Launched in 2010, Instagram continues to grow at a remarkable pace. Just a little more than 7 years of age, the visual social media platform has surpassed 800 million monthly users and is not only attracting individual social conversations but is proving its worthiness to marketers looking to grow their brand’s awareness and showcase its products. With 51 percent of users indicating that they visit the site daily and 70 percent using the platform to search brands, Instagram has become a friendly, authentic method to connect with potential consumers. With ninety percent visual content, standing out in the crowd of 800 million users can be a daunting task for marketing professionals accustomed to relying on wordsmithing skills to get their message across. But the mostly wordless approach is becoming one of the most effective social media networks.
Generating increased brand awareness and building customer loyalty to drive increased sales requires a defined strategy based on consumer demographics, behaviors and identifying key motivations to purchase. “Logic persuades but feelings motivate, influencing a customer’s intention to purchase over anything else. According to a study, purely emotional campaigns were twice as likely to generate profit gains then those with a rational approach.”
It shouldn’t be a surprise that great content is at the core of a great social media campaign. With Instagram, building a great message is all about building a visual narrative where limited prose reflects and validates the image. While it is tempting to fall back on the tried and true adage, “a picture is worth a thousand words”, it is also true that most marketers struggle to communicate in a visual medium. Success with Instagram is derived from generating engaging content. The process begins with learning as much as possible about the medium, how customers are using the platform and understanding how the competition is succeeding in the space.
Create an expansive collection of unique content around a common theme and your desired persona. Be prepared to make adjustments, but be consistent with the message. Be creative but focused and invest in visual editing tools and experienced professional skill-sets when necessary. Engage socially with users and influencers who have already built a trusting relationship with their followers to better understand what is driving them to be interested in your brand. Use memorable and engaging hashtags and be sure to include a link to your website. Invite fellow users to share your content. Don’t miss an opportunity to call for action. Establish a set of reliable metrics to measure and frequently test your efforts’ performance.
Instagram can be a powerful tool in your marketing arsenal, but with all the potential benefits comes some risks. In a hyper-sensitive, socially correct landscape, creativity can often lead to misinterpretation. As with all social website platforms, care should be taken to avoid turning a positive message into a plethora of negative responses.
According to Instagram, 75% of users who see a business post take action. It is a medium that promises to continue to grow in size and effectiveness. Be prepared to adapt to changing trends. Take advantage of new tools and features that create opportunities to interface with an ever expanding Instagram community, and resolve not to fall behind your competition.