#Engagement. Instagram is all about being authentic and engaging your audience through images. The hashtag is a way for your audience to discover your post and it is the best way to reach new followers. Once someone likes your post, others that follow them can see your post.
As an accounting firm, it is a little more difficult to utilize Instagram as a marketing medium, but not impossible. I researched many CPAs and accounting firms to see how they used Instagram with mixed results. Many of the smaller local firms did not have an Instagram account but the larger ones did. Smaller firms focused on small business and tips, whereas the larger firms focused on employees, events, and inclusion.
PricewaterhouseCoopers @(lifeatpwc) - People, culture, and careers. The PwC page has 1,160 posts and 44K followers. They post every few days, sometimes multiple times a day. The posts cover well-being, disability inclusion, and time away or holidays. Posts have many likes but not a lot of comments. Many comments appear to be from employees. The last post was 10/13/21 about a Consulting Solutions Senior Associate with a disability and his motivation to compete as an athlete. This page highlights employees showing the human side of the business. Some examples of their # use: #hispanicheritagemonth, #DisabilityInclusion, #TeamPwC, #WorldMentalHealthDay, #Sustainable, and #Purpose.
Withum (@withumcpa) - Experience the Withum Way. The Withumcpa page has 1,655 posts and 1,655 followers. They post every day, sometimes twice a day, and the last post was a career on 10/13/21. Posts are Withum events, careers, recruiting, and the currently trending inclusion. Their Instagram is geared toward attracting new talent and showcasing employees and the events that they attend. There are some likes, but very few comments. Examples of their # use: #WithumWay, #OneWithum, #CEOLetter, #Inclusion, #Diversity, #Accounting, and #CareerFair.
Masler CPA (@maslercpa) in Irvine, California is a smaller local firm. Their Instagram has 155 posts and 180 followers. Their posts cover tax tips, tax reminders, quotes, and testimonials. The last post was 10/13/21 covering the mutual fund tax surprise. They contain an average of 5 likes and very few comments. Examples of their # use: #tax2021, #taxreminder, #bookkeeping, #maslercpa, #finance, #accounting, #orangecounty, #accounting services, and #taxservices.
Reese Henry (@reesehenry_co) is a small firm located in Aspen and Carbondale, Colorado. They have 81 posts and 213 followers. The last post was 10/13/21 and concerned ERC for small businesses in the second half of 2020. It had 4 likes but no comments. @resesehenry_co posts every couple of days with posts about the community, tips, and information. There were plenty of likes, but few comments. Examples of # use: #reesehenry, #cpa, #advisors, #aspen, #carbondale, #tax, #taxrate, #mindbodyspirit, and #wearereesehenry.
I was amazed to find how little Instagram is used for accounting firms. The larger firms emphasized the employee side and the functions that they were involved in, but not much in the way to draw in clients. I suppose they rely more on their reputation and name. The smaller firms focused on their communities and tips for small businesses which I think helps to show their knowledge in those areas. Accounting is not a strong visual service. Instagram can be beneficial if used in a balanced way. I think that it would be important to have a balance of tips to draw clients in as well as showing the human side of a firm. I feel that engaging with followers and responding to comments would be beneficial. It shows that you are paying attention to what is being said on Instagram and potential clients.
For my business, the hastags I would use would be: #cpa, #accounting, #bookkeeping, #payroll, #taxes, #takasugiand associates, #businesstips, and #smallbusiness.
