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insTagram basics & managemenT CampaIgNs & CONTesTs Instagram is an effective platform for hosting your brand’s social media campaigns and contests. The platform simplifies the participation process, enabling consumers to engage quickly via hashtags. Campaigns can be customized and made more engaging through the use of Instagram’s API (application programming Interface), offering more possibilities. User-generated content can be gathered en masse and displayed quickly and effectively. Contest prizing should be scaled to the level of user commitment. Contests requiring more commitment and effort should feature appropriate prizes to increase the quality and quantity of entries. Contests are a good way to drive user-generated content. One of the most basic and easily executable contests is the “like and comment” contest. Users like and comment on a photo or video published by and are entered into the contest within a designated submission period. Use of the instagram api can help with tracking the entries. Winners are contacted through instagram or external methods. Simple additions can be made to this framework, such as asking users to take a picture and add a specific hashtag. When relying on user- generated content, brands must establish clear and unique hashtags to review and curate submissions. Engaging the audience and validating work through likes and comments personalizes the relationship between brand and consumer. Attributing images or videos to the original creator further increases a brand’s reach. It is important to possess any necessary permission from the original creator of the content for its use. Ending contests with a post covering the winning submission(s) also strengthens future campaigns and contests by attracting users who may have missed the submission period. Brands should also establish a curation process for user-generated content and obtain the necessary rights and legal permissions for use to avoid infringement. Action Items: 1. Set goals for your contest/campaign 2. Build your contest/campaign 3. Set legal processes for rights management 4. Set processes for submissions 5. Scale your prizing 6. Contact winners 7. Follow up with winners INsTagRam TaCTICs 30PDF Image | Flashstocks Instagram Marketing Strategy E Book
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