A Winning Strategy for Instagram Marketing

a winning strategy for 


Instagram marketing By Michael Scissons co-founder @ FlashStock




We create beautiful images 
 for marketing. Create original photos for your brand’s
 Instagram profile at 
 http://www.flashstock.com

20%+

300+ Million




of all internet users between 18-65

70+




million photos uploaded daily




Monthly Active Users

Instagram Key Facts

90%

available in 


of users under the age of 35

25




languages

70%

average user spends 


of users outside the USA

257




min per month

90% of information transmitted to the brain is visual 13

milliseconds 


67% 


The brain processes visual information

60,000 faster than text 


Our eyes can register 36,000 visual messages per hour
 – Jensen, 1996

– 3M Corporation, 2001

Visual Marketing Key Facts

93%

Content with relevant images

94 percent

of consumers say 
 is the time it takes clear images carry of human for the human eye more weight than to process an product customer communication is non-verbal image
 ratings

more views than content without

-Harvard, 2003

-Skyword, 2011

-MIT, 2014

gets

Why Instagram is Important
 (Canada)

49.8%


 of millennial Instagram users rank Instagram in their top 10 channels to discover new products - FlashStock Consumer Survey 2014

58.6%


 of millennial Instagram users report being more likely to remember a great brand on Instagram over the brands television commercial - FlashStock Consumer Survey 2014

28.2% 


report purchasing a discovered product in the last 6 months - FlashStock Consumer Survey 2014

Men were 11% more likely to say Instagram over women - FlashStock Consumer Survey 2014

Why Instagram is Important
 (USA)

45.6%


 of millennial Instagram users report being more likely to remember a great brand on Instagram over the brands television commercial
 - FlashStock Consumer Survey 2014

47%


 of Instagram users rank Instagram in their top 10 channels to discover new products - FlashStock Consumer Survey 2014

21.8%




report purchasing a discovered product in the last 6 months - FlashsStock, 2014

Among 18-24 year-olds, those earning $50-74K picked Instagram more than those earning $25-49K

Instagram 
 evolves brands from conversationalists to

visual storytellers

Instagram Adoption Curve Stage 1
 Beginner “ We need to be on Instagram!”

Campaign experimentation Planning & understanding audience
 Inconsistent photos and stories No strategy No promotion or integration

Stage 2
 Intermediate

Stage 3
 Mastery

Instagram Adoption Curve Stage 1
 Beginner

Stage 2
 Intermediate “ We are on Instagram and know why”

Campaign Integration Proactive and reactive strategy Original photography that is 
 Inspirational Consistent Authentic Transportive

Stage 3
 Mastery

Instagram Adoption Curve Stage 1
 Beginner

Stage 2
 Intermediate

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, ecommerce, web etc.

Brand Adoption By Vertical

Luxury

Stage 3
 Mastery

Media

Apparel

Automotive

Alcohol

Technology

Stage 2
 Intermediate

QSR

FMCG

B2B

Financial

Stage 1
 Beginner

*Qualitative research: FlashStock, Nov 2014

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.”

Insight & Objective Choose A Themes Photography Guide Measurement Promotion


 Your brand insight should be consistent across all channels, including Instagram.

Insight & Objective Choose A Themes Photography Guide Measurement Promotion

Research competitors and vertical amateurs to understand how your insight can apply.

Insight & Objective Choose A Themes

Objectives

Photography Guide Measurement Promotion

Product
 Discovery

Loyalty & Revenue 
 Growth

Reach & Frequency

Archetypes

Archetypes represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions

Themes

Clusters of focus areas for the brand in which the brand is presented and known for.

Occasions

Photo Guidelines

Specific moments of time that capture both the Archetype and Themes of the brand.

Visual rules for consistency.

Freedom FREEDOM Choose Archetypes OUTLAW JE ST ER

E OR PL EX R

CR

EA TO R

CAREGIVER

HERO

CI I AG

EV E

AN

RY MA N

IN

M

NO NT

E

CE

SA G

EGO Ego

ER V O L

RULER

ORDER Order

SOCIAL Social

FREEDOM

Example Archetypes OUTLAW JE ST ER

E OR PL EX R

CR

EA TO R

EGO

ER V O L

CAREGIVER

HERO

CI I AG

SOCIAL

EV E

AN

RY MA N

IN

M

NO

SA G

NT

E

CE

RULER

Special Thanks to Carl Golden

ORDER

*editorial allocation. No brand involvement

Develop Themes

Occasions

Escapism

Jester/Explorer
 Modified

Active

Culture

Source

Themes are the pillars from which your brand can build occasions.

Create Occasions

Occasions

Escapism

Jester/Explorer
 Modified

Active

Culture

Source

Classic Storytelling Pillars

The Ancient Greeks implied there were only a few basic themes a brand can Instagram about. Desire for Justice

Desire for Love

Desire for Order

Desire for Pleasure

Fear of the Unknown

Fear of Death

Challenge of Morality

Desire for Validation

Photography

Jester/Explorer
 Modified

Occasions Consistent Escapism Instagram

Source Active Culture photography starts with great
 photo guidelines.

Feminine 1

2

Masculine 3

4

Modern 1

Classic 2

3

Simple 1

5

4

5

Complex 2

3

4

5

Young 1

Mature 2

3

4

Playful 1

Serious 2

3

Subtle 1

5

4

5

Obvious 2

3

4

5

Luxurious 1

2

Economical 3

4

Loud 1

Quiet 2

3

4

Cool 1

5

5

Warm 2

3

4

5

Promotion

Paid content is currently in Beta with closed customer set.

Like, Hashtag and engage to be be discovered.

Paid Media

Web
 Integration

Community 
 Engagement

Great Content

Integrate photos into your website experience.

Great content drives promotion.

Measurement

The difference in spending habits followers vs non followers

Instagram's ability to drive higher recall, loyalty and awareness

Product 
 Spending

Propensity 
 to 
 Recommend

Instagram’s ability to drive enhanced product recommendations & referrals

Loyalty

Media 
 Value

Instagram’s ability to drive media value to followers

Engagement

Likes Creative

Posts

Instagram Commandments 
 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Photographer first, marketer second Be authentic, sensory and relevant Appeal to consumer’s desires Build emotional connectivity Be bold about brand through occasions Don’t steal images, get proper rights Measure and benchmark your KPIs Develop and live your photography guidelines Post only high quality content Deliver what your audience wants

Ready for Instagram? Contact us at insta@flashstock.com and let us help you get going with free 
 materals and insights.

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