What You Need to Know About … Instagram

Instagram is available for download to iPhone, iPad and Android devices from the Apple App Store and Google Play. After creating an account, users can take pictures or up to 15 seconds of video, then upload the files and share them via a Twitter, Facebook or other social media outlet. Unlike Twitter, there is no character limit when adding a caption, though users may connect their posts to peers or trending topics by tagging others or including hashtags.

Twitter users likely are accustomed to posting about developments at their firm or in the industry. Instagram opens up that forum by enabling followers to “like” or comment on your photos without space limitations, and the original poster can easily delete inappropriate comments. Instagram’s support page has additional information and advice for businesses that want to use the app. As always, advisers should make sure to review their compliance department’s policies before posting.

Retirement plan advisers may use Instagram to welcome and introduce new hires, to note meetings or presentations if their staff visits a client’s office, or to show their involvement in industry events, such as the annual PLANADVISER National Conference.

Demonstrating your firm’s pursuit of continuing education and industry innovations can reassure existing clients about your dedication to their plans, or even help to win over prospective clients.

When taking and sharing pictures, you must be careful to maintain professionalism while still adding a personal touch. Be wary of the “filters” Instagram offers, which alter color composition or brightness. A black-and-white photo of a black-tie dinner could be eye-catching, but avoid sepia tones and low lighting. If sharing workplace photos, make sure the space is lit well—ideally with natural, not fluorescent, lighting—and keep clutter to a minimum. Busy patterns on clothing may look distorted on camera, though dark colors are not required. 

At networking and other informal events, users should avoid showing drinks and crowded backgrounds. If you want to highlight attendance at a conference, shoot your subject in front of a poster for the event.

Finally, err on the side of caution. Instagram’s name may urge you to share instantly, but a next-day note will reach more readers during business hours, and your followers will appreciate the extra time taken to review names, titles and grammar.

How to Use Instagram

1. Download the free app. iPhone and iPad users can find it in the App Store, and Android users can find it on Google Play;
2. Register your account. Add a profile picture, brief biography and link to your website;
3. Adjust sharing settings. Users can link Instagram accounts to other social media platforms and even adjust privacy settings to allow only approved individuals to see posts;
4. Take a picture or video. Use the camera icon at the center of the bottom half of your screen to take a picture, or select the video camera icon to film up to 15 seconds;
5. Edit your picture. Filter options affect the colors and edges of your photo. The sun icon at the bottom left of the edit screen automatically enhances the image;
6. Add a caption. The green check mark at the bottom center of the screen will bring you to a new screen where you can write a brief description of the photo to say where you are (by tagging via location services), who you are with (by adding their @username), or even share an update or insight from the event;
7. Share the photo. If your Instagram account is linked to Facebook, your photo and caption will show up in your friends’ newsfeeds. If your account is linked to Twitter, Instagram will tweet a link to the post, which your followers can click on to view the image.