So we recently signed up for Instagram. As we looked to build up our social media channels it was a no-brainer to focus on one of the most powerful tools on the market today.
The only question for us: how does it fit in with our agency’s overall strategy? And, more importantly, what is our goal with it? (Quick and dirty answer: behind-the-scenes snaps, showcasing our staff and giving hints to all the cool stuff we’re working on).
There’s no mistaking Instagram’s reputation as a traffic monster. Social media analytics firm Quintly’s study shows that interaction rates are 10-times higher on Instagram than on Facebook.
The photo-sharing service is also adding 64 percent more users per month. I personally find Instagram to be the first thing I check in the morning, and it’s one of the top tools I use to plan vacations and getaways. Images tell stories, and as brands shift more towards internal content and taking control of their own storytelling, Instagram’s importance will no doubt continue to grow.
Whether it’s a campaign or simply handing over the keys to the account to a prominent Instagrammer, the creative possibilities are numerous. Couple this with the fact that smartphone use around the globe is increasing at unprecedented rates. This is particularly true in developing markets, where several of our clients are active. The best example I saw lately was from Lord & Taylor, which had prominent fashion Instagrammers photograph themselves wearing a blue dress from the US-based retailer’s new line. The campaign generated so much buzz that the dress quickly sold out.
Our first Instagram project was #RCKTworkessentials, a lay-down series of the tools and toys that allow us to be successful in our work. Our intern Fernanda Santis was the brave guinea pig to start, and the positive feedback ensured that we’ll be profiling the rest of our staff.
Of course a bit of caution for brands is always warranted, as one of my favourite personal Twitter feeds Brands saying Bae can confirm. What sounded good on the whiteboard can fall flat online. This goes hand in hand with something we recently learned from our trip to VICE: never underestimate Generation Y’s highly-tuned bullshit detector. Authenticity is important, and FOMO (fear of missing out) should not drive you to participate in every conversation or event online.
We also know that we’re not in a position to give anyone Instagram success tips or position ourselves as thought leaders (we have 47 followers as of posting), but we can tell you what we’re striving for: authenticity, insight and having fun.