Social Media Campaign @goldenpartsoflondon

We actually came up with another plan at first, but when that pl17572065_1439152102794504_1320560685_o.jpgan could not happen we had to go with our plan B; To create our
very own and unique instagram account of London inspiration. We created an instagram account for the local londoners and the so called new born londoners but also for the vacation ones. All over all, we created an instagram account where we posted golden parts and places of London to inspire and help people have a good time in this city of a thousand cultures and possibilities. The name came naturally to us; goldenpartsoflondon. The name simply explains what the account is all about; the golden parts of London.

Our aims were to post good quality pictures with a variation of context to satisfy a larger amount of people, a larger variation of individuals. We still had one common theme in all the pictures and posts; to keep a relation and connection throughout all the pictures and to inspire. We posted three pictures per restaurant, museum and other places to have a pattern in our feed and also for our followers to get a larger insight and idea about each place. In this way we attract the person’s eye, who possibly found our account through hashtags, with our inspirational feed before they even had the chance to have a close look on each picture and its giving but yet so simple, inspirational caption.

17571812_1439152096127838_1630961187_o.jpg17475094_1439152082794506_573583275_o.jpg

(Here is examples on two of our pictures of how the hashtags and caption could look like. The left one is one of the later pictures with the new edit and the one to the right is one of the first ones)

The tone of delivery we wanted to have was inspirational pictures to make people want to go there, be satisfied with their choice of going there and therefore being satisfied with taking on our advice, and in that way returning to our account and telling their friends and family about it. We also wanted to update frequently to not keep our followers on hold, we therefore decided to post three days a week. Three pictures per place, three days a week. We succeeded with this idea the first two weeks but we soon realised how much time it takes to take the pictures, edit them and post them with a suitable caption. What we could have done differently here is to re-post pictures from other Instagram-account, in this way we would also have gained followers by posting other peoples pictures with their name – in that way, they see our account, they will probably show their friends and family and we will be seen by more people and probably gain followers in that way. We would also try harder to actually update the account more, that would put us more out there and probably help us gain followers. The thing is that the followers we gained, we did not loose. Once they saw us, they stayed with us.

To create the inspirational feed that would attract and earn followers we decided, as mentioned above, to have three p17547619_1439154322794282_1725957128_o.jpgictures about the same place. In that way we would create a pattern and a larger knowledge about the place. We could have used Instagram’s new update where you can post several pictures in one post, where you slide to see the other pictures. But since we wanted to have an ongoing pattern in our feed, we decided to go with our idea about posting three individual pictures of the same place. Another move we wanted to fulfill and complete were to have the same edit and effect on all the pictures to please the eye in a smooth way. We began to have a bright touch to all the pictures, but as pictures were posted we realised that edit did not fit all the pictures because of lighting and content in the pictures. We therefore changed our edit to a more natural one, which we are going to stick to from now on.

(Here you can easily see our feed, starting to attract your eye more with the new choice of editing the pictures)

Another point we realised as we went on with our account is that we probably are directing our posts towards women and girls our age rather than a huge variation of individuals. After all, we are two girls who obviously engage in limited interests. The posts naturally becomes more about the interests we have and where we rather would go since our pictures are all photographed by us. This is, as mentioned above, something we would have done differently. In the future we would use other people’s pictures, tagging them and in that way be noticed in a different way and earning followers.

Stats and evidence of impact

What we actually did to get followers, was to use suitable hashtags underneath all our pictures. To get a knowledge and understanding about what hashtags were the most useful for us we looked for similar accounts and managed to find a few with thousands of followers. We also started following similar accounts both for us to gather inspiration and to be seen on their page when we frequently like their pictures. This actually did work (the hashtags and the accounts we followed), since people started following us and even a few of the ones with several thousand followers followed us as well.

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(Judging on their amount of followers, their hashtags must be winners)

To watch the progress of our instagram towards the goals we choose to watch how interactive our followers was week by week. We looked after how our followers was increasing and the amount of likes and comments we got. Overall it was a steady increase with similar amount of new followers every week, the difference between week 1-3 and 3-6 was in the amount of likes. Since we were more active in week 1-3 rather than 3-6 it is not any surprising numbers. Beneath are the statistics for our instagram account @goldenpartsoflondon over the weeks.

Week 1-3        Week 3-6       Final result

Followers, 20     Followers, 19       Followers, 39
Comments, 3      Comments, 1       Comments, 4
Likes, 174           Likes, 88            Likes, 262

As mentioned before the whole process of finding a place, photograph it and edit the pictures was a lot more time consuming than we thought in first place. This could for example be solved by using reposts of other accounts. It will help us to get our name out there and to be discovered by more people. For the future we need to rethink both our short- and long term goals, such as posting every third day. To gain a larger range of followers, we would think about changing up our suggestions with places directed to all types of people. To be able to do this, we need to put more time and thought into it and research about what other people do. By “other people” we do mean someone not like us, the fact that we have pretty similar interests has been held against us in our goal and aim about reaching out to a large variation of individuals. Maybe we do need a new partner, to drag us outside the box. Because we do need to learn how to think outside the box, since it is difficult sometimes to have a knowledge about places and parts you would have never thought of yourself. Another thing we could do to gain followers is to engage our followers, this could be done by putting “Tag your photo with #goldenpartsoflondon” in our bio to make people engage more and help us to get a more frequent update every third day, by re-posting the best pictures. We actually did get mentioned through a tag in a picture posted by another bigger instagram page, with more followers than us. So another move in the future will be to focus on other accounts rather than our own to be seen in their and see the different possibilities of how we can help each other.

 

London College of Fashion (UAL)
Social Media, March 2017
Andrea Drottenmyr, Linnéa Ivetorn

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