The American Society of Interior Designers takes advantage of Instagram’s visual appeal to market to prospective members.
How to hack it? It only makes sense that the American Society of Interior Designers would use Instagram, a social media platform that’s visually inclined, to recruit new members. Kerri McGovern, director of membership, says ASID is experimenting with the platform’s photo and video ads. “This is a campaign geared toward recruiting our young, emerging professionals,” she says. “We are doing a small buy to test messages.”
Why does it work? Interior designers are obsessed with Instagram. They use it to market to clients, crowdsource design ideas, and network with other professionals, McGovern says.
The campaign launched three weeks ago, and it’s still too early to tell what impact it will have on member acquisition, but she expects it to increase the organization’s visibility. “You have to know your demographic,” she says. “Of course young designers are on Instagram, and what’s great about social campaigns is that it is easy to pivot if something is not working because there are not sunk costs.”
What’s the bonus? While Instagram impressions may pique new members’ interest, ASID is also using the platform to cross-promote business partnerships and create opportunities for sponsored content—a source of nondues revenue.