The Power of Instagram

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These days, it has become almost impossible for any company, whether starting up or well established, to market its products or services without an Internet strategic presence.

But I’ve come to understand, when using one of the major social network - Instagram, that it can be done in many ways. 

Either rather obviously (and annoyingly... Who never felt the urge to strangle the guy at Facebook that added an endless advertisements column?), or it can be done in a rather subtle way.

I am trying to figure out when companies started realising Instagram was a great strategic media to use as a marketing tool. 

Was it when they understood the principle of it? The more likes you get on a pictures, the more chance the picture has to appear on the popular pages, and the more chance you have to gain additional followers (thus potential customers). Or was it when Facebook bought it? Enabling pictures to be broadcast, and even the “likes” & "hashtags" to be synced to your Facebook,  thus, spreading your web activity as a company even more.

I thought this would be my first article on my brand new blog as I, myself, have had successive “customer experiences” rather unexpectedly, on Instagram. 
I always think an argument is led by examples. In this matter, I suggest to list a few to prove that Instagram is a powerful marketing tool that could bring the Wow factor to companies.

At first, when I started my “Instagram journey”, I've added my friends, and then had a look at the popular pages, and the pictures that my friend would “like”. Through that, I discovered this French blogger Camille, working at Net-à-Porter and living in the same London borough as me! She is a talented and rather renowned blogger. Her Instagram activity is beneficial to her company. Indeed, she exercises a sort of extension of her  job at Net-à-Porter. She brings value to the brand identity company via this channel (in addition to her blog)  by posting pictures taken in her work environment (thanks to the "location" option, powered by Foursquare), as well as with her work colleagues at different events.

A more direct way is to have an Instagram account per say for your brand/company. Via the popular pages, I discovered this Australian fashion online shop, Sabo Skirt. This company plays a lot on its internal assets: beautiful team members, & gorgeous models. Photo-shoots, clothes stock coming up, Sabo Skirt maintains a positive and constant presence on Instagram. The co-owners also have their own ‘personal’ accounts. As part of the brand image, they "provide" the company with even more opportunities to reach buyers. Indeed, they take advantage of their personal accounts to post #ootd (outfit of the day), #potd (picture of the day) pictures, to advertise in a more sophisticated manner their own clothing line. A smart way to do it!

Food and drinks companies, also, can “shine” on Instagram. Healthy lifestyle is getting trendier by the minute. Being aware of that, a lot of fitness coaches advertise by showing their before:after client pictures to generate more demand. Companies such as Your tea (tea detox) and Pressed Juices (cleanse juices), which I discovered via the “@” (tag identifying users), also increased and improved their internet profile thanks to Instagram features. 
Being a gym bunny myself, I am always keen on discovering new products to go along my fitness trip. I was able to access these two companies' posts via the “#” (hashtag) option, and went on to visit new fitness inspiration profiles, like befitphotos.

However, Instagram has some downsides as a marketing tool. It can become overwhelming for a follower and turn into a negative experience for them... 
Here is some advice for any company with, or considering, an Instagram presence: At no moment, should your   "followers/customers" feel too pressured about your presence. It must not be too obvious that, as a company, you are promoting your own product or services.

Otherwise, it’s another promotional channel with no specific feature. Indeed, Instagram is seen more as a pictures/leisure/discovery oriented platform where people are probably avoiding the too much 'mainstream' and 'public' feels they get on Facebook nowadays... 

Even with its limitations, Instagram is a great marketing channel to me. It enables you to outperform your competition by reaching a wider range of potential customers to built a better & more sustainable relationship with them, something that the competition will not.