How many seconds do you think it would take for you to tell your brand’s story? Ten? Twenty? Thirty? How about sixty?
For a generation who has a short attention span, it is nearly impossible for advertisers to grab the attention of millennials. In new attempt to reach a younger audience, Instagrams new 60 second advertisements are allowing brands to reach their customers in new ways.
Brand Networks, one of the initial participants in the Instagram Partner Program, found that Video ads accounted for 22.52 percent of total Instagram ads served by Brand Networks in December, up from 9.54 percent in September.
Each social network seems to be taking the challenge of reaching young minds in different approaches to video ads.Facebook lets companies run video ads that are as long as they want, but only as full- fledged videos. Youtube has it’s skippable pre-rolls. Twitter lets brands sponsor the delivery of high-quality content from other publishers. Snapchat has short interstitial video ads and sponsored clips.
So what do Instagram 60-second ads mean for marketers? In a press release, Ampush CEO, Jesse Pujji stated that Instagram is the mobile marketer’s platform of choice for a highly engaged and growing audience.
SocialCode co-founder and CEO Lauran O’Shaughnessy said in an email to Social Times: “Brands are eagerly anticipating the expansion of advertising on Instagram. The platform’s rich experience and extensive reach with younger audiences makes it a perfect environment to influence and inspire, and to offer consumers relevant opportunities to purchase products. We look forward to continuing to build on Instagram’s Ads API and to guiding our clients’ success with new capabilities as they’re introduced.”
T-Mobile and Warner Brothers were two of the first companies to try Instagram’s new 60 second advertisements. What are some of your favorite ads you’ve seen on Instagram? Share with us in the comments below.
Are you a brand that has an extremely visual product? Do you have a product that must be seen, in order to be appreciated and understood ? If yes, then Instagram is the best platform for you! More specifically, as marketers say: “Instagram is the best because a picture is worth 1000 words.”
If you are a brand that shares the above characteristics, that wants to get on Instagram to gain recognition and raise awareness, then you should stay on this page and read our blog.
We’ll give you some examples of the top influencers on Instagram and more importantly give insight on why they became some of the top influencers.
Soo…Who are they?
Before we actually mention some of the most influential people on Instagram, it’s important to note that different people have different perspectives and as a result, the top influncers may vary from person to person.
The criteria we used to help us choose our top 3 influencers are the following:
The number of followers, in comparison to other influencers in their field and
The level of engagement (number of likes, comments, tags) in comparison to other influencers.
Jay Alvarrez is just a regular 22 year old boy, who works as a model and loves to travel the world with his girlfriend. However, besides being a model, Jay has become one of the most influential people on Instagram. As of right now, Jay has over 3.7 million followers and the engagement he receives from his followers is unique. As you can see from picture above, he got 368 thousand likes and 2.6 thousand comment. The numbers speak for themselves, yet it’s important to give him credit for the originality and quality of his content as well as for the creative captions he uses to describe his pictures. The above factors, the connection and trust he has created with his audience, over time, are the main reasons that have built his profile and expanded his audience.
Jamie Oliver is a British chef who lately became a media influencer; he started his career as a chef and restaurateur and he continued by hosting TV shows. Today he is one of the most influential figures in the field of food. He currently has 4.3 million followers and the engagement level, as you can see, is significantly high. Jamie managed to bring the audience and trust he had created with his experience and expertise from the restaurant business and translate it into followers with high level of engagement. He has a very targeted group of followers that trust him and everything he shares. The fact that his content is extremely personalized and specific is another factor that contributed to his popularity.
The Rock is a very unique icon and his story is very interesting. Namely, despite the fact that he has had a great career as an actor and as a WWE fighter, he gained most of his popularity after he established himself as a fitness figure. In his Instagram profile he has 50.5 million followers and as you can see from the picture above, the engagement in the content that he shares is extremely high. He is a great example of a successful influencer that managed to use his authority from the past to become the great influential figure he is now.
In conclusion…
One thing we know: if you have a product that needs to be visually shared to gain recognition and appreciation, then INSTAGRAM is the right platform for you!!!
Taking this into consideration, as well as the examples of the top influencers on Instagram, and the reasons that put them on the top of the list, your only job is to identify which influencer would be the best fit for your brand!
P.S. Some of our previous posts could aide you in the process of identifying your perfect fit!!
Timing is everything, and there’s no better time to partner up with an influencer than throughout big events.
On April 28, Chicago hosted the NFL 2016 Draft showcasing the best upcoming talent in the NFL. With major media coverage, these popular players — such as Jared Goff, Carson Wentz and Ezekiel Elliot — were some of the most followed men on social media, making them prime candidates to act as influencers throughout the the draft.
Let’s start off with Jared Goff. The highly ranked player worked with Gillette, Pantene and Redbull throughout the draft process. He posted three tweets and one Instagram post, mentioning the brands in each post.
What did he do right?
Both Gillette and Redbull knew that the majority of his followers would be friends and fans similar in age to Goff (young 20’s). Redbull did a great job of showing Goff in a casual setting with his friends, showcasing the product and how it fits into any situation among friends.
Carson Wentz opted to work with JCPenny, posting a video on Youtube of him preparing for the draft wearing a suit from the company.
What did he do right?
The brand knew that he would be wearing a suit for the draft. It’s also important to note that he stated #ad in the caption, a must when working as an influencer.
Ezekiel Elliot also had a high brand count, working with FedEx, Old Spice and Quest Nutrition.
What did he do right?
Ezekiel Elliot did a great job at keeping his personality in his posts with the brand. Following Elliot for awhile, it’s obvious he’s a lighthearted person and the brands that he worked with recognized that and capitalized on his personality as well as his draft placement.
So what does this mean for influencers?
These brands were successful because they recognized who the influencers were in the moment. High numbers of followers are great, however, sometimes the best way to get customers attention is catering to the events they’re already watching.
Working with high profile athletes might not be in the budget of every brand so consider thinking outside of the box. Work with the family members of athletes or those being featured, chances are the celebrity will retweet or repost the image of their friends and family anyways, reaching that extra audience.
According to CMO Council, 65 percent of marketing executives believe that visual assets are core to how their brand story is communicated. Since Instagram launched on Oct. 6, 2010, brands have been strategically engaging on the platform to share personality and creativity to immerse in their fans daily lives.
Whether it is through graphics, infographics, or videos, marketers are engaging with their customers in new and exciting ways.
One of the ways brands can continue to promote their businesses is through Instagram influencer campaigns. Influencer campaigns help generate leads by leveraging audiences to other Instagram accounts.
Tina Hsu, blogger for The Keyhole Blog states it perfectly, “If you want to engage with more potential customers, especially young costumers, Instagram is a fantastic platform to market your company or products at low costs with high returns.”
Here is a list of our Top 5 Instagram Influencer Campaigns starting with No. 5:
Starbucks: It should be no surprise that Starbucks made our list of top Instagram campaigns, seeing as though it is one of the companies that is consistently on top of Instagrams ranking. And based on the number of Starbucks cups you came across on your own Instagram newsfeed today, it should be no shock that the #WhiteCupContest made the list as well. In 2014, Starbucks challenged their creative customers to customize their iconic white cups and tag their submissions on Instagram with #WhiteCupContest. The contest was able to highlight the brand’s imaginative fans and received more than 4,000 submissions in three weeks.
Winner Brita Lynn Thompson designs
Samsung: Last year the well-established multinational conglomerate company, Samsung launched its #StandTall campaign. The campaign overall generated 681,217 impressions through their selfiecam. The campaign honored the achievements of young people who have succeeded against the odds, improved their chances in life and had a positive impact on their local community.
Participants test out the #selfiecam
Marc Jacobs: In the Fall of 2014, Marc Jacobs, one of the world’s greatest fashion designers, announced he would be casting new faces for his Marc by Marc Jacobs 2014 fall collection on Instagram. The campaign used #CastMeMarc to attract every boy and girl-next-door they could. The campaign attracted 700,000 entries and was kept for the following year. Only the second time around Marc wanted to cast a group of friends. Marc told WWD in an interview, “It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong.”
#CastMeMarc Campaign
Mercedes: Another Instagram campaign from 2014, was Mercedes virtual custom shop via Instagram. In order to commemorate the launch of the new 2015 Mercedes GLA Compact SUV, the brand created a users could create their own dream version of the luxury vehicle via different tags leading users to alternate accounts with different customizations and features. The campaign included hundreds of Instagram profiles and thousands of images to create the experience in which the final photo presents the user with their customized vehicle and the price tag to match.
Build Your Own Mercedes-Benz GLA on Instagram
Sonic: Sonic is a company that put thinking outside the box to a whole new level. For us at #DoItForTheGram, Sonic wins the best Instagram campaign award for 2016 thus far, or ever! Just last month Sonic created an Instagram campaign for their new Creamery shakes, which feature more premium flavors and ingredients. The campaign was designed for the world’s first square shakes designed for Instagram. Shakes were sold on-site at Cochella and were available for purchase through Instagram. During Cochella customers could purchase the shakes, in exchange for a post to their own personal Instagram. That’s right, the shake was free in exchange of getting the brands name out to their friends and family. Sonic’s president and chief marketing officer, Todd Smith, told AdFreak in an interview that Sonic “wanted to be the first brand, and especially the first food brand, to have a product that was designed for Instagram, offer it exclusively for sale on Instagram, and then deliver that product within minutes of your order on Instagram.” The goal of the campaign was not to help sales, but rather try and build its brand among young people by growing its social audience.
Sonic’s Square Shakes are #Instaworthy.
What are some of your favorite Instagram marketing campaigns? Let us know in the comments below.
The future of social media is here…then it’s gone in ten seconds. If you don’t know what social media platform I’m talking about yet, let me introduce you to Snapchat. According to WhatIf.com, Snapchat is defined as “a mobile app that allows users to send and receive “self-destructing” photos and videos.” This essentially means that users can send “snaps” for a period of ten seconds or send a ten second video to their “snap story” where it remains for up to 24 hours.
What does this mean for influence marketing?
Once again, businesses and influencers are going to have to adjust what they expect of each other as we see more and more influencers turning towards Snapchat as their main social platform.
In order to work successfully with influencers it’s imperative that as marketers we know the top trends and best practices for influence marketing on Snapchat. The top two trends of influence marketing on Snapchat are generally promoting a product by talking about it and “Snapchat takeovers.”
First let’s explore working with a social influencer as they generally promote a product. Similar to any other social platform, brands work with influencers by offering them four things — cash, travel, access or product. In this case blogger GypsyLovinLight is working with UK cosmetics brand Eye of Horus to promote some of their new product. Posting this on her story, her followers will see that she is working with and is excited to try out new product from this brand.
What does this mean for influencers?
Offer new product to key social influencers and encourage them to post about it on Snapchat. It’s a relatively new platform that is still up and coming so it’s not yet saturated with content, making it easier for a brand to break through.
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The second top used trend among Snapchat social influencers are “Snapchat takeovers.” Top brands and designers such as Tommy Hilfiger, Maybelline and Mui Mui among others have worked with social influencers as they take over the brands Snapchat, telling all of their followers to follow the brands Snapchat for the day to see what they’re up too.
Above — Supermodel Gigi Hadid works with Tommy Hilfiger as she takes over the brand’s Snapchat as she prepares for the Met Ball. Below — Following Tommy Hilfiger, fans of Gigi will see snaps similar to the ones below capturing her night
What does this mean for influencers?
Working with an influencer as they take over your brand’s Snapchat is all dependent on what you want and how influential that influencer is. Working with high-profile influencers, such as Gigi, allows for the option to follow her as she prepares for a major event or just follow her around for the day.
Other brands such as Maybelline have teamed up with influencers showcasing how to use the product and how well it stays on throughout their day. Remember to stay true to what your brand is and work with influencers whose daily routine fits in with your product.
It comes as no surprise that people use YouTube as a search engine. Fun fact: YouTube is the second most used search engine in the world. From discovering new products, to tutorials and how-to videos, YouTube is a great platform for your brand to create leads and turn them into loyal customers.
If using YouTube is part of your strategy, then you’re going to want to pay close attention to this: if your brand has got great content, but no one is viewing it then it’s time to turn to YouTube influencers to attract new customers. Here are three tips to help get you started.
Find Genuine YouTubers
The first step to a great influencer strategy on YouTube is finding the right YouTuber for your brand! Make sure to give them creative control in their content so that they can promote your brand organically, which will do far more wonders for your brand. If not, then you’re basically forcing an ad down consumers’ throats. That’s a big no-no.
The point of using a YouTube influencer is to provide a fresh, new position. These potential consumers are looking to their favorite YouTube personalities for quality information. Make it count.
Don’t be seduced by a high number of followers
Using YouTubers with a high number of followers could be detrimental to your brand. Yes, it’s tempting to use YouTube personalities with a great following, but it won’t make sense if the influencer’s audience is not the right fit for your brand. If your content isn’t relevant to the audience, then what sense does it make to use that influencer?
Nowadays, brands are moving to influencers with a smaller number of followers especially when they’re the right fit for the brand. Choosing a YouTuber in their respective niche provides a close community of consumers who are interested in your brand. This drives higher engagement rates and provides an overall greater impact. Besides, it costs less to use YouTubers with smaller followings. Choose wisely.
Use Creative Titles for your videos
Try this: write down the most memorable videos that you can remember, and check their video titles.
Choosing an original and memorable title for your videos can do more for your brand than you can imagine. Work closely with your influencer to craft video titles that fit your brand, as well as the influencer’s simultaneously.
While it makes theoretical sense to place your brand in the title, this may fail and lead to the opposite of what you were hoping for. Consumers see enough commercials on television; think smart and have fun with it.
People are going to listen to someone they trust rather than the advertising they see on any visual platform. The digital space is evolving and we all need to keep up with it.
Potential customers are look to reviews and recommendations from friends and family – not advertisements. Use an authentic YouTube influencer for your campaign and work closely together. Look further than a large following; find someone who is at the top of their respective market with an engaged audience that fits your brand.
What’s your view on YouTube influencer marketing? Have you run successful YouTube campaigns? Let us know your thoughts in the comments below!
By now, it’s no secret to marketers that the visual trumps the written. According to a study by Hubspot, visual content generates a staggering 94 percent more views than text alone, and most audiences don’t read more than 20 percent of a webpage.
A picture really is worth a thousand words.
With the emphasis on visual content and the availability of tools to create high quality photos and graphics, platforms like Instagram have come to dominate social media marketing.
Of course, when you’re selling rainbow bagels or lip kits, Instagram marketing is easily done. The stunning photos basically take themselves. But what if you’re an insurance company? It takes a little more creativity and strategy.
But don’t write off Instagram just because you don’t have a sexy or even tangible product to sell. With the highest engagement rates of any social media platform, Instagram is too valuable for any marketer to ignore, regardless of their industry. Take some tips from these B2B business Instagram case studies and learn how to create a killer visual presence for your brand.
Fido, a Canada-based personal communications service provider, sought to boost brand recognition among millennials. To do this, they latched on to the word “Curious.” They developed a series of ads using the hashtag #getcurious.
The ads, which featured millennial smartphone users, may have been for technology services, but the tone of these ads clearly invoked whimsy, curiosity and possibility with the use of somewhat abstract imagery featuring clouds, doves and plenty of sunlight.
Salesforce had a tricky question to answer: how do you market marketing services to marketers? The CRM provider wanted to raise awareness about its annual Dreamforce Conference among young professionals. The obvious answer would be to use photos from the previous year’s conference. But Salesforce had a different idea.
It’s no surprise that people like to see themselves, so Salesforce decided to create a campaign that featured individuals that their target audience could easily identify with. They used Instagram’s targeting tools as well as their own attendee demographics from the past year to create four visualized personas – developer, marketer, saleswoman and salesman – and then used these to create Instagram ads.
Capital One is a great example of a brand with a hard product to visually market. Financial services don’t lend themselves to pretty pictures. But the brand found a way to take a complex offering and boil it down to its most basic, visual element: the wallet. Reimaging their slogan, “What’s in your wallet”, the brand did so much more than just create a visual.
They built out a whole photo series that paired visual images of their customer’s wallets with compelling stories in the description, and boosted audience engagement in the process.
Here’s the takeaway
Visual marketing is about more than just pretty pictures of your product. Instagram can help you create a visual presence for your brand, your audience and your corporate story.
London Fashion Week SS16 and AW16 was all about innovation. The major fashion houses created history by using social media platforms to showcase their new collections. With more than 2.5 million impressions generated by the #LFW, London Fashion Week made its biggest ever social media impact for spring/summer 2016.Fashion giants such as Burberry and Topshop developed innovative social media strategies to increase brand awareness and consumer engagement.
Burberry
Burberry made history by being the first brand in the world to shoot and preview a collection on Snapchat. The fashion house gave a sneak peek of their Spring/Summer 2016 collection, 24 hours before the models walked the runway.This unprecedented event granted Burberry 60,000 interactions on Twitter during London Fashion Week SS16.
Burberry continued making history in London Fashion Week AW16 by being the first brand to use Snapchat’s discover option to launch a promotional campaign.The Mr. Burberry campaign claimed to deliver over 100 million impressions. Burberry digital revolution aims to target a younger demographic. The creation of new social media tactics have allowed Burberry to make history in the digital market like no other.
Topshop
Topshop social media strategy for London Fashion Week SS16 focused on teaming up with Pinterest to create “Pinterest Palettes”. This feature scanned users’ Pinterest boards and identified common colors most frequently “pinned”. Then, it matched hues to an online Topshop calendar where prospective costumers could buy from directly. For London Fashion Week AW16, Topshop delivered its collection live on its website. Also, the fashion house partnered up with photographer Nick Knight to provide a unique experience for Topshop’s followers by delivering real time content through Twitter. Topshop social media strategy relies on staying up to date with trends while delivering immediate and relevant content.
Not only fashion houses took advantage of social media during London Fashion Week. The museum Madame Tussauds decided to promote their new wax statues of models Kendall Jenner and Cara Delevingne. With the use of proper hashatags and good timing, Madame Tussauds Instagram page saw an increase on social media engagement. The page reached a wider audience by linking trending personalities to their products.
Social media is changing the horzions of the fashion industry. Maybe your brand does not have an unlimited marketing budget to advertise its products. But thinking outside the box and delivering new social media strategist can help your brand stand out in a pool of competitors. After reviewing the success stories of Burberry, Topshop and Madame Tussauds your brand can implement some of their social media strategies to develop elite content and reach a wider audience.
Most campaigns and content are built with the intention of generating buzz for product or brand, and with the further reaching dream goal of becoming viral.
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While there is no secret formula to creating a viral campaign, we as marketers can only learn lessons from past successful campaigns and look for similar characteristics to apply to our own marketing strategies.
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The most striking similarity we found from all viral content, is that they all made people feel something. Researchers and marketers alike will answer the same when you ask them this question: why do people share content? Because they are motivated enough by their emotions to want to share the content with others. The emotion that they will feel though, is completely up to you, and the message that you are trying to communicate with your audience in connection with your brand.
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So in order to get you started, we’ve compiled a list of emotions and related campaigns that have had that special viral charm.
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Happiness and General “Feel-Good” Emotions
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The most ‘feel good’ of campaigns, eliciting happiness in your campaigns and content is the most well received by all. Eliciting humor and adding a dosage of ‘cuteness’ in your potentially viral content is great strategy to apply to receive the best feedback.
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That’s exactly what Evian did in their campaign “Roller Babies” which is referred to by many as the most successful viral ad campaign. This video has been viewed over 123 million times, a response that definitely must have generated buzz for the brand
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So, what you learn from applying a positive mood in your campaigns, is that will be shared most likely because the audience finds it entertaining, cute, and or humorous.
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2. Sadness
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At first you might think that channeling sadness may not have a positive outcome, but the truth is as with all things, when executed properly the payoff is worth it. The key is to center your product or brand in the best light possible.
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A brand that is notable for executing this successfully time and time again is Budweiser. Their “Best Bud” puppy commercials have had an overwhelmingly positive viral response. In this ad shown below, they advocate a strong message to avoid drinking and driving, that although does not illicit complete sadness in the end, it does make the audience pause to consider dire consequences of poor decisions.
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Lesson here is to apply this emotion to positively advocate for a greater message in relation with your product, and of course adding a puppy never hurts either.
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3. Inspire
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Inspiring your audience with your product or brand is perhaps the most challenging but the payoff for this emotion is worth the effort. Associating viral content with your brand that inspires creates more than just buzz, it can have more lasting effects of creating positive correlations with the message you send in the content.
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The following ad campaign “Like a Girl” by Always generated a lot of talk and a lot of shares fro the message it told the audience. Viewed over 60 million times, it most certainly made an impact and reinforced positive perceptions of the brand as an ambassador for female empowerment.
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If you inspire your audience with your product, you will not only reap the benefits of social shares, but also great public image.
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4. Don’t make people angry
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We’re going to include the emotion of anger because sometimes campaigns go viral for all the wrong reasons. So avoid causing controversy in your ads, and while that may sound obvious it’s important to stress caution and consciousness at all times when producing content that will represent your brand or product. Negative publicity that is drawn to your campaign can create backlash and perhaps even legal repercussions.
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One such controversial commercial was produced by Coca-Cola. It was an ad featuring a group of young Americans sending ‘help and aid’ to a group of Indigenous people in Mexico. It was perceived as racist and culturally insensitive to many . In fact the ad received so much backlash, that it had to be removed from airtime and Coca-Cola even made a public apology.
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That’s why it’s important, should it turn that content you created may not be received as intended, you must remove it immediately and have you Public Relations team in place to remedy the situation as quickly as possible.
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What did we learn?
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There are many approaches that one can take when striving for viral, but one thing is clear: you have to make you audience feel. Your particular brand and audience should help help you determine which emotion will resonate best with them. So get to your drawing board and also let us know in the comments below, what is your favorite ad campaign of all time?
Fashion houses are not known for there diligence on social media. Therefore when a marketer finds themselves scrolling through the social media pages of a famous house like, Gucci, Louis Vuitton, Prada they can normally point out 10 things they would change right off the bat. Fashion houses normally do not post any curated content, nor do they try and bother with hitting a special number of hashtags per post, or even how often they should post. While I am not at all advocating that you should follow in their steps I think there is a ton to be learned about the visual content posted on their social media sites, particularly on Instagram. These Fashion houses specialize in creating art, and on their different Instagram accounts you can see just how artistic their visuals are.
I could spend hours scrolling through Acne Studios Instagram because it is so visually enticing. Acne Studios only post their owned content, but a lot of that content is posted exclusively to Instagram and cannot be found anywhere on there own site. The posted video above has so much attention to detail. The music is very progressive with classical notes that seem to compliment the very avant garde fashion in a very classic iconic hotel setting with new contemporary vibes. Scrolling through is incredible to see how the photos go so well with each other and seamlessly transition from photo to photo. They used this donkey as their model for new handbags, which really provokes a lot of thought into the abstract, and the traditional use of handbags. The artistic direction here is unparalleled and may not appeal to everyone, but it definitely creates a fan base that is extremely attentive.
Margiela is also an aesthetic king of fashion, however on their Instagram they focus more on the nuanced aspects of their garments. For example in this picture that announces there new clothing line to only get to see some streaks of color on a strip of fabric. This allows you to see some of beauty behind their work before you even see it translated into a wearable piece of clothing. They also have quite a few videos like this one showing the care taken in creating their garments. The emphasis on craftsmanship shows their impeccable skill and following in similar footsteps can give your brand added credibility, and will gain you fans. People who appreciate clothes like to see the care and craftsmanship of how they were made, it makes the clothes you own from them even more unique.
Stone Island Aestheticism on a Budget
Stone Island is a smaller brand that really doesn’t have a budget to compare to other high fashion brands. Therefore they have a problem, they have to create content that looks just as good as their competitors, but without money to spend on locations, photographers, and props. The result, a very clean-cut minimalist Instagram that does not lack in good aesthetics. The all white backdrop is very clean and highlights their unique clothes that all have somewhat of a color pop to them. The content flows altogether extremely well, and it is easy to get lost in it before you realize what you’re doing. I think Stone Island did an excellent job in creating an extremely visually pleasing Instagram. It looks to be cost efficient all while competing with top fashion houses.
3 takeaways
Reach out passed your normal crowd with your artistic direction. The attention to detail and creative thought behind Acne Studios Instagram reaches well beyond their normal fashion fan base.
Show off your expertise and craftsmanship. Letting people in on some of your technical skilled processes increases your credibility and builds a deeper fan base.
Focusing on the aesthetics of your blog does not have to come at a hefty price. You do not need expensive photoshoots and designers to create a very visually pleasing Instagram. Following simple themes and backdrops can do wonders for the look of your blog.
(via Creative Commons)
LUC Marketing 399 