Using pictures to talk to audiences is not something new to brands. They have been doing it for decades in print and television advertising with great effect. The two main reasons why Instagram has been such a super hit right from day one with not only users, but also businesses are, firstly, it is designed to communicate solely through images, and secondly, it is programmed to be used on mobile devices easily and intuitively. These features have made Instagram the most personal of all social media, allowing users to connect on a far more intimate level than on any other platform. Top reason why all brands should leverage the power of Instagram:
Rapid Rise in Smartphone Usage : When Instagram was first launched there was a fair amount of doubt if people would accept it because very few at that time used smartphones that could connect to the web. However, with smartphones becoming a part of our daily lives in just a few years, this fear is a thing of the past. In fact, a majority of people are using smartphones to access the Internet instead of laptops, desktops, and tablets. While users of Facebook and Twitter are divided in their use of smartphones and computers, Instagram having been designed ground-up for the smartphone, all users are on the mobile app. With the smartphone usage shooting through the roof, it is expected that Instagram users will also increase commensurately.
Posts Are Guaranteed To Be Viewed : Ever since Facebook monetized their advertising potential, the game has swung in favor of the bigger brands that have very large marketing budgets. It is almost impossible for the smaller brands now to compete for attention on Facebook, and this had turned the tide in favor of Instagram. Even after pouring in millions of dollars no brand can be sure that customers have seen what they are trying to communicate in the absence of clicks on their Facebook page whereas Instagram followers of the brand are guaranteed to see the posts as there is no way they can block the content without unfollowing the account. More opportunity to see what your brand is doing and saying automatically creates more brand recognition and loyalty.
Promotes Creativity : Instagram is a storytelling app with a vital difference – it is visual. The app offers a huge assortment of photo-editing features such as filters that can be used to add colors to normal photographs in an alluring way so that brands can use them to create more impact in their communication. Users can experience the brand over a longer time as followers can scroll through the brand profile and explore what it offers without the need of clicking on any particular picture that has been posted.
Image selection and editing can initially be a little cumbersome but it gets easier with a little practice. You can let the images showcase your brand offers and also add captions that will lend strength to your branding. Well-thought out captions can transform the post from just being a beautiful or an interesting picture to something that resonates with the brand’s followers and provokes them to share it with their own followers.
Employing Hashtags to Construct A Targeted Following : Among the most important features of Instagram is the hashtag. With the careful use of relevant hashtags, brands can specifically target their marketing communication to users who show interest in the brand. Brands should conduct an active research for hashtags that are relevant as well as popular – averagely seven different hashtags are used to attract people with specific interests. This feature of Instagram allows brands to specifically target potential customers.