Instagram is a mobile photo-sharing social network and app created in 2010 (we’re sure you’re familiar with Instagram, just making sure we’re all on the same page here). The app recently reached 300 million daily users and claims that 60 percent of those users discover products and services on the platform, while 75 percent of them said they take action after being inspired by posts.
On average, non-sponsored, or organic, posts and sponsored posts have a nearly identical like rate. This means that posts that companies are not paying for are getting almost as many views as the ones they are paying for. Unlike other social platforms like Facebook and Twitter, organic Instagram posts are just as effective at reaching audiences as paid posts.
Instagram has made sharing photos and short video clips more engaging and has allowed companies the opportunity to give consumers insight into their brand. This is just the beginning of a successful visual marketing strategy, however, which can eventually be enhanced with User Generated Content (UGC).
Instagram users use hashtags to accompany the photos they share in order to make their posts searchable and noticeable. By creating their own hashtags and running different photo campaigns, brands are able to create some context for their fans to share photos, and in turn, more effectively influence UGC. Throughout these campaigns, the photos can be re-posted on an official Facebook page, on Twitter, and on the company’s website in order to increase the campaign’s reach. So, they originally share the photo on Instagram, create buzz by using hashtags, then share the campaign across other social media platforms for more exposure. When you break it down, Instagram strategy is simple. But don’t assume that simple means lacking creativity, because, without killer content, it won’t be effective.
It’s important to track the results of Instagram posts in order to see how the campaign is reaching consumers. To measure the community’s interaction during these campaigns, brands can track hashtags on Instagram, see the volume of photos shared by others using the same hashtags, and see the number of likes and comments received on their own photos. The same methods can be used to track , for example, precisely how many participants entered a contest, where they’re located geographically, and which submissions were the most engaging. All of this information can be seen through Instagram’s analytics feature.
At Transformation, we’re no strangers to sharing life at the office with our followers via photos. We have fun, but are also dedicated to our work, and conveying that in a visual way through Instagram is a good way to let outsiders know who we are. Many of our social media packages include Instagram services, so if you’re unsure about how to start or maintain your company’s Instagram account, look no further than the marketing superheroes at TM!