Mr. Platzer, a user is interested in USM Haller on Instagram. How easy is it for him to find the cult product from the manufacturer of designer office furniture?
USM Haller uses the SEO optimized line in the Instagram account (first column in the biography) so that the channel with the search terms “USM” and “USM Furniture” can be found directly. The description is also precise and clear, so that users know immediately what to expect from the brand and the channel.
What is the brand doing well here …
The company’s own hashtags #USMmodulfurniture and #USMhaller also ensure that all images can be found bundled under them and that buyers can also publish their products under them. This creates a closer bond and a sense of togetherness in the designer furniture community. There are also many highlights and active stories that show the furniture in action. Customer pictures are posted and thus ensure a dialogue.
…. and what makes them less good.
I don’t like the feed itself as much. The lack of aesthetics speaks against the company’s message. There’s no order, and some posts look very amateurishly created and edited. Most of the designer pieces were staged less favorably, not professionally lit and photographed. That damages the first impression, the pictures do not arouse any interest in wanting the furniture at home. In addition to the scenery, there is also a lack of emotions from people who have set up their home and how comfortable they feel with it. This is only partially found in the account’s story. The highlights should be provided with thumbnails that match the company’s CI and the color scheme of the feed. So far, neither has been considered.
Are channels like Instagram or Pinterest generally perfect for a design brand like USM?
Yes, these two channels are definitely the best. The Instagram channel should ideally be a “best of” the entire Pinterest gallery. Both platforms are used to get inspiration to set up your own four walls. There is still a lot of room for improvement.
Or are there platforms that would be much better suited?
There are channels that could also be of interest to USM Haller, such as LinkedIn. Topics such as home office or shared offices in the course of new work and how office spaces should be designed in the future are discussed more and more frequently on the platform. Aesthetics also play a major role. A provider like USM Haller should definitely be present there in order to reach its target group there and to draw attention to itself. And don’t forget: the increasing number of video conferences, online meetings and the creation of your own content means that backgrounds and scenarios are becoming increasingly important.
So should USM expand its social media strategy?
The focus should continue to be on the social networks Instagram and Pinterest, but I clearly recommend recycling this content more broadly: Facebook, LinkedIn and Xing can be used in parallel without the need for a lot of extra time. Reposts and shared posts ensure more awareness and your own hashtags can be promoted across the board.
USM Haller should definitely work on the basis of the main channels through high-resolution images, create emotions, have a clear posting plan and rely on captions that encourage dialogue.
–
