beginner's guide to instagram marketing

11
MARCH 2015 BRAND HANDBOOK Basic tips and tricks to a successful Instagram marketing strategy

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MARCH 2015

BRAND HANDBOOKBasic tips and tricks to a successful

Instagram marketing strategy

TABLE OF CONTENTS

1. Influencer Marketing2. Brandnew’s Campaign Types3. Choosing the Right Campaign Type4. Campaign Tips5. Planning a Photo Contest6. Getting Started on Instagram7. Posting on Instagram8. What To Do During a Campaign

Photo by @raodtpeveywhere for Teatox

WHY INFLUENCER MARKETING?1

Break through the noise

Influencer Marketing gives brands a mouthpiece to connect with thousands of

consumers in a natural and unobtrusive form

Create great content. Not ads.

Photo by @spielkkind for LOVOO

90% of consumers trust peer recommendations. Only 33% trust ads.

Influencers are provided with branded materials / products

which they will showcase attractively to their audience

PRODUCT PLACEMENT

Influencers post themed images and encourage further organic content creation and contest

participation

PHOTO CONTEST

Influencers share a series of visual narratives which

involve the use of a brand product or attending a

branded event

STORYTELLING

WHAT ARE THE CAMPAIGNS LIKE?2

Photo by @silverspies for ASOS

WHICH CAMPAIGN TYPE IS BEST?3

Photo by @silverspies for ASOS

If gaining followers is your main goal then a PHOTO CONTEST is the best choice

If creating outstanding content

is most important then PHOTO CONTEST,

STORYTELLING & PRODUCT

PLACEMENTare suitable campaigns

If extensive reach for your brand is top

priority then PHOTO CONTEST are campaigns that

can achieve this

If building awareness of your brand is what you want to achieve

then STORYTELLING

will best help you to do this

If promoting your brand product is your

objective aPRODUCT

PLACEMENT or STORYTELLING

campaign can accomplish this

GAIN FOLLOWERS

CONTENT CREATION

REACH BRAND AWARENESS

PRODUCTPROMOTION

While all our campaign types can achieve multiple goals, some are better suited to produce particular results

CAMPAIGN TIPS

The key to a great photo contest is to keep it simple. Choose a theme that content can

easily be created for, ensuring that the contest is accessible to everyone. The

hashtag chosen should reflect the theme - remember that hashtags are not only used to

connect but also to inspire.

Photo Contest Storytelling

When it comes to storytelling campaigns there is a world of options. If you are opting for this campaign type, don’t limit yourself and make sure to allow influencers some artistic freedom within your guidelines.

They are top Instagrammers because of their creative talent - so let them use it.

Photo by @hannes_becker for Germanwings

4

Product Placement

Make a product placement campaign great by providing some extras, e.g. additional merchandise such as stickers, badges etc. that could be used creatively. Or make it

more personal for the influencer by including a note - that little step can help to make a

connection to your brand or product.

Photo by @kitkat_ch for America Unlimited

PLANNING A PHOTO CONTEST5

Things to consider:

Theme Hashtag

Prize Terms and Conditions

To-Do List:

• If you do not have a brand Instagram account you can create one solely to support the contest during the campaign period

• Post the terms and conditions of the contest on your Instagram page• If there is a webpage relevant to the contest you can add the link in the bio• Post some images using the contest hashtag to inspire the Instagram community

Theme: “Ain’t No Mountain High Enough”Hashtag: #americaunlimited_nevada_contest

Prize: Trip for 2 to Nevada

Results Submissions: > 1490

Total Campaign Reach: > 11M

Contest Example

HOW TO START YOUR INSTAGRAM ACCOUNT

Photo by @anasbarros for Lumix

6

Include a trackable link

Use your brand’s logo as you profile pic

Use the bio field to explain who you are

and what you do

Choose a name, ideally your business name

Choose images that represent your brand to

get your account started

• post images that will catch a consumer’s attention• use high quality images• pick a style and stick to it• post on a regular basis• write clear, concise captions• use the location feature when relevant• use only relevant hashtags

Do

POSTING DO’S & DON’TS

Photo by @oliviathebaut for ASOS

7

• overuse hashtags in your captions - no more than three is a good rule of thumb (use the comment section for more)

Don’t

WHAT TO DO DURING A CAMPAIGN 8

Brandnew offers workshops for a fully comprehensive Instagram

management training

Having an Instagram account to support a campaign is a good idea. How you manage the account will depend on your campaign goal and your Instagram intentions after the campaign ends.

Respond to interactions Observe your brand Repost content

• Respond to comments on your posts

• Like and comment on influencer posts for your brand

• Search for content associated with your brand using hashtags and like and comment where

appropriate

• Post influencer campaign content on your account with an

@mention

Continue this behaviour after the campaign if you wish to grow your brand Instagram account. Dedicating just 10mins a day to Instagram can help build your brand image

Photo by @oliviathebaut for ASOS

[email protected]+49 30 57704147www.brandnew.io

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Photo by @robinmay for Moe’s Southwest Grill