Instagram. Many people’s first impression of it involve cats, coffee, skies, all confined to little squares.
But to the marketer, Instagram is marked by its ability to foster strong brand communities – and well-managed communities grow quickly, too. Indeed, Instagram was found to be the fastest-growing social site globally, according to Techcrunch in early 2014.
But what are the secrets to a well-managed Instagram community?
Inc reviewed some Instagram powerhouses and asked what their strategies were.
One of the more interesting insights is to be authentic. ‘Authenticity’ is a pertinent advice to almost all social media marketing. Consumers are increasingly cynical of companies and marketing, they shun corporate presence and demand ‘conversations’ with brands.. Authenticity is therefore a good starting point with Instagram marketing.
Another important factor is engaging influencers. This is not exactly a new idea, according to the ‘diffusion of innovations‘ model (virtually a must-read for academic marketing). Early adopters, if satisfied, can be powerful evangelists for your brand. But gaining their support can be tricky, because they actively engage in social conversations- which means they may not be sparing in their criticisms.
Instagram marketing in Australia?
To achieve authenticity, the marketer is well advised to avoid solely presenting their client’s work. Consumers these days are not impressed by overt ‘marketing campaigns’. They want to be part of a conversation, and consume information that is relatable to their lives.
Thankfully Australia is an incredibly photogenic country. Stunning natural sights, interesting urban scenes, and culturally diverse.
There is never a shortage of interesting visual stories to tell, whether in your town, your city, or events that appeal to your target demographics.
Of course, there are times when you would like to showcase your client’s (or your own) brand. Traditional billboard-style advertisements on Instagram simply will not appeal; you gain a far better chance from presenting your brand in more relatable ways, such as:
* Behind the scene quirks;
We have a fledgling Instagram community, showcasing the best of our local community in Sydney. We do hope you join our conversation some time!