In this day and age creating and maintaining social media profiles for your laser business is essential. In prior generations we had newspaper ads, billboards, phone books. Today we have Google Maps, Facebook, Instagram, TikTok and the list goes on.
There’s a minefield of information out on how to get the most out of your social profiles and it can be exhausting to find good, solid examples. In this article we are going to look at a laser business that might have cracked the code on Instagram. In a very short amount of time they’ve managed to gain lots of positive engagement on top of a whopping 260,000+ subscribers and counting. Not only that their content creation strategy is top notch! I’m talking about the guys over at SVN Designs.
Let’s do a quick breakdown of how they’ve purposely structured their Instagram profile for success and three takeaways you can use to apply to your business.
Starting from the top, lets take a look at the information block of the profile. On the first and 2nd line – SVN clearly states their brand name and what they offer. There is no ambiguity whatsoever for any potential new customers that just stumbled across their profile.
Directly under that they have a line stating “500+ 5 star reviews”. This is an incredible job at leveraging what’s called Social Proof. When you can develop that level of social proof from showcasing positive customer interactions – it helps potential new customers feel more comfortable with choosing you. This is why after everywhere you go these days, you get bombarded with texts and e-mails asking you for a review of their product or service. It allows the company to leverage the positive reviews into acquiring new customers. Make sure to take inventory of your positive reviews and feature them prominently!
To round out the info block we see a CLEAR call-to-action (CTA). You are directed to click the link and submit a Request for Quote. It’s extremely common these days to see multiple links positioned in this spot (I’m guilty of this myself…), but having one link allows SVN to help influence the customer’s journey. Contrast that to when you post multiple links you’re leaving the customer up to their own devices to go where they want.
Moving down to the Highlights section of their profile. If you aren’t familiar with Instagram Highlights, it’s a part of your profile where Instagram allows you to organize and curate your saved Stories. And SVN does a great job of leading with social proof. The first two featured Highlights revolve around displaying positive reviews AND customer generated content. Again, if you have – flaunt it!
Now let’s get down to the meat and potatoes of their Instagram profile, the content. SVN does mix in static images but the majority of their top performing content are Reels. Reels are Instagrams answer to short form video to compete with TikTok. You can feel however you want about Reels but the truth is, they perform. And SVN is EXCELLENT at creating them.
Let’s look at the Reel below as an example (click Reel to watch):
First, the Reel is only about 18 seconds long but still manages to pack an entire sign project into that time period. We get to see everything from start to finish. Laser cutting the acrylic sign backing, peeling the protective tape, laser cutting the lettering template, placing the letters, and finally a couple different angles of the finished sign. It looks great!
To achieve all of this in such a compact timeframe, each individual scene (clip) is only 1 to 3 seconds long and they are sequenced together using mainly jump cuts. To add to the visual interest they also incorporate a fair amount of camera motion through panning and zoom-in / zoom-out effects. All of this combined with an audio track for some ambiance creates an extremely engaging piece of short form content that is perfect for promoting on Instagram, Youtube Shorts, and TikTok.
The majority of their other Reels use the same format and effects while always experimenting with different camera angles and props to keep it fresh and engaging. While SVN has mastered this short form video format this is something you can easily start doing for your work with a camera phone, Capcut, and some willingness to learn.
Top 3 Takeaways
Let’s wrap things up with some clear takeaways from this breakdown:
- Intentionality: A lot of thought went into the structure and information presented in this Instagram profile. It was designed with a PURPOSE, not just a place to post some random photos off their phone. SVN clearly tells you who they are, what they do, and shows you their preferred next steps in your journey as a customer (requesting a quote!). Whatever you are creating for your business whether it be an Instagram profile, Facebook profile, or website – it should always have a desired intention. Once you establish that you can now begin tracking metrics to see how well you are achieving that goal.
- Lead with Social Proof: Before getting to the content they are already pre-selling with social proof. “Look at all of our satisfied customers” is a great way to dissuade doubts that a customer might have when ordering from you. Try your best to get reviews and testimonials from your customers that you can proudly display on your profiles and website.
- Platform Relevant Content: This is a fancy way of saying you have to “play the game” of the platform you are posting on. The type of content you post on Facebook might not be suitable for the audience on Instagram. The content you post on Instagram might not be the preferred format of the audience on Youtube. SVN understands this and has set out to master the short form video format which drives the engagement and leads on platforms that value that kind of content.
If youre on Instagram make sure to follow SVN Designs for their awesome content!
