Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
So far in our series on using social media for PR, we’ve covered Twitter, LinkedIn and Facebook. Today we turn our attention to Instagram. It might not be the first channel that springs to mind when it comes to PR, but it has some unique advantages that explain its growing popularity with brands. Here are a few tips you can use to leverage it as part of your social PR strategy.
Check out the Instagram for Business Blog
So many companies are interested in putting Instagram to work for their brand that the folks at Instagram have devoted a blog to this subject. Check it out for ideas and inspiration on how you can drive greater brand awareness.
Have Fun with It
You want to tell a story through images on Instagram, but don’t forget that people go there for fun. Be sure to incorporate a mix of fun and business pictures and let your brand’s personality shine through.
Align Your Social Media Accounts
You might want to use your Twitter handle for your Instagram account name and cross-publish photos with relevant hashtags to your Facebook page. This way your audience can easily find and recognize you across all the social channels.
Rock Your Videos
Instagram gives you 15 seconds of video compared to the 9 allowed by Vine. Take advantage of this opportunity to give your audience a live glimpse of your product, company, customers and team. Also, remember to embed the Instagram video on your website or blog to increase exposure.
Follow Brands You Love
Instagram is full of creative campaigns and brands that have attracted large followings. One of the best ways to get inspiration is to follow brands that do a great job and see what works well for them.
Play with Filters
Instagram offers a bunch of filters to give your photos a unique look. Don’t get stuck in a rut. Mix up your use of filters and throw in some unfiltered photos as well.
Get Your Audience Involved with a Photo Contest
People like looking at photos and videos on Instagram, but they also love posting their own. A photo contest with a relevant hashtag is a fun and effective way to make your followers part of the action.
Use it for Recruiting
Some people think that Instagram is only for brands with visual products. This isn’t the case at all. It can also be a powerful way to highlight your company culture, your team members and your organization’s engagement with the community.
Set Clear Goals
We never advocate doing PR work without a clearly defined reason and measurable goals. Instagram is no exception. Make sure you know what you want to achieve.
Forrester has named Instagram the “king of social engagement,” citing the fact that top brands’ Instagram posts generated a per-follower engagement rate of 4.21 percent. That means Instagram delivered these brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter. Smart PR pros use it to amplify their brands and encourage engagement. Be sure not to overlook it when it comes to social strategy and measurement.