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The visuals you post to Instagram must have stopping power. Visual appearance is the primary factor motivating purchase decisions for 93 percent of consumers. Eighty-five percent cite color as the top reason they purchased a specific product. It's smart to entrust your Instagram selection to your company's graphic design department or digital marketing agency. If the above options aren't available, use photo editing tools like Afterlight or VSCO to give your visuals the maximum pop they deserve.
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Putting the spotlight on your products and employees is another terrific way of building user engagement. Use a balance of professionally-shot and user-generated visuals that convey value and benefits to customers. Depict your products in unusual settings, or being used in ways conveying activity or motion. Display your entire product line in a way showcasing its full range of sizes, shapes and colors. Focus on employees using your product, new product development efforts and behind-the-scenes peeks portraying your employees at work. All can give your company a face and personality that helps spark visual interest.
These are starting points for spurring Instagram engagement. Now let's go a bit further, examining how brands big and small stir up visual interest on the photo-sharing site.
- A picture is worth 1,000 words, so let the photos you share tell stories about your brand. Urban Outfitters did that through "road trip" visuals showing people wearing their clothing while on the road in unusual, picturesque settings.
- Feature photos reflecting brand colors or shapes. Online art company Desenio's Instagram images feature its trademark blue and grey colors, conveying serenity.
- Include calls to action. Staples asked Instagram viewers to comment on visuals by suggesting fitting emojis, drawing a huge response of entertaining suggestions.
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