instagram for brands: winning strategies
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Rachel Luxemburg Principal Strategist, Social Media & Community | Adobe
Instagram for Brands
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 2
Rachel Luxemburg Principal Strategist, Social Media & Community [email protected] Twi"er: @rlux Instagram: rluxemburg
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Instagram: Some Facts
u 200 million monthly active users worldwide
u 65% outside the USA
u 57% of users use Instagram on a daily basis
Source: Instagram
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Relative Sizes
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u It took Instagram 2 years less than Facebook to reach 150 million monthly active users
240
1,000
540
200
0
200
400
600
800
1000
1200
Twi"er Facebook Google+ Instagram
MAU
Source: L2 #ink Tank Intelligence Report
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Who Are #ese People?
u Instagram members are mostly young, urban, multi-cultural, and educated
u Outside the USA they are most likely living in either the UK, Brazil, Russia, or Mexico
Source: L2 #ink Tank Intelligence Report
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Who Are #ese People?
u 90% under age 35 (median age: 27)
u 68% are female
u Evenly split between iOS and Android
u 16% of online adults with household income over $75k
Source: Business Insider, Pew Internet Research
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Not Every Country Is #e Same
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u Russia: 60% female
u USA: roughly even
u India: 75% male
Source: Nitrogram
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Community Behavior
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u Instagram users are 15 times more engaged than Facebook users
Measured by: total community size x engagement rate
Source: L2 #ink Tank Intelligence Report
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Likes Rule #e Roost
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u On average, 97% of responses to Instagram posts are likes
Source: TrackMaven
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Brands On Instagram
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u 67% of the Interbrand 100 have active accounts on Instagram
u #ose 67 accounts have more than 7 million followers combined
Source: SimplyMeasured
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Instagram’s Page & Post Layout
u Links are NOT clickable except for one URL in the pro!le
u Hashtags are clickable and searchable
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Content: Quality Ma"ers
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Tactic: Products
Source: TopShop
u #e go-to content source for product-based companies
u If you’ve got them use them!
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Tactic: Products
u Bonus points if you can !nd a way to get creative with your product photos
Source: Target
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Tactic: Lifestyle of Your Customers
u How should customers integrate your products into their life?
u Bonus points if it’s user generated
Source: Beats By Dre
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Tactic: Events
u Focus on: Key speakers, entertainment, engaged customers, engaging details
u AVOID: standard podium shots, poor quality photos
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Tactic: Events
u Bonus points for being able to reuse themes across multiple events
u Example: RedBull brought “Felix” to Coachella
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Tactic: “Regram”
u #e Instagram version of the ReTweet
u ALWAYS give proper credit. It’s not just good etique"e, customers really love the shout-out
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Tactic: Engage Your Followers
u Ask your followers to take an action (answer the question, “like”, or both) in response to your image
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Tactic: Engage Your Followers
u Reuse multiple product shots to ask for feedback on which one is most popular
Source: Z Gallerie
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Tactic: Polling
u Ask one-question polls based on your image’s content
Source: Alon Ben Joseph
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Tactic: Collages
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u Extremely $exible and powerful tool
u iOS, Android, and desktop tools all available, both free and paid
Source: Petsmart
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Tactic: Shareable Quotes
u Take a meaningful quote, make it pre"y
u PROTIP: leverage templates to make creation easier
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Tactic: Infobytes
u Mix images and advice to create a ‘snack sized’ piece of useful information
Source: Maybelline
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A Word About Tagging
Source: Huffington Post
u Tagging is a key discoverability tool
u Mix appropriate top tags with content appropriate tags
u 6 to 12 hashtags maximum
u #rowback #ursday: #TBT
#love #instagood #me #tbt #cute #photoo&heday #instamood #beautiful #pico&heday #igers #girl #instadaily
#iphonesia #follow #tweegram #happy #summer #instagramhub #besto&heday
#iphoneonly #igdaily #fashion #webstagram #picstitch #no!lter #sky #jj #followme #fun
#smile #like #pre"y #sun #food #instagramers #friends #lol #hair #bored #swag #cool #funny #onedirection #life #nature #family #christmas #my #blue
#pink #dog #beach #art #hot #tagsforlikes #photo #amazing #repost #girls #instahub
#sunset #party #awesome #red #baby #statigram #black #versagram #cat #music #instalove #likeforlike #night #followback
#throwbackthursday #clouds #white
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Tracking Your Results
u Data gathering is currently challenging
u Free - Iconosquare (formerly Statigram)
Source: Gigagamblers
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Any Questions?
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Please stay in touch!
Email: [email protected] Twi"er: @rlux Instagram: rluxemburg
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.