A picture has a higher value than a thousand words. At the moment, a photo can convey to us a massive amount of information.
Hence, there is no surprise when there are about 25 million businesses are using Instagram as a powerful platform to connect with customers. However, according to a study by Microsoft, the attention range of modern people is 8 seconds that is even lower than the Golden fish (9 seconds). With having a giant amount of photos on Instagram, the company’s brands get challenges when reaching customers on this platform.
Author Molly St. Louis of Adweek has analyzed the successful campaign on Instagram and just 3 points out the effectiveness of the campaign.
1. Impression photo
Instagram is a platform for sharing images; the impression is the element that should be satisfied first.
According to Molly, one of the biggest mistakes on Instagram is taking the boring pictures like your selfie photos that have only one expressive style and the difference between the sheets the picture is just their clothes. You should not do like this when you want to promote your brand because no one wants to watch a boring photo again and again.
Molly asked the top influencers and also got a confirmation that the unique and beautiful image is very significant. For example, the excellent quality, vivid colors, weird camera angles will help photos create more feelings to the viewers that obviously will increase interoperability.
2. Telling close stories
You are creating the content on Instagram, but you should not only focus on your products and your information, but you also should make contact with the life of the purchaser. Whether you are selling something: cars, clothes, or technology products, you also need to tell a story to the customers to make them recognize the role of the product in their life.
If you are selling a gorgeous dress, you should navigate to the responses like: “I want to wear this dress to the party of the company.” And if you choose the right content, you will create a photo makes the viewer think that: “Oh, I want to wear this dress to a party this time.”
The successful campaign of Subway is an excellent example for a good application of using the image in advertising. Subway campaign took place in the summer of 2017. The goal of this chain is to re-positioning the brands on social networks by targeting the Millennium generation and Z generation. To achieve this, they created a campaign to turn around the music festival -a major concern of the target audience.
Subway has created the blue rooms in 5 music festivals throughout the United States: The Hangout, the Governors Ball, Bonnaroo, Firefly and Outside Lands. The full interested pictures are uploaded on Instagram to show the whole core spirit of Subway program at each event. In these pictures are the millennial youngth and Z generation Z, as a way to Subway connects to its target customers. Brands also make up the Instagram that allows participants can enjoy the atmosphere of the campaign when the Subway took place.
What was the result? Subway accessed to a total of 388 million people in its target audience, had thousands of 1765.8 interactions and increased positive feelings about the brand up to 13%, Subway also added 62 thousand people on Instagram.
3. Using the creative, breakthrough tools
I want to talk again about the short period of attention of customers. Hence, the content of brands should not only attract people and but also can make the viewer interact well. The interaction can create a high number of loyal customer. And currently, Instagram has added more new features that utilize the effectiveness of marketing and advertising. There are more and more creations from different brands with Stories, Polling creation, stickers, drawing tools and even superzoom to increase interactivity and add the depth to the content.
Hence, it doesn’t matter what is the product you are selling, please always remember three key points: Photo impression, talking to a “deeply” with the target object and using the creative, breakthrough tricks.