Seminar 'How to Communicate your Brand on Instagram'
¿Cómo comunicar tu Marca en Instagram?
Assisted the seminar 'How to Communicate your Brand on Instagram' on Wednesday the 31st of January 2018 which was organized by ´Internacional de Marketing´. It was presented by Jordi Cirach who is an Influencer Manager Specialist and also works as Digital Brand and Social Media Strategist.
The idea of this master class was to show how you can use Instagram effectively in your marketing communications. He pointed out some tactics that I agree with which will be discussed in here.
These pointers will be explained in steps and these are as follows:
1. Create a clear message with your posts. The message should be connected with your business and appealing enough for users. This is not as easy as it sounds! Creating a brand/image on Instagram requires work and this comes with some rules. So when creating an image, your message should be personal, exciting, simple, entertaining, memorable, and should be showing emotions and personality. Equally important, is that your brand and message is consistent, long lasting and has the capacity to evolve in order to adapt to situations and changes.
When communicating the message, one should have a strategic positioning that is a very creative one and should be communicated in a simple way. This means, the way you want to position yourself and your brand, should be done naturally and not forced, which requires creativity to do so whether it concerns positioning your place in the world, in the sector or with competitors.
2. Develop a strategy to captivate/generate users. There are different tools to support your Instagram posts to get more likes, shares and views. You can use your website, blog, other social media platforms, geolocalization, pictures, videos, social ads, and live (video) content (on Facebook, Snapchat, YouTubeLive or Instagram). Furthermore, put hashtags in your posts which are not that visible in the photo, and make also use of emojis and emojis hashtags.
There are three types of hashtags available, namely themes (black and white, fashion, shoes, etc.), location (cities, countries, venues, hotels etc.) and Instagram communities (lgersBarcelona, churches like hillsong, music etc.). A tip is to put hashtags as the first comment in your photo / video content, because in Instagram only the description of the photo / video stays always visible.
3. Explore the advanced configuration of Instagram and other tools to create visibility. Making use of social ads in Instagram itself, is possible by the feature ´Instagram Stories´. When using ´Instagram Stories´ it is important to take into account the following: the size of images or videos is 1080 x 1920 px., limited text (no long texts), and have a company profile on Instagram.
Useful ways to appear in the best results within the search engine of Instagram is the use of a keyword in your nickname, emoji and links in your biography, connection with other social networks, location and contact details. Another tool to use for optimization is Instazood.com which helps to get real followers. The tool www.linktr.ee is also useful as it allows you to add different links in just one URL, and it also offers statistics of the number of visitors that received your links.
4. Know or get familiar with keys to create an effective communication strategy. Creating a communication strategy is challenging and it requires creativity to create effective content. In Instagram there are six types of content that can be considered effective, which are tutorials, contests, products and services, inspiring words/texts, visual games, and personal content. Besides the content, the quality of the picture/video is important too; choosing the right filters and posting in original (square) or vertical format, contribute to its quality.
5. Explore brand strategies to be more creative in your message.
6. Get the attention of brands or agencies when your goal is to be an Influencer.
In this case, create content that is entertaining enough to get numerous likes and shares, in order to have it go viral. This is a way to earn money easy and fast as an Influencer. You are considered an Influencer when you have at least 10,000 followers.
Influencers with 10,000 followers and more are called micro-influencers, those with more than 1 million followers are called macro-influencers. Nowadays Influencers are essential for today´s business, as they are getting more and more power in the advertising world. Therewith, Influence Marketing plays a big part in the Digital Marketing of companies and brands. With Influence Marketing you create humanization of the brand (brands put faces on their products via usage of normal people), visibility (the brand message reach goes beyond own channels), trust and authenticity (influencers generate closer relations and affection with their community), and most importantly brand ambassadors (influencers become real ambassadors).
Personality is the important element that makes an Influencer, it is your identity which distinguishes you from others. In other words, you are branding yourself, and this entails having a name and logo too. Your identity promotes your values, your brand culture, what you stand for, and should be easy to be recognized and memorable. As an Influencer you have your own voice and provoke opinions. It is trendy now that brands lend their Instagram account to Influencers for a short period of time, to have them publishing content that is related to the Influencer its own personal brand/identity. This is the so-called Instagram Takeover.
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