My digital artefact is an Instagram page for my mum’s small business. The business is called That Little Shop In Jannali. @thatlittleshopinjannali specialises in women’s fashion and homewares. I created and run this Instagram page for my mum as a way to promote her business and to connect with customers on a more personal level. My mum brought the business in November 2017, meaning the Instagram page is 3 years old.
I have been working on this digital artefact since the beginning of my university degree. I have spent 3 years developing my digital artefact into what it is today. I have used multiple tactics and methods to keep my digital artefact up to date and engaging for the followers and also for my mums business. When I saw that this subject involved more assignments involving a DA, I was undecided as to whether I should continue my DA or start fresh with a new idea. After 2 years of focusing on this DA for 2 years, I felt like I wanted to do something new. However, I felt that my original DA hadn’t reached its conclusion, therefore I decided to continue and finish my degree with my very first DA that I have been developing since day one.
Over the past 2 months, my digital artefact has developed in many ways. There have been highs and lows throughout the process of creating and developing my digital artefact. I found most of the techniques I used to reach my goals for this DA worked efficiently and effectively. My goals for this DA were to make an engaging Instagram page as a platform for the promotion of the business and as a way to connect as much as possible with customers and also to widen the target market.
Ideating: My DA is my mum’s small business Instagram page called That Little Shop In Jannali. I help run the Instagram page for my mum as a way to promote her business and to connect with customers on a more personal level. The business focuses on the target market of women between the ages of 18 – 60. When trying to think of a digital artefact, the idea of using my mum businesses Instagram came to mind due to the fact that I ran it already.
For my DA, is used the process guide of Fast, Inexpensive, Simple and Tiny (FIST).
- Fast: My Da was fast because everything I needed photos and content was already in-store and online.
- Inexpensive: My DA was easy and affordable because it is an Instagram account and Instagram accounts are free unless you use the promotional features which I didn’t use for my DA.
- Simple: The DA was simple because again, it’s an Instagram page.
- Tiny: The DA was only one social media platform which made it easy and accessible for me to keep track of and update throughout the process of this assignment.
Prototyping: Over the course of my DA, I used different methods to get more engaging followers, likes and comments. Some of the methods I used were conventional and well-known Instagram hacks.
The first hack was the ‘Follow for Follow’ method. The Instagram page has gained 98 followers. I gained followers by finding similar business Instagram’s to That Little Shop In Jannali and went and followed their followers. This caused a follow-for-follow situation. This is a very well known and used hack that is used by a lot of business Instagrams around the world.
The second method I used was tagging brands in content. By tagging brands in the content we post of their products, it allows our audience to gain more of an insight into the brands we’re stocking and if we’re lucky, the brand will repost our content. Brands posting photos of products they have and tagging us in it as a stockist was great for the business. It provided their followers with our Instagram, which is something we hoped for! For example, a brand posted a photo of one of their jackets and then tagged all the retailers that have that product in their stores, including us, which is great and much-needed exposure for the business.
The third method I used was posted on Instagram twice a day. It keeps our feed fresh and engaging while also keeping our page up to date and keeps followers aware of new stock we have in. We also tag products in our posts so customers can click a link on the post that takes them straight to the website and product for them to browser and purchase.
The fourth method I used on my DA was ‘Hashtagging’. Hashtagging on new posts gained followers and heaps more engagement on the post. I used a mix of popular Instagram tags and tags and related to the actual photo I was posting. Hashtagging caused an influx of engagement on a post and lead to actual followers.
Lastly, I used Instagram business tools to see the progress of my DA. I focused on age and gender. With this feature, I can see all kinds of information about post engagements, followers and content interactions. I can see the percentage of gender that followers, the top locations and the age range.
In regards to creating content for the Instagram page, we came up with a few ideas to liven things up. First was photoshoots. Mum got a couple of her friends over and did a photoshoot in some of the clothing that is sold in store. It’s a way for us to create content that is our own and that we can post anytime.
I wanted to do some research into business Instagrams and into methods that make them successful. One blog I found regarding this topic was called ‘7 Simple Steps to Master Instagram for Business’. ‘Although Instagram’s one billion user mark is just around the corner, marketers are still hopping on the bandwagon by the masses. And why not? As the platform continues to roll out new business specific features, there’s perhaps a no better time than now to build your Instagram presence from scratch. The beauty of using Instagram for business is that the platform isn’t reserved for any particular brand, by the way. Running a brick-and-mortar business? An e-commerce empire? Or maybe you’re a solo business trying to snag some clout? Good! There’s an audience on Instagram that’s waiting for you.’ This direct quote from the blog is an a amazing piece that shows that Instagram isn’t a platform that is slowing down now or anywhere in the near future, making it one of the best platforms to promote a business, especially a smaller, family-run business. The article also talks about 7 tips and tricks as to how to fully utilise the full opportunity of all the business features Instagram has to offer.
Another article I found focused more on smaller businesses and ways to help them promote their business against bigger companies. The article ‘ The Complete Guide to Social Media for Small Business’. ‘While finding and keeping customers is a challenging endeavour, it’s equally if not more important to maintain and build relationships with the customers that you already have. Any missed opportunities or poor customer experiences can spread through your client-base like wildfire, leading to churn that can cost you the business you’ve worked tirelessly to build. These missed opportunities and poor customer experiences are especially dangerous if you’re not active and engaging on social as a business because they’re invisible to you until it’s too late. Not only that, but the number of social users willing to buy from you skyrockets if you use social media not just for publishing, but for actually engaging with your social media audience.’ This articles goes into the importance to connect with a customer but also the ability to keep the customer coming back to your Instagram page. There is also research that should 57.5% are more likely to purchase from a business they follow on Instagram than one they don’t.
What didn’t work for my digital artefact:
Not posting regularly – One thing that didn’t work for my digital artefact was not posting regularly. If I didn’t post 4-5 times a week, I would lose followers and engagement with posts. By testing to see how many posts were ideal, I am able to see how many posts is too much and how many is not enough.
Not posting at the optimal time – Not being able to find the perfect time to post to get the most engagement. I found that 6 pm-9 pm was optimal time because people were coming home from work and catching up on their social media from the day.
The future of That Little Shop In Jannali:
Overall, I have very much enjoyed developing and expanding my digital artefact. Reflecting on the past couple of months, there have been many ups and downs in the development and progress of the DA. Making sure the Instagram page is engaging and effective isn’t as easy as it seems. The Instagram page was insightful and lead to new processes and new ideas. These ideas I hope to use in the future of my DA. It has been a pleasure to following along with all my classmates and watch as their digital artefacts developed along with mine. It has been an enriching experience and one that I’m sure will be helpful when entering the corporate world. My digital artefact is something I’m proud to have improved over the past couple of years.
Barnhart, B 2019, ‘7 Simple Steps to Master Instagram for Business’, Sprout Social, 28 August, viewed 16 November 2020, https://sproutsocial.com/insights/instagram-for-business/
Sprout Social, 2018, ‘The complete guide to social media for small business’, Sprout Socia, viewed 16 November, https://sproutsocial.com/social-media-for-small-business/