A Winning Strategy for Instagram Marketing
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Michael Scissons, co-founder of FlashStock, presents his keynote presentation from InstaCamp Toronto. This is the guide to developing a strategy for Instagram marketing. An overview on how to transform your Instagram marketing strategy, execution and measurement through applying a strategic framework to visual brand building. This presentation covers: - Instagram Key User Facts - Visual Marketing Key Facts - Why Instagram is Important - Instagram Brand Adoption Curve - Brand Adoption By Vertical - Instagram Marketing Strategy Framework - "How to" Create Archetypes, Themes and Occasions in Instagram Visuals. - Overview of Classic Storytelling Pillars - Overview of How to Create Photography Guidelines - 10 Instagram Marketing Commandments
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A Winning Strategy for Instagram Marketing
- 1. a winning strategy for Instagram marketing By Michael Scissons co-founder @ FlashStock
- 2. We create beautiful images for marketing. Create original photos for your brand’s Instagram profile at http://www.flashstock.com
- 3. 300+ Million Monthly Active Users available in 25 languages 90% of users under the age of 35 20%+ of all internet users between 18-65 70+ million photos uploaded daily Instagram Key 70% of users outside the USA Facts average user spends 257 min per month
- 4. 90% of information transmitted to the brain is visual 67% of consumers say clear images carry more weight than product customer ratings -Harvard, 2003 13 milliseconds is the time it takes for the human eye to process an image -MIT, 2014 The brain processes visual information 60,000 faster than text – 3M Corporation, 2001 Our eyes can register 36,000 visual messages per hour – Jensen, 1996 93% of human communication is non-verbal Visual Marketing Key Facts Content with relevant images gets 94 percent more views than content without -Skyword, 2011
- 5. Why Instagram is Important (Canada) 49.8% of millennial Instagram users rank Instagram in their top 10 channels to discover new products - FlashStock Consumer Survey 2014 58.6% of millennial Instagram users report being more likely to remember a great brand on Instagram over the brands television commercial - FlashStock Consumer Survey 2014 28.2% report purchasing a discovered product in the last 6 months - FlashStock Consumer Survey 2014 Men were 11% more likely to say Instagram over women - FlashStock Consumer Survey 2014
- 6. 45.6% of millennial Instagram users report being more likely to remember a great brand on Instagram over the brands television commercial - FlashStock Consumer Survey 2014 21.8% report purchasing a discovered product in the last 6 months - FlashsStock, 2014 Why Instagram is Important (USA) Among 18-24 year-olds, those earning $50-74K picked Instagram more than those earning $25-49K 47% of Instagram users rank Instagram in their top 10 channels to discover new products - FlashStock Consumer Survey 2014
- 8. Instagram evolves brands from conversationalists to visual storytellers
- 9. Instagram Adoption Curve Stage 1 Beginner “ We need to be on Instagram!” Stage 2 Intermediate Stage 3 Mastery Campaign experimentation Planning & understanding audience Inconsistent photos and stories No strategy No promotion or integration
- 10. Instagram Adoption Curve Stage 2 Intermediate “ We are on Instagram and know why” Stage 3 Mastery Campaign Integration Proactive and reactive strategy Original photography that is Inspirational Consistent Authentic Transportive Stage 1 Beginner
- 11. Instagram Adoption Curve Stage 3 Mastery “ Instagram is a known entity in our marketing mix” Stories, themes, and character aligned ROI measured and aligned Instigated through paid promotion, e-commerce, web etc. Stage 1 Beginner Stage 2 Intermediate
- 12. Brand Adoption By Vertical Stage 2 Intermediate Stage 3 Mastery Stage 1 Beginner Luxury Financial Automotive FMCG Apparel Technology Alcohol Media B2B QSR *Qualitative research: FlashStock, Nov 2014
- 13. Insight & Objective Choose A Themes Photography Guide Measurement Promotion “Gives you wings.” “Be a hero.” To bring inspiration and innovation to every athlete* in the world.”
- 14. Insight & Objective Choose A Themes Photography Guide Measurement Promotion Your brand insight should be consistent across all channels, including Instagram.
- 15. Insight & Objective Choose A Themes Photography Guide Measurement Promotion Research competitors and vertical amateurs to understand how your insight can apply.
- 16. Insight & Objective Choose A Themes Photography Guide Measurement Promotion Objectives Product Discovery Loyalty & Revenue Growth Reach & Frequency
- 17. Archetypes Themes Occasions Photo Guidelines Archetypes represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions Clusters of focus areas for the brand in which the brand is presented and known for. Specific moments of time that capture both the Archetype and Themes of the brand. Visual rules for consistency.
- 18. Choose Archetypes JESTER Freedom CREATOR LOVER CAREGIVER EVERYMAN HERO MAGICIAN SAGE RULER INNOCENT EXPLORER SOCIAL FREEDOM ORDER EGO OUTLAW Social Order Ego
- 19. JESTER CREATOR LOVER CAREGIVER EVERYMAN HERO MAGICIAN SAGE RULER INNOCENT EXPLORER SOCIAL FREEDOM ORDER EGO OUTLAW Example Archetypes Special Thanks to Carl Golden *editorial allocation. No brand involvement
- 20. Jester/Explorer Modified Develop Themes Occasions Escapism Active Culture Source Themes are the pillars from which your brand can build occasions.
- 21. Create Occasions Jester/Explorer Modified Occasions Escapism Active Culture Source
- 22. Classic Storytelling Pillars The Ancient Greeks implied there were only a few basic themes a brand can Instagram about. Desire for Justice Desire for Love Desire for Order Desire for Pleasure Desire for Validation Fear of the Unknown Fear of Death Challenge of Morality
- 23. Photography Jester/Explorer Modified Consistent Instagram photography starts with great Occasions Escapism Active Culture Source photo guidelines. Feminine Masculine Young Mature Luxurious Economical 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Modern Classic Playful Serious Loud Quiet 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Simple Complex Subtle Obvious Cool Warm 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
- 24. Promotion Paid Media Community Engagement Web Integration Great Content Paid content is currently in Beta with closed customer set. Like, Hashtag and engage to be be discovered. Integrate photos into your website experience. Great content drives promotion.
- 25. Measurement Product Spending Loyalty Propensity to Recommend Media Value The difference in spending habits followers vs non followers Instagram's ability to drive higher recall, loyalty and awareness Instagram’s ability to drive enhanced product recommendations & referrals Instagram’s ability to drive media value to followers Engagement Likes Posts Creative
- 26. Instagram Commandments 1. Photographer first, marketer second 2. Be authentic, sensory and relevant 3. Appeal to consumer’s desires 4. Build emotional connectivity 5. Be bold about brand through occasions 6. Don’t steal images, get proper rights 7. Measure and benchmark your KPIs 8. Develop and live your photography guidelines 9. Post only high quality content 10. Deliver what your audience wants
- 27. Ready for Instagram? Contact us at insta@flashstock.com and let us help you get going with free materals and insights. Contact Us