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Social Media

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Lancashire Childcare Sufficiency Team

Social Media Marketing

Making the most of Instagram Although Instagram isn’t quite as popular as , it still has a large number of users/parents that you may not be reaching in terms of . Many childcare settings use Instagram successfully as a marketing tool for their business.

What is Instagram?

Instagram is a free photo and video sharing app available on Apple iOS, Android and Windows Phone. Instagram is different from other social networks in that it is primarily a mobile platform. Once your account is set up, you will have a page that can be viewed on a desktop, but the majority of your activity will take place on the mobile app.

You can upload photos or videos to Instagram and share them with followers or with a select group of friends depending on whether your account is private or not. You can also view, comment and like posts shared by your followers on Instagram.

With a business account, you will be able to access business features and Instagram Insights. These tools can help you understand who is engaging with your childcare business on Instagram.

**Think of your Instagram page like a mini which is always visible to existing and potential new parents and updated live and directly on parent's mobile device to the palm of their hands.

Safeguarding/Privacy Settings If you are intending to include children on your Instagram page, you must seek written permission/consent from parents or carers. This is to ensure you protect children's identities when using social media. Asking parents' permission and obscuring faces helps to protect children. However there are further privacy measures you can explore on Instagram if you have particular concerns.

The basic steps to get started are:

1. Download the Instagram App 2. Choose a Recognisable Username 3. Update Your 'About Me' Profile 4. Add a Recognisable Profile Picture/Logo 5. Research other Childcare Business Pages 6. Post Your First Picture 7. Use Instagram 8. Review Your Page with Instagram Business Tools

It's all in the name!

 The app can be downloaded for android or iPhone from the app/google store and you can sign up using an email address. The user name you choose is very important as this is what is displayed publicly and what people will see when they find you. It is a good idea to use a name as close to your childcare business name as possible. You will also be asked to add your full business name which will help people find you through the Instagram search function.

Your Profile

 Your 'about me' section or 'bio' on Instagram is only 150 characters long. Because of this you need to be clear and concise about what type of business you are and what you offer. If your childcare business serves a local area then you also need to add your location. As it is a small space you may need to tweak your bio and try line spacing, and 's to convey your message.

 Use the Bottom Icons to Navigate Instagram There are five menu icons that let you browse through various parts of Instagram: home, explore, take a photo, activity, and your . Home (house icon): This is your own personal feed displaying all the photos of only the users you follow, plus your own.

 Take advantage of Instagram business profile features – these are only available to business accounts so on your profile you can include extra details such your email and physical address, and a call to action button to message or call you directly or get directions. Tap edit profile to use these.

What is a anyway!?

 Hashtags These help make your Instagram content easier to find. Captions on Instagram are not searchable, but hashtags are. When someone clicks on or searches for a hashtag, they

see all the associated content. It’s a great way to get your content/page in front of parents/people who don’t already follow you. There will be a whole host of ideas but some examples may be #eyfs #childcare #lancashirenursery #earlylearning #earlyyears #earlyeducationfunding #outdoorplay #playbasedlearning…. or simply where you are located i.e. #prestonchildcare. You could use a hashtag generator tool online to help you come up with relevant hashtags.

Profile Picture

 A perfect Instagram profile photo needs to be 400 x 400 pixels, you can upload it from your phone or import it from your Facebook page if you have one. The best choice will be a version of your business logo and as it is cropped on the app it will need to be clear enough to see properly within the space. Be sure to check this on the app.

Do your research!

 Having a good understanding of what other childcare providers are posting will help you see what kind of content does well. To give you a guide look for pages with a good following and check what level of engagement there is with the posts i.e. likes and comments. An example @brightbuttonschildcare

Post your first photo Once your profile is set, it's time to take your first photo! Here's how to do it: 1. Either take a photo by pressing the icon button in the bottom middle of the screen or click library on the bottom left and upload one of your own from your camera roll photos. 2. If you are uploading a photo you have the option to crop it first, this may help obscure things such as the identity of children or focus more clearly on something. After this there are options for different enhancements such as filters and photo editing features. 3. Once you are happy with your photo you can tap next in the top right of the screen and add a caption and hashtags if desired. You can also tag people, for example the local supermarket may have supplied some used crates for your outdoor area.

Instagram Stories

 Many businesses use Instagram 'stories' which are short videos and/or stills which play when you tap on the pages profile. Childcare settings can do this too. This feature is a great place to take creative risks as it is content that disappears. Each story frame usually last 24hrs, however you can extend the life of these by adding them to your 'highlights' where they will remain on your page for parents to view anytime.

 Your stories could involve a tour of the setting or staff profiles, you could leave your fee structure here or a copy of information about your funded offer. You could end your stories with a call to action button, such as call now to reserve your child's place. Share early years/childhood quotes, tips for parents, the 'childcare choices' website or others, anything current such as reassurance for parents bringing children back into childcare, getting ready for nursery or school, the EYFS, as some examples. Consistency of messages and your posting schedule are key to staying visible.

Instagram Business Tools

 Understand when your audience is online. Use 'Instagram Insights' go to your Instagram business profile, click the three bars icon in the top right, then click Insights. Click on the audience tab and scroll down to see active times i.e. when your followers are online, broken down by day. This is helpful is it shows you when the best time to post might be.

Things to consider:

 Commit to a regular posting schedule – your followers will expect to see posts from you on a regular basis, keep them aware and engaged without overwhelming them so that they tune out or worse unfollow you. Have a personality and keep some posts fun and lighthearted.

 Ensure you complete your profile – name and username are the only things that come up in an Instagram search so use wisely – use same as Facebook – your website is the only spot on Instagram where you can include a clickable link so put your website here on your profile.

Tips on Posting on Instagram

 Share great content – Instagram is primarily about the visuals , think about what you will showcase or stories about the services you offer, or a behind the scenes to introduce followers what makes up your nursery/childcare setting.

 Take amazing photos –your mobile phone is your best friend when it comes to Instagram since you can post straight from your device, use natural light, avoid any harsh lighting. Edit your photos before posting to make them look professional.

 Write compelling caption - though Instagram is a visual platform don’t neglect your captions, this is where you tell the story that makes the photo meaningful, make parents think, laugh and feel a connection to you and your setting.

 Grow and engage your audience – your is all about community and a community relevant to your i.e. childcare/early years already exists on Instagram, you just need to find it. One way to do that is engage with others and they already follow. Start by monitoring relevant hashtags related to your industry or the area you are situated and follow people, this is a good way to make your presence known to people likely to be interested in you. You will soon get a feel for the hashtags that inspire the most response to your page. Location tagging increases the chances of your posts showing up on peoples Instagram feeds.

 Engage with other accounts – social media is a great way to build relationships within your community. One way to do this is by commenting on other accounts posts. Tap on the speech bubble icon at the bottom of the post. You can also respond to existing comments by tapping the reply button underneath the comment.

*For further content ideas for your Instagram page please see our useful Facebook marketing guide.