If you are a reseller, Instagram can help you grow and diversify your business. However, as you work on your online presence, beware of classic social media pitfalls such as “Instagram brain rot.”
While being on social media may seem counterintuitive for the vintage and antique trade, it is an integral part of the business. One primary reason is that the vintage and antique business is often a visual realm, where buyers and potential customers often shop not just with their wallets but with their eyes. A well-photographed item can make all the difference in an online sale, as your listing is vying for attention amongst several other similar items.
Buyers also want to see condition, condition, condition, so photographing any flaws in listings promotes a seller’s reputation in honestly presenting the good and the bad. As far as social media goes, though, does it help you increase sales? It can if you are both thoughtful and nimble with your online output.
Why Instagram?
The popularity of social media sites ebbs and flows, but these days, Instagram is worth a hard look for any reseller. Sure, resellers also love Facebook Marketplace, but if you are seeking a site to build your brand and reputation, then Instagram is the place.
On Instagram, you can showcase both your brand and your goods, unlike Facebook Marketplace, which is all about the goods. By promoting your brand on Instagram, you can gain followers of a similar ilk who will turn to you when shopping for a new addition to their collection.
For instance, say you specialize in mid-century American barware as a love letter to the Mad Men era of sophisticated boozing. Instagram allows you to post everything from reels to more permanent posts where you can market your inventory and your whole brand. Instead of just posting a simple photo of that retro cocktail shaker, you can post a short video of yourself dressed to the nines mixing up a Cosmo or Negroni to attract your shopper’s attention.
Beware the Brain Rot
While this is all well and good, we have now arrived to one of the primary Instagram pitfalls: the Instagram time suck and ensuing brain rot. You can spend hours and hours not just scrolling and scrolling to see other makers’ content, but you can do the same in creating your own content.
Influencer beware: if you spend more time creating and posting on Instagram than sourcing and researching your inventory, it’s time to reassess your time commitments.
For me, one of the greatest things that Instagram has helped me with is building community. In today’s world of vintage and antique dealers spanning generations from kids in their 20s to fogies in their 90s, Instagram is a way to dip down into the vibrancy of some of the freshest to the business. These folks have been on social media pretty much since it was invented, so they are old hands at it already and know how to finesse its potential. These are the same folks growing the business from the ground up by launching new pop-up markets, vintage co-ops, and derelict-factories-turned-antique-malls.
If you want to participate in these venues and diversify your business, you may need a solid Instagram presence, a certain number of followers, or regular activity.
Lastly, not only does this younger community have energy and vibrancy, but as a bonus, they also have a finger on the pulse of trends, which is vital to staying in the game.
The Power of Sales
Instagram can also help you grow your business if you are a brick-and-mortar or part of a brick-and-mortar. You or the shop owner can do daily or weekly posts about new inventory, sales and specials, and dealer spotlights. If your shop owner tags you and some of your items along with corresponding hashtags, you can make a fast sale if a buyer contacts you through Instagram messaging.
While I wouldn’t rely on this method to make an abundance of sales, I consider these sales a “bonus” on top of my other monthly sales and am always super excited to get a message about one of my showcased items. Just be ready to pack and ship any Instagram-featured items, as you never know if your buyer is local or on the other side of the planet.
At the end of the day, Instagram is one more tool in a reseller’s toolbox to diversify their business. It can help you build community, increase sales, and ultimately level up your reselling business. Beware the brain rot and mind the time you spend on the platform, and you will be good to go!
Follow me @antmuffinantiques.
Amy Moyer is the proprietor of Antmuffin: Art, Antiques & Collectibles. She holds a B.A. in Visual Arts from Brown University and lives in Boston.
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