And you thought that managing your own Instagram account was hard! The Vitamin Shoppe is launching 800 (!) new Instagram accounts – one for each of its US stores.
Retail is struggling, and The Vitamin Shoppe believes it is because the industry fails to connect with consumers on a local level. Consequently, it has decided to open 800 new Instagram accounts – one for each of its US locations.
The idea is for store employees to create content that “speaks” to their local community. It will also allow them to promote local events, and show more of their own personalities, life stories, and passions. Connecting on a person-to-person level is important for retailers, with over 65% of customers looking for “someone they know” when shopping in stores.
“We felt like there was a real hole in our Instagram strategy,” said Lisa Chudnofsky, head of content and customer engagement at The Vitamin Shoppe. “Our employees are really knowledgeable. We consider them our secret weapon in the stores, but they didn’t have much of a virtual or digital presence.”
The company will provide them with photos and videos to support national campaigns but store managers are ultimately responsible for what is being shared on their store’s Instagram profile.
The Vitamin Shoppe will continue to promote the company’s values on its official Instagram account @vitaminshoppe, which counts 195,000 followers. Unlike the official account, store-level profiles will not be verified.
According to Chudnovsky, the retail chain has already launched 400 accounts, and expects to activate the 400 remaining accounts within the next few months.
This is a prime example of the need for localized content that consumers can identify and engage with. Of course, the Vitamin Shoppe’s in-house community manager will keep an eye on the 800 store-level accounts to make sure the company’s values are being respected.
Would you be willing to manage that many accounts for the good of your business?
You might also like
More from Experts Talk
The Top 5 Stories On Social Media This Week
A new musical could soon come to life on TikTok, WhatsApp users are flocking to Signal and Fiverr will run …
The Top 5 Stories On Social Media This Week
Save the date, Twitter is bringing back verification this January. Oh, and it shut own Periscope too. How was your …
3 Courses To Help You Create Better Video Content For Your Ads
Here are three free Facebook Blueprint courses to help you take your content to the next level.
The Top 5 Stories On Social Media This Week
Tamagotchi never dies, 2020 in one word and a new test for 3-way live streams on Instagram. How was your …
The Top 5 Stories On Social Media This Week
Twitter does Twitter best, Salesforce bought Slack and Apple could be working on a matte black MacBook. Are you ready?
Finding Your Way Forward: Five Key Social Trends for 2021
Henk Campher, VP of Corporate Marketing and Head of Social Impact at Hootsuite, looks at five important social trends that …
Hootsuite CTO Ryan Donovan’s 2021 Social Media Predictions
In this article, Hootsuite CTO Ryan Donovan discusses advancements in social commerce, the growing privacy battle, and more 2021 social …
3 Courses To Help You Get Started With Facebook And Instagram Insights
Here are three Facebook Blueprint courses to help you get useful information from insights on how your business is performing …