive, you must pivot.

In this post, we breakdown the Instagram user’s new “why” behind using the platform and how businesses can adapt to COVID-19’s impact on this crucial marketing tool.

Instagram Feed

Everywhere we look, newsfeeds are flooded with statistics, warnings, and fearful facts. People are clicking on Instagram for a relief from the stressors and to get away from it all - to escape. The draw to escapism is nothing new to our culture (think reality TV, fast-paced action films, “Lifestyles of the Rich and Famous”). It’s all about slipping away into a place or lifestyle other than your own. . . and let’s be honest, for a long time people have been posting idyllic images on Instagram that are not a true representation of real life. Now more than ever, people are gravitating towards escapism for its re-imaginative powers.

What does this mean for businesses? Posts are now being geared towards images that may trigger a daydream or present an element of fantasy. Where have you traveled or where will be the first place you go when things re-open? What are the feelings you strive to evoke through your work? How can you continue to deliver those emotions, yet through a screen?

For those of us in the event industry, this could be excerpts from your travel diary related to a previous destination event or plans of hope and joy for your next exotic soiree. It could even be as simple as a cozy lounge setting and a tray of decadent passed beverages, transporting you to a late-night scene of flirtatious fun. Images like this bring people into a beautiful setting while also allowing them to experience the allure of your work.

A few easy-on-the-eyes accounts doing a fantastic job of providing escapism content are @departuresmag and @johnyunis. Fashion brand, Bottega Veneta, has launched a new initiative dubbed the “Bottega Residency” with the purpose of inspiring and empowering people through “a theatre of joyous distractions.” For each week of quarantine they’ll be calling upon various curators to take viewers through an itinerary of what they call practical distractions.

It’s possible to show your followers not only where your mind is but also what you are capable of. Start with things that directly align with your business but also don’t be afraid to introduce a more personal voice. People are hungry for a human connection, so softening those professional walls and showing your heart is appropriate (and needed). Consumers are more likely to connect with a person than just a company (read: The Brand Called You). What are you currently daydreaming about?

Furthermore, people have long been drawn to Instagram as a source of positivity, and now is no exception. When it’s needed most, we are seeing more messages of hope, faith, and inspiration sprinkled across our feeds. Motivational quotes are a powerful way to spread encouragement and combat anxiety. They can also be the source of some much needed levity. Atlanta-based floral designer, Shean Strong, is no stranger to humor and has poked his own bit of fun at the event industry through his “COVID Shoot,” a satirical styled shoot set in his backyard. A little comic relief never hurt anyone!

We find comfort in relating to the words of others and it is our social responsibility to raise each others spirits. So if you see a phrase that speaks to you (and also speaks to your business or to the personality of your business), consider integrating it into your feed as a hard post. Cement these words that inspire you or define what you stand for, bringing a new life to your feed.

Fair warning, while we encourage a personal connection and relatability through business accounts, this is not a pass to jest about how much you’ve been drinking or your inability to get dressed . . . people want to know that you still have your sh*t together.

Instagram Stories

Instagram stories have quickly become the user’s “go to” over the traditional feed of imagery. It’s where people are more unfiltered, less manicured, more REAL. It’s where users will post the quick snap of what’s happening without the pressure of making it perfectly filtered and in line with the aesthetics of their already-perfect feed. This feature facilitates the most meaningful connections and is quite literally the best outlet for businesses to speak directly to consumers.

Over the last few weeks, Brides has answered questions on how to navigate weddings during COVID-19 through their Instagram Stories. By pulling together video messages from some of the industry’s lead vendors, they were to answer reader’s questions in a very impactful and direct way.

A current client of mine tipped me off to another great example of someone utilizing stories for good. Southern fashionista, Laura Vinroot, is spearheading a #getdressedchallenge encouraging people to take care of themselves and dress every day, quarantine or not. I love it!

So ask yourself, how can you translate your services into something that people can do at home? How can you stay relevant and be relatable? Maybe it’s more of a DIY table setting using things you already have. Right now there is a fun table setting challenge circulating the event industry. Continue to share your tips and tricks and embrace the informality of being quarantined at home. It shows that you can adapt and overcome. . . isn’t this a crucial characteristic of any good event planner?

Instagram Live

The trend of going live on Instagram has exploded with our current state of quarantine. It is one of our only opportunities for live personal interactions. It’s reality TV but at your fingertips and starring people you know (or want to know)! So how can this be a pivotal tool for your business? It’s the perfect solution to maintaining your relevance while social distancing. Follow the lead of other established businesses to hold forums or status report updates. Be a source of information. Educate your audience. There is so much uncertainty that, believe it or not, your current “boots on the ground” experience is valuable for everyone, from the other business owner who’s alone in their living room struggling to keep things afloat to the concerned bride who is anxious about what will be left of the wedding world in a few months when her wedding is now set to take place. Share what you are learning and position yourself as a go-to source of information that will solidify your foundation as an industry expert.

Event design extraordinaire, David Beahm, is a prime example of how a business should be utilizing Instagram Live and IGTV. His videos feature inspirational messages full of advice and encouragement. If you’re looking for some positive content (and spectacular work), head over to his account.

Bottom line, while it’s easy to revert back to old habits of posting, any celebratory posts or blatant self promotion seems insensitive at a time like this. Besides, it will likely fall on deaf ears. What you’re sharing on Instagram needs to be relevant and cognizant of how our world is changing and the hardships people are facing. This isn’t the time to boast. Be a source of light. Share your struggles, but also share your aspirations. We are all experiencing difficulties, yet we all desire for happier times. Be open, be honest, be real. You may even cultivate new trust and new relationships that will carry you through to better days.