Instagram is fast becoming the rock star of the social media world.
With over 300 million users worldwide[1] and approximately 1.35 million users in Singapore, Instagram has overtaken Twitter in popularity. The world’s fastest growing social network, Instagram is the preferred social platform for young adults, youths and teens.
Instagram is also the KING of Social Engagement according to Forrester Research[2]. Their studies show that Instagram posts are 60 times more engaging than Facebook, and 140 times more engaging than Twitter.
OK, you are convinced. Now how can your business use Instagram to market your brands?
Craft a Brand-tastic Instagram Profile
The first thing you need to do is to create a gorgeous Instagram profile. Here, there are three things you need to take note of:
- Your Instagram name – Keep it short, succinct and related to your brand
- Your avatar – Use the most famous representation of your brand (usually your logo)
- Your bio – Instagram limits this to 150 characters. Make it fun and lively yet aligned to your brand
While you should certainly adopt the same brand images, colours and designs, you shouldn’t be afraid to add a dash of humour in your profile and your posts. Make your Instagram brand personal and relatable.
Examples here include: Nike, Coca-Cola, W Hotels
Create Evocative Photos and Videos
Once you’ve got your profile worked out, your next step involves creating shareable and snackable content on Instagram. Do consider the following good practices:
- Tag your photos with your logo or watermark
- Keep it spontaneous and natural
- Crowdsource photos from your fans using your products or services. Repost them with a shout-out of their username. Fans love to be acknowledged this way!
- Show behind-the-scenes short clips and photos
It is important to remember to adopt the same tone of voice wherever possible.
Good examples here include: W Hotels
Overlay Text On Photos
To add more spice to your photos, consider overlaying them with captions, customer testimonials, quotes, tips or other brand-worthy sound bites. These can be easily created using tools and applications like Canva or Pic Monkey (for computers) or Word Swag, Instaquote and Text 2 Pic (mobile devices). Alternatively, old faithfuls like Powerpoint or Photoshop works just as well.
A few things to remember:
- Ensure that your photos are sized right. Instagram pics measure 640 x 640 pixels.
- Include your logo or brand name in the image.
- Mix it up with different styles and formats to keep it interesting.
Introduce Branded Hashtags
Next, consider creating branded hashtags and encouraging your followers to use them in their posts. Naturally, these must be relevant to your brand and user as well as meaningful.
The best branded hashtags tend to be associated with a movement, campaign or promotion. You can include these together with your own brand name, and include them in unison.
For example, Nike would have both #JustDoIt and #nike while Liverpool Football Club could include #YNWA and #liverpoolFC.
Important: Always check if a hashtag is available before you introduce them. This can be easily done by checking if anybody is already using the desired hashtag before you roll them out. Failure to do so may lead to your brand being mistaken for something else!
Offer Discounts and Hot Deals
Followers of your brand’s Instagram are normally seeking information on special deals or sales that is exclusive to them. This can be a way for you to offer periodic discounts, perhaps by using a branded hashtag over a limited time period.
Beyond this, you can also communicate occasional “hot sales” using your Instagram account.
Rather than plonk a square ad in your post, encourage your followers to tag 3 friends who may benefit from this deal. Encourage them to also repost them on their own Instagram accounts with your hashtag.
Organise Contests and Giveaways
Brand fans love giveaways and contests. Such activities trigger buzz, creates sales opportunities, and encourages word of mouth spreading.
Here, it is important to ensure that your contests are related to your brand and are easy to follow. After all, fans are not going to plough through 10 pages of Ts & Cs just to win a $50 voucher!
Here are some useful practices to follow:
- Consider using an app to run the campaign
- Choose the right prize
- Develop mechanics for the contest
- Introduce an interesting theme
- Determine time-frame, entry method, and rules
- Promote your contest across social platforms like Facebook, Twitter, Tumblr or your blog
- Monitor outcomes using analytics and tools
[1] http://blog.instagram.com/post/104847837897/141210-300million
[2] Q1 2014 US Top 50 Brands Social WebTrack (Forrester Research, Inc.)
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