“We’re trying to show that the community behind the Likes is real, the people are human and they exist in a real world,” says Mike Lhommet, content and community manager for Smiirl (@smiirl
). “They come to your business and then it’s up to you to keep them interested, to provide information and customer care.”
Smiirl was launched in 2013 with The Counter, a simple, easy-to-use object that connects retailers to everything that happens online in the hopes of fostering engagement. The product was such a hit that the brand soon started creating other types of counters, as well as custom counters for larger companies. Today, Smiirl sells its products in more than 80 countries. The brand launched its Instagram account in June 2015.
“Even though we were two years late to social media, we soon realized that Instagram was THE platform to use to showcase our products and our identity, and to connect with our audience,” Mike says. “Same with Instagram Stories; as soon as we started using them, we realized their huge potential. We now use them to say things that are less institutional and that really convey our tone and our values. And it’s easy to use!” Mike says that the brand also uses Instagram ads to get more exposure and drive people to its e-shop, and direct messaging to connect with followers. “We’re very excited to start using sponsored ads as well,” he adds.
What advice would Mike and Smiirl offer to companies consider an Instagram account or using Instagram tools? “Be there for your customers: Post frequently, vary your content and respond to followers daily,” he says. “But the most important thing is to have fun and always be authentic. With Instagram, you can showcase your products, but you can also talk about your team, show some behind the scenes, and talk about subjects that you are passionate about. With Instagram, you can show the world that you are, indeed, human.”
📸 by @smiirl