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2.3.3 Instagram strategies The Instagram account has to have a complete profile with a short and precise company description, a relevant profile picture and a link to the website/webshop. It also has to have updated contact information and perhaps links to other social media forum if they are used. It is important that the company is active with sharing posts to get spreading and continuity. To create brand awareness it is important to be consistent throughout all channels that the company uses. (Hemley 2013; Bunskoek, 2014) To create the biggest possible engagement from followers it is very important to be active and there is two ways to be that on Internet, either on the company’s own account when posting pictures or on other accounts by liking and commenting. When doing this is shows gratitude, which can lead to loyal followers. (Safko, 2012) When posting pictures and videos on Instagram it is important to find a creative mix of different types of pictures. Hemley (2013) states five types of pictures that drive engagement by followers: Customer-centric photos The content should be customer-centric, when posting on Instagram it is important to think about: what value does this add to the customers’ life? How do they benefit? Why would they be interested? How can the company make this relevant to its followers? Think of the product/service in terms of benefits for the customers and focus the marketing content on those benefits too. (Hemley, 2013) The best photos to choose are those that show the product in use, which is free advertising with a helpful co-sign from the follower who posted it. This keeps users interested in checking the profile to see if their photo gets chosen or to see if their friend’s photo does. It can also be a repost from a customer, which shows the bought product. 13PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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