Social media has transformed not only the way we meet people, share news and keep in touch, it has also changed the way we market products and services. The social media platform that has become the most crucial to advertising is Instagram. “Insta” or “The Gram” has major influence, to the point where even it can make or break the relevance of the newest novelty item. So how do you harness the power of this simple app? Let me show you the ways…
Have Something Pretty (and Unique)
The unicorn Frappuccino at Starbucks is a prime example of making something beautiful and the instagrammers will come. It was genius, they posted a picture on their social media as a limited time only product and got people to pay $5, myself included, for what was basically diabetes in a cup. In Los Angeles murals on storefronts, like the infamous Paul Smith pink wall, have become a destination for their photo opportunities. It is a great way to familiarize potential customers with a brand and encourage them to come see what lays inside the beautiful exterior.
Option 2: Create Hype
Just like Starbucks did with a gorgeously curated set of photos with their flavor of the week, a company needs a visually appealing feed that attracts followers like bees to honey. Now a way to get followers, or those just visiting your page, is to create a countdown for new products. You make the people wait to help them value it more, but do it in an exciting way. A way to do that is with a contest. Have friends tag other friends in the comments to win something or have them tell a story and answer questions in the comments to encourage engagement. Then reward a winner with the best one with free swag.
Option 3: Create False Scarcity
The Kylie Jenner Lip Kits are basically case study in launching a business through social media domination. She created alluring product images, created hype AND created false scarcity. “They aren’t buying functionality, they’re buying desirability.” Z. John Zhang, a professor of marketing at the Wharton School, stated to Forbes. One tweet launched a thousand sales and the product sold out in 7 minutes. From there it customers had to try and get their hands on them at an inflated price or wait until they were restocked. Thus, creating more hype.
All the items for a brand does not need to be a social media success to make a name for oneself or drive sales. But, in this day in age it does make a difference. Especially if a brand’s market involves millennials and Generation Z who are the most-connected generations. The ideas of having a pretty product, creating hype and creating scarcity are facets that can help businesses of all products and markets. Instagram is just the latest in vehicle in which to do so.