Although Instagram may not be in the top tier of social media marketing channels, at least not yet, some brands are marketing effectively on Instagram. The most successful brands on Instagram are taking full advantage of its emphasis on images and video as we noted recently in Instagram: The Social Network of Choice for Photo-Focused Marketing. The success of the early adopters may prompt more brands to employ Instagram’s visual strengths for their marketing.
Instagram is the fastest growing social media network at this time, accumulating 300 million users in just four years, about 20 million more than Twitter. Its users spend an average of 257 minutes a month interacting with content. It generates higher average orders than other sites, including Facebook, Twitter and Pinterest.
These are some of the best branded videos on Instagram via eConsultancy. Companies celebrated the dawning New Year in some of the best branded videos.
Coca-Cola
Coca-Cola presented a New Year’s Eve count down in numerals shaped out of Coca-Cola containers, suggesting viewers remember to drink its product instead of Champagne.
Oreo
Oreo’s video featured its cookie balls, one remarkably similar to the ball that falls on New Year’s at Times Square, along with a glass of milk.
Virgin America
Virgin America’s animation portrays one of its planes flying over New York City as the ball drops and a crowd counts down and cheers. Surely, most anyone who saw the video wished they had stepped onto an airplane rather than Times Square.
Lego
In a holiday video, a Lego Santa enters the room through the chimney to be surprised by an elf eating his cookies. The animation concludes with a quick “Happy Holidays from Lego” message on the empty cookie plate.
Bottom Line: Marketing on Instagram opens the possibility of whimsical visuals that connect with a large target audience and deliver key brand messages.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
