For most companies, summer is a time when things slow down. A perfect moment to catch up on overdue tasks. But how is your company’s social media doing? As a content creator focused on workwear, I see a lot of workwear and PPE suppliers and distributors on Instagram. And there’s definitely room for improvement. That’s why I’m sharing 8 tips in this column to help your company attract more viewers,
- What does the viewer want?
One of the most common mistakes I see is that companies focus too much on themselves. They communicate what they think is important, but that’s not always what the viewer finds interesting. Ask yourself with every post: what’s in it for your followers? Don’t just say that you’re attending a trade show, that it’s super fun and you’ve gained lots of new clients. Instead, tell them which hall you’re in, what unique thing you’re showing, or maybe you’ve got some delicious cookies or an irresistible discount. These are all ways to attract viewers. Invite them in!
- Instagram is not a shop window
I see many workwear and PPE companies posting product photos. That makes sense, of course—you want to promote your products. But Instagram is not a store window on a shopping street. People aren’t passing by your profile to see what you’re selling. Social media is about community, interaction, and emotion. Especially with workwear and PPE, simply showing your product isn’t enough. Again, ask yourself: what does the viewer get out of this? And respond accordingly. Why is this particular pair of work trousers so amazing? Tell that in the caption and in the image. Or better yet, make a video and tap into the viewer’s problem. What issue does your product solve?
- Comments and algorithms
It might sound obvious, but it’s often overlooked. And it’s so important on social media. I’m talking about comments. You post something to trigger interaction, so when you get a comment, it’s essential to respond. Sometimes the comment might not say much—maybe just a fire emoji under a photo of a work shoe. But no matter how short or simple, Instagram sees it as a sign your post is interesting. And if someone comments and you don’t respond, the interaction ends, and Instagram is less likely to push your post to other followers. A simple “thanks” or a smiley emoji is enough.
- Videos for potential customers
Want to attract more potential customers on Instagram? Then try experimenting with test posts. This is a new Instagram feature that allows you to create a video shown only to people who don’t follow your account. It’s the perfect way to test what kind of content resonates. For example, you can create a video about a new collection and make 4 different versions. Within Instagram, you can shorten the video, add music, or use a voice-over. These test videos won’t appear on your profile, but if one performs well, you can still decide to share it with your own followers. In the test reel stats, you’ll see exactly how well it performed and when viewers dropped off. This feature is currently being rolled out, so if you don’t see it yet when posting a video or reel, it’s probably not available in your region. But Instagram has stated that the feature will eventually become available worldwide.
In my next column, I’ll dive deeper into creating videos on Instagram and how workwear and PPE companies can make the most of this.
