Since being
acquired by Facebook in 2012, Instagram has taken off like a rocket. In many
ways, it is the perfect social media platform for the modern generation. It’s
mobile-friendly, easy to navigate and it allows users to share their universe rather
quickly. It is also the new
trendy and efficient tool for companies to communicate on the one hand and to
interact with their followers on the other hand. Following this wave,
Pinterest, Tumblr and others rushed into that opportunity.
Indeed, Instagram
is generally known as the image equivalent to more text-based platforms such as
Facebook and Twitter. Images can be posted with captions and hashtags to
provide additional information. Instagram also allows users to upload 15-second
video clips.
Advantages of using Instagram for events or
brands
At first
glance, Instagram is thus not a traditional way to communicate, especially for
events. But it has proven to be a social media platform that helps businesses
engage current customers and attract new ones.
Firstly, it
is a fast way to communicate with users as they are always connected on their
Instagram account on the go.
Secondly,
it is an innovative way to grasp the audience attention with behind-the-scene
pictures or teasing videos. Interaction with audience is made possible thanks
to Instagram walls and thus raises engagement from the event participants and from
Instagram subscribers of the brand.
Instagram is the perfect way to promote products like
for Starbucks which has 100.000 likes for each published picture. Each picture
posted is spread on the net and highlighted by Starbucks followers. Indeed, Starbucks
strategy is based on shares and clients’ participation widening its audience as
more people can see its posts shared and spread by other accounts of social
networks.
Thirdly, hashtags
can make your event unique and easily fundable; it is an easy way for clients
to communicate on your brand/event and for you to get detailed analytics to
evaluate the popularity of the brand/event.
Fourthly,
Instagram allows to reach a younger audience. In 2015, more than half of
Instagram users were under 30.
Fifthly,
thanks to sponsored posts and user generated content, Instagram allows a better
visibility of your brand/event. Thus this specific social media can help
Finally, Instagram
video ads are an effective tool to give your audience a sneak peek of the
ambiance and atmosphere of your event.
Examples of successful Instagram campaign for
events:
For the 350
years of Saint Gobain, the 200 000 people company celebrated all around the
world its anniversary thanks to a Social Wall powered by Dialogfeed live.
On several screens, it displayed Instagram posts and photos from public
audience in full screen. Saint Gobain staff all around the world shared a drink and some
food around this social wall. Public and employee photos were shown on
social walls in all the different offices of Saint Gobain and on the web
worlwide.
Image from Saint Gobain Instagram Social Wall
Barack
Obama also took a large benefit from Internet and social media. As far as
Instagram is concerned, with his 1.4 million followers, Obama posted from 10 to
20 pictures per month. These pictures were high-quality and showed important instants
of his campaign (prospectus, moments of complicity with Michelle Obama and his
daughters, meetings etc.), increasing the proximity feeling he spread around
him and easily spreadable by his audience.
From our
perspective, Instagram has several advantages compared to its competitors.
Thanks to native content, sponsored posts can be included in the news flow of
the users according to their features and make them discover the brand/event.
As Instagram users are mostly young, a new target can be reached by this mean.
Few companies use Instagram to promote their event for now; it is thus an
innovative competitive advantage compared to competitors.
Another
advantage of Instagram is the fact that an image can be more efficient than text, especially innovative
pictures like puzzle ones (a picture separated in 4-6). It is ideal for storytelling (e.g. Oasis 15-second
Instagram video series of Ramon the Strawberry).
However,
this mean doesn’t fit every kind of industry. If the event is not “visual”,
Instagram represents a limited way to communicate on it.
Camille COURTIAL-SPIROUX
Manon GATTEGNO
Sources:
Livre-Blanc-Ligne-Editoriale-et-Strategie-Social-Media-Barack-Obama.pdf
Livre-Blanc-Ligne-Editoriale-et-Strategie-Social-Media-Starbucks.pdf
https://www.saint-gobain.com/fr/350-ans
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