Chapter I: What is Instagram all about?

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2 Chapter I: What is Instagram all about? Instagram is an online service that allows you to display pictures and short videos, and share them with others through a variety of internet services. The Instagram app is consistently one of the top 10 downloaded apps on both app platforms. Users can access Instagram through instagram.com or by downloading the Instagram app, which is available in the Apple app store for ios and in the Google Play store for Android. The primary appeal of Instagram is that allows you to capture and share precious moments in a photo or a 15-second video. You can also apply filters to adjust the look and feel of your content. Instagram also features specific viewing options, so you can choose weather to share your content with a limited amount of viewers, or with everyone. In today s world, marketing involves active, immediate, personal engagement with your target audience. Instagram allows you to do these tasks with ease by letting you post interesting visual content as often as you want. You can even use Instagram in conjunction with other popular social media services, such as Facebook, Twitter, Google+, LinkedIn, and others. Instagram has two primary types of users, the social user and the business marketer. For marketers, sharing pictures and videos can both help attract customers and solidify brand reputation. Innovative uses for instagram include providing an inside look into the inner workings of your business. The types of content you can showcase are broad and varied. You can show a virtual tour of your daily operation locations, a quick how-to video, and images of your product to thousands of potential customers across the globe. You have the ability to take your customers along the entire development process of your product, keeping them fully engaged along the way. Take advantage of hashtags and descriptions as well to fully develop and maximize each post you produce. Instagram s shining feature is it s visual representation. So pictures, pictures, pictures! (and video!). Use Instagram to build closer relationships with your audience by showing more than just your product or service. Chapter II: Why Businesses should definitely use Instagram? Here are the top benefits of Instagram for business users: Easy to use: You can share your Instagram posts with users on other popular social media platforms easily and quickly (Facebook, Twitter, Tumblr, and others). The Instagram mobile app: Most social media platforms have a mobile extension. Instagram is no exception. Work on your page from your fully featured desktop, your portable tablet, or on your phone. Visual storytelling: Instagram invites a higher degree of creativity than other platforms. While you can add text to any of your posts, it is the platform most amenable to communicating visually with your audience.

3 Build trust: Sharing more intimate content with your audience allows you connect with them on a deeper level. More connections means more trust, which eventually means more sales. Drive more traffic: When sharing your content, be sure to add links to your website and calls-to-action in order to create a sales funnel, leading your audience to your sales pages. Attach your content to other related content on Instagram by using hashtags. Free exposure: While some platforms require you to purchase advertising rights, Instagram is completely free. High user engagement: Instagram is one of the most popular social networks in the world. As of September 2017, it has reached 800 million monthly active users. Even better, when comparing individual follower engagement between social media platforms, Instagram maintains 58 times more engagement per follower than Facebook, and 120 times more engagement than Twitter Get personal: Connect with your ideal customers. You can show videos and photos of your business meetings, birthday celebrations, and have different members of your staff post content as well. Build your network: Just like any other social networking platform, explore Instagram s massive user base to find new customers. You can then monetize your connections with ad networks like Facebook. Increasing conversions: Run contests and online marketing campaigns through Instagram to increase engagement and conversions. Chapter III: How are Businesses actually using Instagram? Here are some examples of how businesses utilized Instagram features and tools to create effective marketing campaigns: Ford Fiesta: First put into mass production by Ford Motor Company in 1976, the Ford Fiesta is a supermini car. Ford wanted to advertise it s seventh generation Ford Fiesta to a specific demographic by starting an Instagram marketing campaign based in Europe. Every week during this campaign, Ford encouraged its Fiesta drivers to submit pictures of their cars with the hashtag #Fiestagram. During the 6 week marketing run, over 16,000 images were submitted, and 1 million new fans were added to the official Ford Fiesta Facebook page. The best photo chosen by the team won a new Ford Fiesta as a prize. Burberry: Founded in 1856, Burberry is a British luxury fashion house that sells a variety of fashion and cosmetic accessories. To create buzz for its next fragrance,

4 Burberry enlisted the help of British models Cara Delevingne and Kate Moss, sharing candid moments and clips of the pair to their fans. One image featuring the two was liked over 30,000 times. Free People: Free People sells women s apparel, shoes, music, art, and other accessories which cater to customers that follow an artsy/hippie lifestyle. Their marketing campaign was more subdued than the first two companies above. Free People simply encouraged its fans to post pictures of themselves wearing and enjoying Free People products, some of which would be featured on the official Free People website. Chapter IV: How to Start Using Instagram In 5 Easy Steps These 5 easy steps are all you need to get started marketing on Instagram: Step 1: Download the Instagram Mobile App. Optionally, you can simply use the online Instagram website to set up your Instagram account. Step 2: Set your Instagram account as a business. Step 3: Set up your Instagram business profile. Step 4: Start posting! Step 5: Find Instagram followers for your business. Chapter V: 2 Of The Best Instagram Marketing Power Tools There are many online tools you can use to enhance your marketing abilities and consumer knowledge while managing your Instagram page. Here are a few: Iconosquare: A web based analytics dashboard for Instagram power users. Shows detailed statistics that help you discover how you can improve engagement with your followers. You can monitor growth, check your weekly or monthly account history, see your most engaged followers, and find out which followers don t follow you back. Scalable according to your growing marketing needs. INK361:

5 Also provides detailed analytics about your Instagram profile Allows you to create custom albums and share them with non-instagram users. Even more options for customizing the look and feel of your images. Makes organizing ongoing marketing campaigns easier. Chapter VI: The Hottest 3 Instagram Marketing Tricks Reward your followers. Give back to your followers by offering discounts and promotions through your page. Turn your followers into your brand loyalists. Showcase your products like never before. The higher the quality of your pictures and videos, the more engagement you will have. Highlight your product creation process. Take your followers on a visual journey using your product, from concept to creation. Chapter VII: Shocking Instagram Businesses Case Studies Levi s - Levi s ran a 9 day campaign to entice their 400,000 followers. They showed customers dressed in unique denim fabrics and spending time in outdoor spaces. These posts resulted in a reach of 7.4 million viewers to the page and a 24% lift in ad recall. Chobani - Chobani is a yogurt company in upstate New York founded in Chobani ran a four week campaign targeted for females in the U.S with the goal of presenting yogurt as a snack fit for every meal of the day, rather than just breakfast. By the end of the campaign, Chobani reached 4 million users, obtained a 22% lift in ad recall, and a 7% lift in consumers who eat Chobani yogurt at times other than breakfast. Taco Bell - To market their new breakfast line, Taco Bell created a campaign called Live Más ( Live More ). This campaign involved showing pictures of people ages in fun and active lifestyle images while eating Taco Bell products for breakfast. By the end of the campaign, Taco Bell reached 12.5 million viewers and achieved a 29% lift in ad recall, four times their initial estimates. Chapter VIII: Instagram Marketing Dos and Don ts Do s Share your knowledge with others. Post images of what you know about your product and share them with as many people as you wish.

6 Use Instagram to introduce new products. Instagram s visual format makes it great for presenting new products that benefit from an eye catching, visual style. Show customers using your product. Use pictures and videos to help your customers imagine what it would be like to use your product. Hold consumer contests regularly. Make your followers feel like they always have something to look forward to when they visit your page and engage with your posts. Have fun with filters. Do everything in your power to make your images unique, beautiful, and eye-catching. Don ts Don t upload pictures of others without their permission. Don t have a time gap in your posts. Marketing is most effective when it is up to date and consistently maintained. Keep your followers in touch with you by maintaining your connection with them. Don t use excessive hashtags. Keep the focus on your content. Too many hashtags makes your content difficult to read. Don t get negative. And don t be discouraged by feedback that is less than ideal. Don t post disrespectful content. Follow the rules and guidelines laid out by the website. Don t forget to comment back! Leave encouraging or witty replies. Your followers will always be delighted when the face behind the brand peeks out every once in a while. To your success, Trey Morgan & Himmler Joachim Support Trey@fearlessboss.com