We know, we know—there always seems to be new social media to connect your marketing strategy to. We’ve shared Twitter Powerhouses, creative posting ideas and explained why Pinterest is a must-have platform for the fresh produce industry. And now, we’re here to tell you why Instagram is the next big thing (only, it’s already is a thing and many companies are starting to use it).

“But I thought Instagram was just for young kids posting selfies and pictures of food?”

Well, that’s still true. But Instagram is also a valuable source for companies to share their story through candid and behind-the-scenes photos. And what industry has delicious foods and beautiful landscapes to share? Bingo.

As one of the main contributors for our clients’ Instagram accounts, here are my top six reasons why your business should consider using it:

1. Instagram provides another platform for sharing your story.

Different consumers have different preferences on social media. Facebook is good for those who want to read a story, Pinterest is for photo-fiends and Twitter is a place for fast-pasted, instant info. Instagram provides a lovely combination of the three: photo-heavy like Pinterest, readable content like Facebook, and shared frequently like Twitter.

2. Instagram isn’t pretentious.

While stock photos can be great for saving onto your desktop, they can create a barrier between a company and a consumer—they look a little too perfect. Instagram is informal, so your photos don’t have to be professional or spotless all the time (you’d be amazed at the good quality pics a smart phone can take). It’s super easy to upload or snap your photos from Instagram, and you can even edit your photos with nifty filters right from the app!

3. Instagram has its own analytics tool.

Just like Facebook (who owns Instagram, by the way) has its own analytics tools, so does Instagram. Statigram is a free one that tracks info like number of likes, new or lost followers, engagement, and other helpful insights. Nitrogram is another tool that’s a little more in-depth, monitoring your hashtags or best times of day to post. There’s a 14 day free trial, but after that it gets a little pricey.

4. Instagram encourages participation.

Because it’s so photo-heavy and easy to use, Instagram encourages participation with your followers. The most effective way to connect on Instagram is by using popular hashtags like #HealthySnacks, #Veggies, and #Farming. You can also ask consumers to post their own pictures using your products, followed by a specific hashtag that you create.

5. It’s in, and it’s not going anywhere.

Using Instagram proves your business is up-to-date with current social media trends and topics. Instagram is ever-growing in popularity and now has 150 million active users a month. While you don’t want to post excessively (consumers are still not used to seeing brands on their stream), sharing content a few times a week is another tactic for exposing your products to consumers. Instagram is all about sharing, not selling. 

6. Instagram is a great way to get your company involved in social media.

Get the whole team involved and encourage everyone to share photos ranging from farm pics and yummy recipes, to crazy sock day or beautiful (or terrible) weather—anything to show consumers the family behind the farm. If you need some inspiration, take a look at @Chobani, @Starbucks, @CaliforniaGiantBerries or @ndmedjooldates.

Instagram is all about sharing a story, and the fresh produce industry has a lot to share. There’s something very special about a ripe orange hanging from the tree tops, or a fistful of cherries glistening from the sun. Sharing your photos is only a few steps away, and it starts with downloading Instagram on your smart phone. While it’s not make or break for your business to have an Instagram account, we believe the social media platform is a smart investment for fresh produce marketers.