‘Constant content innovation is the key to becoming an influencer’

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Sorav Jain

Meet Sorav Jain—an entrepreneur and social and digital media marketing consultant who has worked with brands as a trainer and consultant too. In a conversation with The Indian Sun he talks about “Digital Scholar”—India’s first agency style learning system

How do you become an influencer on Instagram?

There are many things that are to be kept in mind—first, the person should have clarity of mind, and second, content and creativity.

When the person is clear about the content and creativity then he/she can get right kind of the followers. The number of followers is not what matters but the type.

How many posts should one post on Instagram?

According to some research, two posts in a six-hour interval is good. There are some experts who suggest only one post, but that post should be topical, inspiring, engaging, and entertaining.

Make a list of 150 hashtags and then use it in combination in different posts. I divide the hashtags into two parts “The King Hashtags” & “The Solider Hashtags”. The king hashtags are the common ones but what get the attention of people are the solider hashtags or the less common ones.

“If you are targeting mothers, they are pretty active 2-4 pm because that’s the time when they have finished their chores. If you targeting the millennial, they are generally active 7-11 pm”

What are the platforms one should use?

The reach on Instagram is increasing, while it is declining on Facebook. On Instagram, when one grows the followers, one increases credibility. People form an opinion on the basis of number of followers.

Instagram live has a deeper connect with people, as they can get in touch with you directly.

Both IGTV and Facebook have their own charm. But sometimes what happens is you have the same number of followers on Instagram as well as YouTube, but the followers of YouTube don’t receive notifications easily as many of them might not press the bell icon. On Instagram this is not the case, it is easily seen by followers on the day you post your content.

The timings for posts depend on when your audience is most active. If you are targeting mothers, they are pretty active 2-4 pm because that’s the time when they have finished their chores. If you targeting the millennial, they are generally active 7-11 pm. Sometimes I go live at midnight and I see 300-400 people coming and watching me live. Wednesday and Thursday are considered peak hours for professionals. So you should time your posts accordingly.

If you have bought followers, if they are fake followers, or box followers, then the algorithms changes and number of followers decrease. Second, you have to keep investing to make your followers grow, that is what most people don’t do. They think just being on Instagram will help them become an influencer. The first step as an influencer is to influence yourself, invest in yourself and then invest on Instagram. There will be a ratio of 20% followers dropping and 80% following every day. You need to figure out an engine to increase your followers every day.

The best strategy to grow followers is by running Instagram stories advertisements which is the art that you get to learn and practice yourself, for which you don’t have to hire anyone.

Which tools of digital marketing you would suggest for professionals in service sector?

LinkedIn.

Fb ads or boost post? Which paid option is better?

Facebook ads are always better. Don’t boost posts because when you are boosting the post you reach random people. FB ads do highly targeted advertising and get the best results out of it. You can select your audience, select the target market and market type, gender, age group, location etc. and make the post reach your target market.

What do you think is the difference between online and offline marketing?

In offline marketing, you don’t know who you are addressing whereas you know this in online marketing. You know who are you addressing, how many people have seen your content, how many people you have reached, etc. So you know your return on investment.

“Constant content innovation—this is what one should keep doing to attract people. Focus on quality not quantity, learn to promote it well”

One posting on Instagram that goes to Twitter, LinkedIn and on Facebook, how nice is that system?

In the case of Facebook and Instagram, integration it is perfect, but in the case of twitter you might want to do it manually, as it goes up as a link not as a post. But if one wants to do it quick, one can surely go for it.

How do you think Facebook’s new “Shop” will change retail space?

Facebook already has a feature called Market Place and Instagram also had a shop to be post feature, so now it’s getting more streamlined, which means you can put more details in like description, price etc. You can also promote the forex of your product. It’s the right move, considering the pandemic where people are less likely to move out of their houses to buy things. This is good for small retailers who do not want to invest in Shopify, or building a third-party e-commerce site.

Here, you save money because you can create your marketplace on Facebook and invest the money in promoting the product. Also, Facebook has its own currency, Libra. Maybe this is the time where people start using Libra and increase its value.

One piece of advice for someone who wants to become good at social media marketing?

Constant content innovation—this is what one should keep doing to attract people. Focus on quality not quantity, learn to promote it well. You don’t have to make a billion pieces of content to build your brand, you just have to make one piece of content and make it reach a billion people.


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