Instagram continues to grow by leaps and bounds. As of June 2018, there were nearly one billion monthly active users; that’s 10 times the usage the mainly mobile photo sharing network enjoyed back in June 2013. And businesses continue to flock to the site, although some are using Instagram more effectively than others. To encourage brands to do their very best, we’ve called out four who are absolutely rocking the Instagram platform.
Cadillac: The Big Reveal
Cadillac scores points for using Instagram to do a major product unveil. In September 2019, the General Motors luxury vehicle division revealed the 2020 model of its CT4 sedan, which it hopes will attract a younger demographic of possibly first-time Cadillac buyers aged 25-to-35 years old.
“We made a strategic decision to launch a social-first campaign to meet the customer where we know they interact,” Jason Sledziewski, Cadillac’s director of product marketing, told Marketing Daily.
The campaign incorporates an interactive Instagram story and multiple video clips meant to appeal to potential customers’ sensory nature. As Melissa Grady, Cadillac’s chief marketing officer, explained in a release, “Because the CT4 is equal parts technology and performance, we wanted to reveal it in a way that would stimulate the senses and evoke emotions our customers might feel when behind the wheel.”
Cisco: Doing Good
Technology conglomerate Cisco has used Instagram to good effect in a visual way — quite a feat when one considers that unlike Cadillac, the company doesn’t have a cool product to showcase. Using hashtags like #WeAreCisco, which highlights employees celebrating Cisco culture, and #BeTheBridge, which draws attention to Cisco’s employee giving campaign, Instagram is helping Cisco project its commitment to supporting global communities and a caring corporate ethos.
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Are you a young person who is doing extraordinary work to create a world without extreme poverty by 2030? You could win $250,000 for your organization with the Global Citizen Prize: Cisco Youth Leadership Award to scale your impact. Click the link in bio to apply by October 6!
It’s worth noting that women are showcased in Cisco’s Instagram feed, significant in an industry traditionally dominated by males.
McDonald’s: Food is Fun
The McDonald’s Menu Hack on Instagram consists of fun ways to liven up a McDonald’s meal. Peppered with Pro Tips like “once you add some fries to that Filet-O-Fish, life will never be the same,” the campaign uses video to tell a story (e.g., you can put those fries on your Filet-O-Fish).
Key to the campaign are the bright, thumb-stopping visuals. Although it’s not always easy to make food look appealing in photos or videos, McDonald’s manages to pull it off.
Vogue: Sneak Peek
Already visually powerful, Vogue is using Instagram Stories to increase engagement and provide a ephemeral peek behind the scenes. It’s been a lucrative move for the fashion and lifestyle brand. For example, to promote the September 2018 issue before its newsstand release—and unveil its cover model—Vogue decided to reach out to its Instagram following to generate interest. Vogue launched an Instagram Stories campaign featuring superstar Beyoncé in a series of sparkling gowns, as well as an advance peek at the September issue cover, which featured Beyoncé. The campaign was credited with helping the issue sell out on newsstands and bringing in 20 percent of new subscribers.
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The takeaway here is that Instagram can help brands generate interest and define—or redefine—themselves for audiences increasingly drawn to visual punch. And these brands are creative with Instagram. They go beyond posting visually appealing images and video. They keep audiences engaged with lively copy and interesting ideas. They surprise and delight. They never fall into a rut. Want to know how to use the Instagram platform to extend your reach? We can help.