Passing the eyeball test on every social media platform is important, but on Instagram, it is crucial for your success.
Instagram is the most popular visual platform in the world. It is where beautiful content lives, and where inspirational imagery thrives.
When someone lands on your Instagram page for the first time, they quickly use the eyeball test to decide whether to follow your business or not.
There are several factors that influence what someone may perceive about your business from simply looking at your page. But, the one that you can indirectly control is the first three words that are most likely to come to their mind.
I call this the 3-word test or the 3-word strategy for Instagram because it helps you create content that's in line with your brand's core values, personality, and purpose.
The 3 words should include:
and a noun
If you can influence the first 3 words people think about when they land on your profile, then, you can help them make the right connection between the content they see on your feed, and what they believe your business is about.
The Halo Effect
Another shortcut people use when assessing a business is the halo effect.
The halo effect occurs when our general view of someone or something, contaminates our specific views of that person or thing. A positive view is said to be a halo effect, while a negative view is said to be a horn effect.
For example, if a person believes that insurance agents are sleazy scammers who are all selling insurance because they want the commissions, then they will most likely view all insurance agents in this way.
Similarly, if another person believes that Apple products are superior, then they will display a strong preference for other products that Apple creates.
Now, what does this mean for you?
Well, if you own a business, you need to first identify and understand the halo effects that exist in your industry or culture, and then work to challenge them until those general perceptions change in your favor.
How The Halo Effect Works On Instagram
One way we can see the halo effect in action on Instagram is through the use of influencers.
When a company hires a public figure to endorse their products, they usually benefit from the positive perceptions surrounding that influencer.
The influencer's public endorsement of a product is a signal to others that they believe the company's products are "good enough" or worthy of being mentioned, purchased, and used.
We can also see the halo effect in action when we look at the number of followers attractive persons on Instagram have versus an average person.
Attractive people tend to have a lot more followers because people associate positive traits with good looks.
We perceive attractive people to be more intelligent, more athletic, more successful, more approachable, happier - you get the point.
So, if you want to make your Instagram marketing more effective, then you also need to make your content more attractive and work to create a positive halo effect around your brand.
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