Burn-Out Conscious Social Media Coach, Ana Benzán
Ana Benzán is a social media coach who specializes in helping entrepreneurs launch and grow their brands with Instagram. She believes in the power of content marketing and organic reach to create communities and impact the world with your message. Ana lives in Atlanta, GA, and works towards helping her community by creating impactful brands while reducing overwhelm and burnout.
Photography: Jasmine Hutcherson
What is your number one advice for individuals looking to increase their engagement on Instagram?
Instagram is ever-changing because we, the users, change. Therefore, people begin to change how they consume content, your Instagram engagement should follow suit.
I know many people who had huge accounts with amazing engagement in 2017 who have either abandoned the app or completely changed the way they show up here. The moral of the story is that, as a content creator, you adapt or disappear.
So, my biggest advice for better engagement—now and always—is to have an open mind, be willing to experiment, and adapt! That is just the way Instagram (and life) works.
If you want people to consume your content and engage with your brand on Instagram, you must understand and create what they want to see.
I use “social listening” on Instagram to have a content strategy that increases engagement. I’ll quickly tell you what it is, of course…
Social listening is staying up to date on conversations about topics, keywords, brands, and hashtags related to your industry and leveraging that info to improve your Instagram marketing strategy.
You can use social listening for a multitude of benefits to your brand’s engagement:
Use it to better position yourself against the 'competition.’ Listen to hashtags, trends, and popular posts from other people/businesses/brands in your space to better understand how you can position yourself.
Discover what is currently working and what isn't. Track industry trends, understand how your target audience responds to them, and use the feedback for your Instagram marketing strategy.
Avoid copycatting everyone in your industry. Lots of people are out here straight up copying sh*t. But not you! You can use social listening on IG to differentiate your voice and content so you can stand out, not blend in.
Leverage missed opportunities. Use social listening on Instagram to uncover tags, trends, and audiences your competitors might miss out on.
And my favorite! Create content your audience actually wants. By doing social listening on (and outside of) Instagram, you can better gather content ideas based on questions that audiences are actually asking. Content that answers specific questions wins!
Photography: Jasmine Hutcherson
What is your secret to getting a lot of views?
The secret is simple: I create content that answers the questions that my audience already asks, while also leveraging video content.
We all know Reels are hot on Instagram right now, and they have played a huge role in my account and business growth.
Here are three tips I keep in mind when creating my Reels:
Give it a great hook. A watch-worthy title at the beginning of your Reel will make the difference between your audience sticking around or scrolling on.
Reward the audience with a quick win. The content of your Reel should leave the viewer with that instant gratification. You can educate, entertain, or even inspire them with your Reel.
Tell them how they can get more. Adding a CTA (Call to Action) in your Reel will help you drive your viewers to learn more and stay on your account longer. This helps your content rank better on the platform. Make sure to use a CTA that is relevant to the Reel and easy for them to do.
Photography: Jasmine Hutcherson
How did you build up your own engagement on Instagram?
I conducted lots of research to learn how my ideal community member consumed content and then created media that differed from what other people in my space offered.
I believe that got the ball rolling with getting new and excited people to follow, comment, and engage with me and my content.
What’s your best Instagram hack?
My hack isn’t a hack, but here it goes: become obsessed about helping your dream community member.
Create with a selfless heart. Remember that there is no shortage of information, so give freely.
Most of us are not in the business of selling information. Most of us are in the business of helping people get from point A to point B while taking the fastest and most rewarding route.
As you show up with full hands, you will start attracting your perfect-for-you community, and your business will bloom. I promise.
What are your thoughts on mental health and social media?
How much time do we have?
I have shared my mental health challenges with my online community a few times.
I don’t know how to speak about social media without bringing up mental health and well-being. I believe they are so close together for many of us.
I know the negative impact that social media can have because I’ve been there. The good news is that social media is just an external platform, not a necessary component of our living needs.
Social media needs our permission in order for it to be part of our lives. We get to decide what our relationship with it will be and what boundaries need to be in place in order for that relationship to exist. It’s just like setting boundaries with a person.
I consider myself an active participant in my own experience on social media. I rarely see content that triggers me online. Although I don’t unfollow everyone that makes me feel uncomfortable—I actually don’t always agree with that popular advice—my experience is mostly pleasant.
I think that is because I have done the inner work that allows me to shut down the comparison and negative self-talk that usually comes from seeing others live their best lives online. Most importantly, I do not feel afraid to take social media breaks when needed, even if that means fewer followers and Likes online.
Photography: Jasmine Hutcherson
What bothers you the most about Instagram?
The one thing I’d like to see Instagram improve is its appreciation for creators and business owners who create content for the platform.
I have friends who create content for YouTube and TikTok, and they get so much love and appreciation in comparison to what we get on Instagram.
I love Instagram, and I feel so grateful that it exists. I’d love for there to be more of a community feel. Hopefully, it’ll happen someday.
What’s the biggest marketing mistake people make on Instagram?
The biggest mistake I see from creators on Instagram is assuming the people consuming content know exactly how to engage in that content. It is ok to ask for what you want. After all, you give valuable content that deserves engagement!
If you want them to leave a comment, tell them. Remind them if you feel they’ll benefit from saving your post. If you have an amazing freebie for them in the link in your bio, let them know.
You might be afraid of resembling a salesperson, but that only happens when you ask without giving first. I know that’s not the case! □
Article Credits
Ana’s Instagram: @socialchica.co
Ana’s TikTok: @socialchica
Website: https://socialchica.co/
Photography: Jasmine Hutcherson
