“A PICTURE IS WORTH A THOUSAND FOLLOWERS!”BY IAN IRVING

© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 1

WHY INSTAGRAM?

ENGAGEMENT IS SKYROCKETING. BRAND ENGAGEMENT HAS GROWN BY A

STAGGERING 350% YEAR OVER YEAR, DUE IN PART TO A

70% INCREASE IN BRANDS POSTING TO THE VISUAL NETWORK.

THE ABOVE STATISTIC IS TRULY MIND-BLOWING AND ACCORDING TO OUR RESEARCH IT IS DIRECTLY ATTRIBUTABLE TO THE FACT THAT 55% MORE BRANDS ARE USING INSTAGRAM THAN A YEAR AGO AND 70% OF THE TOP BRANDS ARE COLLECTIVELY CREATING MORE POSTS THAN THEY DID JUST ONE YEAR AGO.

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WHY INSTAGRAM CONT’D?

IN ORDER TO MOVE FORWARD AND USE INSTAGRAM, REPLAY WILL NEED TO FOLLOW FIVE OF OUR SIMPLE TIPS.

_01.CREATE ADS THAT BLEND IN WITH YOUR BRAND’S INSTAGRAM PROFILE IN ORDER TO MAINTAIN CONSISTENCY.

INSTAGRAM PROVIDES A GREAT OUTLET FOR BRANDS TO EXPRESS THEIR TONE AND ENGAGE WITH USERS IN A DYNAMIC WAY THROUGH THE ART OF STORYTELLING. WHEN INCORPORATING ADS INTO SUCH A PLATFORM, BRANDS SHOULD MAKE SURE THE DIFFERENCE, AT LEAST AESTHETICALLY, BETWEEN SPONSORED CONTENT AND THE REGULAR CONTENT IS NEGLIGIBLE. WHEN ADS ENTER THE MIX, THEY MUST TRY TO NOT DISTURB THE FLOW OF THE USER EXPERIENCE AND DISRUPT THE USER’S CONTENT CONSUMPTION.

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WHY INSTAGRAM CONT’D?

_02.

PROVIDE ENTERTAINING ENGAGEMENT OPPORTUNITIES FOR USERS THAT ARE NOT FOLLOWERS OF YOUR BRAND. INSTAGRAM ADS WILL BE DISPLAYED TO USERS THAT ARE NOT NECESSARILY FOLLOWING PARTICULAR BRANDS.

FOR THIS REASON, BRANDS SHOULD THINK ABOUT MESSAGING AND CONTENT THAT WILL APPEAL TO USERS AND POTENTIALLY DRIVE ENGAGEMENT.

THESE NEW ADS WILL PROVIDE AN OPPORTUNITY FOR BRANDS TO TEST AND LEARN STRATEGIES THAT WORK MOST EFFECTIVELY INCLUDING CAMPAIGN IDEAS, IMAGES/VIDEOS AND CALLS-TO-ACTION.

OFFERING FOLLOWERS EXCLUSIVE DEALS AND DISCOUNTS THAT THEY CAN EITHER REDEEM ONLINE OR IN STORE WOULD BE AN ENGAGING AND EFFECTIVE WAY TO GAIN FOLLOWERS AND MAKE LOYALISTS FEEL AS IF THEY ARE A PART OF THE BRANDS ‘INNER CIRCLE’. 

_03.

DELIVER ADS WITH A SPECIFIC OBJECTIVE IN MIND AND CUSTOMISE CONTENT BASED ON A MEASURABLE GOAL (IE, ATTAINING MORE FOLLOWERS, PROMOTING A PRODUCT).

BRANDS SHOULD UNVEIL ADS ON INSTAGRAM WITH SPECIFIC OBJECTIVES IN MIND BY ATTACHING THEIR BUSINESS OBJECTIVES TO KEY PERFORMANCE INDICATORS (KPIS) SUCH AS IMPRESSIONS, LIKES, COMMENTS AND FOLLOWERS. THIS IS A SECOND AREA FOR BRANDS TO TEST AND LEARN WITH DIFFERENT CALLS-TO-ACTION AND GOALS TO SEE WHAT USERS RESPOND TO BEST. BY DOING SO, BRANDS WILL LEARN VALUABLE INSIGHT ABOUT THEIR USERS AND GET A BETTER IDEA OF WHAT THEY CAN USE INSTAGRAM ADS TO ACCOMPLISH. 

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WHY INSTAGRAM CONT’D?

_04.

DEVELOP A #HASHTAG STRATEGY THAT CAN CATEGORISE YOUR ADS, MESSAGING AND PRODUCTS IN A BENEFICIAL WAY.

#HASHTAGS HAVE PROVEN TO BE A USEFUL WAY TO SEARCH FOR CONTENT AS WELL AS CATEGORISE IT. ALTHOUGH MANY USERS INCLUDE HASHTAGS TO EXPRESS TONE OF VOICE, BRANDS CAN USE THEM TO ARCHIVE THEIR CONTENT FOR USERS TO EASILY SEARCH FOR MORE IMAGES.

INSTAGRAM HAS CURRENTLY ALLOWED SPONSORED ADS TO STAY WITHIN THE BRAND’S PROFILE (EVEN AFTER THE CAMPAIGN HAS BEEN RUN).

THAT BEING SAID, BRANDS SHOULD DEFINITELY CREATE A WAY TO CATEGORISE THEIR SPONSORED CONTENT WITHIN THEIR PROFILE USING HASHTAGS. IN THIS WAY, ADS WILL CONTINUE TO SPEAK FOR THEMSELVES EVEN AFTER THE CAMPAIGN CONCLUDES. A GREAT EXAMPLE OF A BRAND ALREADY TAKING ADVANTAGE OF HASHTAGS IS FASHION BRAND MARC JACOBS. DURING THE HOLIDAYS, THEY ASK INSTAGRAM FOLLOWERS TO SHARE THEIR FAMILY MOMENTS BY USING THE HASHTAG #MARCFAM. THEY THEN TAKE THE CAMPAIGN ONE STEP FURTHER BY AGGREGATING THE IMAGES TAGGED AND RE-ALLOCATING THEM TO THE OFFICIAL MARC JACOBS BLOG, ALLOWING FOLLOWERS TO FEEL AS IF THEY ARE AN ACTIVE PARTICIPANT IN THE BRAND’S IDENTITY.  

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“A PICTURE IS WORTH A THOUSAND

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WHY INSTAGRAM CONT’D?

© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)

_05.

AS INSTAGRAM ADS EVOLVE TO BE MORE CUSTOMISABLE, BRANDS SHOULD INCORPORATE FEATURES WITHIN THE AD THAT CAN BE ASSOCIATED ONLY WITH THEM!

INCORPORATE BRAND IDENTITY WITHIN ADS SUCH AS PROPRIETARY FILTERS OR THEMED POSTS.

CREATING ADS THAT CAN BE ASSOCIATED WITH A PARTICULAR BRAND WILL IMPROVE RECOGNITION AS WELL AS BRAND AFFINITY.

IT IS UP TO THE BRAND TO STRATEGICALLY LEVERAGE THE INSTAGRAM AD PLATFORM AS IT CONTINUES TO EVOLVE. AS SOON AS AD FEATURES ARE PUBLIC, BRANDS SHOULD BE THE FIRST TO PROVIDE CONTENT THAT THEY KNOW WILL WIN OUT AGAINST THEIR COMPETITION.

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