The future is bright, the future is Instagram

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Instagram is the fastest growing social media platform year on year. With 300 million monthly active users, the app has moved quickly from the trendy iOS-only app, to a huge social network, now also accessible via Android and the internet.

In the last year, socially-astute companies and brands have stepped up their marketing initiatives on Instagram. Brands that are strategically active on Instagram have instant access to a platform to share personality and be creative and, in turn, immerse themselves in their fans’ daily lives. This growing trend of producing innovative imagery and video content has meant that volume of publications and cleverly crafted campaigns posted on the app has grown significantly. 

Last week Ballantine’s published a new magazine about whisky exclusively on Instagram. The cleverly dubbed ‘Insta-zine’ is titled W and you can find the first issue at @w_issueone. It features a mosaic style grid of images that together make up the front page – users can tap on individual posts leading them to different articles.

Could this be the future for magazine publishing?

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Brands have toyed with the Instagram grid before; one of our favourite examples was last year’s art-directed campaign by Mazda and JWT Canada. However, the fact that users do not typically view the images in the mosaic grid form seen in the above image, but rather as a feed of stand along images, impacts how visually successful these campaigns really are. 

This month will see the first ever book to be published via the app. Jason Sperling’s new book Look At Me When I’m Talking To You, will publish one illustrated page each day for 160 days, starting on 25 June at @lookatmebook. The idea is to reach people where they are already consuming media on a daily basis, rather than try to force them into a different pattern of behaviour – a key point of the book as well.

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Sperling said: “The Instagram idea was a reactionary thing. I gave the book to several people to read, and after several weeks, no one, not one person, had started to read it…that led to the ‘a-ha’ insight/connection that these days people are ingesting content in small, mobile chunks. So, why can’t a book be built that way?”

Will you be upping your Instagram game?

Break through the noise

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The digital marketing landscape is more crowded than ever before; it is becoming increasingly difficult to stand out from the crowd – and most importantly your competitors. 69 percent of marketers are creating more content in 2015 than last year and are using an average of seven social media platforms for marketing purposes.

To increase audience engagement you need to create compelling, meaningful and timely content. Here are our top 10 tips on how to break through the noise:

1.     Understand your brand position and audience – this is easier to get a handle on for B2C businesses but is equally important for B2B companies. Try creating audience personas for target customer groups – this can help you identify content topics that are engaging for users.

2.     Always put your reader first – it’s easy to post content that you are interested in but what about your readers? The only way to attract potential leads is to think of your audience’s interests first.

3.     Be unique – no one wants to read regurgitated content.

4.     Be selective – avoid publishing the same content but with a different title. Do not post content for the sake of it, make sure you always have something interesting to say, otherwise don’t say anything at all.

5.     Avoid over publishing – once you have mastered selecting golden nuggets of content, make sure you give your posts time to breathe, or your audience may miss them.

6.     Keep it simple – it’s tempting to attempt perfection when creating content but a good rule of thumb is: don’t let perfection get in the way of progress. Content that is relevant, timely, unique and important has the most chance of creating an impact on your readers.

7.     Be the first – say it before it’s been said.

8.     Try to make your audience smile – balance your content with a mixture of light hearted and informative posts.

9.     Be creative – when developing your content be original, think about unique layouts and styles of posts. Be imaginative and create your own infographic or make a word cloud. There are some great free tools out there to use. Our personal favourites are canva.com and piktochart.com.

And finally…

10.  Don’t forget to put the word SOCIAL into social media – always remember you are trying to engage your audience in conversation.

Our copywriting team develops marketing strategies that utilise original, curated and repurposed content to conscientiously promote its clients as thought leaders, while building engagement with their business and consumer audiences, stakeholders and influencers, via traditional media, digital and social media, blogs, websites. To find out more get in touch via info@consciouscomms.com.

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