Nearly every social media platform has photo-sharing capabilities – what makes Instagram, a solely visual sharing site, such a utility in social content marketing? Instagram engagement is 58% higher per user than Facebook [source]. Since 92% of marketers agree that social media is “an increasingly essential tool,” these engagement rates offer great brand visibility and consumer connections [source]. A lot of great businesses are already taking advantage of Instagram’s engaged audience to build unique connections between their brands and consumers.
The unique activity of Instagram’s users make it a great social media platform for businesses concerned about time management. Once you establish brand representation and alert your existing consumer audience to your Instagram presence they begin to spread the message for you. Tagging photos is as much about logic – what do you see (or want your audience) to see in the picture – as it is about keeping up with trending tags. If you do want to stay on top of what’s trending, a quick web search will bring several sites and tools which track daily Instagram trends. Committing to a certain photo quota per month will be a minimum time commitment to engage with such an active social media audience.
How do I get started on Instagram?
Keep your brand the central focus. Make your profile picture your logo and create watermarks to place within images (these can be done in a spectrum of colors to best complement each image to which they are added). With these parameters in place, every link to your photos points directly back to your brand.Some companies even develop their own brand tag – a tool which allows other Instagram users to independently refer to your brand.
How do I integrate my brand into the community?
This involves the most critical element of Instagram marketing (and really any social media brand representation): know your audience. Photo-sharing is built around sharing life experience/events and relating to other user’s experiences. How do you want your brand to become relevant to your consumers? You could build a personal connection by posting ‘behind the scenes’ images of employees around the office. Or cultivate a particular design aesthetic with particular landscape, still life, or other images. Social media revolves around consumer enjoyment, so think about what images will appeal to your clientele. Capitalizing on Instagram’s audience involves participating in its engaged community. Know what tags are trending and participate in ways relevant to your brand or business.
Here are some examples of companies that are rocking their instagram accounts.
http://instagram.com/p/rKKpxTpb53/ This pictures embodies #theroolife tag that kammok has appropriated for themselves – both the outdoor lifestyle and the humanitarian efforts to which the company is committed.
http://instagram.com/p/pMF73GitZX/?modal=true – Sharing illustration on Instagram attracts unique attention. This example is builds the company image of associating fun and travel while directing consumer traffic back to their newly redesigned site.
Virgin Airlines takes advantage of Instagram to interact with their huge customer base on a personal level.
Company account is run personally by the owner – pictures range from photos of coffee and travels to pictures like this one, which share a personal history with his audience.
Showcases a sample of the company’s coffee while he’s traveling. User comments range from complementing the location to asking for samples to showcase at their own coffee stores.