Instagram

Instagram for Business

Welcome to the Instagram for Business blog! Explore how businesses are using Instagram through tips, brand spotlights, API examples and news from Instagram HQ.

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chobani, cpg, brand spotlight,

How Yogurt Maker Chobani Uses Instagram to Open Minds

When asked why Chobani saw Instagram as a natural fit for the brand’s marketing strategy, the answer is simple. “We want to be where our consumers are,” says Hilary duPont, Content Manager on Chobani’s Brand Communications team.

“We’re on the platform every day so we know what’s trending. If our consumers are posting about smoothies, we are, too. We want to be doing what they’re doing.”

Before joining Instagram in 2011, Chobani had been tracking mentions of their product—now the top-selling Greek yogurt in the U.S.—across different platforms.

The social team uncovered a trove of photos by the Instagram community of artfully-arranged breakfasts and clever smoothie concoctions. By using the hashtags #creationaday and #chobani, people sought to both inspire other yogurt-lovers and engage with the brand in direct conversation.

Chobani’s social team fed off of the community’s creativity to help build their following and inspire new uses for their product.

The result is a feed that uses the power of simple imagery to push beyond the common perception of yogurt as a breakfast staple and showcase it as a core ingredient—and healthy substitute—in donuts, cheesecake bars, even pasta and "FroCho".

It’s by design and through the power and creativity of Instagram that @chobani makes the possibilities feel endless.

“We use Instagram for inspirational and aspirational content that’s still relatable,” duPont emphasizes. “We’re a leading and innovative brand and we want that to show through our content.”

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nike, retail, brand spotlight,

Nike Builds a Global Community of Runners on Instagram

One of the insights that has made @nike so successful on Instagram and beyond, is its understanding that being passionate about a sport means being part of community, regardless of whether that sport is basketball, football (aka soccer), or running.

These communities are not defined by country borders, but are instead composed of fans and athletes from around the world. So with this in mind, in addition to its primary @nike account, the company created Instagram accounts that reflect these communities, including @nikebasketball, @nikefootball, @usnikefootball and @nikewomen.

While we could have featured any one of these in our Handbook for brands and brand video, we selected @nikerunning for the extraordinary way it brings the global running community together and gives them even more reasons to run, with hashtags like #werundirty that get runners out on the trails, or posts inspiring followers to “trade daylight for streetlight.”

The team behind the account is part of “The Run Dept.” at Nike, a community in its own right, which oversees everything running related at the sports company, from hosting events like the Nike Women’s Marathon to designing the shoes they sell.

All of this is brought to life on Instagram, with photos and videos that capture events, products, and inspiration, while remaining part of a larger story—one with lots of neon (or “volt” as Nike calls its signature color) and the message that as runners, we’re all in this together.

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general electric, brand spotlight,

General Electric Shows a Different Side on Instagram

If you were asked to picture General Electric’s Instagram account, you might imagine photos of light bulbs or videos of washing machines.

Try fighter jets and locomotives.

The team behind @generalelectric isn’t here to push appliances. Instead they tell a broader story of building, powering, moving and curing the world—which just happens to be their company mission.

Of course most people don’t know that. But with Instagram, General Electric saw an opportunity to shift perceptions by showing a different side of the brand. That’s one reason we selected @generalelectric to be featured in both our Instagram brand video and our Handbook for brands.

“We do so many things, something we were looking to solve is how to explain that to people,” says Katrina Craigwell, Global Manager of Digital Marketing at General Electric. “It’s about developing an understanding for what GE does, beyond what you think it does.”

While building awareness for its innovative technology—helpful for attracting young engineers and big contracts—General Electric has also established itself as one of the most admired contributors to the Instagram community, with its majestic shots of powerful engines and remote wind farms.

"Our theory was that there was a way to present our big machines in way that was beautiful, a way that people could geek out on science and technology and jet engines,” says Craigwell.

So how does General Electric craft such a compelling story out of massive machines? Very thoughtfully.

First, they start with messaging priorities that align with the business objectives for the year. Then they commit to a high bar for content, with a mix of images taken on iPhone and DSLR cameras. One especially effective technique is the use of scale—showing people as they build and service these industrial mammoths.

Craigwell explains, “Most of our content is created exclusively for Instagram, and other channels pull from the account. The content production is a group effort but there is always a focus on quality and a unique experience.”

General Electric also makes sure not to overdo it, typically posting once a day, although that number might increase to two or three times if there is an event taking place, such as the Instawalk they hosted last September, when then invited 12 Instagram photographers—some professional, some amateur—inside a jet engine test facility.

The images posted from the walk offered new angles on the technology, as seen through the eyes of the different photographers. Keeping the account fresh is key, Craigwell says. “We like to be unexpected and to add value. Instagram is place where we can do that.”

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ben & jerry's, cpg, brand spotlight,

Ben & Jerry’s Secret to Success on Instagram

If watching the Instagram video for brands made you crave a sweet treat, that’s because @benandjerrys is an expert at bringing its ice cream brand to life on Instagram. Focusing on its key themes of flavors, fun, values and community, Ben & Jerry’s was one of the first brands to join Instagram in February 2011.

“It’s our visual storytelling platform,” explains Ben & Jerry’s digital marketing manager Mike Hayes.

Ben & Jerry’s Vermont heritage is also a key part of their story, but now that the brand has a global presence, they use Instagram to connect with people around the world and to source photos from Instagrammers enjoying their ice cream in far away places.

In fact, at least half the photos that Ben & Jerry’s shares through their account today are from community members, many of whom compose their shots using the framing techniques modeled by the brand. One favorite: a shot of a cone or cup from the POV of the person about to enjoy it, with a fun backdrop that identifies where they are.

As Hayes sees it, “We’re a curator of our brand story now.”

Ben & Jerry’s does all of their account management in-house, from shooting images and videos, to reviewing Instagram photos posted with Ben & Jerry’s related hashtags, to selecting the best of the best to share in their own feed.

Hayes doesn’t point to a complicated formula when asked how the brand has become so successful on Instagram.

"Other marketers ask us what the secret is,” he says. “It’s helped being on the platform from the beginning, but the secret is respecting the community and providing value to them.”

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instagram for business, instagram news,

Tools and Tips to Help Marketers Inspire and Engage on Instagram

This video for marketers showcases how some of the best brands on Instagram—@nikerunning, @generalelectric and @benandjerrys—bring their stories to life and constantly connect with their communities.

When it comes to brands and businesses, our goal is to help companies reach their respective audiences through captivating imagery in a rich, visual environment. One way we can do this is by providing new resources and tools to educate and inspire marketers.

So today we’re publishing the first in a series of blog posts aimed at helping marketers showcase their best creative work on Instagram, and we’re also announcing the launch of the The Instagram Handbook for Brands.

The Instagram Handbook for Brands

This book profiles eleven brands on Instagram that post incredibly engaging content. From @patagonia to @disneyland to @chobani, these accounts bring their unique identities and values to life through captivating imagery and a focus on their respective communities.

The book also features Instagram’s brand values and ten popular hashtags that highlight the collaborative creativity within the Instagram community, such as #chasinglight and #thingsorganizedneatly. Though the book isn’t broadly available, you can expect to see content from it featured right here on our blog.

Tips for Brands

We learned a lot from these brands about what makes for great creative on Instagram. Here are five tips you can start acting on now, based on their work:

  1. Be true to your brand: Ensure that your imagery expresses a clearly defined personality and voice. Photos from eyeglass retailer @warbyparker, featured in the handbook, never feel overly staged or serious, but instead draw from trends in the Instagram community to reflect the company’s quirky creativity.
  1. Share experiences: Offer a view into the world or lifestyle that your brand makes possible through the eyes of the people who use your products and services. The customer images and videos shared by @gopro prompt viewers to wonder what moments they could capture with a GoPro.

  1. Find beauty everywhere: Show how your company sees the world and make it meaningful to people. @generalelectric showcases the beauty of their technology by transporting people to giant jet engine factories and remote wind farms, capturing the machines with elegant symmetry and imparting the grand scale of these man-made wonders.
  1. Inspire action: Start a movement around your brand, whether that means inspiring people to capture photos while running like the #runfree campaign from @nikerunning, or to celebrate a delicious yogurt concoction, as @chobani has done with their #creationaday hashtag.

  1. Know your audience: Learn what people love about your brand, and explore how can you capture the imagination of new customers. @missionbicycle takes the beautiful simplicity that customers love about its bicycles and uses imagery on Instagram to turn these everyday objects into works of art.

We hope this material inspires you to be creative and compelling on Instagram. Make sure to keep a close watch on this blog; we’ll share more soon.

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the making of, brand spotlight,

Bringing @newenglandouterwear’s Shoemaking to Life with Instagram Video

The Making Of… To see more photos and videos from New England Outerwear’s workshop, follow @newenglandouterwear on Instagram. Know any other Instagrammers doing something unique with their hands? Send us a note through Tumblr.

"We started @newenglandouterwear when the brand was just an idea in our heads,” says Dan Heselton, who co-founded New England Outerwear Co. in 2012. “We didn’t know if this thing would work, or if people even cared, but we wanted to record the process of us learning the craft of shoe making, the people we were forming relationships with and who were teaching us this art and the progression and growth of not just the product itself, but the brand and us as people.”

Today, New England Outerwear employs a team or craftspeople assembling shoes and boots from a small workshop in Maine. Through photos and videos shared to Instagram, the company’s followers get an intimate glimpse at the people and machinery behind their products. “A main goal of ours is to convey our process,” says Dan, “and the fact that our shoes are handcrafted in our own factory using timeless methods.”

The addition of video on Instagram, in particular, has given life to the time-tested fabrication process. Says Dan, “It’s perfect, especially for a company like ours. I can’t think of a better way to portray the craftsmanship and skill that goes into a handmade product with tradesmen or women using processes that have been around for over a hundred years.”

Aside from building a sustainable business, Dan has another hope: “Maybe we will inspire someone watching to want to learn and take up the trade themselves.”

(Source: instagram)

First Look – Measuring the Effectiveness of Brand Advertising Campaigns on Instagram

instagram news,

We introduced ads on Instagram on November 1 and today we’re sharing results from some of our first sponsored campaigns in the home feed on mobile.

Ads on Instagram are designed to support brands focused on reaching large audiences with memorable, high quality content. We think this aligns with the way people and brands already use Instagram – sharing photos and videos that capture a moment, inspire others, or shift perceptions.

For this analysis, we focused on metrics such as reach, ad recall, and awareness, which reflect the value and effectiveness of brand campaigns, rather than on social metrics such as comments, likes and followers.


Results from the first four completed Instagram campaigns:

Reach

  • All four initial ad campaigns measured were successful at delivering the broad reach our advertisers were seeking
  • The marketers achieved a high impact with a very low average frequency of ad impressions per user
  • Levi’s reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34
  • Ben & Jerry’s reached 9.8 million people in the U.S. over eight days, targeting people aged 18-35

Ad Recall

  • Across the four campaigns, there was a 32-point incremental lift in ad recall per campaign for people who were repeatedly exposed to a particular campaign versus control groups

Awareness

  • Across the four campaigns, there was a ten-point incremental lift in brand message awareness per campaign for people who were repeatedly exposed to a particular campaign versus control groups
  • In particular, seventeen percent of people who saw a single ad for Ben & Jerry’s Scotchy Scotch Scotch-flavored ice cream not only became aware of the new flavor, they also associated it with the brand

Read full case studies for two of the four initial campaigns, Ben & Jerry’s and Levi’s.

While these initial results are promising, we believe that early campaigns may benefit from an overall increase in awareness of ads on Instagram due to their recent introduction. We will continue to optimize our ad products to make them successful for marketers and a great experience for people on Instagram. We’ll share additional case studies and results periodically in the future.

As we emphasized when introducing ads, our goal is to make them enjoyable, engaging and natural to Instagram, so we started by partnering with brands that were already great members of the community. We’ll continue to work closely with marketers to maintain the quality content people expect to see on Instagram.

Video

Introducing Instagram Direct

Today, we’re excited to bring you Instagram Direct, a new way to send photo and video messages to friends.

Over the past three years, the Instagram community has grown to over 150 million people capturing and sharing moments all around the globe. As we’ve grown, Instagram has evolved not only into a community of photographers, but also into a means of visual communication. From a photo of your daily coffee to a sunrise shared from the top of a mountain hike, every Instagram moment contains something you find special—something you broadcast to your followers when you tap “share.”

There are, however, moments in our lives that we want to share, but that will be the most relevant only to a smaller group of people—an inside joke between friends captured on the go, a special family moment or even just one more photo of your new puppy. Instagram Direct helps you share these moments.

From how you capture photos and videos to the way you start conversations through likes and comments, we built Instagram Direct to feel natural to the Instagram experience you already know. When you open Instagram, you’ll now see a new icon in the top right corner of your home feed. Tap it to open your inbox where you’ll see photos and videos that people have sent to you. To send a photo or video to specific people, tap the camera button to enter the same simple photo or video capture and editing screens. At the top of the share screen, you’ll see the option to share with your followers (“Followers”) or to send to specific people (“Direct”). To send using Direct, tap the names of the people you want to send your photo or video to, write your caption, tap “send” and you’re done.

Instagram Direct enables you to share relevant moments with a specific person or a group of up to 15 people. After sending, you’ll be able to find out who’s seen your photo or video, see who’s liked it and watch your recipients commenting in real time as the conversation unfolds.

Photos and videos that you receive from people you follow will appear immediately. If someone you’re not following sends you a photo or video on Instagram, it will be held in your requests until you decide if you want to view it.

To learn more about Instagram Direct, check out help.instagram.com.

Instagram for iOS version 5.0 is available today for download in Apple’s App Store, and Instagram for Android version 5.0 is available today on Google Play.

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the making of, brand spotlight,

The Making Of: British Garments with @sehkelly

To see how clothes go from the factory to the shop window, follow @sehkelly on Instagram.

When it comes to homegrown threads, you can’t get closer to Britain than SEH Kelly's (@sehkelly) hand-woven clothes.

Based in their East London workshop, designers Paul Vincent and Sara Kelly started the menswear company in 2009. They source cloth and makers from 15-20 British locations—from a Mohair mill in West Yorkshire to a one-man mill in North London and a family-son tweed mill in Country Donegal, Ireland.

"What is most important to us is transparency," says cofounder Paul. "The places we visit—be they fabric mills, brass foundries, glove-makers or garment factories—are often so interesting, and the work they do so wonderful that it seems a waste not to show it to the world. We hope, in some small way, to inspire an interest in the making process, not necessarily craft or handmade work, but the simple nuts and bolts of industry around the British Isles doing its very excellent thing."

(Source: instagram)

Introducing Instagram for Windows Phone

instagram news, windows phone,

Today, we’re excited to bring you Instagram for Windows Phone.

When we launched Instagram for Android in March of 2012, the community was 30 million strong and growing fast. The Instagram community is now more than 150 million people and reaches every corner of the globe.

In that past year, however, Instagram isn’t all that’s grown. We’ve also seen the rise of a new mobile platform as tens of millions of people around the world have taken to Windows Phones. Our mission is to give everyone the ability to capture and share the moments around them, so our team has been working hard to bring Instagram to Windows Phone users everywhere.

We wanted to make Instagram available to people with Windows Phones as quickly as possible, so we focused on creating an awesome experience with Instagram’s core features. We’re not finished, and our team will continue developing the Windows Phone app to keep releasing features and bringing you the best Instagram possible.

Instagram is a place where people come to be inspired and connect with others, and we’re thrilled to welcome Windows Phone users to the community. Now the images you create to show what your brand is all about can reach even more people.

Learn more about Instagram for Windows phone at help.instagram.com and download it today from the Windows Phone Store!