Ghost is an independent, open source publishing platform company that I have been following for a while because they are a fully remote team (yay!). And considering that I have been writing a blog post series on efficient marketing hacks, here’s an interesting example –  Ghost’s Instagram profile.

Check it out @Ghost or here’s the screenshot,

I found it really cool. The image grid is obviously very evocative and appealing. It is also high quality and minimal.

All of us want to own our brand Instagram handle IF it is still available. But once we get the username, what then? Are we ready for consistent posting and becoming active on the platform?

Generally, the answer is NO simply because,

– consistent social media posting requires heavy investment of time and creative resources

– the end impact on revenue through these organic posts is questionable

(I have analysed social media marketing as a customer acquisition channel in this cheatsheet)

So once you block your business username, then what?

Well, Ghost has done a pretty job.

It has multiple advantages,

#1 There has to be something….

You have to do something with the handle. You could keep it as an unbranded, private account or simply put a ‘work in progress’ sign. But how is that any better? And if your loyal community actually searches for you, and lands up on a private, unmarked account, wouldn’t they be disappointed?

This Ghost account actually leaves the visitor with a very positive impression. It is definitely better than any mediocre filler content.

This can also be done on other social media platforms, and it could be more than just an image. There could be some introductory links, freebies and more put up so as to engage with visitors.

So, the hack is, don’t leave your inactive social media profiles mediocre. Make them impressive portfolios of whatever you want to promote. Especially on platforms like Facebook and Instagram where you are quite likely to run ad campaigns.

There is also another advantage to this approach,

#2 Ads

You may want to run Instagram ads. But without any company handle you miss out on adding it to your Instagram/Facebook ads. These ads let you link your company handle for free. It is an added engagement point and benefit. Even if ad viewers don’t click the ad, they may simply follow/like your page.

This kind of a static Instagram profile lets you leverage this ad feature. So if you run an ad campaign, you may get a trickle of visitors to your company page where you have kept good visual and engagement resources.

They may or may not follow this kind of static account, but hey, on all other counts you win!

And Ghost did accrue 4000+ followers on this account.

How’s that for brand loyalty? 🙂

And you probably already realise the third advantage,

#3 When you do start…

You may want to start Instagram marketing at some point. In which case, you have so many followers waiting for you!

Hello there! 🙂

So, reiterating what I have been saying with my Efficient Marketing Hack Series – there is really no reason to be mundane in your marketing efforts!