Instagram For Brands: Winning Strategies

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Instagram For Brands: Winning Strategies

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Rachel Luxemburg Principal Strategist, Social Media & Community | Adobe Instagram for Brands
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2 Rachel Luxemburg Principal Strategist, Social Media & Community rlux@adobe.com Twitter: @rlux Instagram: rluxemburg
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Instagram: Some Facts u  200 million monthly active users worldwide u  65% outside the USA u  57% of users use Instagram on a daily basis Source: Instagram
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Relative Sizes §  cccc u  It took Instagram 2 years less than Facebook to reach 150 million monthly active users 240 1,000 540 200 0 200 400 600 800 1000 1200 Twitter Facebook Google+ Instagram MAU Source: L2 Think Tank Intelligence Report
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Who Are These People? u  Instagram members are mostly young, urban, multi-cultural, and educated u  Outside the USA they are most likely living in either the UK, Brazil, Russia, or Mexico Source: L2 Think Tank Intelligence Report
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Who Are These People? u  90% under age 35 (median age: 27) u  68% are female u  Evenly split between iOS and Android u  16% of online adults with household income over $75k Source: Business Insider, Pew Internet Research
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Not Every Country Is The Same §  cccc u  Russia: 60% female u  USA: roughly even u  India: 75% male Source: Nitrogram
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Community Behavior §  cccc u  Instagram users are 15 times more engaged than Facebook users Measured by: total community size x engagement rate Source: L2 Think Tank Intelligence Report
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Likes Rule The Roost §  cccc u  On average, 97% of responses to Instagram posts are likes Source: TrackMaven
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Brands On Instagram §  cccc u  67% of the Interbrand 100 have active accounts on Instagram u  Those 67 accounts have more than 7 million followers combined Source: SimplyMeasured
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Instagram’s Page & Post Layout u  Links are NOT clickable except for one URL in the profile u  Hashtags are clickable and searchable
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content: Quality Matters
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Products Source: TopShop u  The go-to content source for product- based companies u  If you’ve got them use them!
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Products u  Bonus points if you can find a way to get creative with your product photos Source: Target
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Lifestyle of Your Customers u  How should customers integrate your products into their life? u  Bonus points if it’s user generated Source: Beats By Dre
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Events u  Focus on: Key speakers, entertainment, engaged customers, engaging details u  AVOID: standard podium shots, poor quality photos
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Events u  Bonus points for being able to reuse themes across multiple events u  Example: RedBull brought “Felix” to Coachella
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: “Regram” u  The Instagram version of the ReTweet u  ALWAYS give proper credit. It’s not just good etiquette, customers really love the shout-out
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Engage Your Followers u  Ask your followers to take an action (answer the question, “like”, or both) in response to your image
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Engage Your Followers u  Reuse multiple product shots to ask for feedback on which one is most popular Source: Z Gallerie
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Polling u  Ask one-question polls based on your image’s content Source: Alon Ben Joseph
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Collages §  cccc u  Extremely flexible and powerful tool u  iOS, Android, and desktop tools all available, both free and paid Source: Petsmart
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Shareable Quotes u  Take a meaningful quote, make it pretty u  PROTIP: leverage templates to make creation easier
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactic: Infobytes u  Mix images and advice to create a ‘snack sized’ piece of useful information Source: Maybelline
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. A Word About Tagging Source: Huffington Post u  Tagging is a key discoverability tool u  Mix appropriate top tags with content appropriate tags u  6 to 12 hashtags maximum u  Throwback Thursday: #TBT #love #instagood #me #tbt #cute #photooftheday #instamood #beautiful #picoftheday #igers #girl #instadaily #iphonesia #follow #tweegram #happy #summer #instagramhub #bestoftheday #iphoneonly #igdaily #fashion #webstagram #picstitch #nofilter #sky #jj #followme #fun #smile #like #pretty #sun #food #instagramers #friends #lol #hair #bored #swag #cool #funny #onedirection #life #nature #family #christmas #my #blue #pink #dog #beach #art #hot #tagsforlikes #photo #amazing #repost #girls #instahub #sunset #party #awesome #red #baby #statigram #black #versagram #cat #music #instalove #likeforlike #night #followback #throwbackthursday #clouds #white
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tracking Your Results u  Data gathering is currently challenging u  Free - Iconosquare (formerly Statigram) Source: Gigagamblers
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Any Questions? §  cccc Please stay in touch! Email: rlux@adobe.com Twitter: @rlux Instagram: rluxemburg
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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