Given its 800M active monthly users worldwide, Instagram is clearly a critical marketing channel for any brand. On Tuesday, June 19, CEW hosted “A Conversation with Eva Chen and Instagram Experts” at Facebook’s Manhattan office to gain insights on how brands can increase followers, drive engagement and master Instagram Stories and Instagram Live. The panel event featured Eva Chen, Head of Fashion Partnerships, Instagram; Kristie Dash, Beauty and Lifestyle Partnerships Manager, Instagram, and Virginia Nam, Fashion Partnerships Manager, Instagram. Here, the top tips shared by the panelists.
People are Shifting to Stories
It’s estimated that Instagram Stories has over 300 million daily active users. Because the content is limited to a 24-hour timeframe, users have a sense of urgency to watch them so the consumption pattern is shifting away from the feed. One out of three of the most watched Stories on Instagram are from businesses, which can utilize the ads feature to drive awareness and lift sales.
Flatlays are Out
The popular photo trend of flatlays and overly edited, polished content has begun to feel inauthentic. Placing products in real environments will give it more dimension, and make it more compelling and relatable to the user. Use innovative ways to show consumers how they can use the products for an engagement boost.
Don’t Curate Your Feed
Brands should not focus too much attention on the aesthetic layout of their grid, because Instagram users typically interact with the content as they see it in their feed, and rarely evaluate the creative in a holistic manner.
Post Smart
Instagram’s Insights tool offers data businesses can use to learn more about their audience. Post during the peak hours that are recommended through insights – doing this will increase the likelihood of engagement because these are the times when followers are engaging with the platform the most. Additionally, it is recommended to post more frequently throughout the day to ensure posts are being seen by followers, even if that means posting at least one more time a day.
Engage with Your Community
Followers like when they are being recognized by one of their favorite brands, and it will genuinely make their day. Brands should always engage with their community by replying or liking their comments to build consumer loyalty.