Like the concept goes, a picture can say a thousand words. Think back to photos that have shaped your thought of a product or idea. Above are just a few prime examples. Guinness, Coca Cola, and Campbell’s portrayed a feeling towards their produce in these ads with the use of very few words.
Since Instagram is comprised of photos, does that mean Instagram is worth a thousand words? Does that mean the growth of the social network infers a lesser value for words in platforms or press releases?
Not necessarily. But it does mean that we should be paying close attention to that squared camera.
Think of the benefit Facebook has brought to large-scale events and movements in the past few years. Imagine the benefit of one poignant photo. President Obama’s campaign? Occupy Wall Street? Human Rights Campaigns?
All of those events took the world’s social media networks by fire and have permanently changed the landscape. Just the number of likes of the above Facebook pages are enough to provide the potential environment for Instagram to be as impactful. Given that the big F-Book is the parent organization, I think the chances of an Instagram to take a campaign by storm are high.
According to Instagram, the service is currently hosting 55 million photos posted every day, followed by 1.2 billion likes in the same day. With that type of high touch potential for a product, idea, or image for your client’s company, the concept is a no brainer.
Follow these three steps and you’ll find what Instagram does for campaigns.
1. Research hashtags and use appropriately
Hashtags are a tool to join conversation. Consider it the nod from a friend who wants you to join his circle of friends. His nod is your go ahead to contribute to his conversation. It can be assumed that he considers you knowledgeable about the conversation.
Hashtags are nods to particular themes or topics being discussed on social media platforms.
Utilizing hashtags in the best way enables curation and aggregation of your client’s viewpoints, ideas, and winning statements. By having an understanding of where you can find those quotes quickly based on a hashtag, potential stonewalling of handling press is nonexistent.
Take note from Twitter’s recommendations, a general google search of the hashtag, and the people online that you consider influencers in the conversations you are most interested in.
2. Follow participatory, active brands
Plenty of big names are using Instagram’s photo and video services for more than selfies. Think Nike, NASA, Red Bull, and H&M. Most company-based Instagrams are playing the personality game and giving individuals a better look into their day-to-day work atmosphere. Feel good, soft-news photos are the gateway to emotional response. And, assuming the emotional response is good, the follows will come.
Comment and ‘like’ when necessary. Build a reputation for involvement in niche interests of your brand. If your office only like Folgers coffee, or insists on taking meetings outside in the San Diego sun, post it.
3. Finally…link it!
I’m sure you know this, but it’s worth repeating. Instagram photos have a place on your Facebook page and can only benefit your Twitter feed. Keep to the 140 characters, researched hashtags, and you’ll have a double-dipping, photo-ladden campaign arm that gains itself clout through emotionally charged visuals.