More than 16 billion photos have been shared on Instagram. With an average of 55 million uploaded each day, that’s a lot of selfies. But it also means a lot of money for brands who figure out how to use the fast-growing social network.
According to a recent report released by research firm L2 Instagram touts the most engagement and the highest conversion from browser to shopper. The report also shows that 92% of luxury brands who post an average of 5.5 times a week on Instagram increase their customer base.
But for such a fast-growing app, it is also surprisingly one of the most underutilized by marketers.
Social media analysts Socialbakers conducted a survey to discover what marketers are focusing on and what they’re not, and only 19% of marketers said they will give Instagram a high priority in 2014, while 23% said they will not consider the platform at all.
But those brands that have embraced Instagram have seen just how much the platform’s evolved form of window-shopping can boost their brand engagement. Eg Fans submitted more than 11,900 selfies via Instagram using the #realsies hashtag, and Benefit Cosmetics created a mosaic view of these submissions on a responsive design microsite linking to the “they’re real!” product page.
Increase your fans’ intimacy with your brand by showing them behind the scenes looks at your company. Alice and Olivia’s designer Stacey Bendet is a shining example of how showcasing your point of view will connect you with your customers in a way unparalleled by any other medium.
According to Instagram, Bendet shares photos and videos that capture what she is seeing, feeling, or thinking in the moment and provides followers a genuine glimpse into her life of fashion and design and the inspiration behind her brand.
“That is really what building a brand is about, not just showing the product but showing the story all around it,” Bendet says.
So why not stand out above the competition and take notes from some of the best-performing companies on Instagram with these tips:
Researchers at the University of Wisconsin recently studied more than 130,000 Instagram posts. They found several differences between the way people engage with noncommercial Instagram photos and e-commerce photos. For example, higher shopping rates were achieved on unfiltered photos containing yellow or blue, photos with longer captions that did not contain question marks or exclamations, and photos submitted by popular Instagrammers who posted less frequently.