Instagram is a free photo-sharing app where users apply film filters for stylish vintage effects with the much loved Polaroid or Kodak instamatic feel. Then with a single tap photos can be uploaded to various social networks, as well as on Instagram itself, which has quickly turned into a social network of its own. It’s simple, easy to use and produces a great photo.
With more than 15 million users, all kinds of companies have flocked to the app in hopes of establishing a following. Yes, another social network to cultivate, but I’ve found this is a fun (and moderately addictive) way to tell a story through creative photographs. Words alone fall short of giving a consumer the essence of a brand, so it seems natural for any business or organization to tell its story through photographs. Since the app launched in 2010, brands have been using the platform in innovative ways, testing the network’s ability to build an audience.
In my opinion, the most attractive companies on the app are those posting interesting lifestyle photos, trying to capture their piece of the world in unique ways. Even General Electric has a nice eye for turning combustion engines into works of art. On the other hand, Starbucks seems to be pushing product a little too hard but still has a huge following. NPR was one of the first media organizations to join the platform and has successfully created a personable and creative account where it informally engages with fans on a daily basis.
Like other social media outlets, the premise should be about cultivating a relationship with the consumer, not blasting products in their faces. There doesn’t seem to be a single method for a company to have a successful Instagram, but those staying true to Instagram’s passion for sharing brilliant moments-in-life photos are doing well.
Fashion companies have unsurprisingly created a massive following on Instagram for their visually sophisticated audience. Aesthetically based brands like Bergorf’s, Nylon Magazine, and Free People post beautiful and funky pictures while giving a behind-the-scenes look at their company.
With millions of photos shared every second, Instagram is insanely popular yet still has an “indie” super-cool vibe about it. Regardless of the reason for attraction, used correctly, Instagram can be a powerful tool for engaging an increasingly design-savvy audience.
