The importance and effectiveness of developing a business branding model on Instagram

💥The importance and effectiveness of developing a business branding model on Instagram💥 Why is it important to have a business branding model on Instagram? There’s more to Instagram than sharing content and hoping for the best when it comes to receiving likes and mass amounts of exposure. Successfully nailing strategically chosen images, carefully written captions, a craft selection of hashtags along with geotags all go a long way when it comes to succinct brand management. Let me tell you just why a branding model/strategy on Instagram will be crucial for a brands success in this day and age! Follow my next series of posts and I’ll reveal why. • • • • •#logo #graphicdesign #brandidentity #brand #logodesigner #logos #graphicdesigner #logotype #marketing #socialmedia #branding #socialmediamarketing #digitalmarketing #social #marketingdigital #advertising #business #seo #contentmarketing #webdesign #onlinemarketing #marketingtips #startup #entrepreneur #sales

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Before commencing, I would like to make you aware of the in text referencing throughout this Digital Artefact. Throughout the article is brackets with a number in it. This indicates that it is a foot note, which links to the reference list. • Moving forward, let’s start off with why implementing a branding strategy/model is SO important for businesses in general. In a nutshell, effective branding will improve the recognition of your business, differentiate you from your competitors plus add value to your business. In the contemporary day where there is saturation in competition, it is crucial to stand out and mark out why your business is above the rest. So, why project this on Instagram them? I’ll start explaining why in the next post. • • • • •#brandidentity #brand #logodesigner #logos #graphicdesigner #marketing #socialmedia #branding #socialmediamarketing #digitalmarketing #social #marketingdigital #advertising #business #seo #contentmarketing #webdesign #onlinemarketing #smallbiz #marketingtips #startup #entrepreneur #sales #insta

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💥So, why instagram? High engagement rates!💥 Instagram is flooded with highly engaged and active audiences. A staggering 6 in ten online adults (between the ages of 18 – 29) use Instagram (1) and 51% of Instagram users access the platform daily, with an astonishing 31% claiming to use the platform several times a day (2)! With an incredible sum of individuals accessing Instagram, the potential exposure and ability to build a brand for businesses is absolutely amazing. However, it is a matter of doing so correctly, with a strategic branding model in action. • Why is engagement so high?! Instagram is a multi functional smart phone application which greatly benefits users. Building a brand on Instagram opens the door for plenty of accessible content options to these users. Instagram is more than just a photo sharing app, it’s also used for video sharing too. It is additionally used for discovering new content through the function feature, which allows for one to explore content. It also acts as a messenger platform too, with Direct Messaging, along with Disappearing stories. Why else is it so high? Considering that most people nowadays have mobile phone devices, Instagram is highly accessible through the use of the app.

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Moreover, Instagram is a fantastic tool to facilitate and increase brand awareness to potential clients/customers. Brand awareness is crucial as it increases the likelihood of individuals recognising and turning to the said brand. Additional reasons as to why brand awareness is key, includes: • – Familiarizing individuals with the brand name – “Brand names are the most highly visible and long lasting connection a customer will hold with a brand”. It is important that the brand name crystalizes the brand experience in a single word/phrase. This is easily achieved via Instagram with consistent and repetitive postings and paid posts, which largely expose the brand name with recurrent publicity (7). • – Brand awareness will solidify brand identity and brand image – A strong, consistent and frequent online presence will capture the essence and core identity of a brand (6). A strong brand contains 6-12 dimensions that exclusively describe the brand. Utilising a visual content platform like Instagram will explicitly display core branding dimensions, ensuring that the content is succinct and concentrated. • • • • •#logo #graphicdesign #marketing #socialmedia #branding #socialmediamarketing #digitalmarketing #social #marketingdigital #advertising #business #seo #contentmarketing #webdesign #onlinemarketing #smallbiz #marketingtips #startup #insta #iphone #apple #iphone6 #iphone6s #iphoneonly #samsung #iphone5

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A 2017 study on brand identification, brand engagement, brand commitment on social media sites distinguished that out of all social platforms, Instagram users had highest brand community engagement and commitment (6). With roughly six-in-ten online adults aged 18-29 (59%) using Instagram, and roughly half of all Instagram users access the platform on a daily basis, with 35% saying they do so several times a day (1), there is a definite high chance of brand awareness to occur. • • • • •#logo #graphicdesign #marketing #socialmedia #branding #socialmediamarketing #digitalmarketing #social #marketingdigital #advertising #business #seo #contentmarketing #webdesign #onlinemarketing #smallbiz #marketingtips #startup #insta #iphone #apple #iphone6 #iphone6s #iphoneonly #samsung #iphone5

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Furthermore, Instagram is a highly effective tool to enhance brand positioning. Brand positioning stands for how a customer/client perceives the brand, what differentiates the brand from competitors, plus what value the brand gives to customers. Instagram offers the chance to socialise businesses and enforce brand values, in turn leveraging a conscious position in consumer’s minds. Sharing visual content is a direct catalyst in projecting a brands ambiance in an online sphere. In fact, users on Instagram will engage with brands 10 times more than on Facebook (3). With this high rate of engagement on Instagram alone, customers/clients have the chance to build a positive perception of a brand (dependent of the quality of shared content by the brand). Thus Instagram is a great stepping stone in building show case positioning. • • • • •#brandidentity #marketing #socialmedia #branding #socialmediamarketing #digitalmarketing #social #marketingdigital #advertising #business #seo #contentmarketing #onlinemarketing #smallbiz #marketingtips #startup #insta #man #guy #men

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💥Creates brand loyalty – Build relationships with clients/customers💥 The old saying that “people buy from people they like” is true. Instagram is changing the way that businesses connect with individuals, in that it’s a more personable platform. Social media platforms allows for businesses to build better relationships with clients/customers and engaging with important issues, values and morals. This in turn creates brand loyalty and builds a likeable rapport with followers. Which, if successfully done, increases likelihood of brand positioning and potential product purchase/services booked. • • • • •#brandidentity #brand #marketing #socialmedia #branding #socialmediamarketing #digitalmarketing #social #marketingdigital #advertising #business #seo #contentmarketing #marketingtips #startup #entrepreneur #flatlay #flatlays #tablesituation #customer

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💥Places emphasis on services/products💥 Instagram is a wonderful visual tool in generating exclusivity around a product and making a service stand out. After crafting a select photo, Instagram enables the user to add filters, effects, catchy captions which can utilize an array of text, hashtags, mentions and emojis, as well as incorporating tags and geotags, all of which improve the photos exposure in Instagrams algorithm. Thus, Instagram is noteworthy in drive product and service development. A recent study actually discovered that 54% of Millenials have purchased products after viewing them on Instagram (4), hence the advantage of promoting products on the platform. • Additionally, another recent study found that Millennials were the most responsive generation to post on Instagram, with a huge 68% of 18-24 year-olds saying they were more likely to purchase an item if someone they followed on Instagram shared it (4). Another statistic indicated that 54% of respondents said they bought products after spotting them on Instagram (3). These figures highlight the ability that Instagram and its followers have in placing emphasis on services/products. • • • • •#branding #marketing #brandidentity #brand #advertising #digitalmarketing #logos #business #graphicdesigner #logotype #logodesigns #rose #socialmediamarketing #webdesign #marketingtips #insta #instagramers #modeling #photos #photograph #models #photoshoot #editorial

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💥Ripple effect exposure💥 Another benefit of posting brand related content to Instagram, is that followers are likely to like and follow a brand. As a follower does such, they will receive updates and posts by the brand on their feed. Users are then able to “like, share, or comment on the post, which would further propagate it on their friends’ newsfeeds, whose own interactions with the post would, in turn, be rebroadcast to their networks” (7). This ripple effect exposure greatly increases brand content, “at a much faster rate and to a much larger and more responsive audience than most traditional media, but at a much lower cost” (7). • • • • •#branding #marketing #logo #socialmedia #graphicdesign #brandidentity #brand #logodesigner #advertising #digitalmarketing #logos #business #graphicdesigner #water #university #digitalartefact #communications

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Furthermore, when followers are from often homogeneous networks, reference group influence becomes strong since similar users tend to interact frequently and develop solid bonds. Homogeneous users within Instagram have more opportunity to exchange brand-related information, and are more probable to classify with the group members (7). When message brands content and followers in brand communities are more homogeneous, the information exchanged and shared is likely to be perceived as more credible and trustworthy (7). • • • • •#branding #marketing #logo #socialmedia #graphicdesign #brandidentity #brand #logodesigner #advertising #digitalmarketing #socialmediamarketing #webdesign #marketingtips #social #smallbiz #marketingdigital #startup #seo #contentmarketing

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💥Promising for marketers💥 Credit Suisse, a financial services company projected that Instagram would generate $3.2 billion in revenue in the year of 2016 (5), as well as $6.4 billion in 2017 (8). This indicates that major revenue growth is occurring, which is a promising sign for those willing to brand on Instagram, as it shows that the platform is increasingly growing. In fact, 500,000 advertisers and 100 million new users join Instagram every six months! (8) • • • • •#brandidentity #branding #marketing #socialmedia #business #digitalmarketing #advertising #marketingdigital #entrepreneur #startup #socialmediamarketing #brand #sales #marketingtips #onlinemarketing #smallbusiness #seo #contentmarketing #entrepreneurship #insta #instagramers

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The challenges with implementing a branding model on Instagram are slim, but still worthwhile to mention. The biggest challenge in relation to this topic is differentiating from the 40 billion total photos on the platform. The fast paced daily rate of activity warrants Instagram an incredibly lively platform. There is a way of standing out though – “your content must be highly directed and branded in order to make an impact through the noise” (3). • A second challenge is successfully appearing in Instagram’s algorithm induced feed. Basically, Instagram has shifted over to a nonchronological timeline, “which uses an algorithm to prioritize the photos it thinks users want to see” (5). • • • • •#branding #marketing #socialmedia #business #digitalmarketing #advertising #marketingdigital #entrepreneur #startup #socialmediamarketing #brand #sales #marketingtips #onlinemarketing #smallbusiness #seo #contentmarketing #insta #iphone #apple #iphone6 #problem #challenge #samsung

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REFERENCE LIST:

Please note – this reference list is not in alphabetical order. It is instead in numerical order of the footnotes within the digital artefact. Thank you for your consideration.

  1. Duggan, M, Greenwood, S, Perrin, A 2016, Social Media Update 2016, Pew Research Centre, viewed 13 May 2017, < http://www.pewinternet.org/2016/11/11/social-media-update-2016/ >
  2. Lister, M 2017, 40 Essential Social Media Marketing Statistics for 2017, WordStream: Online Advertising Made Easy, viewed 13 May 2017, <http://www.wordstream.com/blog/ws/2017/01/05/social-media-marketing-statistics&gt;
  3. Schaffer, S 2016, The 10 Definitive Instagram Statistics You Should Know – and Why, Maximise Social Business, viewed 13 May 2017, <https://maximizesocialbusiness.com/definitive-instagram-statistics-23286/&gt;
  4. Stewart, S 2015, Instagram overtakes Facebook, YouTube and celebrities as ‘most influential social marketing tool’, The Drum News, viewed 13 May 2017, <http://www.thedrum.com/news/2015/11/12/instagram-overtakes-facebook-youtube-and-celebrities-most-influential-social&gt;
  5. JARVEY, N 2016, ‘INSTAGRAM’S PLAN TO STAY IN THE PICTURE’, Hollywood Reporter, no. 22, p. 36, viewed 13 May 2017, < http://eds.b.ebscohost.com/eds/detail/detail?sid=589ef11b-f708-44f3-a774-4d4e03aae82d%40sessionmgr104&vid=0&hid=122&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=116856004&db=f6h >
  6. Phua, J, Jin, S, & Jihoon, K 2017, ‘Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention’, Telematics And Informatics, 34, 1, pp. 412-424, viewed 13 May 2017, < http://eds.b.ebscohost.com/eds/detail/detail?sid=5c128a6c-2b8f-44d3-88f1-875d2b228e03%40sessionmgr101&vid=0&hid=122&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=16217242&db=inh >
  7. Latiff, ZA, & Safiee, NS 2015, ‘New Business Set Up for Branding Strategies on Social Media – Instagram’, Procedia Computer Science, vol. 72, p. 13, viewed 13 May 2017, < http://eds.b.ebscohost.com/eds/detail/detail?sid=8bd89ba7-6e88-46a5-942c-c4fcf2313f94%40sessionmgr101&vid=0&hid=122&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=edo&AN=111976587 >
  8. Levy, A 2017,  Instagram Is Set to Make a Killing in Advertising in 2017, The Motley Fool, viewed 13 May 2017, <https://www.fool.com/investing/2017/03/26/instagram-is-set-to-make-a-killing-in-advertising.aspx&gt;
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