8 Ways to Avoid Tone-Deaf Marketing on Instagram

You’ve probably cringed along with the rest of the world when someone posts a statement on social media that’s completely out of touch with reality. This is known as tone-deaf communication and commonly happens in politics or Hollywood, but sadly, it happens in many businesses as well.

The world is no longer the same place it was 50 years ago. It’s not even the same as it was 10 years ago. People no longer overlook offensive content and statements, and social media has become a powerful tool for naming and shaming those who persist in offending others.

If you have a business, it is crucial to be aware of the drastic effect tone-deaf marketing can have on your brand. It won’t only harm the relationship between your organization and your customers, but you may have a lawsuit or two on your hands.

The Risks of Continuing to Post Tone-Deaf Content

Today’s social media audiences, including those on Instagram, don’t take kindly to ongoing offensive content. While they may overlook a genuine mistake, you will soon see severe backlash and even boycotts if you deliberately carry on posting such content. Not to mention, your Instagram amount may be suspended or banned.

An example of a social media campaign that got online audiences hot under the collar was KFC’s finger-licking tagline posted by the company during the COVID-19 pandemic.

While that didn’t do much damage to KFC, Bud Light found itself in boiling water a few years ago. Its “Up for Whatever” campaign introduced the highly questionable tagline “The perfect beer for removing ‘no’ from your vocabulary for the night.”

As might be expected, this campaign unleashed a storm on social media, including Instagram, with people accusing the company of promoting excessive drinking and promoting sexual assault. The problem here is that no forethought went into these campaigns. There was probably no new research conducted to prevent the damage caused by the campaign.

Being in tune with your online audience on Instagram and staying informed about sensitive current events and social issues will help you appropriately tailor your marketing campaigns.

Avoiding Tone Deaf Marketing on Instagram

Other ways to avoid posting insensitive content while promoting your brand include the following:

• 1. Don’t Use Opportunistic Tactics

  While Instagram 101 says to jump on trending topics, you should not use opportunistic marketing tactics. If a current event or social issue doesn’t align with your business or is completely unrelated to your niche, it’s better to stay quiet and not comment just for the sake of being seen online.

  
  

  You can voice your support where appropriate but don’t use it to sell products or gain new followers. Your audience will immediately know if you’re trying to capitalize on something that is a real issue to them, not being afraid to call you out publicly for it.

• 2. Diversify Your Content

  Racial inequality is a massive global issue that affects developing and developed countries. Unfortunately, many large brands remain blind to it and continue to post one-sided content on social media.

  
  

  Qiaobi’s laundry advertisement a couple of years ago is a prime example of what not to do when promoting your products to a massive audience.

  
  

  You can be the change you (and others) want to see and make a conscious effort to diversify your content and highlight the perspective and voices of those who remain marginalized. Use Instagram Stories to embrace inclusivity and ensure that you represent different races and cultures to create a welcoming environment for your Instagram audience.

• 3. Mind Your Language

  The language you use on Instagram can make a huge difference in how well your marketing strategy performs. It can also cause several problems if you don’t think things through.

  
  

  It takes only a few seconds to consider the words you want to use, so take the time to do that. Ensure that your captions and comments don’t perpetuate stereotypes or offend groups of people. It is essential to familiarize yourself with appropriate language and terminology to build and maintain trust with your Instagram audience.

• 4. Have Others Review Your Content

  If you’re unsure whether your content may be offensive, let your teammates review it before publishing. You should establish a process for internal reviews before any of your content is posted on Instagram.

  
  

  Assign this task to diverse individuals in your team who can check your content for potential tone-deaf elements. This way, you can avoid overlooking sensitive issues and prevent unintentional harm or offense.

• 5. Talk to Your Audience

  If something slips through the cracks, and your audience is unhappy or angry, don’t try to ignore it. Use the mishap to converse with your followers and apologize for the mistake. Take time to respond to each message or comment, acknowledge your followers’ concerns, and promise to do better in the future.

• 6. Genuinely Support Causes

  Supporting a worthy cause is great. But if you’re doing it to get all the attention on social media, your audience may see right through you. Before you take a stand on a particular issue, you must have a genuine connection to it. And instead of merely posting about it on Instagram, you must be willing to take action behind the scenes to contribute positively.

  
  

  Modern online audiences remain alert to brands who just want to be seen, and if you happen to be one of them, you’ll have a tough time convincing your followers otherwise.

• 7. Respect Everyone

  Being genuine on Instagram and appealing to a worldwide audience comes down to respect. What may be acceptable in the U.S. could be considered highly offensive in another country. To show respect for your global following, you must take the time to understand different backgrounds and cultures and tailor your marketing strategy accordingly.

• 8. Learn From Mistakes

  Everyone makes mistakes, and so will you. It is how you deal with these mistakes that counts. The most important thing to remember is to learn from what’s gone wrong so you won’t make the same mistakes. Your audience will appreciate it if you openly admit to them and commit to improving your online content.

Don’t Shy Away From Instagram Marketing

Don’t let a mistake ruin Instagram for you. Yes, your followers may treat you harshly at first, but genuine remorse will go a long way in re-establishing trust. Continue striving to create a positive and inclusive online environment, and your brand will emerge stronger on the other side.