The Power of Instagram for Brands
September 15, 2011 1 Comment
Photos can tell many stories and they are powerful representations of the world around us. It is no wonder that users have taken the simple task of taking photos with their iPhones to new levels with apps such as Instagram, Hipstamatic, PicPiz and Pose.
Instagram, a photo-sharing app for iPhone users, is quickly becoming a force for individuals & brands alike. With over 10 million users and an average of 1.3 million photos uploaded per day, it ties the ability to adjust your photo via multiple built in filters with socially enabled features such as sharing, liking, and commenting.
Why is Instagram attracting users and brands vs. say simply using Twitpic or another utility to take and share a photo? One reason may be the ability to easily customize photos where users feel in control and further expressing their personality & style with a simple user interface. The other thought is how Instagram enables social sharing across multiple channels with ease.
From the app, you have the ability to tag your photos with relevant hashtags, (#Starbucks) subscribe to feeds of individuals & brands as well as view the most popular submissions. In terms of social sharing, Instagram allows you to share your works of art across Twitter, Facebook, Email, Flickr, Tumblr, Foursquare and Posterous.
Brands have found innovative ways to incorporate Instagram into their social strategies to drive awareness & engagement. Those that use the medium well understand the opportunity to humanize the brand, incent users to create content on their behalf via unique hashtags & photo contests and it offers a quick and easy way to share visual content and of course engage users.
Below is a list of the Top 10 most followed brands & organizations on Instagram (As of September 15, 2011)
1. MTV = 103,036 Tweens, Teens, Young 20′s + Music + Visual Self Expression = MTV #1.
2. Starbucks = 91,157 – Starbucks understands the power of crowdsourcing. From their groundbreaking work with the My Starbucks Idea program to activating amateur photographers across the globe to tag #Starbucks with their Instagram enabled iDevices. You can go to starbucks.com/coffeehouse to see the latest images.
3. Burberry = 86,544 – Fashion & photography go hand in hand. It is no surprise that Burberry uses the service to showcase their professionally created visual imagery associated with their brand.
4. ABC News = 67,874 - ringing in at #4, ABC News uses it stream to visualize the news and users engage via comments
5. NPR = 65,972 – One of many news sources using Instagram to visualize the news.
6. Red Bull = 59,298 – Red Bull rings in at #6 with a healthy following. The brand executes hashtag photo contests and rewards users with likes as they show their affinity for the brand visually around the world.
7. CNN = 58,256 – Yet another news service visualizing the news
8. NBC = 55,012 - See #4, #5 and #7
9. Kate Spade = 45,597 – Another Fashion entry in the top 10. Kate Spade focuses on uniquely photographing merchandise & sharing the images via multiple social channels such as Tumblr & Twitter.
10. Celtics = 35,433 – Events are a natural extension for Instagram. Sporting events in particular can generate a significant amount of visual content. By understanding and capitalizing on this the Boston Celtics round out the top 10 with over 35,000 followers.
Other brands of Note include:
4. National Geographic
5. Coca Cola
The brands that are closer to the innovation end of the social marketing spectrum understand that it is not enough to simply rely on Twitter & Facebook but to ultimately be present, monitor & potentially engage in the channels where their brands are being discussed.
Many organizations view additional channels as spreading the brand too thin and fall into the trap of only leveraging Facebook & Twitter. I view each social channel as serving a specific purpose based on how consumers use the channel and the ultimate goals of the brand.
If you have the ability to define a strategy that incorporates various mediums while maximizing how they were intended to be used you can truly drive value for both the brand and the consumer. And yes there are branded conversations that happen outside of Facebook & Twitter.