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Why I love Instagram (and why Macmillan should love it too)

In this listicle Macmillan Social Media Officer, Alice Hajek talks about why Instagram is her favourite social media network and the opportunities that #throwbackthursdays and #motivationalmonday posts can provide an organsation.

Instagram boasts 300 million active monthly users worldwide. Despite this rather large figure, it is a relatively new social platform for many brands. At Macmillan, we only got into the Instagram swing of things last April when our follower base stood at 3000 people. 10 months later, and with 12,000 new followers, we are starting to establish Instagram as an integral social media platform at Macmillan.

Here are five reasons why I love Instagram (and why Macmillan should love it too).

1. It’s pretty

I love how anyone can make average photographs look great. Of course, I don’t have this problem because all my photos are brilliant… Whether it is a photo of your spiralised courgetti, the sunset from your office (the number of times our digital and PR teams have grammed the sunset over Battersea Power Station must be in the thousands) or our fantastic fundraisers – it’s easy to make your pictures look good. What more could you want?

healthy food image macmillan fundraisers vauxhall sunset

2. Engagement is high

As Facebook cuts the reach of brand pages considerably, the amount of likes and comments on Macmillan’s Instagram posts can sometimes outperform those on our Facebook page. When you consider that Macmillan has 600,000+ likes on Facebook and 15,800 followers on Instagram, this shows just how strong the engagement is on Instagram and the high percentage of followers that we are reaching with our content. It highlights Instagram as a key social channel for Macmillan.

On my personal account, it’s all about the 11 like threshold. If the names of those who liked it are still visible (you need 11 likes to go from names to numbers) you might as well admit defeat and take the post down – #embarrassing.

10 likes vs. 11 likes

3. The younger audience

We have noticed that some of our followers are quite young. There are a lot of usernames full of kisses and ending in years of birth such as ‘04 and ‘05. We know this young audience is not really Macmillan’s target demographic but it is great that we are able to reach them this way. Are they taking in our messages in the 0.02 seconds it takes to double tap (like) a photo, who knows? But at least they know we exist.

However, this is the extreme end of the scale. From what we can see we’re reaching lots of people in their late teens, twenties and thirties as well as our usual Macmillan supporters. I must admit, the younger audience is definitely more useful for Macmillan than for me personally. It can be quite hard to contain my jealousy as my younger sister and cousins receive more likes than me…

4. Recent updates

We can now flick between different Instagram accounts without having to log in and out. YAY! This means it is a whole lot easier to go between my personal account and the Macmillan account, oh and the account my sister and I set up for our dog Angus over Christmas…

Instagram has also announced that we will soon be able to see how many times people have viewed our videos, which will be great for analysis and evaluations. Instagram are still behind Facebook and Twitter in terms of their analytic offering so we are quite excited about this update. They will be rolling the new feature out over the next couple of weeks.

5. Instagram content is the best (in my opinion)

There are lots of clichés on Instagram. Wanderlust photos, motivational quotes, throwback Thursday pics, dogs in fancy dress, cats in fancy dress, random items spread out on the most pristine white tables you’ve ever seen, but I love them all. And luckily lots of them can work for Macmillan.

We’ve shared a pug in a Macmillan t-shirt, motivational quotes from our case studies, throwback Thursday photos, minions up mountains, healthy recipes and cat coffee mornings, to name just a few. And there’s more we can do. We’re still experimenting with what works well but it is an exciting place to be right now.

pug minion quote

You can Follow Macmillan on Instagram here.

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