Instagram strategy for Brands

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Instagram Strategy for Brands.
This slideshare will help you think step-by-step strategically.

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Instagram strategy for Brands

  1. 1. PEOPLE ARE GETTING BORED OF FACEBOOK. @BrandMentalist Your posts don’t get seen anymore unless you pay it get them promoted. Your close friends don’t even go on it anymore. You guys used to talk on all the time. Now it’s lurking on familiar strangers’ travel photos and rants. Where have all the people gone you say? What new toy are they on?
  2. 2. I BELIEVE PEOPLE HAVE GONE ONTO INSTAGRAM. @BrandMentalist Vine didn’t make the cut here in Australia because we are not that quick of an early adopter. And we have shit internet that caps our data, so that limits what we view on our phone.
  3. 3. INSTAGRAM IS STILL QUITE RELATIVELY NEW FOR BRANDS IN AUSTRALIA TO GET ON BOARD. @BrandMentalist And it’s a great testament for your social media skill because you can’t really promote your posts (well, you can. But not directly to Instagram like you could on Facebook or Twitter). You can’t really geo-target through advertising (well, you kind of can, but hold off and I’ll tell you how). You have to utilize your best social skill, not just on “content play" but also on your understanding of how humans behave.
  4. 4. SO YOU SEE… INSTAGRAM IS ALL ABOUT PHOTOS. @BrandMentalist The videos look nice but they are not as popular because; 1. It needs 5 secs to load and people are impatient. 2. People use Instagram videos differently from Vine. You see on Vine, people creatively use the looping function. People post funny stuff, entertainment, parody acting, silly talks and jokes. Instagram is way too classy for that. We are all about beautiful nature and scenery.
  5. 5. @BrandMentalist So how do you get your brands’ pages to be popular, have more followers, and make sure you target the right geo-demographics?
  6. 6. @BrandMentalist FIRST, YOU NEED TO DECIDE WHAT YOUR INSTAGRAM IS ALL ABOUT…
  7. 7. IS IT ABOUT BEHIND-THE-SCENES CONTENT? @BrandMentalist A lot of magazines, production, PR, and tech companies are utilizing this really well…brands like Margaret Zhang (fashion blogger), Vogue, Victoria’s Secret, Colette, Mashable, Cannes Lions, Leo Burnett, Fashion Week, etc.
  8. 8. IS IT ABOUT A PLAYFUL PLAY WITH YOUR BRANDS? CREATIVE PHOTOS? MEMES? FUNNY QUOTES? @BrandMentalist A lot of young brands targeting teenagers are doing this well….brands like Playstation, Diet Coke, Oreo Twist, etc.
  9. 9. IS IT ABOUT ENHANCING AND SHARING THE LOVE FOR AN ICON? ICONS ALSO INCLUDE YOUR PRODUCTS IF YOU ARE A FASHION BRAND. @BrandMentalist Sports brands that do this well are NFL, Nike, AFL, and Aus Cricket. The icons are the athletes. Fashion brands that do well are Michael Kors, Marc Jacobs, Highsnobiety, etc.Burnett, Fashion Week, etc.
  10. 10. IS IT ABOUT REFLECTING AND IGNITING YOUR BRAND’S CULTURE THROUGH PHOTOS? @BrandMentalist Powerful brands are doing this well….brands like Vans, Red Bull, National Geographic, and Canon.
  11. 11. @BrandMentalist So now decide what your Instagram page is going to stand for. Decide first, before flicking through to the next page.
  12. 12. JUST LIKE A MARKETING STRATEGY, THERE ARE 5CS YOU HAVE TO TAKE INTO ACCOUNTS; - CUSTOMERS - COMPETITORS - CONTEXT - COMPANY - COLLABORATORS @BrandMentalist
  13. 13. WHO ARE YOUR CUSTOMERS? State it in a short paragraph. Just a rough profile of who they are. "My customers are 13-19 year old girls who are fashion-forward and tech-savy, live in the inner city, and come from middle-class to upper-class families. They love street-styled fashion that are of good quality and look cool, yet affordable in price. They are likely to read Dolly, Girlfriend, and Cosmo. They shop at Westfield and in CBD." or "My customers are 18-30 year old men who are into fitness and sports, live in the city, love to hang out with friends. They take good care of their looks and health. They watch Fox Sports, ESPN, and go on Youtube to watch sports videos. They love participating in all fitness competitions." . @BrandMentalist
  14. 14. WHO ARE YOUR COMPETITORS? Both direct and indirect. Direct competitors are those selling the similar or the same products as you. Indirect competitors are those selling products that could be used by your customers as alternative to yours. For example, if you sell Brand C Coconut Water, your direct competitors are Brand A, B, C of Coconut Water and other juice brands. Your indirect competitors are soda, coffee, tea, sports drinks, water, etc. @BrandMentalist
  15. 15. WHAT’S THE CONTEXT THAT THE CUSTOMERS USE YOUR PRODUCTS? How, where, and when do they use your products? What are their usage occasions? What’s the purchase frequency? What’s the product life cycle? Taste, flavour, or material preference for your products? Any emotional connection with the brand? @BrandMentalist
  16. 16. WHAT DOES YOUR COMPANY/BRAND STAND FOR? Brand personality Brand positioning Brand insights @BrandMentalist
  17. 17. WHO ARE YOUR COLLABORATORS? Are you in partnership with anyone? Are you working in collaboration with any bloggers, celebrities, ambassadors, brand advocates, or any other brands? Is there any potential or an opportunity for such thing? @BrandMentalist
  18. 18. After listing all of these down, now you can start implementing your Instagram strategy. @BrandMentalist
  19. 19. (1) FIND OUT WHAT KIND OF CONTENT IN YOUR CATEGORY PEOPLE LOVE THE MOST. Use website like to look at photos. Search for the relevant keywords and see what kind of photos people like or comment on the most. Look at popular accounts/influential accounts on the category i.e. @Margaret__Zhang or @SydneyFashionBlogger accounts and see what kind of photos get the most likes and comments. This is to determine how you can best provide content that engage or is favoured by your followers. @BrandMentalist
  20. 20. (1) FIND OUT WHAT KIND OF CONTENT IN YOUR CATEGORY PEOPLE LOVE THE MOST. Use Google Trends to see what kind of content people are looking for. You can even compare the popularity between different things. @BrandMentalist Here you can see that for ‘Food’, people search for images of cake, chocolate, chicken, fruit, cupcakes, and coffee the most.
  21. 21. (1) FIND OUT WHAT KIND OF CONTENT IN YOUR CATEGORY PEOPLE LOVE THE MOST. Use Google Trends to see what kind of content people are looking for. You can even compare the popularity between different things. @BrandMentalist Here you can see what kind of ‘quotes’ images people look for. People also look for a lot of funny images. And if you click on the motivation you’ll see people search for Fitness Motivation images.
  22. 22. (2) DO YOU HAVE ANY OWNED MEDIA? CURRENT DATABASE AND ASSETS THAT YOU CAN LEVERAGE OFF? If you do, start by announcing on your existing Facebook page, Twitter, website, and via eDM that you have launched your Instagram account and that they should follow for exclusive content, promotions, behind- the-scenes, sneak peek into collections, office life, etc. @BrandMentalist
  23. 23. (3) WHO ARE THE INFLUENCERS IN YOUR CATEGORY? For example, if you are a food or a beverage brand, the influencers can be famous Chefs in your region, cooking TV shows, food and cooking magazines, big food retailers (i.e. Wholefoods, Coles, Harris’ Farm), and top food bloggers. If you are a technology/electronics/gadget brand, the influencers can be Google, Inc, Mashable, Wired, Techcrunch, Mark Zuckerberg, Bill Gates, etc. If you are a music brand, the influencers can be other famous artists, big recording labels, MTV, Channel V, The Voice, etc. @BrandMentalist
  24. 24. (4) START FOLLOWING THE INFLUENCERS. SO THEY DISCOVER YOU. Interact with them. These influencers get a lot of engagement, likes, and comments. By interacting with the right influencers, you increase the chance your brand will be discovered by people who follow the influencer. @BrandMentalist
  25. 25. (5) SEE WHO THE INFLUENCERS ARE FOLLOWING. Normally, they have 100K + followers and they are only following 200 accounts. Those 200 said accounts the influencers are following are usually influencers themselves. For example, @BrandMentalist Jamie Oliver has 1.2m followers but he’s only following 339 accounts. Those he follows are usually other top chefs, top restaurants, food magazines, etc. Nike has 1.9m followers but it’s only following 63 accounts. Those 63 accounts are usually of famous athletes and their ambassadors. This is how you can identify Who the influencers are. What their instagram accounts are which then help you identify How you can who and where your customers are by seeing who’s following the influencers.
  26. 26. (6) WHEN YOU START POSTING PHOTOS, IN ORDER TO GROW YOUR DATABASE, YOU NEED TO UTILISE #. Relevant hashtags let people discover you. Besides hashtagging your brand name, your need to hashtag relevant keywords. You can delete and re-hashtag. Every time you re-hashtag, your photos get refreshed on top (as people search for the # keywords). This can help your photos and brand get discovered over and over. What are the keywords to use? Use again to see what keywords are mainly used. @BrandMentalist
  27. 27. For example, if you search for ‘fashion’, you’ll find that Fashion, Fashionista, Fashionable, Fashiondiaries, Fashionblogger, Fashionshow, etc. are mainly tagged. You can use these keywords to get your photos and brand discovered, get more likes and followers. @BrandMentalist You can also see that these accounts are the top advocates of fashion-related photos. Maybe you can approach them to advertise your products? You can look at their accounts and see how they’ve grown their databases. You can also find the influencers through these accounts, and find your customers.
  28. 28. (7) GEO-TARGET IT RIGHT You can find people in your region by finding the influencers in your region. For example, if you are a fashion brand, you find “Vogue Australia", “Bazaar Australia", top Australian fashion bloggers, etc, You can then be quite sure that most of the people who follow these accounts reside in Australia. @BrandMentalist
  29. 29. (8) BE CLEVER WITH SEGMENTATION You know what your brand stands for. Almost every brand is different. You know that girls who love girly dresses and wear heels are not going to follow Vans or Culture King because that’s not their style. Think about your customer as a person. Think about your brand as a person. Think about who else your customers might like. Think about your customers’ friends. Think about your competitors’ customers. This is the advantage of social media if you know how to use it cleverly. You can geo-target, taste/preference-target, style-target, etc. @BrandMentalist
  30. 30. (9) MOST IMPORTANT OF ALL, YOU HAVE TO KNOW THE PACE. Pace your post. If you post to many, you annoy people and you get unfollowed. If you don’t post, people don’t get the interaction and wonder why they are following you. Post during peak times so your photo doesn’t get lost. If you post at 11am but your customers check their Instagram at 9pm, they might not see your post. Hence, you miss the opportunity to engage and interact with your customers. @BrandMentalist
  31. 31. Happy Instagramming! Mo Seetubtim Any questions, please feel free to @Brandmentalist. THANK YOU FOR VIEWING PLEASE FEEL FREE TO DOWNLOAD & SHARE

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