Are you having a hard time applying Instagram's potential to your own industry? Do you believe that your brand is not a good fit for Instagram-marketing? Most of the time, that isn't true. Almost any brand from very different industries can profit from Instagram. These five examples will inspire you how to successfully promote your brand and product on Instagram.
Most of the time, fashion and lifestyle brands are used as an example for the powerful impact Instagram has on their conversions and brand loyalty. Naturally, the image-based nature of the app is a perfect foundation for image-based industries such as jewelry and clothing of all kinds. Nonetheless, other industries that do not seem to be the typical Instagram-kind can profit from the platform if executed correctly. That’s the beauty of Instagram: anything is possible. Pictures can be any size or color, you can share videos that are up to 60 seconds log, you can write a caption or just rely on hashtags. Many other industries need to be aware of the potential Instagram can have for their brand image. There are some brands from very specific industrial branches that have opted to make use of this potential and are quite successful with it. We took a closer look at five of them, to inspire you and prove that anyone can be successful on Instagram.
Companies like Uber, that fall under the category of “services” usually have a hard time conveying meaningful content on Instagram. The nature of Uber’s product, meaning the service of enabling regular drivers to act like a taxi driver, has often been discussed in a fairly controversial manner. Additionally, driving people around is not really what you think of when you hear “visual content”.
Nevertheless, Uber managed to construct a broader image for themselves and successfully use this for their Instagram account. They don’t limit themselves to showing off people getting a ride from the Uber driver. Instead, they go for the broader image of “travel” and “transportation for those who want to explore”. They let influencers take over their accounts and share their favorite locations or display images inspired by current holidays or seasonal influence. A big part of their account is inspiration for food and of course inspirational and scenic shots of desirable destinations. Uber has very successfully customized Instagram’s potential for their industry. It works for them and works for the users, as Uber currently has 405k followers.
Nespresso sells coffeemakers for all kinds of coffee and in all kinds of variations. Generally speaking, a coffee maker isn’t the most intriguing product out there. Nespresso however highlights how we include in our everyday life and especially into our meals. The constant sharing of coffee-related goods and including the recipes in the caption is what incorporates the coffeemakers into a broader context. This makes the Instagram account worthwhile for customers and coffee lovers. Next to strictly coffee-related recipes, Nespresso also shares other inspiring recipes, making the account more diverse and escaping from the niche they would otherwise stay in.
Nespresso’s Instagram account also features kitchen inspiration as they continuously share their products in different kitchen settings. This also serves as a promotion of different products and the available versions. In sum, Nespresso’s Instagram account is able to offer the right mixture of product promotion and product-related content like food and décor. It works because it turns the seemingly basic, everyday product into a contextual gadget that is connected to many parts of everyday life.
FedEx is a US-based but internationally operating parcel service and logistics company. Logistics in general are a highly abstract industry which is why FedEx needs to work extra hard to construct a meaningful Instagram presence. While still promoting that they offer a service, FedEx connects parcel deliveries to emotional aspects. To do this, they display the different locations where they deliver parcels and display the different types of transportation they use to do this. Displaying content built around specific holidays and including emotional content allows FedEx to promote itself as more than just a logistics company.
Their account’s bio reads that FedEx delivers “a more colorful, connected world” and the shared content lives up to this promise. The images they share are colorful, all very different which makes the overall picture of the account seem very powerful. Highlighting different spots from all over the world hints at the worldwide influence they have. The occasional publishing of human interest content like toddlers wearing FedEx apparel or puppies gives the account a further diverse and very familiar feeling. This way FedEx can promote their service while underlining the importance of what they do has on people from all over the world.
Promoting alcoholic beverages or a brand for a specific kind of alcohol in general is a hard task for social media managers. To ensure that the consumption of alcohol is handled responsibly, Smirnoff calls on its users to only follow the account if they’re legally allowed to drink and to not share content with those who are under-age. This makes up most of the account’s bio and is a very positive and wise appeal. This allows Smirnoff as a brand to present themselves as a tasteful and responsible brand of alcoholic beverages and to keep it rather classy.
Smirnoff Vodka as a product itself is something you taste, so pictures need to be very appealing to successfully promote the product. To allow for worthwhile product promotion, Smirnoff does of course highlight its own products but always in combination with new information, recipes and other possible uses for their product. Smirnoff continuously includes holidays and currently relevant events into their content, for example recipes for drinks for Thanksgiving meals or football games. This makes their Instagram account worthwhile to those who enjoy the product but also for others who are looking for inspiration for new drinks and combinations.
Office supplies aren’t really what you would call highly interesting or visually expressive. But Staples’ Instagram account is actually very funny! They pick up on currently fun or viral trends and incorporate those into their content. They share anything from office inspiration, possible uses for their products, insights into their office life and introduce their employees. Staples does not use their account for self-promotion but instead focuses on offering interesting and fun-to-look-at images and videos for their followers.
Surely, a great Instagram account like the one Staples is running will have positive effects on their commerce but the main incentive seems to be to get in touch with their audience/customers and offer a platform for fun and relevant and only sometimes product-related content. This works, as customers/followers don’t get the feeling that Staples is simply using its account to convince users to buy their products. Through the inclusion of content that is completely detached from their own industry and products, Staples is able to broaden the context of the brand and communicate with customers and followers about other things than just their own products.