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Instagram Social Spotlight

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How to Create a Picture Perfect Presence
on the Social Web’s Most Unique Network

Published in: Business, Technology
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Instagram Social Spotlight

  1. 1. nick westergaard | branddrivendigital.com social spotlight InstagramHow to Create a Picture Perfect Presence on the Social Web’s Most Unique Social Network
  2. 2. fun with foam Photo via Flickr user jzollman
  3. 3. Instagram social spotlight ‣ By the Numbers ‣ How Brands Engage ‣ Things to Remember
  4. 4. By the Numbers 1
  5. 5. growing in awareness
  6. 6. and in usage
  7. 7. and at the 12–24 demo!
  8. 8. 600 millionmonthly active users Source: Instagram
  9. 9. 300 milliondaily active users Source: Instagram
  10. 10. 150 milliondaily instagram stories Source: Instagram
  11. 11. 95+ millionphotos/videos posted per day Source: Simply Measured
  12. 12. 40 billionphotos posted shared total Source: Simply Measured
  13. 13. 4.2 billionphotos or videos liked daily Source: Instagram
  14. 14. it’s been a steady climb Source: Statista
  15. 15. gender splitis pretty even on instagram Source: Search Engine Watch
  16. 16. 90%of instagram users 
 are younger than 35 Source: Science Daily
  17. 17. 60 seconds videos are now
  18. 18. $1 billionthe amount Facebook paid 
 for instagram in 2012 Source: Simply Measured
  19. 19. a bargain in comparison Source: Statista
  20. 20. pizzais the most instagrammed food 
 ahead of sushi and steak
  21. 21. clarendonis the most popular instagram filter 
 — any guesses why?
  22. 22. the most popular photo ever?
  23. 23. How Brands Engage 2
  24. 24. 50%of instagram users follow brands 
 — Making them the users most likely to do so Source: Global Web Index
  25. 25. brand adoption is rising Source: Simply Measured
  26. 26. 71%of brands will be active on instagram Source: Simply Measured by 2017,
  27. 27. 94%of interbrand 100 use instagram 
 — up from 86% YOY Source: Simply Measured
  28. 28. 86%of top brands using instagram 
 post once per day Source: Simply Measured
  29. 29. 96%of us fashion brands 
 are on instagram Source: Simply Measured
  30. 30. one thirdof instagram users have used their mobile phone for a purchase 
 — 70% more likely Source: Global Web Index
  31. 31. anatomy of a profile
  32. 32. a platform for diverse uses Branding Encourage Use Product Launch Positioning
  33. 33. News Event Promotion Educate Advocacy
  34. 34. unexpected brands get visual
  35. 35. new! Stories
  36. 36. story tips ‣ Follow and engage with others first — get story ideas ‣ Don’t go unfiltered — add color, scribbles, and icons ‣ Respond to story comments (and comment on others) ‣ Posting daily drives profile traffic ‣ Save story content for repurposing
  37. 37. 10xhigher than facebook, 
 54x pinterest, 84x twitter Source: Forrester engagement with brands on instagram is
  38. 38. posts by top brands have a long life Source: Simply Measured
  39. 39. no correlation between text length & engagement Source: Simply Measured
  40. 40. 13%more engagement Source: Forrester posts using at least one hashtag gain
  41. 41. 56%more engagement Source: Forrester posts using another handle gain
  42. 42. 79%more engagement Source: Forrester posts using a location gain
  43. 43. photosare still more engaging than videos Source: Edison Research
  44. 44. friday17.2% of your total comments top day for comments? Source: Simply Measured
  45. 45. 12 PM-1 PM6.9% of your total comments top time for comments? Source: Simply Measured
  46. 46. ~4 secondsmost vieweres drop off after just 4 seconds Best length for instagram stories? Source: Social Bakers
  47. 47. fun fact
  48. 48. $2.8 billionin revenue from advertising Source: eMarketer by 2017, instagram will grow to
  49. 49. Instagram ads in action
  50. 50. Types of ads ‣ Photo ads ‣ Video ads ‣ Carousel ads
  51. 51. key metrics ‣ Followers ‣ Comments ‣ Impressions & Clicks
  52. 52. ‣ Clicks to website ‣ Video views ‣ Page post engagement ‣ Website conversions ‣ Reach and frequency ‣ Mass awareness ‣ Mobile app installs ‣ Mobile app engagement instagram advertising objectives
  53. 53. like2buy
  54. 54. 2nd network where marketers will spend more Source: Social Fresh
  55. 55. branding, engagement and community building best uses for instagram:
  56. 56. case study: audi ‣ Not as big as MTV, Starbucks ‣ Avg. 4.5 engagements per follower ‣ Avg. 1,423 likes and 34 comments per photo
  57. 57. what audi does right ‣ KISS! Just photos ‣ No random snapshots — use high- end product photos ‣ Most used tag not product — #awesome
  58. 58. Case Study: Indian Motorcycles
  59. 59. Things to Remember 3
  60. 60. algorithm! beware OF the new
  61. 61. instagram measurement ‣ Very little data — no links ‣ Followers ‣ Likes ‣ Comments ‣ Engagement of Community (like Audi)
  62. 62. ‣ National Geographic ‣ Nike ‣ Victoria’s Secret ‣ FC Barcelona ‣ Real Madrid FC ‣ 9GAG ‣ Nike Football ‣ NBA ‣ H&M ‣ Chanel Top 10 Brands on instagram Source: Statista
  63. 63. the instagram family of networks and apps
  64. 64. part of a bigger family too
  65. 65. easy to forget about instagram - critical not to
  66. 66. #UIMKTG @nickwestergaard
  67. 67. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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