How To Use Instagram: Follower Acquisition + Case Studies


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How To Use Instagram: Brand Best Practices, Case Studies, Follower Acquisition, Content Strategy and Business Trend Insights

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How To Use Instagram: Follower Acquisition + Case Studies

  1. 1. The Unofficial Guide: Instagram Follower Acquisition Business Trend Insights Best Practices For Brands Wednesday, May 22, 13
  2. 2. Instagram is Trending Avg User Behavior • Participates in #hashtags as a way to connect with like-minded users • Spends at least twice as much time liking, commenting and searching than posting 12 3 By the Numbers • 100  million  monthly  users • 40  million  photos  posted  per  day • 8,500  likes  per  second • 1,000  comments  per  second User Statistics • 67% of mobile social network users are 18-29; 50% are 30-49 • In general, users tend to be middle to upper-middle class and well-educated • Users are valuable*: – INSTAGRAM: $18.25 – TWITTER /FACEBOOK FOLLOW: $2.00 – TWITTER TWEET: $5.00 Sharing Source • Seamless  integra.on  with  other  social   networks  –  Tumblr,  TwiAer,  Facebook •  Perfect  point  for  user  generated   content   Wednesday, May 22, 13
  3. 3. Case Studies, Examples and Tactics How To Use Instagram Well Wednesday, May 22, 13
  4. 4. Remember The Ebb and Flow Of Social Conversation "Make Sure to Push and Pull" Pushing is proactive in terms of Instagram publishing by the brand. Pulling is aggregating interesting UGC and attaching a good reason for people to do it (i.e. exposure on branded site, entering a contest, showing off). It’s important to make sure it is a compelling reason because there are many unsuccessful UGC campaigns.  Examples of pushing would be editors and bloggers at Oscar de la Renta instagramming from the runway on behalf of the brand as an added engagement layer. Pulling would be users tagging instagrams of their pets in shoe boxes as with ALDO.   Statements  can  be  .ed  to  brand  ini.a.ves  for  user  engagement  by  hashtag,  and  it’s   trackable!  -­‐  Jon  Fahrner,  CEO,  Bumebox Wednesday, May 22, 13
  5. 5. NOW TRENDING: It’s Getting Hip to Regram For example: Staying positive and moving forward @MrPaulEvans on choices #motivation #change #positive #thinking. Regrams are starting to trend. Soon we’ll see brands encouraging regrams for simple rewards and recognition. Individuals with large followings are already doing it. You can regram people’s photos in your stream that you like, tag them with their “@name” and then #regram and then add the why and contextual tags. Wednesday, May 22, 13
  6. 6. Quotes Work... PERIOD When in doubt, it’s okay to quote it out! Like pinterest, this content simply works. You can mix books, magazines, self designed typography and anything that is snackable content. People love #quotes for #motivation, #happiness and #thought. Wednesday, May 22, 13
  7. 7. The 24 Hour Project: Participate In Your World - Directly or Indirectly Created by Sam Smotherman and Renzo Grande On March 23th, 2013, 65+ Street Photographers in 35+ Cities and 5 Continents plus another 245+ guest participants shared the human aspect of their city story with 1 photo, every hour for 24 hours. This year’s theme was Ethni[city] Hashtags: #24HR13 #24HourProject Wednesday, May 22, 13
  8. 8. Digital To Real-World Experiences The 24 Hour Project leveraged Instagram, to encourage participants to share their experiences on a 1-Day journey. When it comes Instagram, be innovative and take risks. The businesses and brands that have taken risks have seen great rewards in gaining loyal fan bases and seeing high engagement rates. Create campaigns that encourage users to participate and also remember to reward brand evangelists Wednesday, May 22, 13
  9. 9. Awareness, Community and Calls to Action Instagram provides a great platform for launching cause related initiatives, as well as calls to action for real world and digital events without requiring any or large physical rewards. The reward is simply inclusion in a collective group activity, but also gives individual recognition which participants want. Posting real world events for community and social action events are extremely effective tools. - Macala Wright, @Macala To to local tags, the event or cause hashtag and make sure to “@Name” all participants – stores, partners, magazines, individuals involved. #socialgood #causes #awareness #entrepreneurship Wednesday, May 22, 13
  10. 10. Example: Kate Spade’s Colorful Fragrance Launch Kate Spade recently launched their #LiveColorfully fragrance ad campaign, which rewarded Instagram users who participated in the hashtag by featuring their photos in advertisements, simply a great way to incorporate user generated content into a brand’s message, without resorting to discounts or promotions.- Macala Wright, WHY THIS WAY Wednesday, May 22, 13
  11. 11. Engagement via Original Content For businesses and brand looking to gain traction with fans and customers, Liz Eswein (@NewYorkCity) of The Mobile Media Lab shared: 1. Become their friend – a brand’s goals should be to establish a relationship with the customers. Followers want to build a connection with a business, try and be relatable to them and their lifestyle preferences even in your Instagram photos. 2. Don’t push content they can see elsewhere, Instagram users want to see something new from a brand. Allow them an inside glimpse of the brand’s world. Also, be fresh and fun – users tend to get bored with traditional strategies and content associated with them. Wednesday, May 22, 13
  12. 12. Instagram For Business: Thought Leadership Conversation While Instagram is about life streaming, its users are some of the most intelligent on the planet. @Macala: “I’ve seen personal successes with taking magazine articles from business publications and starting conversations by platform, tagging my colleagues that I follow, but haven’t spoken to in a while to start a dialogue. I’ve also tagged individuals I want follow me when I’ve taken photos relevant to them.” Remember, the average Instagram follower is worth $18.25 vs. Twitter or Facebook which are under $5.00. Ad Age writes: “Pinterest Is the Whitest Social Network!” Response: 10 participant conversation on platform about where the info came from (Ad Age) and what it could signify. It was a great conversation driver. Wednesday, May 22, 13
  13. 13. Business Content That Sticks Simple infographics and visual elements of company graphic work are extremely effective when applied to the principles for shareable content. Simple and effective visuals are win – win. Written Quotes Work Here! As Do Questions! Wednesday, May 22, 13
  14. 14. Great Examples Promote Concerts Promote Events Launch Mobile Apps Wednesday, May 22, 13
  15. 15. Instagram How To Use Hashtags Wednesday, May 22, 13
  16. 16. Tags for General Follower Acquisition General tags used by users for all Instagram photos globally are: #caughtgramming #instalike #instahub #igdaily #instagood #photoshoot #instamood #picoftheday #potd #photooftheday #bestoftheday #tagstagram #primeshots #iphoneonly #follow #instagramhub #tagstagramers #like #cool #inspiration #ignation #tagsta_people #nofilter #mademyday Provocative, Strange, Voyeuristic works very well with these tags as they’re harder to classify. Wednesday, May 22, 13
  17. 17. Location & Context Based Tags   Wherever you are, whatever you’re doing, make sure you showcase the environment around you. Nature #naturelover #nature_seekers #nature_shooters #outdoors #daytrips #roadtrips   Cities #London #IGLondon #London_Shooters #InstagramNYC #InstagramLondon   #StreetArt #Graffiti #Design Get bilingual to build followers by country #urbano #cuidad #arcquitectura #true #strada #editicio Wednesday, May 22, 13
  18. 18. Add Some Context & Detail Example: Weekend #daytrip #localfood olive oil tasting in #ojai or #coffeeshops in #losangeles are great events for this Ad location specific tags based on photo content. Context   #Cars #Porsche #Boats #Luxury #Cupcakes #Coffee #CoffeeShops #typography #graphicdesign #visuals   Lifestyle   #foraging #food #localfood #realfood – then add area #losfeliz and city #losangeles #la Wednesday, May 22, 13
  19. 19. We Hope You’re #CaughtGramming Create Content That Drives Culture – Awareness, Reaction, Conversation, and ultimately action. The Information in this guide shows best practices and use by individuals, brands and causes. Your results will vary based upon your campaign and overall objectives. Please take that into consideration. Also, we advise consulting your legal advisor before leveraging user generated content in your online and offline marketing initiatives as social networks and platform restrictions must be considered. - The Bumebox Team Contact Us: General: Partnerships: Wednesday, May 22, 13