Instagram for Business


Published on

Best Practices for Brands and Businesses on Instagram

Published in: Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Instagram for Business

  1. 1. TM for Business Best Practices for Promoting a Brand
  2. 2. TM THE PUBLIC USES INSTAGRAM, BUT DO BRANDS?• Instagram currently has over 130 Million Active Monthly users • The rapid growth in popularity proves it has the influence and social presence to match Facebook and Twitter Popularity • However…Businesses and Brands have not engaged with the platform to the extent that the public has • A Simply Measured study found that only 59% of the Interbrand Top 100 Brands use Instagram • Of these brands, 41% post at least ONCE a week • 26 of the top 100 brands have more than 10,000 followers • Only 10 have more than 100,000 followers • These numbers highlight the lack of engagement brands get from not utilizing Instagram
  3. 3. TM UPLOADING CONTENT TO INSTAGRAM IS DIFFICULT • Instagram is a tough platform to manage because of its limited accessibility • Photo and Video content can only be uploaded from a compatible smartphone • Instagram is only available for iPhone and Android • Accounts can be viewed on the Web, but content cannot be uploaded this way • The end result is that someone with a smartphone must do all of the content creation for an Instagram account • This can be done by taking pictures within the Instagram App on the phone • Or pictures and custom images can be sent to a phone via Email, Dropbox or other file sharing method – The image can them be saved to the device’s photo library and uploaded to Instagram • The issue with this method is that it is often difficult to properly size a photo that is taken or created on another device BUT this does not mean that Instagram should not be utilized by Brands! The Basics
  4. 4. TM MAINTAINING INSTAGRAM IS A FULL TIME JOB• Someone must be fully in charge of managing a brand’s Instagram account • This person must: • Know how to use Instagram • Be creative and good with visual content creation • Have their own, personal Instagram account in order to gain a customer’s perspective • Most importantly, they must know and understand the brand and it’s message & culture The Basics
  5. 5. TM GETTING STARTED • Brands need to establish what the goal and purpose their Instagram account will be • Do they want to drastically increase followers? • Are they looking for engagement, conversation and retainment? • The strategy needs to be appropriate so that the Churn Rate is minimal • Churn Rate is the rate at which people unfollow the account • A combination of a large following that engages in constant, valuable conversation is key • However obtaining both goals can be difficult! • Great content can go viral, leading to an immediate increase in followers • But moving forward, how does a brand then keep these followers? • Brands must identify and understand their audience • For a tutorial on using the latest version of Instagram, visit this Instagram for Business blog post. The Basics
  6. 6. TM BEST PRACTICES TO SPUR ENGAGEMENT • Linking picture and video content with your brand’s story and culture is crucial • DO NOT use Instagram solely to blast product pictures in order to boost sales, it doesn’t work • Followers are easily turned off by a self-absorbed Instagram user • A Brand’s account must have a central theme • It SHOULD revolve around the business and its culture, customers, and communities and regions they are located • It SHOULD NOT revolve around simply taking pictures of the products and stores • Photos must be visually appealing • Content must give people a reason to become a follower • New Items and Sneak Peaks • Behind the Scenes access • Special Deals and Coupon Codes • Pictures Reposts • Photo Contests The Basics @USinterior Showcases America’s Great Outdoors
  7. 7. TM BEST PRACTICES TO SPUR ENGAGEMENT • Posts need to be appropriately timed and should be spread throughout the day • Instagram is a live feed • The moment content is uploaded, the picture will immediately appear on a follower’s feed • The last thing followers want to see is multiple pictures posted simultaneously – Many people will find this to be an annoyance and feel like they are being spammed – Followers will skip over these pictures, creating lost engagement • Followers are likely to unfollow the account if posts are poorly timed The Basics Sailing the Seven Seas with @Maerskline @oscarprgirl Fall Campaign Exclusive
  8. 8. TM ENGAGE WITH FOLLOWERS • Brands need to ensure that their followers feel like there is an actual person behind the handle • Social platforms are a Two Way street, there needs to be constant interaction between the brand and its followers • The best ways to do this are: 1. Follow Back • Those who are interesting, and engaging should be followed • Not every person needs to be followed back • Exclusivity keeps people engaged in the hopes that they might be followed at some point • Not every follower needs to be followed back 2. Comment • Respond to questions that are posted and be sure to @ mention people in the answer to ensure they know you have answered their question • A quick, personal response is a way to spark loyalty • Commenting on follower’s photos is always a great touch The Basics
  9. 9. TM ENGAGE WITH FOLLOWERS 3. Like Follower’s Photos • Like content of those that the brand’s account follows • People feel good when getting attention from a Brand 4. Repost • Repost content from follower’s onto the Brand’s own account • Make sure to give the content creator credit by @ mentioning them in the caption • This can help drive engagement by creating a desire for other to upload content in the hopes that their photos will be reposted The Basics
  10. 10. TM UTILIZE HASHTAGS AND LOCATION• Hashtags are important and useful on Instagram • Hashtags are a way to group photos from various users under one roof • It connects picture and video content to your brand • A brand should have ONE, consistent hashtag that users should utilize • Special events, promotions, and contests can have different, specific hashtag • Too many hashtags can get messy and confusing • This can also lead to the primary hashtag getting lost and not used • Brands need to be careful when implementing multiple hashtags • Instagram can show the location from which content is uploaded or where the pictures were taken • Geotagging can give customers store and event locations • Content featuring products, store features and giveaways should be tagged to drive people to these locations • Encourage users uploading content to tag the location that they took the pictures The Basics
  11. 11. TM HARNESSING THE POWER OF INSTAGRAM VIDEO• Brands need to realize the power and effectiveness of customer-created content • In order to harness consumer generated videos, Brands must change their approach • Customers and consumers are experienced enough with social apps to create good content • The quality may not be “professional” but it will seem more authentic • Giving people context will help drive meaning full videos • Ask a question or demand a certain, shorter time frame to get the best response • Simply setting up an Instagram account for a Brand and pushing content will not work • For more info regarding Video on Instagram, check out their blog post. Instagram Video Video Highlights: Fashion from @marcjacobsintl @topshop & @michaelkors Video Highlights: News from @nbcnewscrew @aykutu @edouphoto & @bakerbk
  12. 12. TM UTILIZING INSTAGRAM’S VIDEO FEATURE • Instagram’s new video feature is another great visual tool to utilize • Ideas that can be incorporated into videos include: • Company Culture • Q&A • Products and Demos • New product launches • Sneak peeks and teasers • Store Features • Behind the Scenes content • Interviews of Staff and Executives • Videos should not be posted simply because this feature is available • Videos take extra time to create and to watch • Video must be relevant and interesting • Pointless videos are useless Instagram Video
  13. 13. TM USING INSTAGRAM TO RUN CONTESTS • Instagram can be a valuable tool for running social photo contests • Contests can help drive visual content and follower engagement • Contests should offer prizes that help promote the brand while also being something people will want • There are many resources that Instagram has to help run contests • Utilizing a separate and specific hashtag solely for the contest can help track entrants • Instagram provides an RSS feed for every hashtag that is created, which allows for real time following of all new photos with a specific hashtag • There are also several third party websites that have their easy to use contest tools Photo Contests Material Girl #IHeartMG Contest Petco #SummerPets Contest Post-It #SmileWithPostIt Contest
  14. 14. TM Great Brands to Follow
  15. 15. TM Brands Using Instagram Video Well
  16. 16. TM CLICK HERE FOR BLOG LINK • Instagram has a blog dedicated to highlighting businesses on the platform • The blog has great stories and information including • Stories about how business are successfully using Instagram • Pictures and Videos directly from the platform highlighting businesses • Tips, suggestions and advice • More in-depth how to’s about using Instagram • Useful Video Blog Posts • Tips: How To Shoot Video On Instagram • Best Practices: Creating Video Content Instagram For Business Blog
  17. 17. TM Bentonville New York Chicago Minneapolis San Francisco Toronto London The Power to Influence℠