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What Brands Like Adobe & The San Diego Zoo Can Teach us About Instagram Marketing

April 21, 2016
Aaron Polmeer

By Ashley Zeckman

Only two months after launching in 2010, Instagram had already amassed one million users. Less than a year later, they had already climbed to ten million users. Talk about a welcome solution to what is often seen as a saturated marketplace.

Today, Instagram boasts over three hundred million users. Recent research has also found that over 50% of individuals on Instagram follow brands on the platform.

All of the information above should lead marketers to one simple conclusion: Instagram has definite potential for engaging both B2B and B2C audiences.

Earlier this week, I had the privilege of attending a session at Social Media Marketing World that included Matt Rozen, the Director of Social Media at Adobe and Jenn Beening, the Social Media Planner for San Diego Zoo Global. Both of these companies have done amazing things with their branded Instagram accounts and shared some very useful tips for other companies trying to improve their strategy for marketing their brand through Instagram.

5 Instagram Marketing Tips

#1 – Be More Interested in What Your Audience Creates

Especially when venturing out on a new platform where you don’t have a lot of experience, it can be easy to fall into the trap of only creating content about yourself. While Instagram can be a great place to show a behind-the-scenes look at your company, it should also focus on what your audience cares about and shares on Instagram.

Adobe for example, has dedicated a lot of their time and strategy to showcasing the amazing images that other members of the community has taken and then shared them with their followers. This serves a couple objectives. First, when a large company like Adobe publishes something, others take notice and this creates a great opportunity for the user whose photos were shared to increase their network. Second, they are able to curate some really awesome imagery that they would not otherwise have access to, which creates more value for their followers.

Below is an example of how Adobe has successfully executed this initiative:

#2 – Tell Stories in a Visual Way

A picture, or a video is often worth 1,000 words. We’ve all heard studies about how people learn and connect visually. Great visual content on platforms like Instagram present a great opportunity to tell stories that will engage people with your content.

The San Diego Zoo has (and takes advantage of) so many opportunities to tell the stories of the beings that they care for on a daily basis. Everything from stories about the most recent babies to join the world to interesting …read more

Source:: Top Rank Blog