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4 Killer Ways Brands are IntegratingInstagram into Their Content MarketingStrategyPosted on June 7, 2013 by Adrienne Middlebrook · 5 Comments
It’s now been over a year since Facebook’s acquisition of photosharing app Instagram.The takeover resulted in a 500% increase in active Instagram users, see the app growfrom 22 million users to 100 million in just a years time.
Instagram is just the latest social media platform being utilized by brands to connectwith their audience. Among active Instagram users are 67% of the worlds top brands,from MTV, to Starbucks and H&M, with some brands bringing in well over 1 millionfollowers. These brands are able to integrate Instagram into their content marketingstrategy in a number of creative ways. Here are some of the top brands using Instagram,and using it well.
1. Victoria’s Secret 2.3 million Followers
Strategy:
The lingerie giant is currently the mostfollowed brand on Instagram fornumerous reasons. Besides many photosof beautiful women in lingerie and bikinis,the Victoria’s Secret Instagram feed offersexclusive behindthescenes images fromphotoshoots and fashion shows. Thephotos allow customers to experiencewhat goes into the marketing process, allthe while being marketed to, as Victoria’sSecret products are sprinkled into almostevery photo.
The company also posts photos from their catalog and uses their account to interactwith consumers, all the while strengthening their brand. For example, Victoria’s Secretrecently used Instagram to launch a campaign to strengthen their newly launchedloyalty program. Consumers were encouraged to snap photos that they thoughtrepresented the Victoria’s Secret brand and post them using specific hashtags. Winnerswere rewarded with shopping sprees in Victoria Secret stores. This worked to build theVictoria’s Secret brand around a fun contest that interacted with customers.
Why it works: Allowing your customers to see what goes into the process of marketing
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6/23/13 4 Killer Ways Brands are Integrating Instagram into Their Content Marketing Strategy » Atomic Reach Blog
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and building your product gives them theperspective of an exclusive insider. Thisin turn builds a sense of familiaritybetween your brand and your customersas they are able to better understand whatgoes into the production process.
2. MTV 1.32 million followers
The popularity of MTV’s Instagram account could easily be accredited to the fact thatMTV’s target demographic also reflects the typical Instagram user profile, however theaccounts popularity is probably due to the high level of interactivity it offers users.During the 2012 MTV Movie Awards, fans were able to vote for their favourite actor inthe “Best Hero” category using assigned hashtags.
MTV also keeps its account up to date by posting daily behindthescenes photos ofcelebrities who frequent the New York studio, as well as images from live on locationbroadcasts.
Why it works: The participation that MTV promotes through Instagram allows viewersto feel like they have the final say. This also allows MTV to get a better idea of what theiraudiences preferences are.
3. Starbucks 1.27 million followers
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6/23/13 4 Killer Ways Brands are Integrating Instagram into Their Content Marketing Strategy » Atomic Reach Blog
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Strategy:
Starbucks uses their Instagram feed totake their brand and make it into anexperience. The feed highlights instoreexperiences at locations from around theworld and displays new and upcomingflavours. Photos also capture themanufacturing process, with somephotographs of coffee being made atStarbucks Corporate Headquarters. Thisallows customers to see exactly how theirfinal product comes to be.
The account also works to respond tospecific events or conditions by usingtheir products. For example, the accountrecently posted a photo of a Starbucks icetea during an NYC heatwave with thecaption “Cooling down in the NYC heat.”This approach helps to promoteStarbucks products while humanizing thebrand. The account is also not shy to takefull advantage of the photo filter options,which work to add tone and aestheticappeal to simple photographs.
Why it works: Marketing your brand as opposed to specific products allows your brandto be associated with an entire way of life or experience. This humanizes your brandand enables customers to better relate to your products.
4. Sharpie 90, 235 followers
Strategy:
Definitely not the brand with the most followers, but for sure one of the most creative.Sharpie displays the potential of their product by posting amazingly artistic Sharpiedrawings created by their customers. Content is uptodate and relevant to the occasion.For example, on Mother’s Day, the account posted a creative Sharpie drawingcommemorating the occasion.
Create ContentPerfection WithThese 5EssentialIngredients
Create content perfection byincorporating 5 essentialingredients into your contentmarketing operations.Because content marketingis an ongoing process, not a"oneanddone" campaign,use our ha...
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6/23/13 4 Killer Ways Brands are Integrating Instagram into Their Content Marketing Strategy » Atomic Reach Blog
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Adrienne MiddlebrookJust your average social media enthusiast and intern atAtomic Reach. Feel free to follow me on Twitter.
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6/23/13 4 Killer Ways Brands are Integrating Instagram into Their Content Marketing Strategy » Atomic Reach Blog
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CA_Powell • 15 days ago
Just starting to use IG to promote our business & found this really helpful! △ ▽
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Atomic Reach • 14 days agoMod > CA_Powell
Awesome! Feel free to share its username/URL. Would love to check out thepictures! :)
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CA_Powell • 14 days ago> Atomic Reach
http://instagram.com/thesingin... We're a Furniture/HousewaresConsignment Store in Toronto. We are one of the most high tech inthe world! Going into our 5th year and I've just launched our socialmedia this year, so your posts are very handy for me!
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Atomic Reach • 11 days agoMod > CA_Powell
Wow, congrats!Just had a peek at your Instagram page. Very colourful andlove that you share the personality of your store with imagesof the front cash (the timbits look mighty tasty) and youremployees. So glad to hear that our articles have helped you out. If thereis something you want to know more about, let us know!
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CA_Powell • 11 days ago> Atomic Reach
Thanks for the support. Just downloaded some of yourpodcasts as well. I'm very new to Instagram, but am havinggreat success with our FB page, so this has all been veryhelpful!
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6/23/13 4 Killer Ways Brands are Integrating Instagram into Their Content Marketing Strategy » Atomic Reach Blog
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