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the product, Instagram is the place where that could happen. It is smart marketing that brand makes a justification that gives potential followers an excuse to buy the products. “Desire to belong” is similar to “involvement or ownership” but usually happens at the beginning where brand gives followers the feeling of belonging to a certain of group that they can frequently participate in communication. “Desire to collect” can be understood in a way that people love to collect experiences. The task for brand is to help followers collect things, such as, travel experiences, epic tips on food, fashion, hobbies and so on; of course, all of those need to be in align with the brand. All the adults were once the children and children are all the time curious. Therefore, “cu- riosity” is another good trigger on Instagram. A sneak peek or zoom in image of the up- coming product that builds up the questions in followers’ minds: What the fabric feels like? What the behind looks like? How it is going to sound and so forth. Brand can present the product in a way that can boost up the mystical and alluring feeling or rather revealing it. More questions are raised with great product photography than the answers. “Storytell- ing” was mentioned the previous chapter but in a broader sense. In here, this can be ap- plied to a short period time of campaign on Instagram. Brand tells stories of the people for the people. People are the key in storytelling. “Greed” creates the hunger in followers in the desire of having the products. It is special deal on Instagram that asks followers to act, whether it is to a total-amount-of-likes condi- tion or tag your friends in the comment sections and so on, in order to achieve that special deal. “Urgency” is similar trigger as “greed”. In fact, the more brand makes the post sound as urgent as possible, the better it motivates followers to act accordingly. “Exclu- sivity” creates a sense of wanting the unique thing. It means that followers would need to act quickly without delay on buying decision. The pride of having something that is un- common makes the buyers feel good. To wrap up, all those buying triggers are exclusively efficient on Instagram and brands are using that to grow their community and direct them in the way they would like. Convincingly, a community is a must for a social network as to succeed. Great brands are good at knowing triggers tailored to the products and eventually convince followers to buy and become customers. 21PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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