At this point, you know that a good email or SMS campaign goes hand in hand with social media. Few one-two punches even come close to the kind of power this duo packs. However, are your only options really Facebook, Google+, and Twitter? While the “Big Three” might be the first that come to mind when you think of reaching out to fans on social media, the truth about your other options – and the stats backing up these claims – might surprise you. With this in mind, let’s take a look at how Instagram can compliment a strong SMS or Email marketing campaign, sending your brand influence through the roof.
The Power of Instagram
Before going any further, you’re probably wondering why anyone would dare to put Instagram in the same category as Facebook or the other leading networks. However, the truth is that Instagram is in a league of its own when it comes to making contact with customers. According to a recent report from marketing research firm Forrester, Instagram delivered 58 times more engagement for brands per follower than Facebook, and 120 times more engagement per follower than Twitter. To put it plainly, these two leading names aren’t even close when it comes to actually connecting and interacting with your audience.
For a little extra context, the report showcases a video posted by Red Bull, which received 2,600 likes on Facebook. Not bad, right? While that kind of engagement is nothing to scoff at, it definitely pales in comparison to the 36,000 likes the same video received on Instagram. In total, six of the seven platforms studied reported engagement rates below .1 percent, with Instagram easily outpaced the field, taking the lead at 4.21 percent.
Going Beyond Stats
While the stats are definitely eye-popping, the real power of this visually oriented social network is the ability to actually engage customers in a meaningful and interactive way. Instead of tired, generic posts that so many brands rely upon when posting to Facebook or Twitter, sharing on Instagram lets you express your brand image, story, and content in a more engaging and visually pleasing manner. This unique method of getting in contact with your customers is what truly makes connecting via Instagram so powerful. While generating high quality graphic content that relates to your latest round of email or SMS messages, or brand in general, might take a little extra work, the numbers don’t lie regarding how your audience responds to this kind of engagement.
Building an Instagram Strategy
So now that you’re up to speed with what you have to gain by incorporating Instagram into your social media game plan, it’s time to take a look at how to fit this network into your next campaign. To start, take advantage of the full service profile features to give your customers an idea of what your brand is all about. Much like Twitter and Facebook, incomplete profile information doesn’t come off as very professional, so make sure you give your audience all they need to know (and then some) to ensure they have the complete picture regarding your brand.
From here, engaging your customers with fun events and activities is a great way to drum up interest in your brand and even score some extra numbers and addresses for your contact lists. Offering contests that require user submissions, as well as featuring these members of your audience on a regular basis, can go a long way toward building a significant brand following on Instagram. Even doing something as simple as showing off a promo code you’d normally use for your email or SMS marketing initiatives every once in a while can give members of the network all the incentive they need to make stopping by your profile and checking out your latest uploads a part of their daily routine.
Looking to the Future
Of course, the biggest question surrounding a platform like Instagram is the concern that it is just a passing fad. While the likes of MySpace, Friendster, etc. all tell a cautionary tale about the viability of social networks, the fact that over 90 percent of Instagram’s 150 million (and growing) users are under the age of 35 bodes well for the long-term prospects of brand’s that plan on utilizing this platform in upcoming campaigns. Adding in that the mobile technology revolution is going nowhere anytime soon, it’s pretty safe to say that Instagram should definitely have at least a complimentary spot in your email and SMS initiatives for a long time to come.
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