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The company needs to follow the community guidelines, which are laid out when signing up for an account. Adding images of new product lines, future product releases or events will enhance the presence on Instagram. It will also allow the customers to connect with the company in a visual manner rather than simply reading about what the company does from other sources. (Asad 2014,1-2.) In terms of Instagram brand posts, for example H&M is very active on Instagram and posts a great variety of different content like; videos, pictures, campaigns etc. To illustrate the discussion above, below are screenshots taken from H&M’s official account in October 2015. Figure 5 Screenshots from H&M Instagram account (@hm) Even though Instagram is mainly focused on the visual the language used on the descrip- tions is an important tool in explaining the photos and referring them to their connections. Many brands choose to use English on Instagram. Also the language used on hastags is heavily English centred. The reasons for using English instead of native language are both to maximise visibility and to attract multilingual users. (Malin 2014.) 3.4 Anatomy of posts The first step in creating a post on Instagram is capturing an interesting image. It is im- portant to have quality images with great focus, as well as relevant content for your busi- ness and your brand. The best images are the once that will have some emotional con- nection with the viewer. (Zimmerman 2013,198-206.) 18PDF Image | Successful social media marketing on Instagram Minoshoes
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