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Intimacy on Instagram: Controlling Who Can See Your Content Makes Sense

Intimacy on Instagram: Controlling Who Can See Your Content Makes Sense

If you’ve been reading this blog for any time at all, you know I love fashion. Fashion Week is one of my favorite times of the year: I love seeing what all the best designers have been working on. But this year, I’m a little surprised at myself. One of my very favorite looks from Fashion Week isn’t from a couture house. Instead – it’s from Instagram.

[Tweet “One of my favorite looks from #NYFW isn’t from a couture house – it’s from Instagram.”]

Instagram has updated its messaging feature, which is called Instagram Direct. DKNY is making use of this feature to selectively share exclusive, behind the scenes content with some of the brand’s followers. This content includes interviews with the designers, and a sketch-to-garment video feature. Only followers who use the #DKNYSS16 and the Instagram Direct feature to reach out to the brand are able to see this content – and even then, the brand is being fairly selective about who they’re granting access to.

In a world where we’re always crying about limited social media reach, keeping people from viewing your content seems counterintuitive. But for some brands, this strategy makes sense. A large part of DKNY’s cachet is their exclusivity. Limiting access to fashion influencers – those individuals who make a living or at least a reputation on their fashion choices – gives these people a valuable form of social currency. They now have information not everyone else does; by allowing them to roll out what they know on their own schedule, DKNY adds a layer of impact to their content that’s greater than if the entire world could see it at the same time.

As social media continues to develop and change, making strategic decisions about who can see content, and when they can see it, is something more and more brands will have to do. The time is now to think about how this idea might apply to your business. Timing really is everything.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office