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Stories are the backbones of the content that brand will create. In another word, content is emerged from stories. The brand will tell story with the help of other factors such as, visu- als, AIDA model, and techniques. And the story itself is coming from inside the company, the leader, and the employees; around the company, story of the customers, inspirational leaders; above the industry and the people in it, and so on. That is where the content comes from. On Instagram, it is successful content marketing when the picture is likeable or shareable. AIDA model is known as marketing formula consisting of: attention, interest, desire, action. It is often picked as model in the most basic marketing campaigns nowa- days. Basically, marketers find ways to capture customers’ attention, catch their interests, create a desire to buy and then call to action (CTA). (Miles 2014, 145-146.) This model could be applied in all the pictures that are shared on Instagram in a form of copywriting, or in Instagram language, writing a caption. However, it is possible to apply to a so-called the visual product launch. Miles (2014, 146-147) explained it as below: - Attention: a sneak peek capture of the new product. It can be behind the scene or under construction type of picture and/or an interesting and fun and not ever be- fore position of the product. The goal is to catch their attentions and make them be excited to have noticed it, create a privilege that only Instagram followers can own. - Interest: Questions and answers, communication is what makes the interest here. Company can learn from customers’ interest; listen to what they want and take ad- vantage of their generated in-puts. Over and over, the customers’ preferences and interests can be observed and studied further more. - Desire: putting image, sneak peek, explicit information (launch date, discount, ear- ly birds and so on) prior to the final item intensifies the desire for the customer. It creates curiosity and the desire of having what they do not have. The anticipation for getting the product will be escalated, building the level of excitement. - Action: A lot of non-direct preselling has been done, just a little soft closing will do. If the first three steps are done effectively enough, this one is just a matter of fact. Customers can be prospectively interested in buying and/or showing the interest by sharing and engaging with the content. On Instagram, that is more than any- thing for brands. In general, AIDA model is easy and simple to apply in any case. However, if brand is not creative, does not know their own audience or not even understand Instagram, the model will sound ambiguously and hard to follow. With the help of the shareable image’s essen- tial elements and the 3’E communication, brand can have a great content marketing on Instagram. The 3’E communication includes: to educate, to entertain and to enlighten. Brand should lead its followers, direct them to the things they would like, provide knowledge exchange. Next is to simply make them feel great, entertained, or whatever feelings brand want followers to have. It always feels good to amuse people, even just a couple of minutes. And if the post on Instagram can enlighten the followers’ day, the brand is successful. It is to make followers have different thoughts, different emotions that in- spire them. 16PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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