Are you sharing your brand with customers and fans through pictures on Instagram? Why not? As you probably know, Facebook owns Instagram, and according to Facebook CEO Mark Zuckerberg, Instagram is growing faster than Facebook did at that age and now has more than 100 million users. Instagram is clearly a hotspot of activity, and if your marketing strategy is to go where the eyeballs are … then your brand needs to be needs to be on Instagram.
Lots of big brands are already on Instagram, using it as part of their social media strategy and doing it right. What does that mean? It means they are:
- Sharing interesting images
- Racking up the followers
- Sharing their brand personality
- Engaging users
- Posting regularly
Surprisingly, Instagram is still holding off on advertising … for now, but that hasn’t stopped big brands from holding court on the platform.
Starbucks was an early adopter and now has over 1.2 million followers on Instagram. Their photos consist of their products featured anywhere and everywhere, the magic behind the scenes, in-store experiences from around the world, and how new coffee flavors are chosen and tested. This is a brand that knows how to celebrate the artistic and how to tap into emotional connections. They welcome other users to “Tag your coffee photos with #Starbucks!” I don’t drink coffee, but I follow them for the pure joy of seeing a company do social media well.
Victoria’s Secret has almost 2 million followers on Instagram and has lots and lots of photos of scantily dressed, beautiful women. Victoria’s Secret is building a loyalty program with a new mobile photo-sharing contest that rewards consumers with shopping sprees for taking creative pictures based on certain themes each week. Very engaging marketing! Beautiful models and free shopping sprees … I wonder if they have more male followers or female followers?!
Nike has more than 1.5 millions followers on Instagram. They feature shoes. Lots and lots of Nike shoes. People wearing Nikes, Nikes arranged artistically and well, and more Nikes. As part of their NikeiD campaign, users can design their own Nike gear … and Instagram users can select their favorite Instagram shots as the background for the Nike Air Max model of their choice, and then share the shot over Instagram and other social media platforms. I’m not a runner, but their photos make me want to go out and buy a pair of Nikes and start running. (Don’t hold me to it!)
MTV has around 1.3 millions followers on Instagram. They feature musicians, bands, festivals and trendy, hip entertainment topics. This year, for the first time, movie fans were able to vote using Instagram photos and hashtags in the MTV Movie Awards’ Best Hero category. Their photos receive thousands of likes, hundreds of comments and are updated several times a day, at least. If you like sweaty rock stars, this is a brand you’ll want to follow.
Other brands getting close to the million mark:
- E! Online
- Red Bull
- Marc Jacobs
- Tiffany & Co
Instagram is an opportunity for brands create visually appealing content to engage with their fans. I follow several brands in my Instagram feed: NPR, Starbucks, Dallas Morning News and a few more.
Is your brand utilizing Instagram in their social media marketing strategy?
Which brands are doing it right on Instagram in your opinion?