Since Instagram’s inception, the platform has redfined social-media engagement. It is now the ultimate territory marketers set out to conquer, meaning competition is fierce and success has become increasingly elusive. But the good news is that thriving with Instagram marketing isn’t about burning millions of dollars or hiring the most prominent influencer to share your posts. Rather, it requires more of a more nuanced approach to making an impression on the right target audience.
Remember last year’s royal wedding? It was one of the most followed global events back in May 2018. But what on Earth did Lego have to do with it? After all, it’s just a brand that sells toy blocks, right? Wrong, and that’s because the company has always been at the forefront of reimagining important events. Seizing on the trending hashtag #RoyalWedding, Lego shared a video depicting the ceremony, as rendered with its signature blocks.
With more than 150,000 views of the video to this point, it’s safe to say Lego struck marketing gold. The lesson for others is to piggyback on an already trending world event by making it your own with accompanying visuals on Instagram.
Rent the Runway:
Product updates are always boring to users, especially if you are a fashion brand. But informing customers about them is necessary, so how can you fit them into your timeline in a way that’s filled with visually appealing images? Popular fashion-rental brand Rent the Runway has done exactly by grabbing and prominently posting user comments to highlight updates and providing more product details via the caption section in a brief, engaging and witty manner. This is a great example of how you can turn mundane info into an engaging visual if you use it wisely.
Most marketers wrongly hold the perception that going viral and garnering millions of views on a single post is what you should be after. While that strategy does bring dividends, you also need to learn from those who maintain steady, relevant influence. Airbnb is one such innovative company, and its Instagram timeline keeps us living the dream of global exploration day in and out. The brand continually sources user-generated content from different Airbnb locations around the world, thereby conjuring striking images that are bound to leave you yearning for more. Its timeline is beautiful and therapeutic, but it also generates a steady stream of engagement for every single post, which is a far better strategy for service-based brands than aiming for one-hit wonders.
The company recently came up with a brilliant strategy to spike interest in its upcoming new React shoe. The lauded campaign featured a React that was placed on top of pillows, springs and sponges, a unique way of conveying its universal comfort. Nike hit the sweet spot with this one, reaching seven million views once a complementary product-launch video was uploaded, and it was ultimately their most-watched post of 2018. Again, the biggest takeaway here is to understand the importance of buildups and relevant associations.