How to Create an Instagram Marketing Campaign

1Proprietary and Confidential

HOW TO CREATE AN INSTAGRAM MARKETING CAMPAIGNAn Omnicom/DAS Agency Proprietary and Confidential

What is Instagram? Instagram is a mobile photo- sharing application which allows users to post pictures via their mobile devices with the option of using artistic filters and frames. Once a photo has been uploaded, the user then has the ability to share the picture to any synced social network such as Facebook, Twitter, Tumblr, and LinkedIn. 3 Proprietary and Confidential

Where to Start Instagram is a completely mobile platform that works well with brands and companies that are always on-the-go. Instagram is popular among college students and users who are between the ages of 18-34.  With over 80 million users, this core demographic is also always on-the-go. With that in mind, think about what your brand can offer its followers in terms of images and user experience.  Who are your followers?  What do you want to share with them?  What should you take pictures of? Proprietary and Confidential

How to Market to Followers Since there is no direct marketing feature within Instagram like Twitter’s Promoted Tweets or Facebook’s Ads and Sponsored Stories, brands have to get creative in order to drive traffic to a site, storefront, etc. Most people who are on Instagram already follow brands, companies, and individuals they are loyal to on other social networks.  Use these other social networks to promote your Instagram account Depending on your campaign, one of the easiest ways to get more engagement from your Instagram account is through a contest.  Example: Saks Fifth Ave. invited shoppers to take photos of store items they couldnt live without, post those items to Instagram with the #SeeUAtSaks and the shoppers would win $1,000  This encouraged engagement both online and offline, and Saks benefitted from the free advertising from the shoppers Proprietary and Confidential

What Are Your Goals? Instagram has shown tremendous growth since the beginning of 2012 with 40% of the top 100 brands currently on Instagram. Before jumping on the Instagram bandwagon, consider what your goals are, long-term and short-term.  Looking to increase likes, comments, followers?  Want to raise overall brand awareness?  Promoting a new product?  Want to drive more traffic to a site, store, etc.?  Build a stronger social presence?  Increase user participation? Proprietary and Confidential

Brands Who Use Instagram Red Bull: #instawings Puma Starbucks: #Starbucks Burberry Chobani: #chobanipowered Sharpie Tiffany Co. General Electric: #gelighting Proprietary and Confidential

What Should You Capture? The hard part about creating an Instagram marketing campaign is figuring out what to take pictures of. Consider these options:  Take your followers on a guided tour of the inner workings of your company, i.e. culture, environment, or events.  Offer something exclusive that your followers won’t find on your other social networks, such as behind the scene looks of a movie shoot.  Create an emotional connection with your followers by telling a story that resonates with them.  Have a running theme throughout your account by posting a series of related photos, i.e. the entire production to distribution process of a product. Proprietary and Confidential

First Steps When creating an Instagram account, choose your name wisely as well as any associated hashtags.  It should relate to your brand, be easy to remember, and be searchable on the platform Don’t be afraid to be boring.  A flower shop’s account won’t have the same action-packed imagery as a football team’s account Captions may be secondary on Instagram, but they still matter.  Be specific and informative in your caption, but keep it short and simple Instagram is about being social, so follow others that are similar to you, and feel free to reply to comments.  And like Twitter, hashtags and handles are important for exposure Proprietary and Confidential

Dos/Donts Don’t post text or infographics  Text isn’t very visual and infographics are difficult to capture in a square image Don’t overbrand yourself to your followers  There are exceptions, but avoid taking pictures of just your logo, catchphrase, mascot, etc. As we mentioned before, don’t repeat content from your other social networks  You can share it to your other networks, but remember, exclusivity gives followers a reason to, well, follow. Do post consistently and give people a reason to want to participate in the campaign  In addition to exclusivity, you can also include photo contests, caption contests, etc. Proprietary and Confidential

Is Instagram Right for You? Instagram may not be for every brand, but it’s worth testing and experimenting with. For users, it’s all about the filters, but for brands and marketers, it’s all about engagement. If you aren’t fully committed to taking the time to manage another social network, don’t do it. Proprietary and Confidential

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How to Create an Instagram Marketing Campaign

by TPG_Direct on Aug 20, 2012

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