Instagram is a social network for sharing photos and videos, launched in 2010 with an initial intimate outlook that quickly changed. After its acquisition by Facebook in 2012, the boom Instagram as an advertising and marketing tool happened.
With the evolution and multiplication of its functionalities, which began to appear in 2013 (such as Instagram direct) the application is constantly evolving and launching trends.
Through claim "Some moments need more than a static image to come to life." in 2016 Instagram opened the door to longer videos.
Then, in 2018, the famous IGTV was launched, revolutionizing online advertising campaigns - its ultimate goal being to transform the concept of TV.
Also in 2018, Instagram developed a feature that supports the control of time spent on the app. With an aspect linked to "digital" well-being, it is now possible to see how long the user has been connected and set a limit on the ideal amount of time dedicated to this. social media.
In the midst of all this upgrade fast and at scale, and among so many new features, brands have been gaining ground on this platform and using it to their advantage. strategic.
The descriptive biography of pages Instagram has essentially been used to reveal the tone and topic of conversation that the brand wants to have with its followers.
Thus, the commercial argument has been used less and less and today the message is clearly more emotional than advertising. And this strategy is showing surprising results.
We highlight 5 of the strategies most used by brands:
Aspirational - VISA https://www.instagram.com/visa_us/?hl=en
Visa positions itself as a brand that seeks to inspire the user to be the best version of themselves. It may sound like a cliché, but this attempt to place the user as the main subject of feed of the brand, through direct and uncomplicated language, fosters a positive relationship between the customer and the organization.
Relational - N26 Bank https://www.instagram.com/n26/?hl=en
N26 clearly belongs to a disruptive new generation in the international banking segment, which seeks to maintain an irreverent and innovative profile and break with the status quo rigid and conservative banking. His descriptions reveal the claim they want to convey to the user and use concepts such as "Uncomplicating your life" e "The first bank you'll love" as a first approach that arouses curiosity in the user.
The Human - JP Morgan https://www.instagram.com/jpmorgan/?hl=en
JP Morgan uses an approach that fulfills the ultimate goal of making the brand's values known and conveying a humanized character of the organization and its human resources. Transmitting the values of the organizational culture is a good way to show the more personal side of the brand.
Commercial - Americanexpress https://www.instagram.com/americanexpressuk/?hl=en
American Express has a strong, commercial approach in its feed and highlights this clearly in his bio. It introduces the product in the various moments of users' lives through real examples and in an uncomplicated tone that relates the services offered by the brand to the moments of the user's life.
News - Adobe https://www.instagram.com/adobe/?hl=en
Adobe uses the initial description of your profile to support a monthly theme of current interest and encourages you to share your content with a specific #hashtag. In June the theme was Pride - with #Adobe_PridePortrait.
Being a privileged brand, since it operates in the field of creativity, it is a good example of how it is possible to nurture the feed with user generated content and works of art executed with Adobe Cloud programs.