March 27, 2017

10 Brands Doing Instagram Marketing Right

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Published: 27 March 2017 

More and more businesses are starting to realise the advantage of being active on Instagram. It’s no longer just a platform for people to post selfies. Instead, it’s a great way for brands to be more fun, relaxed and communicate with their audience.

However, it’s not always easy to get Instagram right. You need to know your audience and what type of photographs or videos they want to see. Post content that’s too boring, and people won’t want to follow you.

Fortunately, for those who are struggling with Instagram, you only need to look at the brands who are doing Instagram marketing right.

1. National Geographic

No longer just a print magazine, National Geographic has completely embraced new technology and taken advantage of Instagram. It boasts an impressive 70 million followers. The brand posts several photos and videos a day - all in the high quality you expect from National Geographic. The captions always mention where you can go to see more from the photographer, so followers will never be unsatisfied. The bio even includes a link to National Geographic’s photography page. If you’re wanting to see some amazing wildlife photography, look no further than National Geographic.

2. Air BnB

Airbnb sometimes has a bad reputation - people trashing the place they stay at, or guests showing up to an unsightly apartment. It’s Instagram page will make you forget that and leave you feeling inspired. It showcases some of the most stunning and interesting locations around the world. Each photograph includes a link to the photographer's account. Scrolling through their photographs just makes me want to book accommodation now.    

3. GoPro

Considering GoPro sells what they dub the “world’s most versatile camera” you’d expect them to have an awesome Instagram account. And they sure deliver! GoPro’s Instagram is an impressive collection of photographs shot by ordinary people. The photographers are tagged in the post, with the caption also mentioning how the photograph was taken and what camera they used. Now you know how you can get a photo that looks that good, what’s stopping you from grabbing a GoPro and testing it out yourself?

4. Lorna Jane

If you’re looking for a fitness company who is using Instagram right, it’s Australia’s Lorna Jane. The company not only posts photos of Lorna herself, but posts their products, inspirational quotes, and photos submitted by the community. It’s no wonder the account has 767,000 followers. Lorna Jane even has its own hashtags - #MoveNourishBelieve and #ActiveLiving. People are encouraged to use the hashtags in their own photographs, as well as tag the Instagram page. You really get the vibe of exactly what the company sells, as well as the clientele they are targeting.   

5. #FollowMeTo

Those photos you’ve seen of a woman leading a man by the hand to a new travel destination? That originated from the #FollowMeTo project, created by Murad and Nataly. The account doesn’t only post photos of people being led by their arm. They also post photographs from people’s travels all around the world. The easy concept of the photograph, and the fact they have their own branded hashtag, makes it easy for people to take their own photograph and post it on their accounts.

6. Grand Central Terminal

Grand Central Terminal has made train stations interesting. It’s bio encourages people to submit their own photographs using the hashtag #SharingGCT. The account posts a combination of their own videos and photographs, as well as photographs submitted through the hashtag. It not only features great architecture photographs, but includes photos of products you can buy within the station. Anyone else feel like booking tickets to New York City now?

7. Staples

Staples is here to make stationery interesting again. Not only do they manage to take good photographs and videos of stationery, they are really good at engaging their audience. The captions of the photos and videos often ask a question, such as “who’s ready to get organised in 2017?” The photos are often holiday themed - think Hannukah, New Years’, and even “Clean Off Your Desk Day.” Their branded #MakeMoreHappen hashtag encourages people to take their own stationery photos.

8. Punch Drink

If you’re a fan of Punch, this account is for you. The Instagram account features stylish photographs of different Punch drinks. What makes them stand out is the fact they include the recipes in the caption of the photograph, and often tags the photographer too. Their bio includes a link to a page where you can find more articles and recipes. After seeing a photograph of how nice the drinks look, it’s good to know how to make them as well.   

9. Adobe  

Adobe features photographs that are exclusively by its community. It has its own hashtag, which changes depending on the theme of the month. February’s theme was #Adobe_SeeingRed, which encourages users to submit red themed photographs. This is a great space to get inspired, while also showcasing your own work. Only posting the community’s photos is a great way to increase engagement.   

10. NASA

Those who love space - make sure you’re following NASA’s Instagram account. Not only will you find amazing, high-quality photographs and videos of space, they also have lengthy descriptions which can be quite interesting and educational. They will often tag the International Space Station or other astronauts, giving you the chance to follow them to have even more photographs of space in your Instagram feed.   

Feel like we left any out? Know another awesome brand doing Instagram marketing right? Let us know in the comments.  

Ben Maden

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