The most overrated platforms for mobile marketing

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Trying to generate buzz around your business? It's natural to think the more exposure you receive, the better. However, knowing how to communicate to your customers will help make your brand sticky and complete. Since you need to focus your communication, tread delicately in these waters.


With Instagram, you post a picture and customers "like" your pictures or follow you. Therefore, they will like your brand and buy your products. Where it gets tricky is in order for customers to see your picture, you need a mix of followers and hashtags. There's no way to deep link your picture to your product unless you put a link in the description. Therefore, direct sales are more difficult. 

And, just because your pictures have a lot of hearts, doesn't mean you'll increase in Google searches (similar to Facebook "likes").  You have to work just as hard to end up in more Google search results.

Instagram does not have a "share" function -- whereas with the other platforms, customers can share the company's posts across their networks, spreading that company's brand much farther. Here, Instagram posts almost go "dead" after a few hours of customers seeing them. The choice for the customers sits at "like" or keep scrolling, and there's not a clear call-to-action for a conversion to buy.

Finally, you run the risk of your products/posts on Instagram being muddled with start-up shops of people looking to use Instagram as a classier eBay. People will "heart" your product, but unless they truly like it, they won't visit your profile and will just keep scrolling.