Instagram isn’t just about posting perfect pictures of your product. It’s about showcasing your brand’s personality and developing a personal rapport between your customers and your brand. Your followers want to see what your brand is all about. They want a look behind the scenes at production and development. They want secret previews and a personal look at the people behind your company. To catapult your brand to Instagram success in 2015, take a look at these three tips.
Take your followers behind the scenes. Instagram can be a great way to develop intimacy between your customers and your brand. The trick is to give your customers a “behind the scenes” look at what goes on. They’ll feel like they’re privy to otherwise private moments, which is a great way to build intimacy and loyalty. Consider General Electric. The company uses Instagram to give followers a behind the scenes look at complex machinery and huge engines. With close to 150,000 followers, its efforts have been well rewarded.
Promote new products. Instagram is a great way to showcase something new and exciting by giving your followers a sneak peak of a new product. Just take a look at Ben & Jerry’s. The iconic Vermont-based ice cream company was one of the first major brands to run advertisements on Instagram. Last November, it posted four sponsored images of its brand-new flavor, Scotchy Scotch Scotch, specifically targeting American customers between the ages of 18 and 35. The results were impressive. According to an Instagram case study of the brand, Ben & Jerry’s was able to reach 9.8 million users thanks to the campaign and saw a 33-point increase in ad recall. Ben & Jerry’s agrees that Instagram advertising has been a success story. “Since its launch, Instagram has provided us with an amazing platform to connect with our fans and tell our story visually,” explained Mike Hayes, the digital marketing manager at Ben & Jerry’s. “Ads on Instagram let us reach and engage with more fans about our flavors, fun, and values.”
Follow your customers’ lead. With millions of followers and engagement levels through the roof, Chobani is arguably one of the most successful brands on Instagram. The secret to Chobani’s success? Back in 2011 as the brand was just delving into Instagram, the company noticed that users were posting pictures of delicious Chobani concoctions, from chocolate shakes made from Chobani instead of ice cream to delicious fruit and yogurt parfaits. Chobani followed its customers’ lead and worked to expand the Chobani image beyond yogurt, situating the product as a healthy ingredient in a range of different foods. To do so, Chobani team members always make sure that they are up on the latest trends to produce content that is relevant. “We’re on the platform every day so we know what’s trending,” explained Hilary duPont, the content manager at Chobani’s Brand Communications team. “If our consumers are posting about smoothies, we are, too. We want to be doing what they’re doing.”
If you’d like to chat about you brand strategy this year, don’t hesitate to contact the Beyond the Hedge team – our designs are your growth. For a complimentary consultation, call us on 1300 823 191 or contact us on firstname.lastname@example.org