Instagram is a social networking platform which allows users to post images and videos on whichever subject they choose. One might think that this is similar to Twitter, Facebook or even Pinterest, but alas, this network caters only to images and videos, no status updates and no focus on text only, unlike Pinterest, Instagram is not a tool for idea sharing – it’s purely for fun. Marc Guberti, a teen entrepreneur wrote an article on how he was convinced that everyone should jump on the Instagram bandwagon. He made valid points which all attributed to one major point: Instagram authenticates.
This has been a topic of discussion with Sound Idea before. In our article ‘The Era of Authenticity’, we basically state that nowadays consumers can tell when your marketing efforts are lying or over exaggerating – and they do not take kindly to it.
If Instagram allows users to showcase themselves on a more personal level by sharing your day-to-day adventures, then it is easy to imagine how this social network can benefit one-man shows, such as freelancers or entrepreneurs like Mark Guberti. Small businesses too can definitely benefit from Instagram. Let’s say we own a small shop in Pretoria – a bakery. By posting daily images of various creations we can showcase our creativity and what we have to offer, in addition to giving our shop a personality by letting users see how our employees are getting on in the kitchen. Users may feel that they know us, they know what goes on in our kitchen and they know how high we can rise to challenges. We are now promoted without breaking the bank on a marketing budget and our users come to us, making the efforts surrounding this relatively easy as every employee in the shop can contribute.
Now it makes one wonder if Instagram can benefit a business and how it would do so. Because Instagram does not display as much branding and advertising as Facebook for example, consumers are taking to the network at a steady pace and sharing content at an even faster rate – all thanks to a clean and simple platform. Instagram has an increasing growth rate. In the past 6 months the social network has grown (and continues to do so) by 50 million users, the majority of users are teens and young adults. So the network has the ‘exposure’ aspect going for it – but how would corporates make use of it?
Nike has been making use of Instagram, as anticipated, in one of the most clever and obvious ways imaginable. The brand is known for their emotional and engaging campaigns which all aim to inspire us to be better. This round, they pay tribute to New Year’s resolutions. Nike are quietly tying their brand to running clubs by employing hash tags such as #MakeItCound and #NeverNotRunning to Instagram. Runners have contributed over 200 000 images of their work-outs or marathons to these groups, projecting their own images of being successful and, still quietly, advertising their Nikes. Clever, because it’s engaging, obvious, because you ought to know that you are offering them your marketing services.
While Nike is using Instagram in conjunction with other social networks, it is possible to use the platform for corporates. Instagram provides the user with an advertisement for their products or services, but the quote-un-quote advertisement is so understated that users are mostly posting their own images, and linking them to a brand by using hashtags. Even Starbucks used Instagram to turn one of their customer’s grievances into and engaging, promoting and humorous trend, see the video here it’ll be the best laugh you will have all day!
To be successful with Instagram, relying on a personal touch, does the trick.
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