Instagram is getting more and more crowded as we speak. We have all been witnessing the viral power that the platform has generated over the past couple of years, and now everyone wants a piece of this success.
Even though many try to succeed with different techniques and strategies, few rarely do. In this post, we will talk about some of the best social media campaigns on Instagram that you can learn from.
As of this moment, National Geographic has over 95.6 million followers on Instagram. There are no gimmicks, no trickery, and no memes. They accomplished this the good old-fashioned way posting quality content.
If you analyze their posts, you will see that there is a backstory to each and every one of them. Of course, it helps a lot that they have an army of professional photographers tirelessly capturing wonderful shots, but their content strategy is still certainly on point.
What we can learn from their campaign is that they promote user-generated content, they write thorough and descriptive captions, and most important of all, they distribute high-quality content to a targeted audience:
It is true that when you think about the exploration of the natural world, the first thing that pops to mind is Nat Geo, but that isn’t accidental. From the way they appeal to their target audience, to how they treat user-generated content, to how well they present in-depth information in a concise manner to spur up their captions, National Geographic manages one of the best social media campaigns on Instagram that you can learn from.
User-generated content (UGC) is a crucial strategy for GoPro. In fact, UGC is what makes up most of the content that is published on GoPro’s Instagram account. With this ongoing campaign, they have managed to accomplish the following:
It is a win-win-win situation for GoPro. They curate the user-generated content with the help of their branded hashtags and contests with monetary rewards, while in the meantime they expand their reach and grow their following.
It’s obvious that they have an entire team of dedicated social media marketers that professionally run their Instagram account, and what better way to learn than from those who do it best? There are several things that we can learn from GoPro’s Instagram campaign:
As you can see, it’s important to have the proper incentive to encourage users to create user-generated content. If you have a smaller following, this incentive might not work, because not many users will be tempted to create user-generated content for an unknown brand with a less-than-impressive audience. To remedy that, you can buy safe and organic Instagram followers that have the power to completely change your reputation on Instagram.
Airbnb has all the characteristics of an optimized and branded company on social media. They promote user-generated content, they rely on influencer marketing, they follow trending topics, and they also use Instagram ads in an incredibly clever way.
They share user-generated photos where they briefly talk about some of the hosts and guests and their experience with Airbnb.
Airbnb’s Instagram campaign teaches us three things:
Airbnb is the leader for travel accommodation, but they run a highly successful Instagram campaign as well. Using all the tricks in the digital marketing book, Airbnb has been creating an ongoing successful Instagram campaign that relies on high-quality user-generated content and influencer marketing.
Bloom & Wild is in the flower delivery startup industry, but given that they aren’t internationally popular, they saw Instagram as an opportunity to expand their brand. By creating an Instagram ads campaign that targets their audience, Bloom & Wild has managed to increase conversion rates and build an impressive following of nearly 100,000 followers.
Bloom & Wild used the opportunity to properly utilize marketing methods such as Instagram advertising. They optimized their Instagram ads campaign by creating a strategy that zeroed in on their target audience.
Bloom & Wild doesn’t have an audience in the millions. They can’t rely on sheer popularity to make an impact on Instagram, and that’s what makes their Instagram success all the greater. There are three things we can learn from their Instagram campaign:
Bloom & Wild understand just how useful Instagram advertising can be for extending their visibility on the platform. Here’s what they say about their journey on Instagram;
“Instagram advertising is an exciting new channel for us, and so far, the results have exceeded expectations. We’re really looking forward to experimenting and increasing our presence over the coming months.”
Their Instagram campaign resulted in an increase in sales by 62%, a £2.5 million growth in capital and an exponential increase in website traffic, visibility, and most important of all – loyal customers.
This is a clear example of influencer marketing done right. In thе post below, we can see how the well-known brand Daniel Wellington partnered with the rising music star, Joseph Vincent, to create a very informal (but effective) collaboration.
I would like to point out the casual approach they used in the post to promote the products in an informal environment. Followers are tired of the conventional method of marketing, and they’re more attached how the product is being presented than what the product is in the first place – thus the need for influencer marketing.
This Instagram campaign can teach us a lot about Instagram influencing:
Content generated by influencers as well as other users helps reinforce the brand’s image. Instagram influencers that are within the niche of your brand can largely impact your target audience. In the case of Daniel Wellington, the users see that Instagram influencers are wearing the product, thus they feel motivated and inspired to buy a watch themselves. To sum it up, I think that the biggest lesson to learn here is that proper Instagram influencer marketing spurs user-generated content.
In this article, we talked about some of the best social media campaigns that have left their mark on Instagram. I think that we can agree that each of them was different, but they had a lot of similarities as well. The most important lessons to point out are the following:
Always remember that no strategy works the same for everyone, but by learning from how the most successful Instagram accounts have managed their campaigns, you’ll be a step closer toward finding out what would work best for you.
Date: December 28, 2018 / Categories: Case Studies, Marketing, / Author: Rich Drees
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