4 Tips for a Successful Instagram Strategy
Instagram is changing the way consumers shop, and Daniel Habashi is helping the company lead they way. At the last year's recent Decoded Fashion Summit in New York City, Habashi, director of brand development for Instagram, shared how marketers such as Adidas, Kate Spade and Herschel are all finding success with their social media marketing campaigns and how other brands can, too. Below are four takeaways from Habashi:
1. Design with the objective in mind: Habashi explained the elements of a successful Instagram brand. For example, design your campaign around your brand's authentic message. Are you looking for a more editorial feel? Post posed pictures with a cohesive color palate. Trying to share behind-the-scenes access with your audience? Share the making of your products or the discussion of what textures you use.
One of Habashi's favorite brands on Instagram is Herschel. The backpack and luggage brand uses Instagram to convey the viewpoint of a traveler, following them through different countries with their Herschel products. "It's one of my favorite campaigns," Habashi said. "Herschel does a great job of displaying what its product does and connects with the brand."
2. Brand presence is important: "It's not necessarily about showing off the label in the photo, but how you show off your brand name," said Habashi. A great example is Michael Kors. Throughout the fashion brand's Instagram feed a cohesive color palette is used that subtly shows off the brand name, whether it be the details on a pair of sunglasses or the brand label in the corner of a photo of a handbag.
3. Create a canvas to tell stories: Maybe perfected photoshopped images aren't for your brand. On Instagram, successful influencers use mediums such as illustration and short video instead of just images. For example, Kate Spade effectively uses illustrations along with photos on its Instagram page. The mix of image types is aesthetically pleasing and helps the brand to gain engaged followers.
4. Authenticity is key: If it doesn't feel like something your brand would stand for, then don't commit to it. "We're in an age where your customer is going to call out your brand if you're not being true to the audience," said Habashi.