Rethinking Instagram: A Different Approach for a New Generation of Followers

By Dave McDonald, Assistant Director of Social Media

The way Generation Z engages with content on Instagram is changing. What was once home to beautifully manicured pictures and clever captions, is now a place for education, activism, and encouragement among peers. College students no longer just want to see congratulatory content, they want to learn from experts, and to engage with infographics that feature easily digestible, share-worthy content and information. With this in mind, we reworked our approach to the platform to better appeal to Generation Z and meet their content needs and expectations.

A new approach:

All images have a similar filter and use the same font to create a consistent look. All posts with graphics include a long-tailed caption with a larger summary of the story. Viewers are then directed to the link in our Instagram bio to view the full story using Sprinklr’s Shoppable store feature as our “Linktree”, where we track clicks to our stories and initiatives.

With updates around COVID-19 continually flowing in, our new strategy has served as a useful way to get important information around the pandemic in front of students. This new approach also proved useful when the news of George Floyd’s death hit and country-wide protests against systemic racism ramped up. We utilized this new format to communicate the University’s response and educate our followers on issues related to social justice.

Our research:

When researching page design, we noticed that most of the pages with a similar approach lacked consistency, leaving their Instagram feeds looking random and unorganized. With this in mind, we created a look and feel to our posts that would be consistent across the board, regardless of whether they were graphics-based or not. All posts have a specific color overlay, and the ones with graphics use the same font and text size.

Results to-date:

Have you revamped your Instagram strategy lately? Tell us how in the comments.

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