Instagram has changed the way many social media users today interact with and view the world around them. Instagram has become a cultural icon; its impact on society has been crucial to a variety of industries. Only by understanding how Instagram has changed the way audiences perceive products and brands can companies better target them to suit their needs.
Here are 4 different types of companies that figured out how exactly their audience had changed due to Instagram, and their strategies to better target their redefined experience:
Fashion is all about staying up-to-date with the latest trends in the industry. Before the Internet and social media, those who followed fashion could only get the latest updates from fashion magazines and runways, meaning a trend could last for months before being replaced with the latest iteration. But fashion companies have realized that Instagram may be the current biggest platform for the industry.
According to Instagram’s blog, over 200 million Instagram accounts follow fashion accounts, making it the biggest platform on the world to spread news and pictures regarding fashion. Over 143 million used Instagram to take a look at Fashion Week Spring/Summer 2018, making Instagram one platform no fashion brand can ignore. Out of all these users, nearly of them claim to use the fashion accounts to put together their latest outfits.
Tommy Hilfiger – Localized For New Audience
Tommy Hilfiger wanted to increase its audience in Latin America, so their primary goal was to create a video ad campaign starring Rafael Nadal. This increased sales by 28% and attracted over three times as many viewers as other ad campaigns. This success was met by using an icon that the Latin American audience would be attracted to and addressing their current “in” styles.
In a similar campaign, Louis Vuitton used the videos on Instagram Stories to introduced the latest line of items from their brand. According to the founder of InflowStyle, a brand for exercise wear, “Instagram has played a crucial role in our success. As a new company, we tried different ways to advertise. Since advertising on Instagram, sales have sky-rocketed and people know, follow and love the brand.”
Food is one of the biggest parts of everyday life that has been radically changed by Instagram. It’s no longer just about the taste of a meal, and presentation isn’t limited to classy restaurants. These days, everyone wants the world to know that they are eating something as beautiful as it is tasty.
But there’s more to food on Instagram than just restaurant dishes; marketers can also tap into the regular grocery store food that people buy every day. According to one survey, 81% of users on Instagram are likely to make food or grocery store purchases from their smartphone. Meaning they are highly susceptible to good food marketing. But how?
It’s about understanding the lifestyles of smartphone users. Consumers these days are snackers—84% of Instagram users snack between meals. With the number of people who buy groceries online doubling from 2014 to 2016, it was only a matter of time until a smart brand on Instagram hit the jackpot.
Cha Cha Matcha – Appealing to Snackers on the Go
Cha Cha Matcha is a popular tea shop from New York, but it didn’t reach its current popularity until one smart Instagram campaign. Cha Cha Matcha understood that the story of the food is just as important as its aesthetic, which is why it wanted to emphasize the origin and benefits of its product, matcha tea.
The Japanese green tea powder has a host of beneficial qualities that go along with its visual appeal, and by marketing both aspects, they knew it would drive customers to their stores. So they started making posts showcasing their beautiful matcha, alongside fun facts about it.
According to the co-founder of Cha Cha Matcha, Matthew Morton, “Whether it’s showcasing our stores, new products, or even sharing fun facts about our brand, Instagram has helped our business in a myriad of ways. It is pretty much the only social media platform we use.”
Whether it’s a cocktail at the latest nightclub in town or an iced tea with your friends on a snack shack on the beach, beverages is one industry that’s hugely influenced by Instagrammers these days. Users love to share pics of beverages that look delectable, almost as much as food itself. Instagram users are incredibly impulsive when it comes to sharing their drinks; if it doesn’t look amazing at first glance, it’s not going on their album.
In a recent study by the in-house Instagram team, they found that 41% of users agree that their beverage choices are influenced by photos and videos they see on Instagram. That means if you can get your drink in front of your customers’ faces at the peak drinking times—anywhere from 3pm to 6pm PST—you can feed off their impulses to buy the latest drink they just saw.
Skol – Brazil’s Summertime Beverage on Instagram Stories
According to Instagram’s data, Instagrammers who are likely to purchase a drink watch two times more videos than average online users. If you’re advertising a drink on Instagram, video is the perfect way to do it.
When Skol—the official beer of Brazil’s most popular drinks producer—partnered with Instagram, they created a video campaign for Instagram Stories. The campaign was simple and sweet: it targeted young Brazilians over the age of 18 and promoted the ideas of free thinking and summer fun. They found amazing return, with three times the amount of impressions as compared to regular ad campaigns.
The holiday season is prime time for Instagram marketers; users are at home from work or school and have more time to scroll through their feeds. They are also looking for the latest gifts to buy; 51% of mobile users expect to complete most of their holiday shopping online. 40% of users also agree that online or social media research helps them make the best decision for their gifts.
According to Instagram’s in-house data, Instagram users are nearly three times likelier to purchase gifts for themselves rather than other people, and are very likely to purchase from brands that give great deals through Instagram.
Virgin Holidays – The Personal Approach
Virgin Holidays wanted to ride the “holiday feel” of the season by creating ads that had that “personal” touch. These ads rose awareness for their brand was simultaneously enticed their audience to buy their latest items through their Instagram store.
They created this personal ad campaign by making the viewer the camera itself, and exploring cities like Las Vegas, San Francisco, and New York with the viewer. This allowed viewers to pretend that they were in those cities themselves. Since Virgin Holidays sells tours and flights, it was a great way to nudge users into seeing themselves in those vacation-happy cities.