New year, new dilemmas; should we be on Instagram (or TikTok)?

With Isa and Rozanne, Gen Z has definitely become a permanent fixture on the Bunchmark shop floor. And fortunately so. Because such a new generation brings new energy, ideas, creativity and lots of fun. But it also brings with it new dilemmas. For example, can we still get away with just being active on the most unsexy social media platform on the World Wide Web, LinkedIn. Or, to remain an attractive employer, should we also be on Instagram (or much further from our bed; on TikTok?).

Who better than Isa and Rozanne to investigate. Will 2025 be the year of reels at the coffee machine and over favorite lunch items? Or will we miss the mark completely? How does that work? So how does that not work?

Do you want to attract young talent or establish a modern employer brand? Then the obvious choice is to use a platform where your target audience spends a large amount of their time. Still, it is important to first ask yourself a few questions to determine whether platforms such as Instagram are a good fit for your organization.

First; who and what do you want to achieve?
Before you enthusiastically get started with filters and hashtags, it is crucial to know: who do you want to reach and what do you want to achieve with them?

Do you want to use the platform to build your employer brand and attract young talent? Do you choose to use the platform to boost sales? Or do you see opportunities to use Instagram to create a close-knit community where employees, alumni and even customers feel welcome? Whatever your goal, it determines both the direction and the content.

Before you post anything, reflect on these goals. Instagram can be valuable to a growing organization, but only if you use it in the right way.

Finally, a clear goal also helps build support among colleagues who have less affinity for socials. A concrete plan shows that tools like Instagram are not just used for fun, but can be a strategic tool in line with broader organizational goals.

Second; does a platform like Instagram fit your tone of voice?

It also depends on your identity and way of communicating. One thing is certain: formal texts and dull pictures do not fit. On socials, it’s all about eye-catching visuals that appeal to the target audience and tell your story.
The informal nature of a platform like Instagram aligns well with the an informal, playful and the humorous tone that works well for the new generations in the workplace (Gen Z and Y). Think light self-mockery, the use of memes or trends and the sharing of personal stories. In contrast, earlier generations may value professionalism, clarity and depth of content more.

So it is important to find a balance that suits the diversity within the team and the audience you want to appeal to.

Third: Who will be the creative brain behind the posts?
It all sounds nice: a new platform that allows you to appeal to your target audience. But don’t underestimate how much time is involved. Instagram requires a constant stream of original posts, from aesthetic feeds to interactive stories.

For this, you need a creative jack-of-all-trades who can write well and is handy with all the options within the platform. It is smart to make one person responsible for this, so that the style remains consistent and you create a strong storyline.

So: do we go for Instagram or not?

For us at Bunchmark, the goal is paramount: who do we want to reach, and where do we find our target audience? For now, that remains the familiar LinkedIn, which appeals to both younger and older generations within our team and network. But who knows, maybe Instagram – or maybe even TikTok – can win us over in the future 😉

Valuable takeaways:

• 💡 Beware of repeating LinkedIn content on a platform like Instagram. If the biggest goal is to inform, Instagram may not be the right platform. The culture on Instagram is informal. So this also requires different content than standard LinkedIn posts. Make sure an Instagram profile contributes to the brand you are building without being too repetitive.
• 💡 What do you share and what don’t you share? An out of control Friday afternoon drink may not be the best content. And a practical tip: always check if your team is okay with them appearing in a post!
• 💡 Take advantage of what’s already out there! Younger colleagues are often completely at home in the world of Instagram, TikTok and cool feeds – perhaps someone is already eager to get started.
• 💡 And above all, engage with each other. Don’t assume that the earlier generations will be less enthusiastic, but engage with each other about the possibilities and experiences with platforms, such as Instragram.