Instagram Planning: Make A Plan Rather Than Just Posting Beautiful Pics
When UCLA and George Washington University researchers studied participants' reactions to two types of ads, they basically summed up why Instagram works as a sales-generating marketing channel: "Logical persuasion" ads had facts and figures, and "Nonrational influence" ads showed participants fun, sometimes sexy, loosely related images. When participants glanced at the logical persuasion commercials, the brain regions involved in decision-making and emotional processing lighted up, indicating that the logic sections of the brain were activating. That's terrible news for marketers because they are the same brain areas that prevent spontaneous purchases.
The nonrational impact ads—the huge attractive pictures—didn't cause significant activity in the logic areas, suggesting that the respondents were less inhibited in their actions. Good day, "Buy Now" button! Instagram is all about lovely photographs or Instagram images which makes it a particularly good medium for triggering emotions and impulses as a marketing tool. Instagram also offers a social component, as if that wasn't enough of a superpower. It may foster partnerships, trust, and even friendships, all of which contribute to likability.
Likeability is a powerful force in and of itself. In his 1984 book Influence: The Psychology of Persuasion, Robert Cialdini has persuasion on lock. Although it's old news, human nature hasn't altered all that much in 34 years. It's still relevant. This book explains six concepts for persuading others to do what you desire.
Liking is number five. “People who they admire can simply convince them.” In summary, utilizing both the social and aesthetic aspects of Instagram may provide double-digit returns. Nonetheless... Most companies' Instagram accounts are filled with absolutely impersonal shots, or worse, post after post of product images. People don't come to witness that. There's much too much product—and who wants to follow cereal on Instagram?
The most popular Instagram feeds cater to the needs of its followers, which fall into three categories:
- Personality
- Aspiration
- Inspiration (And any combination of the three.)
Aspirational Instagram feed layout plays on our desires—what we want to accomplish, who we want to be, what we want to consume, and how we want to live our lives. Fashionistas, fitness experts, celebrities, and furnishing manufacturers are common sources of aspirational feeds. The human will to develop and flourish is fueled by inspiration. We want to be motivated to develop since it requires a lot of effort. Our source of energy is an inspiration. We also have a tendency to put our faith in individuals who inspire us.
Personality-driven Instagram feeds provide a sense of intimacy with the person or brand. And, certainly, brands may have a personality. With this sort of material, bloggers, trainers, and even companies you wouldn't think of as personality-driven may generate committed followings. Which one is the best fit for you? Is it better to mix all three? That is contingent on your target audience, what they desire, and what you want them to do.
Selecting The Best Theme For Your Feed
The most effective Instagram feed layout is so constant in style, tone, and aim that they nearly establish their own universes. Each feed is curated as if it were an art display, with the goal of eliciting a certain impact or emotional response from people who watch it.
Each piece should address what your target audience expects from you on a more detailed level. It might be knowledge, a burst of motivation, or a sense of personal connection (or anything else - if you're not sure what your audience wants to see, ask!). Do you require more specific examples? Here are Instagram companies that are dominating their respective sectors.
In Practise, Aspiration, Inspiration, And Personality
Aspiration
Consider ambition to be a source of desire. Aspirational Instagram feed designs are primarily photographs, however, they are visuals that are specially tailored to appeal to a brand's target demographic. It's not only about goods when it comes to aspiration; it's also about experiences, lifestyle, and 'living the dream.' These companies are doing things correctly. The Instagram slogan for @Anthropologie (Ecommerce) is "Apparel. Home. Beauty." Click the link, find your item, and add it to your bag!"
I'd want to visit there. The beauty of Anthropologie's Instagram feed is that monkeys see, monkeys want, monkeys purchase. It arouses desire and provides instant fulfillment (a winning combination), but not by presenting straight-up product pictures. This isn't their collection. The fact that each snapshot looks to be a piece of life is what makes Anthropologie's Instagram so appealing. You can buy the things in the picture, but what you actually want is access to that lifestyle.
"Unique, stylish, spirited. We are overjoyed with these images. Use the hashtag #kimpton to share yours." says the Instagram slogan for @Kimpton (Hospitality). The hospitality industry thrives on aspirational "I want to go there/do that" messages, and Kimpton hotels understand this. They also understand what their target customers want: a touch of elegance, a lot of relaxation, comfort, and refined enjoyment. They cater to professionals in their twenties and thirties. People who enjoy pets (the hotels are dog-friendly), wine, craft beer, and cocktails (Kimpton hotels provide daily complimentary happy hours), and vinyl records.
Although each Kimpton hotel has its own Instagram account, the main brand page provides a good picture of what their guests enjoy.
Inspiration
If ambition motivates you to get something, inspiration motivates you to act. Inspirational writings make you want to be a better person, a part of something bigger, or just make you think, "Wow." Inspiration is a powerful tool that combines quotations, photos, and art to entice others to follow your feed.
"#FashionActivism: Magic is #sustainable + #slowfashion financing human rights & climate change initiatives," Increasing public awareness. #floatinginspace.” says @TheSlowFactory (Fashion/Ecommerce) on Instagram.
SlowFactory is an independent fashion line that supports environmental and humanitarian concerns via its clothing, jewelry, and accessories. Their work is fair-trade, their ink and materials are environmentally friendly, and they use the hashtag #FashionActivism as their motto. Every product is designed to inspire, whether that inspiration is for political action or simply marvel at the world. Their Instagram account or Instagram feed layout reflects their goal brilliantly, combining political remarks with product photographs and personal photos of the founders participating in the action. It's a nice reminder that companies don't have to be politically agnostic in order to be successful.
“Home to thousands of artists from across the world selling their unique work as fine art prints, fashion, electronics, and home products,” says @Society6 (Art/Ecommerce) on Instagram. Society6 provides a unique sort of inspiration in the shape of wall-to-wall art. Throw pillows, phone covers, and mugs meet with life, death, vulgarity, nudity, surrealism, realism, and everything in between. It's a frenzy of creativity with amazingly high levels of interaction among its creative fans.
Personality
Customers come to see the person—and the person is virtually indistinguishable from the brand—in personality-driven firms. Followers frequently get the impression that they have a true relationship with the individual. Perhaps not the sort where you ask each other out to breakfast on Sundays, but the kind where you provide and receive reciprocal support. However, having a personality-driven Instagram feed isn't limited to individuals; some corporations are doing it as well.
"A pleasant place,". Chicago, New Orleans, Pittsburgh, London, DTLA, New York, Palm Springs, Portland, and Seattle says the @AceHotel Instagram slogan
Ace Hotel is a tiny boutique hotel brand with a lot of styles—the avant-garde, hipster-chic kind. The target demographic is unmistakably Millennial, but unlike Kimpton, they don't entice them with "I want to go there" photos. Their Instagram account is just as cool (some could even say hipster) as the rest of their company. Every now and again, a post will offer a seasonal deal or a straight-up snapshot of an Ace Hotel location. However, the bulk of the pieces are a mix of art, old images, political sentiments, and 'discovered' phrases (like street signs and graffiti). It's a lively feed, and it's not a reach to think that staying at an Ace Hotel would be similarly exciting, artsy, and dare we say hipsterific.
Is your brand aspirational, inspirational, or based on a person's personality? And how does that appear? It's up to you—and your audience—to decide.