Letterfolk, is a small husband and wife company that has modernized the retro letterboard. Each hand crafted felt letterboard comes with a full set of characters that people can personalize and showcase on their walls, use for milestones and the list goes on. Early in their business Letterfolk took to social media to help market their products, most notable Instagram. Since their launch in 2015, they currently have 300k followers on Instagram and were recently named 5th on HubSpot’s 17 best brands on Instagram. Letterfolk follows the 80/20 rule of content marketing; using 20% of the content to promote your brand and dedicate 80% to content that interests your audience and engages in conversation. This isn’t necessarily a new strategy when it comes to social media, however, it is one that reinforces the idea that social media should be a dialogue not a platform for aggressive marketing. In a podcast for Tradeshow Camp, Letterfolk owners Johnny and Joanna Galbraith, talk about how very early they wanted their posts to feel like conversations, as if they were “injecting ourselves in an existing conversation happening between friends on Instagram.” Letterfolk excels at Instagram and Instagram proves to be an excellent platform to use for marketing your business. According to Later, Instagram users are more engaged than the average social media user. Not only more engaged but they are also more willing to make online purchases. According to a study, 72% of Instagram users report making a purchase decision after seeing something on Instagram. Embracing Instagram should be part of your marketing strategy. Lets look at other ways Letterfolk is using Instagram to market their products.