Learn By Example
Sometimes, the best way to learn is by example. Today’s blog will focus on some exemplary Instagram accounts that showcase the tools we’ve discussed in past weeks.
First, we’ll look an Instagram driving users to their website: TED Talks. TED, or Technology, Engineering, and Design, Talks are conferences held in various locations globally which celebrate innovation driven by social needs. TED’s strongest appeal is its Youtube page, which garners trillions of views in total, and more than 10 million followers. TED’s greatest appeal is that talks can be seen as education, inspirational, or just plain fun to watch, giving it a broad appeal. To reach this vast audience, TED is active on all major social media platforms, including Facebook, Twitter, and Instagram. All of these channels link back to their webpage and Youtube. But, let’s focus less on the full picture and more on the TED Instagram.
The TED Instagram takes a unique approach at image content by constantly changing media formats from Word Art to Photography to Video to Drawing. In this way, TED is able to showcase their equally diverse video collection. Of course, each image is designed to relate to a specific TED Talk located on their website. Now, we know from previous posts (LINK) that Instagram does not allow for links to be placed directly into captions or comments of posts, but only allow active links to exist in your profile’s bio. To get around this, TED uses short and easy to remember links for their videos. And example of this is found below, for a TED talk given by Shonda Rhimes, creator of Grey’s Anatomy and How to Get Away with Murder.
“If the song of my heart ceases to play, can I survive in the silence?” TV titan Shonda Rhimes asked herself that question when the humming joy driving her work suddenly stopped. To find that hum again, she spent a year saying yes to everything — especially playing with her kids. Through games of Red Rover and dramatic readings of Everybody Poops, she rediscovered joy. After all, she says, “work doesn’t work without play.” Watch @shondarhimes’ wonderful talk at go.ted.com/shondarhimes #TED2016
What TED best showcases is how to turn interesting Instagram content into active users. Exciting images with compelling captions drive users to want to read and see more. TED delivers on this by giving links to the full Talks. Below is a good example of this. The image, in combination with caption, leads user to want to learn more about Mars. And given TEDs reputation for interesting Talks, users are sure to want to hear more.
This is what Mars may have looked like a billion years after it formed. The beautiful lake above is actually nestled in the Andes Mountains, but scientist Nathalie Cabrol believes the conditions there may mimic Mars’ early environment, once filled with volcanoes and deltas. The lake’s abundant microbial life suggests there may still be life on Mars. “There is no life possible at the surface of Mars today,” she says. “But it might still be hiding underground.” Learn more at go.ted.com/lakemars #TEDTalks #Mars #LifeOnMars
A photo posted by TED Talks (@ted) on Apr 20, 2015 at 12:53pm PDT
Taco Bell is a food chain almost every American is familiar with, due to its expansive franchising. But, Taco Bell still holds control of its social media accounts across the brand. One each platform, Taco Bell takes on a specific voice to match the demographic of that platform. On Instagram, the goal is pretty simple: have fun, engaging content.
To accomplish this goal, TBell makes strong use of their actual food products. Take this picture for example:
Within the image itself, Taco Bell uses bright colors combined with their product offering to make the image stay on brand, stay attractive, and stay fun. The caption offers followers at 25% off coupon on orders through their App (probably a product they are pushing). You’ll notice the reaction of users is to comment on the image tagging their friends to inform them about the deal.
The other big portion of comments is consumed by customer complaints. Taco Bell leaves these comments alone, because they know they will quickly get buried by other commenters. While Facebook allows users to like posts on the wall to keep them active and more visible, Instagram simply overlaps and shows the newest comments. In this way, TBell knows it won’t have to deal with complaints on Instagram as long as their content draws users to share with friends.
If you keep scrolling through the Taco Bell Instagram, you’ll find various other ways of engaging customers by having them share fun content.
There you have it: some of the best business Instagrams to exist. Now get out there, and try these tactics out on your own account!