13 Common Mistakes Business Owners Must Avoid on Social Media

Learn how to avoid Instagram mistakes and make sure your brand isn't making careless mistakes or removing marks from your content.

Mistakes happen. Instagram mistakes, unfortunately, happen in public.

To avoid the unique humiliation that comes with an Instagram faux-pas, read on to discover the 13 most common blunders brands make on the social platform—and, more importantly, how to avoid them.

1. Buying likes and followers

Here's a shortcut to getting more likes and followers: Go shopping enthusiastically. It's fine. You can actually buy friends for your Instagram account, just like you can hire guests for your Japanese wedding.

The problem is…when you buy likes and followers, you’re getting quantity, not quality. Sure, your numbers might look good, but if your audience is just full of robots who say nothing of value, what’s the point? (No offense, robots—please don’t come for me in the night.)

The same goes for paying for automatic outgoing comments. What good is a web site if it simply "blends in" with everything else out there?

Successful social media brands are those that connect with real people. Look at your money as it will be better used to target ads to an audience, or to run a competition to promote followers who are actually interested in your work.

2. Using poor quality images

Instagram is a visual medium. So if you’re going to post something, it should be beautiful—or at least interesting!—to look at.

For example: not a gross closeup shot of beans.

Even if you don't have professional photography skills or access to an advanced camera, try shooting in natural light or in a neutral background.

Better a poor horse than no horse at all. But with so many great tools for image editing and graphic design out there, there's no excuse to post something sloppy.

3. Posting too much or too little

Finding the right number on Instagram posts or any social media platform, really - is a delicate dance: a social soft shoe, if you will.

Lots of posts, and you run the risk of being touched, or forgotten. Lots of posts, and you feel frustrated or upset.

So what's the right amount to post on Instagram? You can check out the latest statistics here, but keep in mind that the sweet spot changes over time, as the user's habits develop. It also depends on your personal brand and audience.

For a news outlet, it would be appropriate to post more than once a day, but for a make-up brand, a few times a week can make more sense.

So when your followers are online, watch, focus on analytics, and experiment with your viewing schedule to find out what their content views.

You can even automate your schedules using the HootSuite Dashboard to really explore your options. Maybe your fan base likes a little midnight action, who knows?

4. Ignoring analytics

Speaking of analytics: another big mistake marketers make on Instagram is to ignore the data.

You should be obsessively tracking the metrics that matter so you can identify trends and growth.

Think of it like football players watching back the tape of their winning game. How are you going to avoid getting tackled next time? How are you going to replicate that, um, big… field… dunk?

If you’re trying to raise your engagement rate, but you aren’t monitoring your stats, how can you repeat your successes? Also, have I ever watched a football game? At least one of these questions can be answered with Hootsuite Analytics.

5. Using too many hashtags

Anyone who’s ever been to an all-you-can-eat sushi bar knows that it is possible to experience too much of a good thing.

Hashtags are a great way for Instagram users to find your content. They’re also a great way for your content to look like straight-up spam.

You can use up to 30 hashtags, but the most common number of hashtags you’ll see on Instagram is between one and three per post. AdEspresso suggests that up to 11 is acceptable. You’ll need to experiment to see what works best for you.

6. Publishing boring content

In Instagram's public court, the biggest Instagram offense of all is publishing boring or spammy content.

If you want consumers to engage with your brand, you need to give them something to engage with. Don't post just for the sake of posting. Create posts that they care about - something interesting, or informative, or entertaining.

Value your followers so they can comment, like and share; and ideally, build a deeper relationship with your brand. Providing quality content will also give new people a reason to follow you.

7. There is no strategic plan

Do you want to direct traffic to your website? Are you hoping to grow your followers? Sell more in your Instagram shop?

Success is hard to come by if you do not know what you are trying to achieve.

If you are on a road trip without a car, you may have an amazing adventure ... but you may go to a scary city with gas stations and hotels that will provide you with bed bugs.

Choose a goal to get started, and make a strategic plan to get there. That way, you'll have something to guide every decision, and a way to measure your growth.

8. Inconsistent branding

Your Instagram account is just one part of the whole brand ecosystem.

You may have a website, other social media pages, and maybe a brick mortar store front. All of these elements should have a permanent thread that connects them to ensure that your brand is strong and clear.

Your logo should be on every profile. Each element should share the same visual style and editorial tone.

Depending on your audience for each platform, there may be subtle variations in the kinds of content you share or your interactions—maybe you’re all about the memes on Twitter—but overall, all of your platforms should feel connected.

9. Inconsistent visuals

I know we love the internet over here at Hootsuite, but you remember books, right? Well, with every post you make, you’re adding one more page to your brand’s overall story.

When you look at your brand’s Instagram profile page, does this story make sense? What does “the grid” say as a whole?

Here are two different versions of the Instagram profile of one very fake clothing boutique.

One the left, it’s a hodge-podge of images—some corporate headshots, some stock images, some product shots, all in different styles. On the right, the images all feature the same color palette and work together to create one solid visual representation of a brand.

If you have multiple people contributing to social content, create a style guide that helps everyone understand the visual mission. You can also use Hootsuite collaborative Planner to review each other’s work before it gets posted, to make sure everyone’s on the same page. (Am I obsessed with books? Why don’t I just marry one already!)

10. Not spell checking

Typos are a part of life on the internet. Even professional writers can make mistakkes mistakes sometimes.

But a little spelling or grammar error can make an otherwise polished post look careless. So build a quick proofread into your social posting process, and get a second set of eyes on your posts (maybe even using the Hootsuite Planner!).

11. Not using the Instagram Stories

I know social media marketers already have a lot of plate. (And now Instagram is reels are there too, Oh boy?)

But if you are not taking advantage of Instagram stories, you are wasting the opportunity to reach the 500 million users who use this part of the Instagram platform.

12. Engage with followers

I have said this before and I will say it again: Social media is not a broadcast, it is a conversation.

If you don't engage with your followers, you are wasting your platform. Whenever a user makes a comment or asks a question, there is an opportunity to coordinate and create a positive experience. Time to chat.

13. Sharing awkward links

Instagram doesn’t hyperlink URLs in comments, so posting a long, unwieldy link just looks messy—and like you don’t know what you’re doing. Plus, let’s get real: no one is going to type that into their browser.

Brands with 10,000 followers can include links in their Instagram Stories. Those who don’t have that luxury often use the “link in bio” trick.

Another option for brands who are frequently throwing to links is to create a catchall link. This is URL that features all of your recently referenced links in one place.

Sites like Campsite or Linktree are two great options. You could also build a specific page right on your website that is home to all your topical links.

If you’re guilty of some (or all) of the Instagram goofs mentioned above, don’t beat yourself up about it. The thing about a digital platform is that it’s never too late to correct course. Turn your Insta-mistakes into, uh, Insta-tunities—and take your brand’s social presence to new heights.

iBrandigo is the World's Leading Social Media Marketing Agency specializing in building brands, increasing sales, revenue & visibility.

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