Millennials want and need information ‘now’, not in 2 minutes, or even in 10 seconds – ‘now!’.
As I’ve talked about before, even Google has put a focus on speed and delivery of content as part of its algorithm updates.
Social media has certainly aided the consumption of information from 140 character tweets to image focused updates.
One of these social channels is Instagram which defines itself as:
Instagram is a fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever. (Instagram FAQs)
As we all know a picture is worth 1,000 words, so what better way for businesses and brands to communicate their messages using images over text.
Below I’ve listed my top 5 brands who are using Instagram along with a few thoughts…
1. Mercedes Benz
In my opinion, Mercedes have always been seen as the premium end of the car market, and whilst they’ve maintained this, their approach is reaching out to the younger market place and identifying with tomorrows potential customers. The mixture of heritage, fun, sports and on-topic updates makes them one of the best known brands using Instagram. Link: http://instagram.com/MercedesBenz
From wildlife shots to a camera connected to a drone, GoPro are really going the extra mile in showing off what you can do with their product, and the thing I like most is the way they are using user generated images to connect with consumers. Link: http://instagram.com/GoPro/
3. Fender Guitars
From my point of view, Fender do a great job using user generated images along with professional photographs and videos to showcase the best of there product range. Many of the images have this raw and powerful look, which really presents what Fender is all about. I also like the way, whilst Fender is a brand with lots of history, connect many generations and tastes together through one channel. Link: http://instagram.com/fenderguitar/
Starbucks do a great job connecting with there customers, from Xmas to Valentines Day, the creativeness of the brand is spot on. I also like the fact they are tailoring content to the time of day. They really think about how to connect with their users in the moment. Link: http://instagram.com/starbucks/
Just wow, the product photography is just incredible and really aligns with the brands luxury approach. The focus is all about great food from healthy snacks to indulgent desserts with the sole purpose of pushing users to the recipe part of the website (http://www.waitrose.com/home/recipes/instagram.html) which then allows up-selling and further promotion around brand activity. Link: http://instagram.com/Waitrose
There are some really creative ways to use Instagram, but hopefully you can see the common trends which are:
- connecting with users based on brand values
- showcasing images from their brand advocates
- in the moment communications
If you can build a strategy which covers the above 3 points, you’re on your way to Instagram success.
P.S and don’t forget to promote Instagram via your website, email newsletters and the like to build channel awareness.