How to Stand out from the Crowd using Instagram
I’ve noticed a common thread running through every successful business person who I follow online. They each have a very specific way to stand out from the crowd.
Sometimes it’s by doing things in the opposite way that everyone else is doing them. Sometimes it’s by letting their personality shine through, or by taking a stand when nobody else has the guts to do it.
The truth is that it’s easier to stand out than you think. How do I know this is true? Because most people are afraid to stand out. So they don’t do it. They think it’s too hard, takes a lot of time, it’s expensive, or it means that you have to be in the spotlight.
Or they think that their work is too boring or that no one would be interested in what they do.
All this means is that there’s lot’s of room for you to stand out.
That’s me on the left rocking the orange-is-the-new-black look
For example, let’s take a look at mens’ fashion. Really, really boring. Go to any business conference and you’ll be surrounded by men in shades of khaki, blue, grey and (if they’re really trying) black. So, if you show up in a wearing scarf and a pair of orange pants, (that’s me in the photo above) people notice.
Case Study: Always Keep Your Smile
Here’s an example of a small business that most people would think is not very interesting. I was working with a dentist who wanted to attract more clients and stand out from the crowd of other dentists in his locale (greater Boston).
How does a dentist stand out from the crowd?
We wanted to make a video that his patients could relate to. So, instead of making a video of my dentist friend, I was thinking about using the patients themselves, maybe with some kind of testimonial – when I came upon this short video (below) – which was made by weaving together random strangers’ Instagram pictures to form a story:
852 Instagram pictures from 852 Instagram users were put together for this lovely little short – and by seeing all these pictures in a pseudo stop animation you realize how often people are taking the same kind of photo.
So, I thought of looking at Instagram to see what kind of pictures were there that could relate to our Dentist. My first idea was to look for people smiling. But what I found instead was a lot of selfies of people brushing their teeth! Who would have thought?
A couple of hundred Instagram images later and the video above is the result – something that can’t help but make you smile – with the tag-line “frown-free dentistry.”
The easiest way to find this out is to listen on social media to what your customers are up to. Use their own words (or images) in your messaging. Your customers will feel understood.
You will stand out from the crowd.