1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Rachel Luxemburg
Principal Strategist, Social Media & Community | Adobe
Instagram for Brands

2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2
Rachel Luxemburg
Principal Strategist, Social Media & Community
rlux@adobe.com
Twitter: @rlux
Instagram: rluxemburg

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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

4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
Twitter Facebook Google+ Instagram
MAU
Source: L2 Think Tank Intelligence Report

5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Who Are These 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 Think Tank Intelligence Report

6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Who Are These 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

7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Not Every Country Is The Same
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u Russia: 60% female
u USA: roughly even
u India: 75% male
Source: Nitrogram

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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 Think Tank Intelligence Report

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Likes Rule The Roost
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u On average, 97% of
responses to
Instagram posts are
likes
Source: TrackMaven

10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Brands On Instagram
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u 67% of the Interbrand
100 have active
accounts on Instagram
u Those 67 accounts
have more than 7
million followers
combined
Source: SimplyMeasured

11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Instagram’s Page & Post Layout
u Links are NOT clickable except for one URL in the profile
u Hashtags are clickable and searchable

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content: Quality Matters

13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: Products
Source: TopShop
u The go-to content
source for product-
based companies
u If you’ve got them
use them!

14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: Products
u Bonus points if you
can find a way to get
creative with your
product photos
Source: Target

15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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

16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: Events
u Focus on: Key
speakers,
entertainment,
engaged customers,
engaging details
u AVOID: standard
podium shots, poor
quality photos

17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: Events
u Bonus points for
being able to reuse
themes across
multiple events
u Example: RedBull
brought “Felix” to
Coachella

18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: “Regram”
u The Instagram version
of the ReTweet
u ALWAYS give proper
credit. It’s not just
good etiquette,
customers really love
the shout-out

19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: Engage Your Followers
u Ask your followers to
take an action (answer
the question, “like”, or
both) in response to
your image

20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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

22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: Collages
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u Extremely flexible 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 pretty
u PROTIP: leverage
templates to make
creation easier

24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tactic: Infobytes
u Mix images and
advice to create a
‘snack sized’ piece of
useful information
Source: Maybelline

25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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 Throwback Thursday:
#TBT
#love #instagood #me #tbt #cute
#photooftheday #instamood #beautiful
#picoftheday #igers #girl #instadaily
#iphonesia #follow #tweegram #happy
#summer #instagramhub #bestoftheday
#iphoneonly #igdaily #fashion #webstagram
#picstitch #nofilter #sky #jj #followme #fun
#smile #like #pretty #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

27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Any Questions?
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Please stay in touch!
Email: rlux@adobe.com
Twitter: @rlux
Instagram: rluxemburg

28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.