Should Instagram be in the marketing plan?

Having passed its 50 million user mark in April, it seems the world is now awash with stylish, retro-lensed photography. But should it be in your marketing mix? If we’re living by a go where the people are ethos then yes – and some interesting campaigns and competitions have taken place on Instagram this year.

Having passed its 50 million user mark in April, it seems the world is now awash with stylish, retro-lensed photography. But should it be in your marketing mix? If we're living by a go where the people are ethos then yes - and some interesting campaigns and competitions have taken place on Instagram this year. Here are a few things to consider before getting started:

  • Can engaging photo content be used to promote the brand? Your brand has a wealth of aesthetically pleasing products? Then Instagram is a great place to be. But even if it doesn't, there's still an opportunity to inspire customers to get snapping images that represent what the brand stands for. A recent bmibaby competition asked customers to submit their favourite images of France using the hashtag #myfrance for a chance to win flights - encouraging Instagram users to link the airline with exciting destinations in a way in an flight magazine never could.
  • Bring people together With hashtags on our side, well executed Instagram campaigns can create a visual story - leading to bigger, better brand awareness. So think about this when deciding on a theme. We particularly like Charity:Water's campaign, which makes a big statement by gathering images representing the role water plays in life using the hashtag #charitywater.
  • Make the most of the Instagram API So you've got a collection of great images on Instagram - but what's next? That's where Instragram's API comes in handy. Check out city-collective website This is Now for an example...