How can you create a successful Instagram marketing framework? Michael Scissons, co-founder of FlashStock, takes us through how we can really use Instagram to drive marketing efforts.
3. Why do we love Instagram?
The psychology of our addiction
to visual imagery stems from the
wants and needs of users.
Creators
Visual
Lovers
Fame
Seekers
Plethora of content
creators!
Plethora of visual"
content lovers!
Plethora of visual!
content creators
that want to be
famous!
4. Era of Self
Promotion
Makes you
Prettier,
Faster
Shareable
Searchable
Interests
3 Reasons
Instagram
Grew
- The selfie generation!
- Quest for fame
- Hashtags (#)!
- Micro Communities!
- Social Media Connections
- Filters!
- 3rd party apps
(VSCO Cam, etc.)
5. 300+ Million
Monthly Active Users
available in!
25
languages
90%
of users under the
age of 35
20%
of all internet users
between 18-65
60+
million photos
uploaded daily
25%
of users in North
America
Instagram Key
Facts
average user
spends!
257
min per month
6. 90% of
information
transmitted to
the brain is
visual
67%
of consumers say
clear images carry
more weight than
product customer
ratings!
13
milliseconds
is the time it takes
for the human eye
to process an
image
The brain
processes visual
information
60,000 faster
than text
– 3M Corporation, 2001
Our eyes can
register 36,000
visual messages
per hour
– Jensen, 1996
93%
of human
communication is
non-verbal
Visual Marketing
Key Facts
Content with
relevant images
gets 94
percent more
views than content
without!
7. 45.6%
of Instagram users are more likely to
remember a great brand on Instagram
over their television commercial
- FlashsStock Consumer Survey 2014
21.8%
report purchasing
a discovered
product in the last 6
months!
Why Instagram
is Important
(USA)
Among 18-24 year-
olds, those earning
$50-74K picked
Instagram more
than those earning
$25-49K
47%
of Instagram users rank Instagram in
their top 10 channels to discover new
products!
- FlashsStock Consumer Survey 2014
10. !
!
!
!
!
!
!
Instagram Adoption Curve
Stage 1
Beginner!
!
“ We need to be on
Instagram!” !
Stage 2
Intermediate
Stage 3
Mastery
Campaign
experimentation !
!
Planning &
understanding
audience
Inconsistent photos
and stories!
!
No strategy!
!
No promotion or
integration
11. !
!
!
!
!
!
!
Instagram Adoption Curve
Stage 2
Intermediate!
!
“ We are on Instagram
and know why” !
Stage 3
Mastery
Campaign
Integration !
!
Proactive and
reactive strategy !
!
Original photography
that is
Inspirational"
Consistent"
Authentic"
Transportive
Stage 1
Beginner
12. !
!
!
!
!
!
Instagram Adoption Curve
Stage 3
Mastery!
!
“ Instagram is a known
entity in our marketing
mix” !
Stories, themes, and
character aligned!
!
ROI measured and
aligned.!
!
Instigated through
paid promotion, e-
commerce, web etc.
Stage 1
Beginner
Stage 2
Intermediate
13. Brand Adoption By Vertical
Stage 2
Intermediate
Stage 3
Mastery
Stage 1
Beginner
Luxury
Financial
Automotive
FMCG
Apparel
Technology
Alcohol
Media
B2B
QSR
*Qualitative research: FlashStock, Nov 2014
14. Insight & Objective
Choose A
Themes
Photography Guide
Measurement
Promotion
!
!
“Gives you wings”
!
!
“Be a hero”
!
!
!
To bring inspiration
and innovation to
every athlete* in the
world.”
15. Insight & Objective
Choose A
Themes
Photography Guide
Measurement
Promotion
Your brand insight should be
consistent across all channels,
including Instagram.
16. Insight & Objective
Choose A
Themes
Photography Guide
Measurement
Promotion
Research competitors and
vertical amateurs to
understand how your
insight can apply.
17. Insight & Objective
Choose A
Themes
Photography Guide
Measurement
Promotion
Objectives
Reach &
Frequency
Product
Discovery
Loyalty
18. Archetypes
Themes
Occasions
Photo Guidelines
Archetypes represent fundamental human motifs of our
experience as we evolved; consequentially, they evoke
deep emotions
Clusters of focus areas for the brand in which the brand
is presented and known for.
Specific moments of time that capture both the
Archetype and Themes of the brand.
Visual rules for consistency.
26. Measurement
Product
Spending
Loyalty
Propensity
to
Recommend
Media
Value
The difference in
spending!
habits followers vs
non followers
Instagram's ability
to drive higher
recall, loyalty and
awareness.
Instagram’s ability
to drive enhanced
product
recommendations
Instagram’s ability
to drive free media
value to followers.
Engagement PostsLikes
Creative
27. Instagram Commandments
1. Photographer first, marketer second.!
2. Be authentic, sensory and relevant. !
3. Appeal to consumers desires.!
4. Build emotional connectivity. !
5. Be bold about brand through occasions. !
6. Don’t steal images. Get proper rights. !
7. Measure and benchmark your KPIs. !
8. Develop and live your photography guidelines.!
9. Only post high quality content.!
10. Deliver what your audience wants.