Big and small companies alike are using popular photo-sharing app, Instagram to promote their businesses worldwide. By breaking the convention, coming up with new and creative ways to do so.
You may ask, why?
According to a recent report by research firm L2, brands do recognize the use of a growing community. With an estimated 300 million monthly users, Instagram becomes an ideal platform to market products or services.
Here are other relevant reasons that L2 and Olapic, the social media analytical firms, have found:
- Brands post an average of 9.3 times a week of content on Instagram, growing from 7.5 times a year ago.
- Among the 200 most engaging posts, 65% prominently featured a product, 43% were lifestyle photography and 29% included some form of brand ambassador or influencer.
For further read-up on the research, head on over to the complete intelligence report by L2.
Now that the statistics have been covered, let’s learn from several brands on how to get the creative juices flowing on Instagram.
An Insta-Website
Ikea and its Russian advertising agency invented a considerably new way to use Instagram. By creating an account on the photo-sharing app that doubles up as a website when browsing.
The account, ikea_ps_2014 made use of Instagram’s tagging system and grid structure in a unique way to showcase its 34 pieces of furniture collection – just like going through an online catalogue. Watch the video below to truly understand the navigations.
IKEA PS Instagram Website from Instinct on Vimeo.
Although the account has not been updated for over 10months now, it has received praises for its simple and original idea of promoting on social media. Perhaps, the idea of expanding Instagram’s functionality can be further explored and developed into the next big thing in advertising.
Contest & hashtag
Everyone knows that using a hashtag is a great way to get brands out there and be recognized. But let’s take a step further by combining an exciting contest with a hashtag. Watch the magic unfold.
One of the most iconic campaigns was Ben & Jerry’s Capture Euphoria video, where they asked their (then) 115,000+ Instagram followers to upload photos representing “euphoria” – the same feeling one get from their ice-cream.
More importantly, the photos are to be accompanied with the hashtag #CaptureEuphoria. It became an instant online sensation with over 18,000 photo submissions. Ben & Jerry’s engagement rate and fan base grew by about 40% on the visual platform.
As a win-win situation, selected winners were given the chance to get their Instagram photos up on local billboards, buses and even on ads at their favorite hangout spots. Not only was the campaign a success in cultivating a long-lasting culture, it was featured in numerous media publications such as Mashable, Business Insider and PCMag.
Let your followers know you
Now, let’s take a look at the most innovative company for 2015 as awarded by Fast Company – Warby Parker. Applauded for being an Internet-made brand.
Besides selling stylish eye frames for an affordable price, the American company is known for their huge emphasis on culture. They always make it a point to inject their fun and innovative culture on Instagram with relevance to every day’s life. This happens even while they promote their products.
Going through Warby Parker’s account is like looking at a friend’s perfectly curated feed; you get to know their likes, stories and motives. It’s hard not to look at the quirky photos over and over!
The best part is how the folks behind the revolutionary eyewear have created an Instagram account, Warby Barker, just for man’s best friend. It randomly features their furry canine ‘customers’ with new buys. There is absolutely nothing cuter than pairing a dog with cool and practical glasses!
A tip to take note from Warby Parker’s social media game is to always blend your products into a consumer’s natural environment. By recreating scenarios, you can eliminate blatant or in-your-face advertising which may turn Instagram users away from your page.
Reward your followers
Moving from big brands, here is an independent clothing line fit for the edgy crowd. The Quiet Life does not have a huge number of following on Instagram but it does have quality engagement.
Besides featuring its products on a daily basis, the most notable post is one that rewards their followers with a random discount code.
In a bid to show gratitude for supporting small labels, it not only makes the brand looks good but makes their followers feel good about the recognition received. And the discounts too, of course!
Well, these are the creative ways that I have found in my years of scrolling through feeds during sleepless nights. Turned out that they are useful in the analyzing of social media.
I am sure there’s a lot of creativity out there in the world of Instagram, waiting to be uncovered. Do share with me some of the creative ways you have seen or experience businesses communicating on it.
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