A Guide To Kick Ass Brand Marketing On Instagram

Posted on March 25th 2013

A Guide To Kick Ass Brand Marketing On Instagram

Branding Instagram


In just a short time, Instagram has become one of the most popular social networks in the world. With an estimated 100 million global active users, generating some 40 million images per day, the possibilities for great brand marketing on Instagram is virtually endless.

Every day millions of users upload content directly associated with brands, presenting huge opportunities for brands to engage, inspire and influence current and potential customers.

We must always remember in our digital marketing activities, that 90%+ of users 'trust' what their friends and other online users say about brands and Instagram represents an exceptionally unique field of social media where consumers are creating brand recommendations every day. Like it or not, users of Instagram are capturing moments associated with your brand 24/7; as a brand marketer, you have no choice but to be there. Instagram is a potential gold mine for authentic, positive brand content for you to curate and encourage, and a place where brands can take relationships with customers to an extraordinary level.

Below are some top tips social marketers need to consider when using Instragram.

Brand Content on Instagram

Share authentic content: Your content should look real, be of real things and people. Your content should take a unique look at your brand or company.

Content streams: Build a calendar around content streams. Your content could include behind the scenes images, events and great angles with close ups of your product. Some content will be 'in the moment' and other images should be planned ahead.

Share quality content: Make sure your content is interesting, attractive, engaging, emotional and memorable.

Post often: Consistently great content will build strong word of mouth about your brand and keep your followers enthralled.

Hashtags: Use lots of hashtags, but make sure they are highly relevant to your brand and provide context to your updates. Make sure you choose and consistently use a hashtag unique to your brand.

Brand to User Engagement On Instagram

Relationship building: Search for, engage with and thank users sharing positive images associated with your brand.

Positive content: Ask users if you can share their positive content on your brand's owned media channels.

Hashtags: Continue to use a unique hashtag for your brand and in time, users may start to use this hashtag in their own content related to your brand. The more users you can encourage to use the hashtag, the better.

Customer Service and Negative Feedback: Don't be afraid to engage users who are sharing negative images about your brand.

RyanNorthover

Ryan Northover

Ryan Northover is a digital marketer and consultant, specialising in social media, content marketing, social media ads and native advertising. 

Follow Ryan on Twitter @ryannorthover, connect with him on LinkedIn

Google

 

ryan.northover@gmail.com

See Full Profile >

Comments

plebel
Posted on March 25th 2013 at 8:37PM

Being new to Instagram and only having it for around 3 weeks I can tell automatically how much potential Instragam can provide for businesses.  Recently I compared Krispy Kreme and Dunkin' Donuts with their social media presence.  I observed their actions on Instagram and they can hand in hand with what you have mentioned above.

Dunkin' Donuts uses their Instragram to provide photos of their seasonal baked goods and drinks.  For example on St. Patty's Day they had Irish Creme donuts photographed via Instagram and then most mornings they provide pictures of coffee to ignite those coffee loves who rely on it to get them through the day.  They also use instagram to promote their app and discounts available which will actively engage the audience.  

I like following businesses who post on Instagram.  Especially local retails where they can post photos of new items and I can see what they have without going to the store first.  Recently, I have also been following companies that share photos of their "day in the life" of their job.  It makes it more relational and personable and is a quick and fun way to connect with your customers.  Instagram also using the hashtag feature so much like twitter makes simple keywords easier to find.  This opens up the variety of people who can find your site and engage.

Great article.  You made lots of great points about how companies should sell themselves on Instagram.  It can provide them with more media engagement and increase followers to hopefully keep as loyal customers or make them become one!  It's so important for companies to portray themselves as innovative or fun yet professional and relatable on social websites.  It makes so much room for customer support, communication, and provides the customers with information and hopefully coupons!

beckytsmp
Posted on April 17th 2013 at 12:26AM

The use of the hashtag can get a little out of control.  I like your advice! 

CaitlinNicholsonLLX
Posted on September 25th 2013 at 8:05PM

Great article! I am a big "Instagrammer" in life outside of work - I love taking pictures. However, our social media team at my company has been mulling over using it for our social media efforts. Any thoughts on how to use Instagram for Business to Business where we are not marketing a product, but a service? Personally, I follow a lot of companies but they mostly sell apparel and food or something tangible that they can display. This inspires me to look into Instagram further, and perhaps share my experiences down the road on the impact its use has had for our overall brand.