A presentation on the increasing power of Instagram for brand marketing.

1. “A PICTURE IS WORTH
A THOUSAND
FOLLOWERS!”
BY IAN IRVING
© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
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2. WHY INSTAGRAM?
ENGAGEMENT IS SKYROCKETING.
BRAND ENGAGEMENT HAS GROWN BY A
350% YEAR OVER
STAGGERING
YEAR, DUE IN PART TO A
70% INCREASE IN BRANDS POSTING TO
THE VISUAL NETWORK.
THE ABOVE STATISTIC IS TRULY MINDBLOWING AND ACCORDING TO OUR
RESEARCH IT IS DIRECTLY ATTRIBUTABLE
TO THE FACT THAT 55% MORE BRANDS ARE
USING INSTAGRAM THAN A YEAR AGO AND
70% OF THE TOP BRANDS ARE
COLLECTIVELY CREATING MORE POSTS
THAN THEY DID JUST ONE YEAR AGO.
© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
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3. WHY INSTAGRAM CONT’D?
IN ORDER TO MOVE
FORWARD AND USE
INSTAGRAM, REPLAY WILL
NEED TO FOLLOW FIVE OF
OUR SIMPLE TIPS.
_01.
CREATE ADS THAT BLEND IN WITH YOUR
BRAND’S INSTAGRAM PROFILE IN ORDER TO
MAINTAIN CONSISTENCY.
INSTAGRAM PROVIDES A GREAT OUTLET FOR
BRANDS TO EXPRESS THEIR TONE AND
ENGAGE WITH USERS IN A DYNAMIC WAY
THROUGH THE ART OF STORYTELLING. WHEN
INCORPORATING ADS INTO SUCH A PLATFORM,
BRANDS SHOULD MAKE SURE THE DIFFERENCE,
AT LEAST AESTHETICALLY, BETWEEN
SPONSORED CONTENT AND THE REGULAR
CONTENT IS NEGLIGIBLE. WHEN ADS ENTER
THE MIX, THEY MUST TRY TO NOT DISTURB THE
FLOW OF THE USER EXPERIENCE AND DISRUPT
THE USER’S CONTENT CONSUMPTION.
© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
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4. WHY INSTAGRAM CONT’D?
_02.
PROVIDE ENTERTAINING
ENGAGEMENT OPPORTUNITIES
FOR USERS THAT ARE NOT
FOLLOWERS OF YOUR BRAND.
INSTAGRAM ADS WILL BE DISPLAYED TO USERS THAT ARE
NOT NECESSARILY FOLLOWING PARTICULAR BRANDS.
FOR THIS REASON, BRANDS SHOULD THINK ABOUT
MESSAGING AND CONTENT THAT WILL APPEAL TO USERS
AND POTENTIALLY
DRIVE ENGAGEMENT.
THESE NEW ADS WILL PROVIDE AN OPPORTUNITY FOR
BRANDS TO TEST AND LEARN STRATEGIES THAT WORK
MOST EFFECTIVELY INCLUDING CAMPAIGN IDEAS, IMAGES/
VIDEOS AND CALLS-TO-ACTION.
OFFERING FOLLOWERS EXCLUSIVE DEALS AND
DISCOUNTS THAT THEY CAN EITHER REDEEM ONLINE OR
IN STORE WOULD BE AN ENGAGING AND EFFECTIVE WAY
TO GAIN FOLLOWERS AND MAKE LOYALISTS FEEL AS IF
THEY ARE A PART OF THE BRANDS
‘INNER CIRCLE’.
© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
_03.
DELIVER ADS WITH A SPECIFIC
OBJECTIVE IN MIND AND
CUSTOMISE CONTENT BASED ON
A MEASURABLE GOAL (IE,
ATTAINING MORE FOLLOWERS,
PROMOTING A PRODUCT).
BRANDS SHOULD UNVEIL ADS ON INSTAGRAM WITH
SPECIFIC OBJECTIVES IN MIND BY ATTACHING THEIR
BUSINESS OBJECTIVES TO KEY PERFORMANCE
INDICATORS (KPIS) SUCH AS IMPRESSIONS, LIKES,
COMMENTS AND FOLLOWERS. THIS IS A SECOND AREA
FOR BRANDS TO TEST AND LEARN WITH DIFFERENT
CALLS-TO-ACTION AND GOALS TO SEE WHAT USERS
RESPOND TO BEST. BY DOING SO, BRANDS WILL LEARN
VALUABLE INSIGHT ABOUT THEIR USERS AND GET A
BETTER IDEA OF WHAT THEY CAN USE INSTAGRAM ADS
TO ACCOMPLISH.
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5. WHY INSTAGRAM CONT’D?
_04.
DEVELOP A #HASHTAG STRATEGY
THAT CAN CATEGORISE YOUR ADS,
MESSAGING AND PRODUCTS IN A
BENEFICIAL WAY.
#HASHTAGS HAVE PROVEN TO BE A USEFUL WAY TO
SEARCH FOR CONTENT AS WELL AS CATEGORISE IT. ALTHOUGH
MANY USERS INCLUDE HASHTAGS TO EXPRESS TONE OF VOICE,
BRANDS CAN USE THEM TO ARCHIVE THEIR CONTENT FOR
USERS TO EASILY SEARCH FOR MORE IMAGES.
INSTAGRAM HAS CURRENTLY ALLOWED SPONSORED ADS TO
STAY WITHIN THE BRAND’S PROFILE (EVEN AFTER THE
CAMPAIGN HAS BEEN RUN).
THAT BEING SAID, BRANDS SHOULD DEFINITELY CREATE A WAY
TO CATEGORISE THEIR SPONSORED CONTENT WITHIN THEIR
PROFILE USING HASHTAGS. IN THIS WAY, ADS WILL CONTINUE TO
SPEAK FOR THEMSELVES EVEN AFTER THE CAMPAIGN
CONCLUDES. A GREAT EXAMPLE OF A BRAND ALREADY TAKING
ADVANTAGE OF HASHTAGS IS FASHION BRAND MARC JACOBS.
DURING THE HOLIDAYS, THEY ASK INSTAGRAM FOLLOWERS TO
SHARE THEIR FAMILY MOMENTS BY USING THE HASHTAG
#MARCFAM. THEY THEN TAKE THE CAMPAIGN ONE STEP
FURTHER BY AGGREGATING THE IMAGES TAGGED AND REALLOCATING THEM TO THE OFFICIAL MARC JACOBS BLOG,
ALLOWING FOLLOWERS TO FEEL AS IF THEY ARE AN ACTIVE
PARTICIPANT IN THE BRAND’S IDENTITY.
© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
“A PICTURE IS WORTH A THOUSAND
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6. WHY INSTAGRAM CONT’D?
_05.
AS INSTAGRAM ADS EVOLVE TO
BE MORE CUSTOMISABLE,
BRANDS SHOULD
INCORPORATE FEATURES
WITHIN THE AD THAT CAN BE
ASSOCIATED ONLY WITH THEM!
INCORPORATE BRAND IDENTITY WITHIN ADS SUCH AS
PROPRIETARY FILTERS OR THEMED POSTS.
CREATING ADS THAT CAN BE ASSOCIATED WITH A
PARTICULAR BRAND WILL IMPROVE RECOGNITION AS
WELL AS BRAND AFFINITY.
IT IS UP TO THE BRAND TO STRATEGICALLY LEVERAGE
THE INSTAGRAM AD PLATFORM AS IT CONTINUES TO
EVOLVE. AS SOON AS AD FEATURES ARE PUBLIC,
BRANDS SHOULD BE THE FIRST TO PROVIDE CONTENT
THAT THEY KNOW WILL WIN OUT AGAINST THEIR
COMPETITION.
© 2013 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
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