Instagram From A PR Perspective

Instagram P H O T O S B U I L D I N G A B R A N D ’ S P E R S O N A L I T Y

F R O M A P R P E R S P E C T I V E

Agenda

I N S TA G R A MS T O R Y T E L L I N G W I T H P H O T O S

W H O U S E S I N S TA G R A M • 200 million active users

• Ages 18 - 35 years

• 68% females

• 13% of internet users are on Instagram

• Primarily used by teens from upper income households

V I D E O

I N S TA G R A M ’ S M A I N F U N C T I O N S F O R A P R P R O F E S S I O N A L

!

C O N V E Y W H A T Y O U R B R A N D

I S A B O U T

S H O R T N A M E

E A S Y T O R E M E M B E R

I N S TA H A N D L E

T H E P R O F I L E• Clearly convey who your

brand is, what your brand does, other social media contacts and most importantly your web address (which validates your authenticity as the official account for your brand)

W H O I S Y O U R A U D I E N C E ?

• Type of product your brand offers dictates the type of target consumer

• Demographics

• Key insights i.e. what they will engage with

• Psychographics

# H A S H TA G S

• An easy way to categorize your photo

• For easy search-ability

• Allows brand to search for posted photos by others using that #hashtag

• hashtagify.me

• #MCM #WCW #TBT #FBF

S E A R C H T O O L , N E W S A C T I V I T Y, TA L K I N G O V E R I N S TA

W E B P R O F I L E SN O N - A P P P L A T F O R M

C R E AT I N G C O N T E N TE N S U R I N G I T I S R E L E VA N T A N D E N G A G I N G

P R O U T R E A C H

C O N T E N T• Invitations to events

• Promote contests

• Show-off new hires & products

• Post ideas for product usage

• Thank followers for posting photos

W H E N T O P O S T

• Real-time photo posting

• Time stamped

• Post at the right time for your target market i.e. students = before/after school + weekends

S P O N S O R E D P O S T S

• Began rolling out advertising on Instagram Canada in October

• Instagram analytics of relevant and creative ads

A C C O U N T M A N A G E M E N T

A R E O R G A N I Z AT I O N S U S I N G I T T O M A N A G E T H E I R P U B L I C

R E P U TAT I O N ?

T O P 2 0 E N G A G E D B R A N D S

N F LFather and son. #megatron #chasinghistory #thenflseason

A D I D A S

The classic Firebird, #represent-ed by Chicago footwork dancer Lite Bulb

R E D B U L L# G I V E S Y O U W I N G S

S TA R B U C K SWho's your pick this season?

#gameday #itsfallwhen

#psl #scm

•Superior visual content

•Photos are staged, dynamic, evoke feelings & emotions

•Photos focus on people and actions

“ M O S T E N G A G E D ” B R A N D S

W H AT N E E D D O E S I T S E R V E ?

I N S TA G R A M F O R B R A N D S• Tool to visually communicate a

brand’s story, lifestyle and personality

• Great outreach and engagement tool

• Visual based industries benefit the most: beauty, fashion, food, design etc.

• Behind the scenes of the brand

L E V E R A G I N G I N S TA G R A M

• Be authentic

• Capture the human element

• Choose creative, quality photos

• Post consistently

• Use for brands that can express their personality through visuals

O T H E R P U R P O S E S F O R B R A N D U S E

I N S TA G R A M

D O E S N O T S E R V E A S …

• An online catalogue

• A website substitue

• A tool for selling and advertising but rather awareness and loyalty building

I N S TA G R A M S W O T A N A LY S I S

S T R E N G T H S• $$$ - free

• Large audience

• Growing user base

• Photo conversations

• Active/Passive participation

• Simple

• Integration with other social media

• Single upload

• Timestamps

W E A K N E S S E S• Not available on all platforms

• Created for mobile devices

• An art to a good photo

• User base is young

• Commenting function is limited

• No content scheduling

O P P O R T U N I T I E S• Integrate complementary

apps

• Add conversational functionality

• Integrate even more with other social media platforms

• Increase advertising

• Sell analytics

T H R E AT S• Twitter photo

integration

• Social media trends change rapidly

• Snapchat

• Copyrighted material

I N S TA G R A M F R O M T H E P R P E R S P E C T I V E