Elle & Company

Instagram Marketing: Find Your Followers

PunoLauren Hooker18 Comments

Hey hey friends of Elle and Co! My name is Puno, and I’m the Co-Founder of MadewithMap (@madewithmap) and Founder ilovecreatives. I teach people how to pro-actively grow their instagram account with real followers. This is especially crazy for me, because when Instagram was blowing up, “I didn’t get it”. Sure, I created a username and poked around, but I was really thinking, "Meh, I don't need this."

Two years ago, my husband and I decided to quit our jobs and start our own business. Like every budding entrepreneur, we didn’t have money to promote it. Social media started looking at lot less “meh” and a lot more, “Ok… what’s this about?”.

It took me about six months to figure it out, but I ended up growing to 80,000 followers in a year. True story! I didn’t have the luxury of being a Featured Instagrammer, get a ton of press, or buy followers. I created a system called the Mine & Grind that allowed us to pro-actively grow through targeted engagement. 

Instagram Marketing: FInd Your Following - The Elle & Company Collaborative

But! Before you can even implement the Mine & Grind, the first thing you have to do is understand how to find your followers

You can’t just post a pretty photo and think your target market is going to see it. You’ll need to go out there and get them. And not everyone is your target market! There over 400 million monthly active instagram accounts and it’s easy to get lost and overwhelmed. I’m all about tools and process so I’ve got you covered.


Save Time with PeopleMap


When I first started, I created a spreadsheet and put hundreds of instagram usernames on there using iconosquare. It’s a super manual process and quickly got outdated so my husband and I built PeopleMap.co. You can definitely use iconosquare and spreadsheets, but I’m all about saving time. 

Speaking of saving time, I know that instagram is a mobile app, but you can get so much more work done with a mouse and keyboard. I promise, your computer wins! 

Setting Up PeopleMap

Step 1: Sign Up For PeopleMap.co and enter your email address
Step 2: Click the link from the invite email and create your password
Step 3: In the Search field, type “laurenelizhook” and hit enter. Then click on the user profile. Wa-lah! You should see this:

Step 4: On the right, click on Add to Lists and type “Blogger” then hit CREATE.

Step 5: You can add people to multiple lists. Make two more lists: “North Carolina” and “Designer”. 


Begin Building Your Lists


Now that you know how to add instagrammers to lists, you’ll need to actually put instagram accounts in it that makes sense to your brand. 

Study your competitors

Who are your competitors and what are their Instagram accounts? Don't pick competitors who aren't on Instagram. Who cares about them right now, they aren’t competing for the same followers. 

Your competitors are brands that you are usually a little bit jealous of. That’s good. It means they’re successful, you respect them, and it’s smart to study them.

If you have multiple services or products, your competitors don’t have to offer the exact same things, just similar things. For example, let’s say you’re a design agency that offers web design and social media. One of your competitors might be a social media agency, another might be a freelance web designer.

Add your competitors to a “Competitors” List then analyze the type of content your competitor is posting. Answer the questions below and take notes as you work! This is really great market research and a good way for you to begin structuring your instagram content strategy.

  • What type of content do they produce?
  • Are their photos mostly product shots or lifestyle shots? Product shots are sometimes used to drive sales of a product directly; a straight up, “Buy this now” post. Look at the comments on these posts closely. Are people @mentioning friends in the comments? Are people posting after they’ve ordered the product? This can give you an idea of how well they’re converting their followers to customers.
  • Do they regram photos from fans or is it all original content? Find the original profile where the photo was regrammed from and read the caption. Did the fan get the product as a gift? Look for regrams from Instagrammers with 10k or more followers; they might be paying influencers. 
  • Which content gets them the highest engagement; the photos that get the most likes? The photo that gets the most comments? Is there a common element to these popular photos?
  • Read the captions on the photos. What’s the tone; friendly, fun, inspiring? Read the comments to see how their followers interact. Read the brand’s replies to see who they reply to and how they talk to their followers. Check out the profiles of the frequent commenters. Really get a feel for the types of conversations that the brand is creating.
  • Does your competitor use generic hashtags or have they created their own? Do they have a single hashtag they’re using a lot? Maybe it’s in their profile description. Check the popularity of a hashtag they created. Are people posting lots of photos to it regularly?

Pick Your Future Partners

Partners are a great way for you to extend your reach on Instagram. Your partners are people or brands you plan on collaborating with in the future. They aren’t necessarily your competitors because they don’t offer the same services, but serve the same people. 
One way to find your partners is to ask yourself, if you could take anyone’s followers, whose followers would you take? Not because they have lots of followers, but because their followers are exactly the types of people you think will love your brand. 

Another way to find your partners is to think about your ideal followers, and then look at what other products or services they might buy. Pick products that are complementary to what you’re offering, but not competitive. For example, Map is a travel photography focused brand, so our audience uses Airbnb and buys Langly camera bags.

You can also reverse this technique. Find some Instagrammers who you think are your ideal followers and check out which brands they are following. Those brands might be your partners.

Reality check each partner you’ve picked by analyzing their profile style. When you approach them about collaborating, you want to it to be a no-brainer. Do their photos look like your photos? Do you have a similar aesthetic? Look through their followers and commenters and see if these look like your ideal followers. The last thing you want to do is partner with someone and not like the people that came from their community.  

See if you can find posts where your partners have publicly worked with other brands on their account. If you can’t find any examples, that might limit the ways you can work with them. Maybe they won’t be up for regramming your photos, for example.

Try to think about what these partners need and whether you can offer it. People love having their problems solved for them. By thinking about what a potential partner needs, you’re putting yourself in the right mindset. Do they need more followers, sales, mailing list subscribers? Are they promoting a new product or event? One of the easiest ways to help a potential partner is to promote their event.

The goal is to eventually partner with each of these brands. Not immediately, but at some point. So make sure they really match your brand aesthetic. This is how they’ll be assessing you when you ask them to partner. If you change your aesthetic later, you’ll want to do this exercise over.

It’s OK if your brand doesn’t seem as big as theirs. What matters most is that your style and community are aligned and that you’ll be attracting similar followers. But be reasonable. There’s Oprah and there’s you. We’d all love to work with the biggest brands right outta the gate. Few of us will get the chance. Luckily, Instagram is full of great up and coming brands! Start with the ones that are closer to your level.

Who are your Muses? Your Influencers.

Your muses represent your ideal followers. You’ll have lots of followers later, but if you could only pick 3, who would those followers be? Who would totally “get” your brand? Those are your muses. Choose 3 Instagrammers as your muses and add them to your “Influencers” List.

To figure out who your muses are, start by looking at your partners and competitors. Who do they follow and feature? Influencers don’t need to have 50K followers, they can have as little as 1K followers. You’re going to hunt through Instagram to find thousands of people who look like your influencers. You need to be able to quickly identify them.

We created a feature on PeopleMap.co called Mine. One of the easiest ways to find potential influencers is to look at all your competitors and partners followers. Go to an instagram account and click on Mine. PeopleMap will automatically sort all of that account’s followers by engagement. Depending on how many followers they have, it may take a few seconds to a few hours.

Similarly to partners, your goal is to get your influencers to follow you and support your brand. If your influencers follow you, you’ve done a great job with your instagram account. Goodness, don’t ask them to follow you! They’ll follow you if they want to, it’s not about asking. 


In Conclusion

There are a lot of different types of categories you can put people in, but Competitors, Partners, and Influencers is a good place to start. I’ve had students that own design agencies and they will make a list of “Potential Clients” and/or “Clients”. 

With @madewithmap, we added thousands of people to lists, everyday. If we didn’t do this exercise, we would be wasting so much time engaging with people that didn’t affect our business goals. And the last thing you want to do when you’ve got a small business is waste time.

In my course, this is the most important first step before you can grow. Also, it’s a great way to do market research and help structure your Instagram content strategy. Most importantly, it gets you closer to your potential customer!

Want to learn more about Instagram? Enroll in Puno’s online video course Instagram Marketing: Grow Real Followers where she walks through step-by-step on how to pro-actively and aggressively grow with real followers.


About the Author


A creator, digital designer, and entrepreneur at heart, Jennifer Puno is the Co-Founder of MadewithMap (Instagram @madewithmap)—a community of trusted travelers. She also co-formed ilovecreatives, a digital classifieds website connecting talented individuals in the creative community. You can find her in Iceland making Star Trek gifs, out and about collaborating with other creatives, or in DTLA on the hunt for the city’s best food.

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