< Previous Page

Instagram: explore brand creativity in action

Author: CIMCOM

undefinedPhoto and video sharing app, Instagram, has reached 600 million monthly users worldwide since it was launched in October 2010. Whilst the user base is just a quarter of Facebook’s, Instagram is recognised as outperforming Facebook in terms of engagement. Instagram has become a natural home for the likes of photography and fashion brands, but you might be surprised by some of the other brands flexing their creative muscles on Instagram. Here’s a reminder of topline Instagram milestones, statistics, and examples of brands you’d expect to use Instagram - GoPro and Under Armour- and a couple you wouldn’t - NASA and Aden Business School.

Instagram milestones

  • Launched in 2010
  • Acquired by Facebook in 2012
  • Introduced sponsored photos and videos in 2013
  • Introduced Instagram Stories feature in 2016

Instagram vital statistics

  • 39% of UK users are aged 16-24 (Globalwebindex Q4 2014)
  • 64% of users are female (Globalwebindex Q4 2014)
  • 8 times more engagement on Instagram than Facebook, Twitter, LinkedIn, or Pinterest. (TrackMaven 2015)
  • 300 million daily users worldwide (Instagram June 2016)
  • 32% adults use Instagram (PewResearchCenter Mar-Apr 2016)
  • 600 million monthly users worldwide (Instagram December 2016)
  • 14.4 million UK users (eMarketer Feb 2017)

Who’s top for followers?

For a snapshot of the most popular brands on Instagram take a look at the graph from Statistica. It places Nike in the top spot with almost 65 million followers and NASA at number 10 with 16.7 million.

See: Leading brands ranked by number of Instagram followers as of October 2016

Brands on Instagram

NASA: creativity = clarity

As a leader in scientific discovery, US space agency NASA may seem an unusual brand to have adopted social networking in general and Instagram, in particular. But NASA is committed to a public information programme and social media plays a vital role. The agency believes in simplifying information about space exploration and discovery without dumbing it down. It creates content designed to be engaging. Whilst its content is enlightening and educational, NASA also provides a lesson in brand storytelling since its messaging is ultra-clear and its use of images are emotive. Instagram is just one of the social media platforms it uses and it has around 500 accounts in all, for NASA itself, specific missions and even individual astronauts and rovers. 

undefined

View: https://www.instagram.com/nasa/

Read the Ceros article from Andrew Littleford: Mission Critical: NASA’s Journey to Social Media Stardom

GoPro: creativity = tech tips

For mountable action-camerabrand, GoPro, Instagram is an obvious choice. What better way to create a community of advocates than by sharing images and videos taken with the camera? Followers can experience the excitement of being there in the moment with images and videos shot using a GoPro. GoPro also uses Instagram to shares tips from specialists, for achieving the best shots. It’s built an 11m following so far.

undefined

View: https://www.instagram.com/gopro/

Aden Business School: creativity = inspiration

Academic institutions are known for their traditions. So, Aden Business School’s use of Instagram to generate leads is unusual. The Spanish language educator targets business people and converts their interest into registrations for its courses via the platform. Aden has 60,000 students in 17 countries, predominantly in central and south America. Their creative approach to Instagram features uplifting images and videos to inspire would-be students to boost their qualifications, with quotes such as this one from author Mark Twain: “A person with a new idea is a crank, until his idea succeeds". The brand used Instagram carousel adverts targeting lookalike consumers that matched the profile of interested people on Facebook. Instagram has provided the brand with around 10% of leads, with a low cost per lead and a seven-fold return on spend.

undefined

View: https://www.instagram.com/adenbs/

Under Armour: creativity = realism

Fashion brands and Instagram are like bread and butter. L2 Think Tank reported that 96% of fashion brands had adopted the platform in the US in 2015. So, it’s not surprising that sport clothing brand, Under Armour, uses this social network. Its feed includes sports personalities, events and shoppable content but the overall feel is one of determination and the sweat that it takes to put in a personal best.

The brand ran a photo and video ad campaign that featured Michael Phelps and Stephen Curry and continued the #RuleYourself theme, to motivate followers doing punishing daily workouts. The activity which also spanned Facebook, lifted purchase intent by 5 points.

undefined

View: https://www.instagram.com/underarmour/

More about brands on Instagram

Alex York suggests further beacon brands to follow on Instagram including AirBnB and Tesla, in his article for SocialSprout: 21 Instagram accounts to follow for inspiration