We have seen it many times: Instagram has become, by now, an indispensable tool to reward the marketing and communication efforts of a company, especially B2C. I recently identified 8 famous cases of success in the use of Instagram ; today I want to try to go a step further to find the common factors that underlie the enormous communicative power of the most famous and appreciated brands, since it is always from the best that you can learn something. Ok, the names I am about to mention are real “lovemarks”, with a load of strong values, stuck to the brand… and ok, it is also true that for the contents produced through Social Media, these companies have stratospheric budgets. This does not mean that – with the due proportions – it is possible to identify virtuous paths and methods of action to imitate.
I found this list of the most followed business accounts in the world :
Here’s how some top brands behave on Instagram… Nike Publishing frequency: generally low, even just 1 content per week. Nike here is not even selling shoes or clothing anymore, but pure will , fighting spirit The presence of testimonials is constant: they are the “heroes” who perfectly interpret the spirit of the brand Captions : Epic, non-descriptive, sometimes funny phrases Little use of user content The bottom line: products are not central, what is much more important is the context of use and the need they can satisfy.
Adidas Posting frequency:
High. 1 or 2 posts per day, on average (with peaks of 4 contents per day). Key Ideas Very different choice for Adidas that puts the interaction with the testimonials and the product (and the new releases in stores) at the center of everything. There is not much variety, honestly. The equation is simple: I show you the new products to india email list show you that the Adidas world is constantly evolving (and to induce you to buy?) . Starbucks Posting frequency: 1 – 2 pieces of content per day, on average. Key Ideas Extensive use of hashtags , to highlight various commercial aspects (e.g. subscription commerce to have your coffee shipped to your home) and to encourage the production of user-generated content Many “ regrams ” of users’ photos, with mention Love as a background to the visual world of Starbucks (love appears often and willingly, notice.
An example that summarizes fan content and love:
Promotions and contests conveyed (also) through user content instagram course for business Directly from the Studio Samo Academy, here’s where to start if you want to do things like a professional. What you get: Strong desire to engage the community through hashtags, rewarding fans and emotions. TopShop Publishing frequency: 2-3 contents per day, on average Key Ideas Product worn and contextualized at the center of everything Some content from the blog with “do it yourself” tutorials on the topic of beauty or various ideas Some “behind the scenes” of fashion shows and social events GoPro Publishing frequency: even 4 – 5 contents per day, on average Key Ideas It relies almost exclusively on user-generated videos with the “photo of the day”: the creativity of Instagrammers using gopro is rewarded; users are therefore encouraged to create amazing videos to gain visibility and recognition.
The request for content is explicit
GoPro adds epic captions to users’ videos and appeals to the emotions and willpower needed to overcome life’s obstacles. GoPro’s payoff, ” Be a hero “, emerges naturally from the videos and images posted. Prada Frequency of publication: highly inconsistent updates: from zero to 5, quite randomly. Key Ideas Backstage images, products worn but above all great attention to details, which reveal the quality of the creations. Vans Posting the transformation of the hospitality sector with ai frequency: About 2 posts per day, on average. Key Ideas strong association with the world of music, skateboarding and free, rebellious life; less shoes, more brand values; Between common factors and divergent choices.
As you can see from these accounts (and many others in the ranking linked at the beginning of the post), there are frequent and in my opinion potentially winning choices such as: a strong dominance of the context of use of the products.
Some sporadically some almost totally like GoPro
It is the users who define the communication contents and “create” the values of the brand itself (obviously it is the brand that holds the japan data reins and chooses the contents in line with the company strategy); captions are used to reinforce an often abstract concept, to fix an emotion, to exalt in an epic way or to entertain ; images and videos allow us to see the behind the scenes of brands , to get to know them in an intimate way, almost to spy on everything that is inside the brand, as if the fans worked for the company.
Instagram becomes an opportunity to demonstrate the superiority of the brand, highlighting the ways in which the products are created and underlining certain details : videos and images explain to users what they should pay attention to; every now and then we try to direct attention to complementary elements : in-depth articles on the blog, launches towards related products (co-marketing); overall. seem very happy to see many updates if they tell stories and express values and emotions.