here is an interesting use of Instagram in terms of advertising without feeling quite so much like an ad or an online catalog.
Ikea Russia created an “Instagram Catalog Website” for a 34 piece designer collection of products. The Instagram account used the tagging feature to promote items and encouraged followers to share images and videos of their own Ikea PS 2014 products using the same hash tags. The campaign snagged over 15,000 followers in less than a week. With the “Instagram Catalog Website” functioning much like a microsite, the cross linking feature allowed each product to build out it’s own Instagram microsite for each product. The social sharing users generate with their own photos tagged with the product’s Instagram name allowed the campaign to go viral.
As social media has become a marketing and branding powerhouse in the last decade, for many there is a general belief that if you build it, they will come. That social media is the marketing panacea that will make your brand a standout in the marketplace. The truth is, it’s far more difficult than you think, and there are rules of engagement with your target audience that will help build your social brand.
Below is a really solid SlideShare presentation on the key building blocks of a social brand. In it you’ll find great information from the guys at WeAreSocial, about how brands drive conversation, building digital communities, adding value to conversation, going mobile, and much more. There is a link on slide 3 to download the free eBook that accompanies this deck as well. Or if you just want to download the book and skip the deck you can get it here.
A few years back a colleague asked me what I thought the next big social network/micro blogging site would be and I half jokingly replied Tumblr. At the time my comment was dismissed with the belief that Tumblr was just another social site in an ocean of social media outlets. My colleague was somewhat justified in dismissing me. Tumblr had been around since 2007 and wasn’t really gaining much ground in the world of micro blogging. Then something changed, and Tumblr caught the eye of Yahoo.
Through out Yahoo!’s history they have been known for buying some really great, and some not so great startups, and letting some of them wither and die. What Yahoo! plans for Tumblr is unknown. Right now they are functioning as an autonomous group, and simply displaying Yahoo! ads within the space. One thing is certain, Tumblr is on the rise and the numbers don’t lie.
The image below from the Social Media Center provides an insight into the process of converting content and conversations – via transactions – into recommendations. The graphic shows that the real power is found in earned media. With 92 percent of trust recommendations coming from friends and relatives. In addition to that 92 percent, another 70 percent of social media content viewers trust online reviews by other consumers according to Nielsen’s Global Trust in Advertising Report 2012. If you do anything with social media in the world of marketing and advertising, the image below is worth taking a look at.
Anyone that knows me, knows that my personal engagement with Facebook has wained over the last few years as the social media giant has grown into a giant ad revenue giant. The video below from Veritasium has drawn almost a million views in the last two days. Why? because it punches a gaping hole in Facebook’s pay for “Likes” system and the way Facebook’s pay to play promotions work. If you are a marketer, advertiser, or anyone that uses Facebook as a platform to engage with your target audience, you should watch this. What Veritasium points out is hard to deny, and the point they make about audience engagement effects you more than you know.
Instagram is a profit center in a company that is going to make money. Like it or not, Instagram is part of Facebook, and Facebook is a for profit business. That doesn’t mean that you have to stick with Instagram though. There are other photo sharing solutions, some every bit s good if not better.
I have decided to slowly leave Instagram. Well not slowly leave, just quit posting to it as often. It’s sort of like my Facebook usage. The only thing that ever really gets posted there by me are posts from this blog via Twitter. As for Instagram I am moving to Tadaa. It’s free, it offers the same level of social networking, it has all the same kind of filters in it, It has an extended range of features that Instagram doesn’t have, and the user interface is solid. I’m sure Tadaa has its own issues. I know there is a chance they might be bought or start inserting ads in the photo feed. For now though, they aren’t part of Facebook, and they offer the same experience as Instagram and more.
In case you are wondering what it has that Instagram doesn’t here is a list starting with the most important thing of all.
You Keep The Copyrights To Your Photos
26 HD Filters (Retro, Black & White, Sepia & many more)
HD Tilt-Shift (selective blur with real Bokeh)
Selective Frames and Borders
Brightness, Contrast & Saturation
Rapid Capture (take series of photos with no delay)
Light Table (Review, manage and edit your tadaa photos in your own photo lab)
Apply multiple Filters
Full EXIF Support: Saves & Reads Date/Time, Aperture/Exposure and Geolocation InformationSave locally without having to post
There is no denying the power of Facebook on the social media front. Like Facebook or not, they are the 800 pound gorilla which is why so many brands have turned to them to promote their products. Now when a company promotes something on Facebook, they can do it the wrong way or they can do it the right way. In most cases, companies advertising on Facebook do it the wrong way with an in your face sponsored ad that runs in your feed, on your wall, ignored by your trained eyes. Then there are companies that get it right, and know that if they want to promote their brand in the social media sphere they need to be a bit more subtle, a bit more fun.
Animade was asked by Stink Digital to design and produce the Ray Ban Social Visionaries Facebook app. The app connects with your information to produce a bespoke animation that bestows a ‘Visionary’ title upon you based on your usage. The animations are are built from 50 predefined sequences that are selected randomly by the app and assembled. This is a pretty impressive piece of coding as well as the animations that were created. The video below shows the overview. The videos below that are examples of what the app produced.