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102 DAYSPA | JUNE 2014 MARKETING SAVVY Instagram Satisfaction The power of Instagram is undeniable. The photo-sharing social app has surpassed 200 million us- ers, with more than 20 billion photos uploaded since its 2010 inception. And, it shows no signs of slow- ing down. With 63% of social media now made up of images alone, the adage that a picture is worth a thousand words has never been truer. All this is great news for day spas, whose beauti- ful images of relaxation rooms and exotic treatments can do much to lure clients. Therefore, it makes sense that for many spa owners, Instagram is the second most important social media outlet (Facebook is No. 1) when it comes to showcasing their brand. But like any other business tool, Instagram only does its job when users fully understand the most ef- fective ways to take advantage of it. Fortunately, there are some fairly simple principles to call upon when you decide to rev up the marketing machine that is Insta- gram. And the fi rst one is to understand that it is not a "hard sell" vehicle. Rather, the real key to success with Instagram lies in taking a "show, don't tell", "less is more" and "subtle selling" approach. "We want to promote a way of life—not neces- sarily push our spa directly," explains Lauren Grant, assistant spa director at The Dragontree Holistic Day Spa (thedragontree.com) in Boulder, Colorado. "Part of our stated mission is to create a soothing environ- ment to help people feel more peaceful. So we share a lot of images that represent tranquility, peace and calm, such as nature photos. It's about visually creat- ing that discussion." "Instagram isn't the place to fl at-out sell," concurs Piper De Young, media and marketing manager at Live Love Spa (livelovespa.com). "People can really tell when you're trying to sell them and it makes them not want to follow you. It isn't like Facebook or even Twit- ter; it's a very low-key tool, but a very powerful one." Adds Diana Robbins, marketing manager at Rancho Valencia Resort & Spa (ranchovalencia.com) in Rancho Santa Fe, California, "You want to be subtle and just show the ambiance, vibe and atmosphere of your spa or resort. It's more about inspiring the user. It's really an indirect sell." Unlike other social media sites, Instagram doesn't require users to be über-professional—especially when it comes to completing the "About" section, which is one of the fi rst things you need to do when setting up an account. "Keep it short, but put something fun or kooky in there. One day spa I know wrote, 'follow our adventures'—that's a great example," says De Young. Or consider these understated descriptions: "Far from ordinary. Simply perfect." (Rancho Valencia); "Your source for all things Spa & Wellness" (Live Love Spa) and "A peaceful world begins with a peaceful you" (The Dragontree). Another part of the set-up process is to add the Spa and salon owners sing the praises of this photo-based app and its ability to attract a wider online audience. By Carrie Borzillo yourdayspa #massage #relax #beauty #pamperyourself ohhlaspa, spadidah yourdayspa M k g t S a v v y 6 1 4 . i n d d 1 0 2 Mkgt Savvy 614.indd 102 5 / 1 / 1 4 3 : 4 5 P M 5/1/14 3:45 PM