Deployed back in 2010, the journey for Instagram has been phenomenal. As of March 2015, the social platform had more than 300 million active users. The best part is that 90% of these users are below the age of 35 – which, for many, is the perfect audience to push their marketing to. Forrester Research has even put Instagram among the most effective online marketing tools. Even Forbes contributors suggest that Instagram is “The World’s most Powerful Selling Tool”. Well, I suppose the marketers reading this would already be sitting up straight and eager to read more!
However, before we harp upon the tools that can promote your business, it is important to note that Instagram is a purely visual social platform. This will not be the place where you can publish links to your products or ask the audience to directly visit your site. Everything that you do will be based on the power of your posts/photos. Here’s where you need to look beyond the usual and be creative.
1. The Rule Of “Raw”
Being solely developed to be a visual platform has its own set of challenges. This is where the statement “each photo is worth a 1000 words” will prove its worth. Since its launch, Instagram followers have always rewarded photographic art. Brands that have been able to respond with emotion-filled and beautiful photos of their products have earned quite an exposure. It is this emotional power that drives customer to the purchase decision. The best examples here would be the Instagram feed of brands like Nike and Starbucks. An active Instagram user must have come across Frappaccinos clinked in toast and light sabers for neon green straws. For Nike, the popular feeds have been calmly poised sprinters and backlit skateboards!
2. The Advantage With Hash Tags (#)
Unlike Twitter and Facebook, you cannot simply attach a hyperlink to your posts or comments. This has been Instagram’s policy to cut back the clutter. Businesses can however still use the potential of hash tags. If you are a boutique, try #instafashion. If you are a sports good manufacturer, try #instafitness or #instaplay! Hashtags are a unique tool to aggregate all photographs (with the same hash tag) as part of unique marketing campaigns. The more people use your tag, the more the potential of getting a new customer!
Hashtags can also be a great way to direct your followers / audience to a separate gallery for you products. Just comment and request with the appropriate hash tag.
3. Respond Back
Simply having users who try to get your attention isn’t enough. You also need to respond back to help build a long term and profiting relationship. The reply can also act as content that triggers a purchase response. Reposting is another way of making a customer / potential customer feel special.
4. Crowd Sourcing
If you are a boutique, ditch your models for real customers. Ask people who enter your boutique and buy an apparel to post a picture clicked therein along with the hash tag your business is connected to. Instagram followers are all for the real. They will prefer real content more than tailored ones.
5. Video
Instagram also allows for putting up a show with video! If you are organising an event, post #backstage moments to engage audience, encourage curiosity and sell tickets!
By Mark Collins, Content Marketing Manager at Syncline.
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