They say a picture speaks a thousand words and, thanks to the camera phones we all pack in pockets, that’s never been more true. Instagram now has 14 million monthly active users in the UK who are logging onto the app 11 times a day. With data showing higher engagement rates and recall than many other social platforms, does your brand or business have an Instagram strategy yet?
For our latest Good Relations Digital Academy we explored opportunities with Gord Ray, Brand Development Lead for Europe from Instagram as well as London artist and Instagram influencer, Rich McCor, aka @paperboyo
So how do you start thinking about Instagram? Gord had three suggestions:
The visual vote
The human eye can recognise an image in 13 milliseconds so people are using Instagram as a rapid way to share passions. Their photos capture and share moments which are emotionally significant. There’s a reason the most Instagrammed city photo is Times Square rather than the Statue of Liberty, Gord explained: it’s because it’s a scene that evokes strong emotions despite not being the most iconic or beautiful part of New York.
Connect people to the world
Impressively, Instagram’s data shows people see images posted on the platform as three times more creative, imaginative and inspiring than on other platforms, including rival social platforms and print. That means there’s potential for really high engagement if you can find authentic ways to connect your audience with what you’re doing. For videos, grab viewer attention within the first three seconds and design video to be watched with sound off, which is how most people do it. And consider experimenting with exciting (and relatively new) formats like Hyperlapse, Layout and Boomerang – using them will show you speak the Instagram lingo.
Achieve business objectives
As with all social media, it’s critical to have a sound strategic reason for what you’re doing. You can then use Facebook’s sophisticated segmentation system (because Instagram is owned by Facebook) to laser target ads to your audience.
Meanwhile Rich showcased some of his fantastic images then gave his insight on how brands should be working with Instagram influencers. He stressed the importance of creative freedom (albeit within a framework) and that it always works best when both brand and influencer align around style and interest.
A point of view
Real-time relevance is always a big part of having a successful social media presence, whatever the channel. It’s easy to overproduce and overcomplicate production processes, and miss opportunities. At Good Relations we’ve now launched our own in-house Instagram Studio. It’s a dedicated facility with camera equipment and lighting, where we shoot bespoke for Instagram, rather than reuse ad content. It also means we’re quick and nimble, turning round imagery or animations in real-time, all of which is producing really high levels of engagement for our clients. Do you have an Instagram strategy? Contact me to find out how we can help.