The signs are evident; Instagram will soon be reigning over other social networks by virtue of being one of most brand-friendly platforms. According to Simply Measured’s analysis of Interbrand 2013 Top 100 brands, Instagram has gained attention from top-notch brands by over 30 per cent within a year, improving their engagement by 350 per cent and presenting a valid stand in support of it’s importance for marketers.
The success can be attributed to its no-fuss interface that makes the experience effortless for all users. Instagram gives brands the ability to share their offline content, doubling the assets they’ve already invested in. Also, hashtag tracking allows social media marketers to measure their campaign goals effectively.
In fact, a recent addition to this goal is the introduction of www.hshtags.com, a cross-platform search engine dedicated to tracking hashtags. This ‘Google’ of social media searches your hashtag of choice within Facebook, Twitter, Instagram, Vimeo and Flickr. Potentially, this could be the next big thing for measurable RoI on social media campaigns.
So what does it take to be a successful brand on Instagram? Visual products with appealing designs simply stand out on Instagram. Currently, the automotive, media and luxury industries are dominating Instagram engagement, making up to 22 per cent of the top brands, delivering 59 per cent content and receiving 83 per cent of total engagement. But worry not, brands like Starbucks are on the burgeoning end of this platform because of clever marketing strategies and insistence on creativity than popularity.
In a nutshell, tell your brand story differently compared to your competitors, use relevant hashtags and use them sparingly, engage with your customers to transform them into your brand ambassadors, and create measurable incentives for measurable outcomes. This is how you build a brand on social media and build it well.
Go big, or go home
In the Middle East, the trends for instagramming are distinctive and so are the numbers at stake. If anything, social media is not just for widespread conglomerates, it benefits any brand that shows tactical potential and a willingness to engage with its audiences freely. To reach out, you must connect with an influencer that holds your audience’s attention for long. Thus, the most successful brands are the ones who take advantage of branding/blogger collaborations or create ambitious campaigns. When it comes to doing social media for clients, go big, or go home! Brands like Radisson Royal Hotel Dubai are focusing on blogger invites and quick reviews to create brand ambassadors that talk on behalf of their business on Instagram, making the end message that reaches its customers more powerful. Another example is RTA Dubai — the strength of its account being the immediacy in response and constant crisis management. On the other end of the spectrum are brands making their presence known through content; CostaCoffee UAE’s quirky and light-hearted messaging connects with e fans on an emotional level.
It’s no secret, that Instagram, as a platform was never designed to make money. However, this is about to change. The first ever Instagram ad by Michael Kors received equal amounts of supporters and critics. Love it or hate it, this is where the platform begins to evolve in it’s positioning as a well-rounded social networking site productive for businesses.
Regarding the introduction of Instagram Ads, Kevin Systrom, CEO of Instagram, said: “We want to create meaningful ways to help you discover new and interesting accounts and content while building a self-sustaining business at the same time.” Fair enough, we say.
The way forward for marketers is to see Instagram as an investment which is as good as Facebook and Twitter. When all is said and done, if brands sustain their presence with high quality images and worthy content, users won’t flee the platform regardless of paid content clouding their news feeds.
Brands need to ramp up their understanding of their audiences when publishing content and most importantly utilise their fans and followers to optimise their paid strategy.
— The writer is director at McCollins Media.
