instagram for brands: winning strategies

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.

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


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


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

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Twi"er Facebook Google+ Instagram

MAU

Source: L2 #ink Tank Intelligence Report


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



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


Not Every Country Is #e Same

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u  Russia: 60% female

u  USA: roughly even

u  India: 75% male

Source: Nitrogram


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



Likes Rule #e Roost

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u  On average, 97% of responses to Instagram posts are likes

Source: TrackMaven


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


Instagram’s Page & Post Layout

u  Links are NOT clickable except for one URL in the pro!le

u  Hashtags are clickable and searchable


Content: Quality Ma"ers


Tactic: Products

Source: TopShop

u #e go-to content source for product-based companies

u  If you’ve got them use them!


Tactic: Products

u  Bonus points if you can !nd a way to get creative with your product photos

Source: Target


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


Tactic: Events

u  Focus on: Key speakers, entertainment, engaged customers, engaging details

u  AVOID: standard podium shots, poor quality photos


Tactic: Events

u  Bonus points for being able to reuse themes across multiple events

u  Example: RedBull brought “Felix” to Coachella


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


Tactic: Engage Your Followers

u  Ask your followers to take an action (answer the question, “like”, or both) in response to your image


Tactic: Engage Your Followers

u  Reuse multiple product shots to ask for feedback on which one is most popular

Source: Z Gallerie


Tactic: Polling

u  Ask one-question polls based on your image’s content

Source: Alon Ben Joseph


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


Tactic: Shareable Quotes

u  Take a meaningful quote, make it pre"y

u  PROTIP: leverage templates to make creation easier


Tactic: Infobytes

u  Mix images and advice to create a ‘snack sized’ piece of useful information

Source: Maybelline


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


Tracking Your Results

u  Data gathering is currently challenging

u  Free - Iconosquare (formerly Statigram)

Source: Gigagamblers


Any Questions?

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Please stay in touch!

Email: [email protected] Twi"er: @rlux Instagram: rluxemburg

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