4 Brands Maximizing Instagram for Visual Marketing

 

instagram

Source: Unsplash

A picture is worth a thousand words and Instagram is no exception. Beyond cat memes and Doug the Pug, this photo-sharing app is a powerful visual marketing platform that should be a part of every brand’s marketing strategy toolbox.

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As of September 2015, Instagram has reached a whopping 400 million users worldwide. With this many people, it is crucial for B2C brands to post visual content on Instagram, not only to engage directly with consumers, but also to personify their brand, create powerful storytelling, and to remain relevant.

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Source: Shortstack

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At the end of the day, to be a successful brand on Instagram, it all boils down to a science. Many brands are on Instagram, but only a select few have mastered the science behind this tool and have seen results in doing so.

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Here are 4 brands that have become Instagram experts and can teach us all a thing or two about creating visual marketing content.

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1.Nike

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Nike’s growth and success on Instagram stems from it embracing a fit and active lifestyle in its marketing strategy, instead of direct product promotion. With inspirational posts that feature people being empowered through Nike and descriptions to match, Nike’s key message always shines through: what matter’s is being active, not running a marathon.

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A message like this is influential for many of Nike’s customers whether it’s a seasoned runner or someone who is just starting out, because the idea is to get up and get moving; all that’s needed is a little motivation to “just do it”.

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Not only is Nike’s Instagram game strong in creating inspirational content, but it also has a knack for thinking outside the box. The brand’s creativity jumps off its Instagram page. Just take a look at this post:

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Source: @Nike 

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Ironically, this post has little to do with its shoes, but its creativity has connected with nearly everyone who embraces a fit lifestyle and is also a foodie. Nike’s breakfast post is its most liked picture on Instagram, receiving over 900 million likes and counting. The brand’s creativity sets it apart from many other brands in its category.

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2. Starbucks

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When it comes to user-generated content, Starbucks is king. Starbucks knows how to connect with people to build its engagement on Instagram. At 7.8 million Instagram followers, this brand goes far beyond trying to sell a cup of Joe. The focus of the brand is on its consumers and how Starbucks’ fits into their lifestyle.

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Starbucks’ posts are almost always someone holding up their Starbucks’ drink, surrounded by beautiful scenery. This speaks to its followers, because it creates a story around the product. The imagery created by users is simple; yet it evokes a strong connection with everyone who identifies Starbucks as part of their daily lives.

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Starbucks’ Instagram personality is perfectly summed up in its bio: inspiring and nurturing the human spirit—one person, one cup, and one neighborhood at a time.

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Source: @starbucks

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This Instagram post, submitted by Brita Lynn Thompson @blynnxoxo, was the 2014 Starbucks’ White Cup contest winner. A year later, its regram garnered 308,000 likes on Instagram.

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3. Red Bull

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Another brand that has Instagram all figured out is Red Bull. Known for its daring brand personality, Red Bull has taken its Instagram page to the next level by selling its brand, not its product.

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With little to no promo of its energy drink products, Red Bull has amounted 4.3 million followers on Instagram. So what’s the secret to Red Bull’s success? Red Bull’s visual content on Instagram speaks volumes to its consumers, because it is action packed with high quality images. Check out Red Bull’s latest post:

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Source: @redbull

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This brand’s visual marketing strength on Instagram is not only because of its high quality content, but also because it strategically partners with and sponsors many sporting events. This strategy gives Red Bull a leg up, because it is able to connect with a segment of its target audience. It also posts user-generated content from these events on its Instagram page, giving its consumers the opportunity to do the promotion for it.

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4. GoPro

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GoPro is the master of storytelling on Instagram. At 8.2 million followers, GoPro knows how to take user-generated content and run with it. Similar to some of the previous brands mentioned, GoPro’s marketing strategy on Instagram isn’t plagued with its product. For GoPro, it is all about the lifestyle and the brand – and that’s enough. Just look at this post:

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Source: @gopro

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A distinction between this account and other brands, is GoPro validates the users’ images it shares on its page by tagging the account in the post’s description. The recognition between this brand and its followers encourages every GoPro fan to go out and be their own photographer.

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So what can we conclude?

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It’s safe to say, there’s a trend among all the brands that have seen success on Instagram: embracing the brand as a lifestyle. To check out more brands that are Instagram #goals, click here: http://blog.iconosquare.com/top-14-brands-instagram/

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