instagram tactics for organizations that think they don’t ......visual storytelling is not just...

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Instagram Tactics for Organizations That Think They Don’t Have a Visual Story to Tell Will Gordon Associate Creative Director, Digital Edelman @123terrific #PRNews

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Page 1: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Instagram Tactics for Organizations That Think They Don’t Have a Visual Story to Tell

Will GordonAssociate Creative Director, DigitalEdelman@123terrific #PRNews

Page 2: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

You have a story.It will build an emotional connection between you and your audience.

@123terrific #PRNews

@this_is_retail

Page 3: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

A well thought-out strategy will guide your visuals.

@123terrific #PRNews

Page 4: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Understand Instagram.

@123terrific #PRNews

Page 5: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Instagram is a place where people go to discover and be inspired.

Users seek compelling visuals to feed their passions and share experiences.

It’s a place for sharing photos and videos of beautiful and unexpected moments that feel inspirational, informative, consistent, and authentic.

Achieving this will humanize your brand and connect you to your audience.

@123terrific #PRNews

Page 6: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Define why you are on the channel to begin with.

@123terrific #PRNews

Page 7: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Why are we on hereInspire? Educate? Sell?

Who is our audienceVolunteers? People in the suburbs? Tech enthusiasts? Travelers?

What are we trying to achieve (goals)Build awareness? Recruit talent? Engage with our audience or employees?

@123terrific #PRNews

Page 8: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Define Best PracticesWHAT WE SHOULD DO• Inspire and educate with visually impactful images• Focus on the people and stories to create awareness • Share appropriate timely event and cultural content to

take advantage of trending conversations• Cultivate relationships with our community,

employees, customers and fans• Have a personality

WHAT WE SHOULDN’T DO• Sell• Overwhelm the community with calls to • Share content that doesn’t support the narrative

of our feed or its purpose

8@123terrific #PRNews

@doctorswithoutborders

Page 9: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Decide what you want to show• Events• Behind the scenes• People• Interesting and fun content

related to your brand or organization

• Visuals that show off your personality

@123terrific #PRNews

Page 10: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Determine a POV on visuals• Video and

photography • Staged shots • Sharing user-

generated content • Text treatment or

infographic • Illustration or

animation10@123terrific #PRNews

Page 11: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Influencers Why use oneAwarenessLoyaltyAction

WhoWhat are they talking aboutWho is their audienceWhat is the cross-section between their audience and your goals

HowStarViewDemographics ProGroup High

@123terrific #PRNews

@emptyvase

Page 12: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Visual StorytellingIs not just visual

@123terrific #PRNews @instagram

Page 13: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Visuals should support a story or idea; copy should give context and interesting details

Provides detail, tells a story

@123terrific #PRNews

@gatesfoundation

Page 14: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Find visual inspiration in everythingA personA placeA thingA water bottle

@123terrific #PRNews @hpe

Page 15: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Define your visual style

Eachphoto,evenwhenviewedseparatelyfromtherestofthefeed,shouldhavesuchaclearqualitythatfitsyourvisualstyle

@123terrific #PRNews

Page 16: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Make the editsCheck lighting, sharpness and angles, crops

@123terrific #PRNews

Page 17: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Define a Process1. Centraleditorialteamsetsstrategyandschedule2. Instagramimagesaretakenorsourcedinoneormoreofthefollowingways:1. TeamoftrainedInstagrammers takephotos2. Employeesubmissionsaresolicited3. EmployeephotosarediscoveredonInstagram4. Graphic/videocreatedbydesignteam

3. Instagrams arereviewedandselectivelyapproved4. Photosareeditedinaconsistentmanner5. Instagrams areposted6. Analyticsarereviewedtoimprovecontentstrategy

17@123terrific #PRNews

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Key Takeaways• Instagram is a way to humanize your brand by showing of your

personality and/ the things you are passionate about• Understand why you’re on Instagram and the nature of the

channel• Know who you’re talking to (enthusiasts, clients, employees,

etc.)• Set your strategy, what you are there to talk about• Define a style• Set your do’s and don’t’s • Be disciplined and consistent. Stick to the plan.

18@123terrific #PRNews

Page 19: Instagram Tactics for Organizations That Think They Don’t ......Visual Storytelling Is not just visual @123terrific #PRNews @instagram. Visuals should support a story or idea; copy

Thank you!