It took about a year for Facebook to turn its Instagram purchase into an advertising platform. Initially, there were complaints from users who didn't want to see brand ads mixed in with filtered photos of friends, food, fashion, and bling. Then again, there were complaints when Facebook launched ads, which wasn't all that surprising considering the fact that backlashes are par for the course for some users whenever a free product turns to advertisers to monetize its service. In Instagram's case, the complaints didn't last long. In fact, six weeks after launching ads, the first crop of participating advertisers was claiming success.
Today, with 200 million users, Instagram is hard for brands to ignore, especially with many experts pointing to the fact that Instagram has outpaced Twitter for the attention of mobile users. Even more encouraging, Instagram was called the best platform for brands, and early data point to both growth in followers as well as engagement.
So what's working when it comes to Instagram marketing? As it turns out, there's a lot of strong brand work on Instagram. And it's not just from food and fashion brands (although both categories are incredibly popular because they easily lend themselves to the image-driven medium). We've put together some of our favorite Instagram wins to showcase quality work and inspire the next great campaign to be given the Instagram treatment.
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Thanks Ashley!You raise a good point. But I'm not sure it's about innovation, honestly. Success on Instagram is about putting out great content. And after looking at nearly a hundred brand accounts, I can tell you that great content is harder to achieve than you might think. Some of these brands, like Nike, are absolutely trading on their brand loyalty, but that only gets them so far, right? They still have to show up day in and day out with content that moves their audience. Other brands, like the Spelling Bee movie, have zero loyalty because they're new. So they need to put out content that gets them noticed, and I think they found a clever way to do that because it 1) tied into the premise of the movie and 2) it had an interactive element. Then you look at the TSA. We all know who they are, but I'm guessing that when we think about them it's usually not all that positive because we're waiting in line holding our shoes and belts. So that content delivers because it forces me to rethink the TSA. So like I said, I'm not sure it's really about innovation. It's great to innovate, but in the wake of that innovation, brands still need to deliver a compelling experience through great content.
I love keeping up with lists like this, and certainly love following the brands you've mentioned in multiple social channels. To be fair--and I'd love to hear your perspective--I don't often see many of these brands necessarily doing any innovative, they primarily have strong followings simply because of brand loyalty.Thoughts?
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