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Brand should remember these three communication goals while planning the contents of posts on Instagram. It will be beyond expectation when it can combine all three. (Meyer- son 2015, 266-267.) In addition to the 3’E communication stated above, a content market- ing matrix would be reliable and applicable to Instagram marketing. The image below shows the example of the content marketing matrix. To entertain, viral videos or competi- tion, questions, quizzes or games can be created; to educate, infographics, guides, trends updates can be suitable; to convince or inspire, reviews, celebrities or key influencers, price list, lists of related things can be in consideration. Figure 10: Content marketing matrix (Smart Insights and Hubspot 2015, 13) Next, Meyerson (2015, 88-94) explains particularly in the following listed five goals to have a shareable image: originality, timeliness, relevance, “snackability”, and traffic-driven. I personally think that it could be applied to not only image, but visuals in general. On In- stagram, they are photos, GIF photo and video. It’s original: it is the real content that has not been revealed ever before. It will help to create interest and stop them from scrolling down their Instagram feed to invest more time exploring the photo and story behind it. There are examples of original contents that would be highly shareable across social networks: how-to image, quotes, tips, checklists, be consistent. The how-to image shows a step-by-step tutorial of doing something that brand can educate the followers on Instagram. Quotes are easily to get noticed because follow- ers will seek for sympathy or similarity; but not until when it is relevant in the industry of 17PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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