Companies such as Whole Foods, Red Bull, and Fairmont Hotels use multiple Instagram accounts to showcase the regional variety of their brands and target customers more effectively.
For businesses with a wide enough footprint, having multiple Instagram accounts is a great strategy with proven ROI.
Different strokes for different . . . locations?
Customers from, say, Oregon have much different interests, experiences, and lifestyles than customers on the beaches of Florida.
Different audiences have different needs, which call for different communication strategies.
And if your brand crosses to international territories? That’s a whole new level of diversity.
English captions and comments would seem quite distant to a Spanish-speaking country like Brazil.
If that is a valuable set of customers for your business, a regional Spanish Instagram account would definitely be an idea to consider!
Region specific accounts are an excellent way to show how your company is connected to the local community.
Whole Foods Market is a grocery retailer known for their natural and organic products which often feature local merchants’ products, too.
Multi-regional accounts work great for Whole Foods, because they can advertise those local items to the intended audience (without teasing distant followers with foods unavailable at their own hometown store).
In addition, Whole Foods uses their multiple Instagram accounts to share photos from the various local events they often participate in.
Posts of employees out and about in the community, as well as personal employee spotlights, give your brand a more human/friendlier feel. Showing employees from a specific region – someone followers may actually recognize – almost eliminates the flat anonymity that can occasionally accompany social media marketing.
And for companies that choose to recruit new employees through Instagram, regional accounts are truly ideal.
Job openings advertised through a main company account may seem too unattainable, but a local Instagram job posting is much more inviting.
Chances are your company sales and events vary slightly by location, so you can promote them accordingly with multi-regional Instagram accounts.
With only one account, you can’t really advertise a specific location’s offering without making other customers feel slighted (FOMO alert!). That sticky situation can be avoided with multiple accounts.
Showcasing the localized variety your brand offers can even encourage followers to visit your brand locations when they’re away from home, too.
Of course, more Instagram accounts mean more work.
Each account should get an equal amount of attention, with regular postings on each feed.
Fans may follow a regional account without following your main company page, so each additional account should be able to stand alone as a representation of your brand.
If you’re going to go the multi-regional route, you’ve got to go all in to do it right.