Using Instagram voice messages to create deeper relationships with ambassadors
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Recently, in a conversation with one of the founders of Malucette, I learnt something extremely interesting â how they use Instagram voice messages when they reach out to some of the ambassadors they want to work with.
Thatâs when I realised that voice messages are actually a hugely underrated tool when trying to create relationships with people. And itâs not like they are new â voice messages were first launched in 1980 in the US. Theyâve been around for 40 years.
But theyâre making a comeback. Society shifted away from making calls towards sending text messages (Gen Z and millennials HATE phone calls. Some people wonât even pick up a call from an unrecognised number.) and now in a similar way, people are shifting away from writing texts to sending voice messages.
I can already see this in my own friend group. Theyâre quicker, easier to send, and you can express more emotion in a voice message than in a text. In one word, theyâre more authentic.
And if thereâs anything weâve learnt here at Selling Social, itâs that to really resonate with your community today, authenticity is key.
Letâs learn how to use voice messages to create deeper relationships with your community.
Why Voice
Whether we like it or not, voice is back. Our friends and families are voice messaging us, podcasts are becoming more and more popular, apps like Clubhouse became an actual thing.
The reason for this is that voice is an in-between between video and text â it allows us to express more emotions than in text, but without the naked-ness of video. And post-pandemic itâs a great compromise.
But what matters for us that brands arenât really on sending voice messages yet. And so when you receive one, your brain thinks itâs âfrom a friendâ.
Voice messages will work because of the same reason that UGC ads work, the same reason that Reels and TikToks work â they are authentic. They arenât mass-produced, they arenât automated.
And so when a high-ticket ambassador or influencer receives a personalised voice message that a real person took 60 seconds to record, they are more likely to pay attention.
Voice messages are also a great vibe-check. You can get a really great idea of what the person behind the brand is like â itâs not for no reason that people are actually using voice notes to vet their online dates beforehand. Dating apps like Hinge have also added voice prompts to give users a better idea of what the person behind the profile is like.
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How Voice
Use their name
People love the sound of their own name. This is the most important part â this is how the person listening to your message knows that the message is truly for them.
Start the message by greeting your recipient by name, like you would a friend.
Cut the formalities
Your tone of voice should be what you would use if you were sending a message to the guy (or girl) whose number you got at a party.
You donât want to be formal, you donât want to be corporate â youâre trying to chat someone up! Be friendly. If you make a mistake or fumble on some words, acknowledge it âHAHA looks like Iâm too excitedâ and move on with the message.
Keep it concise
No one likes to listen to a long voice message that goes on and on. Keep it concise. Instagram has a limit of 60 seconds, and with good reason.
Pay a genuine compliment
Say something that you noticed about their feed. Something about what you noticed in a story they posted recently. Something that shows them that youâre actually paying attention, and theyâre not just a to-do item to check off.
This goes a long way. The same thing applies for sending a cold DM as well.
There should always be a call-to-action
This is important. Your message has a purpose. State it.
Make it clear to the other person why youâre reaching them, what you want them to do, and whatâs in it for them.
Say goodbye!
This is where you want to be different from how you would be if you were voice messaging a friend.
End the message like you would an old-school voice message â âalright, have a great day! bye bye!â
Leave the practical information in a text message
For all kinds of practical information such as email IDs or specific instructions, send a text. That way itâs more clear.
Bullet point script
You donât want to go in and hit the record button completely unprepared.
In order to prepare to send out your voice messages to your prospects, I recommend writing bullet points about the things you want to cover, but not scripting it outright. You still want to maintain some spontaneity when recording.
Who Voice
Youâre not going to be sending voice notes to every ambassador or influencer you want to reach out to, otherwise youâre going to go crazy and spend all day!
I recommend reading our article on segmenting your ambassador outreach to understand who to send voice messages to.
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Wrapping up
Leaving voice messages is bound to get your reply rate up when youâre reaching out to potential ambassadors. Have you tried using voice messages before? How have you done it? What has worked for you? Iâd love to know.
Email me at the address below and let me know your thoughts!
mayank at getubu dot com