“Build it, and they will come” only works in the movies. Social Media is a “build it, nurture it, engage them and they may come and stay.” – Seth Godin
The term “Instagram Branding” is fresh yet fruitful for social media marketers for the customer engagement. Instagram is no more a social networking app just for selfies and tempting food snaps with some cool hashtags, it is no more a photo-sharing social media platform circulating among some high school kids or fashionistas. It is more widely being used as a tool for business marketing. Instagram has been continuously expanding in 2018 and can’t be ignored by digital marketers.
Starting branding your business on Instagram doesn’t mean to have a million followers at once. It needs a proper social advertising strategy to build the trust, attention, and engagement otherwise you might turn your channel into mausoleums.
Still Confused Why Instagram Branding?
To integrate Instagram into social network management strategy has become an essential part of any business or brand who wants to grow their audience.
For those who are influenced by numbers here are few:
- “Around 15% of the people around the world are using this platform.
- Instagram mobile ads itself are expected to collect around 6.8 billion dollars annually.
- Facebook has around 32% of user engagement with brands while Instagram gives 68% of user engagement with brands on a regular basis.
- The engagement measured by the likes, comments, and shares from the consumers on Instagram is also 10 times higher than Facebook, 84 times than Twitter and 54 times higher than Pinterest.
- Most of the millennials and Gen Z spend more than 50 minutes per day on Instagram than any other photo or video sharing network.”
Convinced by these impressive topline figures? Instagram Branding is not an easy task.
“According to e-Marketers, less than 50% of brands are energetically on Instagram”
With the digital marketing’s continuous shift from text to visuals Instagram has been a great place for social advertising. By uploading pictures and videos of products, behind-the-scenes or small detailing your followers might be interested in, you can boost your ROI and user engagement.
“Around 58% of the Instagram users found themselves guilty of checking their feed for two to three times a day.”
To consider your targeted audience, it is important to be on the social medium they are using the most. According to Statistics, the following data shows the number of worldwide active users of Instagram as of April 2018.
How Big Brands Are Ruling Instagram with Their Accounts
“Today it’s important to be present, be relevant and add value.” – Nick Besbeas
From beauty to coffee, food to e-commerce, different brands are all set to kill it on Instagram. Many of these brands have been there for quite a while and have a strong online presence, while others have just arrived after realizing the importance of visual content and are already making waves.
Following are the few examples of how brands are actively using Instagram from different industries and sectors.
To be active on Instagram with the post is something but producing creative and engaging content according to the nature of your brand is something unlike. Airbnb has embraced this concept gracefully. Airbnb gives its 3M followers the highlights of the most unique and satisfying lodging sites across the globe.
If you are looking to get inspired on how to set up a new Instagram account with uniqueness than Nike’s subsidiary accounts can be a good place to start. Brands like Nike are ruling the social media by handling more than one account. These brands understand the power of visual content over social media and know how to take advantage of marketing opportunities through comments, likes, videos, geolocations and hashtag tracking.
Many B2B companies are shy of taking Instagram as a medium for their social media marketing, but let’s talk about the world’s renowned electric auto manufacturer company Tesla’s Instagram account as an example. You will find its account product heavy yet they are doing a great job when it comes to using the video feature to highlight the small details about their cars.
Whether you like coffee or not, you will definitely try it once after following the Instagram account of Starbucks. It is considered to be in the “Top 20 List of People’s Favorite Instagram Brands”. Starbucks focuses on posting lively and arty posts with witty captions using the filters for the dramatic effect to show the real essence of coffee-drinking.
If you think that only big brands have the power to influence and gain user engagement then this one is for you. Herschel Supply is a Canadian manufacturer of retro backpacks and accessories founded in 2009 and has come up with a pro-active strategy for Instagram Branding.
The Chief Ingredients of Getting User Engagement on Instagram
Instagram is the perfect social networking platform to showcase your brand’s visual aspect and creativeness. Your brand doesn’t really have to be “visually appealing or beautiful” to have an “Instagram-Worthy Snap”. Many “boring industries” like packing manufacturers or IT consultants are doing a great job by providing the engaging content & interesting visuals on daily basis.
Updating Your Bio
First and foremost thing to do after creating the Instagram account for your brand is to update your bio. Since Instagram only allows a single link in the bio, be sure to place the link which lands to the main landing page of your business website.
Focusing on Real Followers
When the main emphasis is on building an engaging audience try to focus on getting “Real Followers”. Don’t just add followers to increase the numbers rather build a loyal customer base.
Engaging with Audience
Don’t ignore your audience. Try to engage with your audience through comments and reply to their queries. Here is what experts have to say on this,
“Great marketers have immense empathy for their audience. They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience.”- Rand Fishkin, Wizard of Moz, Moz
“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.”- Jay Acunzo, Vice President, NextView
Getting the Perfect Shot
Instagram’s mainly is a visual-centric platform, so make sure the picture you’re posting doesn’t show your poor photographic/graphics skills. The light, subject of the picture, shapes & color should be on point. Instagram filters are available to add the remaining dramatic effects to your post.
A key factor in establishing your brand on Instagram is only posting the highest quality images and graphics. With a powerful photo and video editing app like Instasize, you can make professional looking edits in a snap. In addition to photo editing tools and filters, Instasize allows you to add call to action messaging with stylish text layovers, or frame your images with border and cropping tools – all effective means to create the highest quality Instagram posts for your brand
Caption The Capture
Instagram is all about captions! Placing a beautiful, meaningful content in a precise way can simply do wonders for your post. Try using well-planned and call-to-action phrases which don’t sound too ceremonial or frantic.
Using Suitable Hashtags
Don’t go over-the-top while using hashtags or don’t simply ignore the importance of using them in your posts. Instagram hashtags help you to get your content or post visible, but to use them effectively is also an art. Instagram gives a limit of 30 hashtags per post. Many try to utilize the total limit while others just focus on the trending one.
“90% of Instagram posts from top brands use seven hashtags or fewer”
Using The Live Feature
Many brands and social media influencers are using the Instagram stories and live video features to connect with their audiences more effectively. You can also use these features to promote your brand’s relevancy in follower’s feed, invite them to some behind the scenes stories or collaborate with other brands to increase the reach. Expand the audience with high-quality live videos & story marketing. You can also involve your audience in a Q&A session to build a trustworthy relationship with them.
“Good content isn’t about good storytelling. It’s about telling a true story well.” – Ann Handley
Using Social Media Scheduling Tool
Managing all the social media accounts effectively and timely is another important part of your social media marketing strategy. Make sure to be synchronized with all your social media content management. For apt and timely management of your social media accounts, we recommend using a tool like Social Champ for social media posting schedule. It will help you to be more productive & post like a pro on every social media account by a single tap.
One of the Best Instagram Branding Examples of so far!
Brands are using Instagram as the medium of their marketing campaigns & are quite successful till now. Let’s just take one example of the Instagram Branding campaign of Airbnb #WeAccept which was phenomenal in all regards. The company focused on highlighting the issue of acceptance regardless of race, gender, class or ethnicity & it was appreciated globally.
Photography is the main core of Instagram & National Geographic has done a great job by making it their strength. By providing stunning shots with beautiful & engaging photography & captions they are inspiring their 88.3M followers.
Find Your Angle!
Instagram is one of the fastest growing social media platforms for marketing your brand. By focusing on few key elements & your strengths you can make your brand visible on it. Planning & implementing a successful Instagram Branding Campaign might seem a difficult task but it can effectively generate user engagement if you find your perfect angle & stick to it.
To be precise, Perfect timings, Perfect Shot, Engaging Content, Clear Goals, Run Tests, Influencer Marketing, Cross-Channel Strategy & Inspiration from other content creators can boost your campaign reach in 2018.
Just keep in mind,
“ Instagram is photo-driven, but the meaning behind those photos is what counts.”