Build Your Brand On Instagram By Avoiding These Common Mistakes

Build Your Brand On Instagram By Avoiding These Common Mistakes


With over 300 million Instagram users, I’m not surprised that I’ve been working with more companies to build their brands on digital platforms like this popular photo-sharing social media platform.

Companies are quickly finding out that  Instagram users (which mainly consist of 16 – 30 year olds) aren’t interested in corporate advertisements and obvious sales copy. It will take a little more style and creative finessing to ensure their business objectives are met on Instagram.

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Using low quality images or not having a consistent photo theme

Instagram is a visual platform that is vital to both telling your story and building your brand.

I completely understand the temptation to take pictures on phones and simply upload, irrespective of lighting or other quality considerations, however, if you’d like to be a giant among midgets, you’ll have to invest a little more time and energy in your photos.

With a number of picture editing applications available for phones and a little bit of photography know-how, you can raise your “insta-game” with these simple principles. 

Take multiple pictures of the same object

Believe it or not, for every beautiful image you see (whether it’s in your favourite magazines, billboards, or other) it can take over 50 or more shots to get that perfect shot that comes out looking so good. Trust me, this isn’t a game.

Bloggers (especially street style bloggers), Instagramers, and those whose photos you enjoy online should be well respected and appreciated. From taking the photo, to editing the photo, creating copy and uploading it to dashboards or mobile devices, it can take  one to two hours (sometime more) to prep one photo.

Find that Filter

Find a filter and stick with it, or better yet, try not using any at all. As long as you capture your photos using a professional camera (which I highly advise), in appropriate lighting, the natural beauty of your photo will be highlighted.

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White space laws

Use as much white space as possible (a basic design principle that will never go out of date). It is always aesthetically pleasing and gives the appearance of a clean design (even if there is not design or skill involved).

Choose a theme and stick with it

Have a theme for your overall board and (if you feel saucy enough) each column. I’ll use a recent client, Emmaus Beauty, a natural skincare line for healing skin care line for treating skin disorders as an example.

Column one (from left to right) lays emphasis on a white background, as in column two (middle) is more for free styling and metallic grays, and column three is for plants and nature shots involving her brand or product.


Over-use of #Hashtags

Hashtags are great when used appropriately (like anything meant for good in the world). With all things good, however, comes responsibility. If you use too many hashtags, it is possible for your posts to look spammy (many are guilty of this). Using hashtags without fully understanding the meaning or implications of the particular hashtag is also a major faux pas.

Pop culture has added, and keeps adding, layers of definitions to words and phrases we commonly use or understand. In addition to traditional dictionaries such as Webster’s dictionary (or, take the time to look up phrases (hashtags) in

You’ll be surprised at the meaning that has been added to words like “chill,” as in #netflixandchill. And no, it doesn’t mean relaxing while watching your favourite shows on Netflix. #Stop #It (Note: The last use of hashtag was horrendous and meaningless. Do not try it at home).

Not updating or providing a link in bio

Your Instagram bio is the only place where you can insert an active hyperlink. I cannot tell you how many times I find that people place links in their posts, and yet fail to place the same link in their bio where it is active.

Even worse are those that don’t place any link or maintain the same link for years. Use this opportunity to liven up your page, and update your link to reflect what you’re posting.

Not interacting with anyone

Don’t be that person, who speaks about yourself and never stops to listen and/or include anyone else in the conversation.  We all like to be paid a little compliment or gentle attention here and there. Gain disciples and not just followers by encouraging others, reposting photos (always provide credits where due).

Although managing your brand on Instagram sounds like a lot of work, it will be rewarding. After all, the goal of using social is to connect, engage, and promote.

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If a photo is worth 1 000 words, imagine what your entire Instagram profile says about you, your brand, platform and your company. Making the mistakes above could mean, loosing traffic to your site (remember link in bio), lost in potential newsletter subscribers, and even worse- leave potential customers with a bad impression.

Hiring a firm or an individual, to manage your digital presence with the right tools (camera, writing skills, and clear business objectives), could go a long way. Take the time or make the investment.

Adiat Disu
Adiat Disu, originally from Lagos, Nigeria, studied at Philips Exeter Academy and graduated from Bentley University with a degree in IT and Communications. Her experience includes a stint with US retail giants TJX Inc where Disu, as an Allocation Analyst, affected an average of $90 million in sales to over 915 retail outlets across the country. Later recruited by IBM as an operations and communications analyst, she worked with over 600 IT Analyst firms (the likes of Gartner and Ovum) before taking the initiative to launch her company Adiree, birthed to engage the social-eco friendly consumer and raise awareness, for modern African brands globally.