Brand Stories Analysis for COM597E

1. Brand Stories,on,Instagram
A"look"at:"REI, Woodland Park Zoo,"and BECU by Lily Zimmerman
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2. REI$
Is#there#a#clear,#consistent#story?#Why#or#why#not?
The$REI$Instagram$tells$a$story$of$empowerment,$togetherness,$and$active$
enjoyment$of$nature's$beauty.$The$REI$account$makes$a$great$case$for$why$
these$themes$are$central$to$a$happy$and$healthy$life$on$an$individual$and$
community$level.$Essentially$every$post$hearkens$back$to$these$ideas.$Their$
tagline$says$it$simply,$"We$believe$a$life$outdoors$is$a$life$well$lived.”
What#is#it#they#want#viewer#to#take#away#from#their#story?
In$addition$to$the$themes$above,$the$REI$account$elicits$feelings$of$
inspiration,$serenity,$exploration$and$adventure$in$nature.$I$think$one$is$
expected$to$both$appreciate$the$wonder$and$beauty$of$nature’s$bounty$while$
reflecting$on$his/her$own$relationship$to$these$things.
Are#they#using#the#channel#effectively?#Explain#why#or#why#not.
REI's$use$of$Instagram$seems$fairly$effective$for$several$reasons.$First,$as$
mentioned$above,$thematically,$the$content$is$consistent.$REI$fans$can$rely$on$
this$account$for$similar$content$that$is$posted$on$a$regular$basis$(at$least$
once$a$day).$While$using$recurring$themes,$the$subject$matter$is$diverse$in$
other$areas$such$as$age,$gender,$race,$and$type$of$physical/outdoor$activity.$
The account often shares users posts which is$a$great$tactic$for$engaging,$
growing,$and$retaining$the$REI$community.
How#could#they#improve#their#visual#content#strategy?
I$would$imagine$there$is$some$strategic$reason$for$their$current$choice$to$rely$
on$still$images…$However,$I$wonder$if$using$more$video$content$on$this$
Instagram$feed$would$increase$user$engagement.
REI$Instagram
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3. Woodland'Park'Zoo
Is#there#a#clear,#consistent#story?#Why#or#why#not?
The WPZ Instagram tells the story2of2the2colorful2community2and2
cohabitation2of2animals2and2humans2who2make2up2the2Woodland2Park2
Zoo2and2communities2beyond. Maintaining2a2clear2visual2focus2on2the2
animals2themselves,2the2WPZ2account2uses2the2caption2space2
communicate2the2variety2of2opportunities2WPZ2facilitates2from2direct2
zooAvisits,2advocacy2efforts,2and2educational2programs.2Posts2are2made2
daily,2which2should2aid2in2userAretention.2
What#is#it#they#want#viewer#to#take#away#from#their#story?
The2Instagram2story2has2several2aims.2The2first2prong2of2the2strategy2is2to2
foster2greater2connection2between2(zoo)2animals2and humans.2The2WPZ2
Instagram2consistently2anthropomorphize2the zoo2animals.2Intimate2
animal2portraits2(photography2and2video)2along2with2the2animals’2names2
in2short2anecdote2give2us2a2glimpse2into2the2animal’s2daily2life2and2help2
us2see2them2as2an2agentic2living2being2beyond2the2captive2identity.2The
second prong of the WPZ Instagram2strategy2is2to2provide2diverse2points2
of2engagement2for2potential2zooAgoers2with2different2interests.2As2I2
mentioned2above,2post2topics2range2from2animal2portraits2with2short2
stories,2to2advertisements2for2academic2programs,2to2links2to2join2
environmental/animal2rights2advocacy2campaigns.
Are#they#using#the#channel#effectively?#Explain#why#or#why#not.
I2believe2the2twoApronged2strategy2is2effective.2WPZ2has2successfully2
created2an2interactive2social2media2channel,2which2tells2the2stories2of2the2
voiceless2resident2animals2and2connects2them2with2the2public.2
Additionally,2WPZ2has2a2link2to2a2survey2at2the2top2of2their2page2soliciting2
feedback2on2their2communication!2This2is2a2great2sign2that2WPZ2is2
attuned to its stakeholders’2needs2and may2adjust2the2social2media2
strategy2accordingly.
Perhaps2more2content2reflective2of2businessAbusiness2relationships2would2
help2draw2a2wider2audience.2However,2the2new2content2would2need2to2
retain2the2anthropomorphic2narrative2style2and2the2visual2focus2on2the2
actual2animals.2Perhaps2graphic2designers2could2come2up2with2a2creative2
way2to2incorporate2local2business’2own2imagery2in2with2the2animal2photos.
Woodland2Park2Zoo2Instagram
How#could#they#improve#their#visual#content#strategy?
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4. BECU
Is#there#a#clear,#consistent#story?#Why#or#why#not?
The$BECU$Instagram$account$currently$functions$to$personify$BECU,$“Your$
financial$BFF.”$The$account$mostly$steers$clear$of$complex$financial@related$
material$in$favor$of$posts$that$showcase$BECU$employees,$members and$
general$community$events/campaigns.$These$posts$include$photos$taken$
by$BECU$members/Instagram$followers,$employee$spotlights,$and$
scholarships/other$opportunities$for$students.$The$red$BECU$logo$is$a$
steady$motif$throughout$posts$which$is$great$for$building$brand$
recognition.
What#is#it#they#want#viewer#to#take#away#from#their#story?
BECU$is$more$than$a$financial$institution.$BECU$is$a$multi@faceted$
community$resource$(it’s$also$your$BFF).$The$account$showcases$the$fun,$
“people@first”$environment$at$BECU.
Are#they#using#the#channel#effectively?#Explain#why#or#why#not.
BECU’s$social$media$strategy$seems$well@rounded.$Posts$generally$reflect$
the$central$theme$of$highlighting$the$human/community$element$of$
BECU.$However,$the$posts$vary$in$terms$of$topic;$from$making$overtures$to$
individuals$who$might$be$looking$for$scholarship$opportunities,$
thanking/affirming$appreciation$for$employees$and$community$partners.$
Everyone$is$acknowledged.
BECU$Instagram
How#could#they#improve#their#visual#content#strategy?
BECU$should$diversify$imagery$(especially$in$terms$of$color$and$image$
subject/composition.$The$red$theme$is$a$bit$overwhelming$and$definitely$draws$
your$attention$toward$it$and$away$from$the$actual$human$faces.$Additionally,$
currently,$BECU$is$inconsistent$with$their$post@frequency.$For$better$engagement,$
and$consistency,$BECU$should$post$at$a$regular$interval,$ideally$daily. 3

5. Image&Sources
• https://www.facebook.com/InstagramEnglish/photos/a.373553546012040.94460.162454007121996/1184222374945149/?type=1&theater
• https://satchel.rei.com/media/img/header/reiGcoGopGlogoGblack.svg
• https://en.wikipedia.org/wiki/Woodland_Park_Zoo#/media/File:Woodlandparkzoo_logo11.png
• https://www.becu.org/~/media/Images/Promos/Landing%20Page/YouGAreGBECUGLandingGPromo.jpg?v=636452214018751517
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