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INSTAGRAM + CONTENT Making content discoverable on Instagram: Hashtags, Photos of You, Photo Maps Instagram offers useful tools for you to find content posted by other accounts about your brand, and for people to discover the content you post. You can tag photos with topic (hashtag), account (Add People), and location (Name This Location). We recommend the following: 1. Hashtags: On Instagram hashtags serve many purposes for brands. Use them to classify the images you post, for instance tying them to different content pillars. Use them to reach new people who may be searching a hashtag related to your brand. Or use them to support campaigns or contests aimed at driving awareness by asking people to tag their photos with a hashtag associated specifically with your brand. Hashtags should be used in moderation and when relevant, not simply to capitalize on a current event or popular hashtag. 2. Add People (Photos of You): While hashtags are a useful tool, we also recommend encouraging your followers and brand advocates to add your official account to their posts using the Add People feature, so that they appear in your Photos of You. Photos of You can be accessed from your Instagram profile whereas hashtagged images cannot. Hashtag images must be searched for and often surface images with no association to your brand (for example, consider the hashtags #apple or #target). Many businesses set up manual approval for Photos of You so that they can approve content before it becomes part of their profile. 3. Name This Location (Photo Maps): You can add a specific location when posting your content on Instagram, which adds the photo or video to your Photo Map. This feature is most useful when posting content from an event, roadshow, retail location or company headquarters. Your Photo Map can be accessed from your Instagram profile and gives users a new way to explore the images and videos you’ve shared. When you add location to an image, the image can also be seen by anyone who views that location in the future (by clicking the location on a post). 4PDF Image | Instagram Branding Strategy
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