Instagram Marketing Strategy E-Book

The all-inclusive guide
to understanding and
mastering Instagram
marketing.
Learn how to create the
necessary framework,
build a successful
strategy, and tell your
unique brand story.
instagram
marketing
strategy
e-book
’s

Instagram is changing how brands
and consumers interact in the
21st century. Consumers now
expect brands to communicate
visually, posing new challenges for
organizations to adopt new practices
in marketing. This is an exciting
opportunity for brands to reach out
and connect to their consumers in an
unobtrusive and natural way.
Many brands have adopted
Instagram as a “me too” strategy
to cover all their bases on popular
social media, but have not made the
effort to fully utilize the platform
as a marketing channel. Millions
of attentive eyes are on Instagram,
but brands are delivering messages
that are getting lost in the flurry of
content. Brands have a problem
marketing through a visual medium,
creating content at a scale and pace
that Instagram moves at, and finding
cost effective ways to procure great
imagery.
Only four years old, Instagram is a
massive mobile social networking
platform with over 300 million
active monthly users3
and still
rapidly growing. Instagram is a hit
with the millennial demographic, a
difficult and attractive target group
to reach. With the growth of mobile
connectivity and the cultural shift
towards visual content, Instagram is
the right solution at the right time.
Marketers need to learn to become
artists and visual storytellers on
Instagram to effectively communicate
with consumers. Combining
elements of strategy, art, storytelling,
content development, and content
procurement, learn how to connect
with your consumers on Instagram
with a clear message that produces
real results.
This guide contains everything
brands need to know about marketing
on Instagram. From what makes a
great post, to developing a strategy,
utilizing and implementing tactics,
creating legal processes, and to
creating great content at scale,
The Ultimate Guide to Instagram
Marketing has you covered.
Presented by:
FlashStock Technology Inc.
101 College St. Suite HL20-3
Toronto, ON M5G 1L7
info@flashstock.com
EXECUTIVE SUMMARY
Michael Scissons
Co-founder & Chairman
FlashStock
Jeremy Vo
Director of Sales
FlashStock
Hooly sim
Research Analyst
FlashStock

table of contents
1. introduction................................................................................... 4
What is instagram?................................................................... 5
The Reach of instagram.......................................................6
2. Instagram for marketing...................................................... 9
why is instagram important for brands?...........10
what brands are on instagram?.................................12
what makes great instagram posts?.......................14
3. Building a winning instagram strategy..................17
creating your visual story.............................................18
4. Instagram tactics......................................................................27
Instagram basics & management ...............................28
promoting your brand.......................................................34
5. how to create great instagram posts.....................40
Copywriting for instagram & Filters.....................41
guide to photo development.........................................47
guide to video development...........................................57
6. creating great photography at scale......................61
7. instagram case studies.........................................................63
8. instagram commandments................................................ 68
9. references.......................................................................69
10. About flashstock....................................................71

INTRODUCTION
1section
WHAT IS
INSTAGRAM?
THE REACH OF
INSTAGRAM

INTRODUCTION: OVERVIEW
Instagram, a leading photo community, is shaking
up how marketers engage and communicate
with their consumers. Consumers expect
brands on Instagram to communicate visually
and authentically, fitting the aesthetic of the
community. This poses new challenges for many
brands, forcing both the brand and their agencies
to adopt innovative practices. With a growing
monthly active user population of over 300
million3
, brands that crack the Instagram code
are able to develop a richer and more meaningful
relationship with a large consumer population.
Instagram requires marketers to develop a new,
solely visual method of storytelling and brand
building. Brands have evolved from advertising
producers to content creators, and they are now
expected to act as artists and visual storytellers to
connect with their target audience on Instagram.
INTRODUCTION 4
The right approach
involves a combination of
strategy, art, and focus on
the brand’s unique promise
to the consumer.

WHAT IS INSTAGRAM?
Instagram is an online mobile photo sharing, video
sharing, and social networking service that enables
its users to take pictures and videos. Users can
also share on a variety of other social networking
platforms such as Facebook and Twitter. A
distinctive feature is that Instagram confines photos
to a square shape similar to Polaroid images and
digitally applies filters.
Instagram is also a platform for brands to share
their unique points of view. Millions of people
use Instagram as a source of inspiration, creative
outlet, and find amazing imagery. Brands will have
no problems in reaching people who are open
to new perspectives. This can be attributed to
Instagram’s simple design always putting visuals in
the center stage. Because each image or video fills
the screen, there is no clutter to the experience.
Users are drawn to Instagram because it is a
beautiful environment filled with captivating and
inspiring content.
INTRODUCTION 5

INTRODUCTION 6
the reach of instagram
This year, mobile web use and the consumption
of mobile apps have surpassed online media in
the United States for the first time2
. Instagram,
a millennial favourite, currently boasts an
impressive 300+ million active users each month
as of December 2014. Instagram reached the
200-million milestone in March 20143
growing by
66% in average unique app users per year from
an original 150 million in September 2013. As
indicated by this rapid growth, Instagram is still a
quickly expanding platform4
.
Instagram now reaches 20% of all Internet users
between the ages of 16-654
, boasting 40.5 million
users in the United States alone. According to
eMarketer, the app could have over 50.6 million
users by 20165
. Instagram’s growth is not limited
to the U.S., as its user population is becoming
increasingly global. Instagram is available in
25 languages, and over 60% of its users reside
outside the U.S. Additionally, the app is allowed
behind China’s Internet barrier, giving users the
ability to share and link accounts to Sina Weibo,
a Chinese microblogging site6
. The United
States, Brazil, Russia, the United Kingdom, and
Canada comprise the top five countries accessing
Instagram7
.
north america
latin america
europe
middle east & africa
asia pacific
% of internet users
using instagram by region
us
brazil
russia
uk
canada
share of traffic by region
july – september 2014, by country
25%
33%
16%
34%
16%
28.53%
6.51%
5.72%
4.6%
3.6%
Source: Global Wed Index 20144
; Share of Traffic 20147

INTRODUCTION 7
average time
spent on instagram
8.6 minutes / Day
INSTAGRAM
ACTIVE USER BASE
300+ million
PHOTOS
UPDLOADED DAILY
60 million
the reach of instagram
The Instagram community is highly
engaged, as highlighted by regular
uploads of over 60 million photos
a day6
. This impressive figure is
unsurprising when the demographics
of Instagram users are put into
perspective. The average Instagram
user spends over 8.6 minutes per
day on the platform6
. The teen
demographic is particularly drawn to
Instagram, as 76% of teens actively
use the platform8
. Instagram users
utilize the app more often and are far
more engaged with its content than
with traditional or other digital forms
of media. With over 1.2 billion likes
and 14 million comments per day,
Instagram shows a high level of user
engagement. By Q2 2014, Instagram
totalled 3.4 billion actions
(i.e. likes and comments), which
amounted to 6,932 actions per post8
.
The rest of this report will outline
how to create an effective Instagram
marketing strategy and how to best
penetrate this user base of consumers.

why is instagraM
important foR brands?
What brands are
on instagram?
What makes great
instagram posts?
instagram for
marketing
2section

instagram for marketing: OVERVIEW
Instagram is a powerful marketing channel
that brands should be using to its fullest extent.
As it stands, Instagram is the right solution for
marketing at the right time. The millennial
generation has become incredibly proficient
in filtering traditional and digital methods of
advertising. Some of the most sought after
target markets are systematically screening out
advertising by consuming content online, using
AdBlocker, Netflix, pirating, and many other
methods. With Instagram, you can meet these
buyers on their home turf and share your story
in a memorable and authentic way.
instagram for marketing 9
Instagram is one of the
largest social-media
marketing opportunies
for brands.

INSTAGRAM FOR MARKETING 10
why is instagram important for brands?
Instagram provides a unique interactive ecosystem for brands
and their consumers. As a result of the platform’s highly visual
nature, Instagram allows marketers to convey their brand story
differently. Through the use of pictures and videos, brands have
the opportunity to engage their audience with media that is less
inhibited by language barriers. This means that branded content
on Instagram resonates with consumers in a way that words
seldom can by appealing to an emotional level.
This shift towards the adoption of a visual approach in marketing
and the high usage of mobile devices attests to Instagram’s key
position within a brand’s social strategy. Society is increasingly
developing an image-based understanding of the world. It
is therefore unsurprising that 83% of all human learning
is obtained through visual processes12
. Visuals are highly
memorable to viewers. As people spend more time online, sensory
experiences also become that much more powerful. The use
of powerful imagery can relay more information in a shorter
amount of time. Because 44% of users are more likely to engage
with brands that use pictures than with those who do not13
,
brands can create a stronger emotional tie with viewers through
effective visuals. In a fast-paced generation where consumers’
attention can be lost within seconds, a picture may be worth
much more than words alone. Posting content on a platform
where your consumers are already engrossed provides additional
opportunities for engagement.
66% follow their
favorite brands
(vs. 45% global avg user)
66%
50% of Instagram’s users
have liked a brand or
product in last month
(vs. 30% global avg user)
instagram user facts
30% discovered brandS
OR productS via branded
social network post
30%
Source: TOTEMS1
; Global Web Index 20144

why is instagram important for brands?
The mobile screen, social-media
integration, and multichannel
alignment are all compelling reasons
why brands are flocking to Instagram.
Content produced via Instagram
and Instagram campaigns are both
affordable and extremely effective at
complementing digital and traditional
media. Additionally, the organic
style of Instagram photos increases
conversion and engagement over
traditional photography by 25%14
.
Because 93% of Instagram users are
second-screeners and quickly absorb
content, consumers can utilize any
combination of TV, smartphone,
computer, or tablet when engaging
with content. Lines are blurring,
however, between a person’s primary
and secondary screens. Users interact
with so much content on their
smartphones that it is becoming
increasingly difficult to identify which
screen is secondary, as Instagram may
be the consumer’s primary source of
content intake. This digital abundance
is promising for brands, since
Instagram users are avid consumers
of branded content on a variety of
devices.
7 in 10 reviewed
a product or service
50% identify as being
brand conscious
3 in 4 refered
friends and family

Instagram has already attracted over 2,500 brands worldwide1
.
Its top 50 brands average an incredible 1.5 million followers
and are mentioned in approximately two million posts1
.
Although Instagram is only four years old, the popular app
hosts profiles for 92% of prestigious brands6
. Brands from
all industries now possess accounts on the platform. Among
Interbrand’s top 100 brands, 80 brands operate an active
Instagram account11
. Brands that perform best on Instagram
are those with visually appealing products and a unique style.
Luxury brands are especially popular: all seven luxury brands
listed by Interbrand are active on Instagram. Companies
in areas such as media, automotive, luxury, and apparel
industries have all found Instagram success, while other
industries are slowly adopting ways to break into the platform.
automotive
Toyota - instagram.com/toyotausa @toyotausa
Mercedes Benz - instagram.com/mercedesbenz @mercedesbenz
BMW - instagram.com/bmw @bmw
technology
Facebook - instagram.com/facebook @facebook
Google - instagram.com/google @google
Samsung - instagram.com/samsungmobile @samsungmobile
luxury
Louis Vuitton - instagram.com/louisvuitton @louisvuitton
Gucci - instagram.com/gucci @gucci
Hermes - instagram.com/hermes @hermes
fast moving consumer goods
Oreos - instagram.com/oreo @oreo
Bath & Body Works - instagram.com/bathandbodyworks @bathandbodyworks
Ben & Jerrys - instagram.com/benandjerrys @benandjerrys
alcohol
Heineken - instagram.com/heineken @heineken
Ciroc - instagram.com/ciroc @ciroc
Johnny Walker - instagram.com/johnniewalker @johnniewalker
financial services
AmEx - instagram.com/americanexpress @americanexpress
Mastercard - instagram.com/mastercard @mastercard
Citi - instagram.com/citi @citi
apparel
H&M - instagram.com/hm @hm
Zara - instagram.com/zara_worldwide @zara_worldwide
Gap - instagram.com/gap @gap
TOP BRANDS ON INSTAGRAM

TOP BRANDS ON INSTAGRAM
Retail
Amazon - instagram.com/amazon @amazon
IKEA - instagram.com/IKEAUSA @ikeausa
Ebay - instagram.com/ebay @ebay
media
Disney - instagram.com/disney @disney
Discovery - instagram.com/discoverychannel @discoverychannel
MTV - instagram.com/mtv @mtv
restaurants
McDonalds - instagram.com/mcdonalds @mcdonalds
Starbucks - instagram.com/starbucks @starbucks
Pizza Hut - instagram.com/pizzahut @pizzahut
diversified
General Electric - instagram.com/generalelectric @generalelectric
John Deere - instagram.com/JohnDeere @johndeere
3M - instagram.com/3m @3m
beverages
Coca-Cola - instagram.com/cocacola @cocacola
Pepsi - instagram.com/pepsi @pepsi
Red Bull - instagram.com/redbull @redbull
energy
Shell - instagram.com/shell @shell
business services
IBM - instagram.com/ibm @ibm
sporting goods
Nike - instagram.com/nike @nike
Adidas - instagram.com/adidas @adidas
Puma - instagram.com/puma @puma
electronics
Sony - instagram.com/sony @sony
Canon - instagram.com/canon_photos @canon_photos
Nintendo - instagram.com/nintendo @nintendo

WHAT MAKES GREAT INSTAGRAM POSTS?
Great posts leave lasting memorable effects
on the viewer. Outstanding photos and videos
have its users coming back for more. There are
several parts that make up a post that leaves an
emotional impression. The combination of copy
and content make up the technical aspects of
great posts. What drives posts from mediocre
to great is how they work in tandem to create
experiences. Inspirational, consistent, authentic,
and transportive content give soul to your brand.
Instagram is a marketplace to sell your unique
ideas.
Instagram developed their own brand identity with
its inception of iconic photo filters. Developing
a unique visual style for the brand within the
confines of the Instagram platform is critical to
create a strong identity and high consumer recall.
Strong visual character differentiates a brand.
What makes your visual content different from
your closest competitor? What kind of cues can a
viewer take from imagery that clearly identifies a
photo with a specific brand?

Nike
Strong visual character is accomplished by framing the
subject matter in a unique light. Identify what your brand
or campaign stands for. For Nike’s Find Your Greatness
campaign18
, the brand adopted the idea of greatness. Nike
captured images of everyday athletes as they trained and
competed to create the idea of ordinary made extraordinary.
These photos present individual athletes’ personal barriers
to their chosen greatness, allowing this campaign to become
iconic. The result was authentic and allowed viewers to relate
to athletes of all ages and levels, leaving a lasting emotional
impression. For a time, greatness was equated to Nike in
consumers’ minds.
visual character example
Source: Nike18

building a
winning instagram
strategy
3section
creating your
visual story

building a winning instagram strategy 17
building a winning instagram strategy: OVERVIEW
1
2
Choose a simple promise and
deliver a sophisticated message
Create a unique visual narrative
3
4
Build your story on the four
pillars of visual storytelling
Pick your storytelling route
Start by creating your Instagram strategy using this
overview. By following these action steps, you can
outline a clear visual narrative that can be executed
when working in-house or with other organizations.
The strategy will help shape your brand’s vision in
creating great on-brand content and delivering the
brand promise.
The following are the key steps to building a win-
ning Instagram strategy:
begin your
instagram mission
5 associate your message with
the right occasions

creating your visual story
Choose a simple promise and
deliver a sophisticated message
The best Instagram brands promise to deliver more than photos
and videos to their followers: they forge an emotional connectivity
with their brand experience. Like all great marketing, this strategy
comes from a unique consumer understanding and brand
insights. A brand’s promise should be prominently conveyed by its
Instagram presence.
In essence, this promise should deliver a unique insight via
Instagram in support of the brand. The insight must provide
content to capture the audience and bring them closer to the
brand. The form of insight can stem from heritage, lifestyle, utility,
inspiration, or a variety of other aspects. Above all, the message
must be unique, natural, and clearly connected. The insight should
imply a storyline of how your brand connects with your mission.
The best promises are simple and deliver a sophisticated message.
Successful brands on Instagram fully embrace storytelling through
imagery. Storytelling is a pivotal skill in building a brand, and
Instagram provides a compelling framework for implementation. A
story differs from a conversation or a traditional marketing message
in how it is conveyed to consumers. A story brings consumers along
for the ride. A story shares a continued journey with the consumer.
A story connects the consumer with a brand promise in ways that
are engaging, inspiring, and interactive.
1Action

Create a unique visual
narrative
Brands on Instagram are rewarded for expressing
unique narratives. Consumers expect consistency
and high-quality content.
Users are quick to follow great content, but
are just as quick to unfollow if content is not
engaging or produced slowly. Every brand must
find a way to create custom content that adheres
to the brand promise, maintain consistency, and
balances different themes.
2Action

Pillars of Effective Visual Storytelling:
A) Authenticity: An abundance of content and the extensive
reach of the Internet have made it very easy to find almost
anything and everything fathomable. As such, the viewer’s eye
has become significantly more sophisticated in spotting “fakes.”
People crave images that are real and appreciate messages
that are simultaneously personal, unpredictable, and familiar.
Authentic photos do not use excessive editing and obvious
postproduction. People relate to apparent flaws because this
makes content seem more tangible and real. Perfection is an
abstract concept that may be different for each individual,
and thus, it should not be the goal of Instagram content.
B) Sensory: Images are popular because they use a sensory
medium to engage consumers’ minds, memories, and
sensations. Viewers pay better attention and retain more
3Action information when visuals subtly engage multiple senses.
Images can trigger the mind to associate them with an
experience, further engaging the senses. Smell, touch,
taste, and sound can be stimulated through an image’s
informational gaps, prompting the viewer to provide the
missing details in his or her own mind.
aut
h
enticit
y
sen
sor
y
arc
h
etype
relevanc
y
A B C D

C) Archetype: These 12 classical archetypes have evolved
from a traditional set of characters and storylines.
Archetypes supply a powerful framework by making a
story relatable with ideas that are timeless and widely
applicable. As such, archetypes can be used to develop a
brand’s communication strategy and visual story.
D) Relevancy: Globalization and expanding Internet
usage are constantly changing cultural relevancy and
social ideals. Take, for example, the growing cultural
scorn towards the use of Photoshop and the subsequent
impact on general perceptions of beauty. Dove has
prompted considerable notice through The Dove
Campaign for Real Beauty15
by using models outside
the stereotypical beauty norms. Dove was a corporation
that picked up a cultural shift, challenged it themselves,
and created lasting connections with their primary
consumers. Brands that challenge norms and deliver
localized content have the opportunity to create a
lasting relationship with their consumers.
classical brand archetypes
outlaw
Jester
Lover
caregiver
everyman
innoc
ent
ruler
sage
magici
an
hero
crea
tor
explor
er
freedom
social
ego
order
3Action

Pick your storytelling themes
A powerful Instagram account begins by identifying the key
pillars of content that align with the brand storyline. Is the
brand storyline linear, circular, or disruptive? What branding
archetype is it seeking to tell? These are important factors
in mapping out a brand’s content roadmap, planning post
frequency, delivering photos and videos for each pillar, and
highlighting relevant content.
Instagram users want to be sold on a story. Brands need
stories capable of being told over an extended period of
time. A brand story requires enough depth to carry the
storytelling forward by introducing, developing, and twisting
new content. The story must be something consumers
find unique, deep, and socially relevant. Identifying which
archetype or archetypes a brand best represents allows it
to deliver tailored results to consumers. Archetypes provide
a powerful frame of reference that is understandable and
relatable to viewers.
The best brands are story makers. The most memorable
stories are those that we tell ourselves. Personal narratives
and desires evolve based on the human need to reinforce
4Action
their worldview and bolster self-esteem. Consumers want
to able to clearly understand the brand’s purpose to gauge
its compatibility with their own choices. Authentic brand
storytelling highlights product context and features through
visual mediums, leaving the consumers to extract a cohesive
impression.

Pick your storytelling
route
To compose a great visual story, a brand
team should ensure it possesses a clear
understanding of the following elements to
the right:
Storytelling routes, a concept from classical
storytelling, are powerful narratives that
resonate with consumers. They are not the
same as the plot, story, or genre. A storytelling
route is deeply rooted in essential human
desires, fears, and challenges. They evoke
emotional elements that drive us, move us,
and hold our attention.
4Action
8 storytelling routes
The Desire for Justice
The Desire for Love
The Desire for Order
The Desire for Pleasure
The Desire for Validation
The Fear of the Unknown/
Unknowable
The Fear of death
The Challenge of Morality
When Choices Have to
be Made
Tell your brand
story and deliver
emotional content.
Source: The Art and Science of Screenwriting16

occasions
Occasions are the physical manifestation of the character
of a brand. It is a moment or experience that represents
the brand story. Occasions are the tangible building blocks
that supports the storytelling themes. A group of friends
camping, a scenic picture of a sunset, or a person mountain
climbing are all occasions that can represent an aspect of the
brand. Your brand’s visual storytelling will be driven by these
occasions to create a coherent storyline that your audience
can follow.
Viewers can relate to the single moments that create the
sum of what a brand stands for. The occasions are specific
guidelines of what your content should be. They should be
specific topics included in your strategy that can be executed
to drive viewers desires, fears, and morality. Occasions are
things that your brand advocates do, are inspired by, or
can relate to. Having a clear vision of how your brand can
express their occasion is important in painting the larger
picture of your brand.
5Action

To begin, choose up to six pillars
aligned with your brand mission that
you can deliver consistently. Results
are often most powerful when
two to three of these themes are
maintainable for a year or more, and
when two to three are adaptable.
Depending on your brand, many
pillars may not be relevant. Make
sure your selected pillars fit your
unique message and vision.
themed storytelling by gucci
Take luxury powerhouse Gucci,
for example. The Gucci brand
values a combination of opulence,
high artisanry, and contemporary
glamour17
. In essence, Gucci’s
Instagram appeals to its audience’s
expectation of love, pleasure, and
validation via images featuring
models, products, and settings with a
contemporary romantic style.
This picture of celebrity Jennifer
Lopez captioned “Flawless.” and
hashtagged #guccigirl is a perfect
example of adopting the brand’s
theme of validation. In a single
image, Gucci invites the comparison
of a consumer donning Gucci’s
clothing to a lifestyle of opulence
and glamour.

26
4section
instagram tactics
instagram basics
& Management
Promoting your
brand

instagram tactics: OVERVIEW
This is where you begin to grow and promote
your account to get your message out. Follow
this step-by-step guide to starting an Instagram
account, building brand awareness, and using
tactics to drive your brand narrative. The tactics
will give you the know-how to plan and execute
building your instagram account.
In this section, you will be shown how to:
- Setup up your brand’s perfect
Instagram account
- Build brand awareness
- Run campaigns and contests
- Manage your community
- Promote your Instagram account
- Create great content
instagram tactics 27
a mix of various tactics
will allow you to take a
broader approach to your
marketing, which lends
itself better to instagram.

instagram basics & Management
insta-basics
To craft an effective Instagram account,
first choose a short and easily recognizable
username. This can simply a brand name or
include the relevant region (e.g. @mbusa for
Mercedes Benz). Use your brand’s logo, graphic
symbol, or recognizable mark as your profile
picture. Simple is best, as it is going to be a small
150 x 150 pixel image. Next, compose a short,
interesting biography (“bio”) of your brand’s
Instagram and add a hyperlink to your main
website or a campaign website. The bio is the
only place allowing brands to redirect traffic
outside Instagram, so it should always contain a
relevant link. The brand’s main hashtag can also
be included within this bio. The copy should be
short and sweet, generally filling no more than
two lines.
Action Items:
1. Choose a recognizable account name
2. Use a logo, symbol, or recognizable mark
for your brand as a profile picture
3. Compose a short biography for your brand
4. Add a hyperlink to your site

building brand awareness

Instagram, first and foremost, is an image-based artistic
platform. With this background in mind, brands can
take cues from influencers who align with the brand’s
values. Study and analyze the style and composition of
photos taken by influencers as a guideline for attracting
your target market. Brand awareness will come from
high-quality content that resonates with your followers.
Building a solid framework of visual content that
prioritizes beauty while posting consistently contribute
to brand success on this social network. Instagram is
a platform where users gather to share and consume
beautiful and original content: viewers are not interested
in scrolling through endless advertising. It is incredibly
easy for a user to unfollow a brand once he or she
becomes disinterested. Brands should therefore aim for
one to three high-quality posts per day to keep the brand
relevant yet unobtrusive.
Action Items:
1. Study and analyze influencers
2. Build a solid framework derived from
influencers
3. Create quality content according to
the framework

Campaigns & Contests
Instagram is an effective platform for hosting your brand’s
social media campaigns and contests. The platform
simplifies the participation process, enabling consumers to
engage quickly via hashtags. Campaigns can be customized
and made more engaging through the use of Instagram’s
API (application programming Interface), offering more
possibilities. User-generated content can be gathered en
masse and displayed quickly and effectively. Contest prizing
should be scaled to the level of user commitment. Contests
requiring more commitment and effort should feature
appropriate prizes to increase the quality and quantity of
entries.

Contests are a good way to drive user-generated content.
One of the most basic and easily executable contests is the
“like and comment” contest. Users like and comment on a
photo or video published by and are entered into the contest
within a designated submission period. Use of the instagram
api can help with tracking the entries. Winners are contacted
through instagram or external methods. Simple additions
can be made to this framework, such as asking users to take
a picture and add a specific hashtag. When relying on user-
generated content, brands must establish clear and unique
hashtags to review and curate submissions. Engaging the
audience and validating work through likes and comments
personalizes the relationship between brand and consumer.
Attributing images or videos to the original creator further
increases a brand’s reach. It is important to possess any
necessary permission from the original creator of the content
for its use. Ending contests with a post covering the winning
submission(s) also strengthens future campaigns and contests
by attracting users who may have missed the submission
period. Brands should also establish a curation process for
user-generated content and obtain the necessary rights and
legal permissions for use to avoid infringement.
Action Items:
1. Set goals for your contest/campaign
2. Build your contest/campaign
3. Set legal processes for rights management
4. Set processes for submissions
5. Scale your prizing
6. Contact winners
7. Follow up with winners

community management

Being active within the Instagram community builds brand
awareness. Following brand partners, spokespeople, brand
advocates, and key influencers allows you to learn about the
evolving landscape of the brand’s community. Engaging
with these users will spur conversation and build brand
awareness amongst their respective followings. Community
management on Instagram is generally low-impact, as
most engagement takes place through likes. Tracking the
comments that do appear, however, allows you to continually
add to the conversation.
You can reward your instagram followers for their brand
loyalty. Simple perks can go a long way in establishing a
lasting and rewarding relationship for both users and brands.
Discounts, promotional codes, product samples, and unique
opportunities through contests can create lasting impressions
and become a vital promotion strategy. Community
management is a natural process that happens as you create
great content. As an image driven platform, the lion’s share
of communication between consumer and brand is through
the creation and sharing of content.
Action Items:
1. Follow brand partners,
spokespeople, brand advocates,
and key influencers
2. Engage and interact with
community
3. Like and comment to add to
conversation
4. Reward followers for loyalty
through perks

Instagram
Measurement and
Analytics
The main metrics for instagram
brands are reach and engagement.
While tracking other data is
important, reach and engagement
are the most common KPIs (key
performance indicators) in gauging
the effectiveness of a brand’s
instagram.
Reach is the total number of different
people who have seen your content.
Reach is one of the measures of a
photo’s or video’s impact. Content
that performs well will have far more
life on instagram’s “explore” tab,
resulting in further reach. Continuous
benchmarking will further improve
the content and accelerate the growth
of your following. This will allow
you to calibrate the type of photos
and videos that resonate with your
instagram audience. The more eyes
that see your content, the more
people will be drawn to the profile,
and the more users will follow your
brand.

Engagement is measured on
instagram through likes and
comments. This also includes the
brand’s hashtag(s), which help to
measure the community’s activity.
Likes and comments are great
indicators of what kind of content
works and what does not. Tracking
this data can indicate a variety of
information: the effectiveness of
filters, subject matter, mood, tone,
and style. Using a trial-and-error
approach, tracking engagement
and benchmarking can improve
the quality and consistency of your
brand’s instagram presence.
aim for 3-4 core
metrics and to run
benchmarks
on a weekly basis.

Instagram Measurement and
Analytics
Measurement is ultimately driven by creating
and promoting top-quality photography. By
continuously improving content and increasing
reach, brands will naturally grow their audience.
Marketers should always strive to provide high-
quality photography and videos to excite and
connect with their consumers and validating
work through likes and comments personalizes
the relationship between brand and consumer.
Attributing images or videos to the original creator
further increases a brand’s reach. It is important to
possess any necessary permission from the original
creator of the content for its use.
Action Items:
1. Identify KPIs (Reach and Engagement)
2. Measure KPIs
3. Benchmark activity
4. Analyze the data
5. Improve your posts

promoting your brand
top level action items

1. Integrate social and digital channels
2. Leverage digital and physical assets
3. Build a hashtag strategy
4. Gauge viability of paid marketing
5. Create influencer partnerships
Integrating social and digital
channels
Integrating instagram in existing social channels allows
a brand to begin building its audience. Announcing your
Instagram account on existing and established social
channels attracts followers from existing brand ambassadors.
A press release on the brand websites and blogs informs the
Instagram community that the new account is authentic and
not an imposter. Initial content is important for establishing
a strong rapport with followers by letting them know what
to expect. High-quality brand content shared amongst
Facebook, twitter, and other social-media accounts is the
fastest way to attract followers on Instagram.
Action Items:
1. Announce your Instagram on social channels
(Facebook, Twitter, etc.)
2. Press release on Instagram on websites and blogs

Leveraging Existing Digital and
Physical Assets
The brand’s existing digital and physical properties can serve
as ways of notifying people about its new instagram account.
An instagram badge on your websites and in communications
such as e-mails can draw users to the brand’s account.
Signage in physical locations is another way of promoting
your new account.
Action Items:
1. Link Instagram account on websites and
communications
2. Use Instagram handle on signage and print

Hashtags (#)
Hashtags serve many purposes for instagram content.
Hashtags are a method of grouping posts in diverse
categories. They are used to classify posts and can be
utilized in a variety of ways. A brand should establish
certain hashtags that are easily associated with the brand.
Initially, you should try limiting the brand to five or fewer
hashtags. These hashtags should be relatable to the brand
and its promise: they can be your brand name, a slogan, or
a new product line. Hashtags can also be used to support
campaigns, events, or contests aimed at driving awareness by
involving users. Brands should use hashtags in moderation,
however, as too many hashtags can quickly become unwieldy
and potentially alienate users. Brands can utilize third party
sites to register hashtags to stake claim to them. Registering
hashtags does not give ownership of the hashtag, but adds
your brand to a directory of hashtags to add clout in the
social landscape.
Action Items:
1. Establish set hashtags for use
2. Establish hashtags for regular use
3. Use hashtags to support contests/campaigns
4. Don’t spam hashtags
5. Register hashtags

paid marketing
Instagram offers two methods of paid advertising in the form
of sponsored photos and videos. Instagram’s paid advertising
platform is not currently open to the public, and only super
brands with existing accounts have the opportunity to use
it. However, Instagram ads have proven very effective in
increasing engagement and followers. Due to Instagram’s
commitment to retaining the user experience within the app,
Instagram works closely with brands to ensure ads do not
disrupt the platform’s flow.

Sponsored photos are Instagram’s form of paid advertising.
Brands retain the ownership of the photo and supply their own
content. The content is distributed on users’ feeds that match
instagram’s algorithm, as determined by data such as who they
are following, which photos and videos they have liked, and
basic Facebook information. Users are able to either provide
feedback or hide the ads, a choice which aims to create a
seamless integration between ads and a user’s feed to enhance
user experience. Sponsored posts are currently available in the
United States, the United Kingdom, and Canada.

The first sponsored ad was by designer brand Michael Kors.
The ad was displayed in the feed of targeted users once.
Engagement was four times higher than for usual posts by
Michael Kors. The brand’s Instagram account also saw an
enormous increase in new followers: 33,000 in 18 hours. This
was 16 times the number of new followers the brand would
receive on any other day19. German auto manufacturer
Mercedes Benz also experienced great success via paid ads,
increasing brand recall by 14%20
.

PAID MARKETING
Sponsored videos are just making their way onto the platform. Sponsored videos must adhere to a 15-second restriction, and
instagram is very selective of the brands it chooses to work with. The ads are currently only available for American audiences,
and prestige brands with large Instagram presences are the only ones with the opportunity to use sponsored videos. Disney (Big
Hero 6), Banana Republic, CW (The Flash TV program), and Activision (Call of Duty) were the first to implement sponsored
videos21
. Sponsored videos are integrated into a user’s feed based on user data in the same manner as sponsored photos. Due to
the recent release of sponsored videos, additional details are not available at this time.
Action Items:
1. Sponsored Photos avail. US, CAN, UK
2. Sponsored Video avail. US

5
copywriting for
instagram and filters
guide to photo
development
guide to video
development
creating great
instagram posts
5section

how to create great instagram posts: OVERVIEW
how to create great instagram posts 40
Creating great content comes from a deep
understanding of your brand’s personality.
Use the guide provided to identify your
brand’s photo personality and mitigate risk
in sourcing imagery from other organizations
and individuals. This guide will teach you how
to use filters, copy, and content in tandem to
change okay content into great content. Sharing
these photo guidelines with photographers you
work in the future will help expedite the process
of creating great content.
In this section, we’ll cover:
1. How to use filters and write copy
2. Create great photography for Instagram
3. Create great videos for Instagram

copywriting for instagram & Filters
creating great copy
Text usage on Instagram ranges from
short captions to longer narratives.
Captioning a picture should aid in
telling the brand’s story. The image
seeds an idea into the viewer’s
mind, and then the copy creates a
deeper connection. Writing a strong
Instagram copy adds intrigue and
depth to an image or video, engaging
the brand’s audience. A short
message of inspiration, a lengthy
description of the subject matter,
or a call to action can each create a
deeper connection with the viewer
by establishing an emotional bond.
Although the image is the primary
focus, supplementary text supplies
additional value for the viewer.
When including captions, first
ensure the text will add value to
the image and deepen the viewer’s
understanding. Determine whether
the post should be informative or
emotional. A short caption can
sometimes create an information gap,
forging a greater engagement with
viewers by inviting them to fill the
blank.
A lengthier explanation, however,
can include vivid, article-type stories.
In either case, an effective copy
can describe the photo and help
the viewer understand the brand
message.
Action Items:
1. Determine subject matter
of content
2. Align copy with content (e.g.
inspirational usually short copy)
3. Add additional emotional or
informative value
4. Create information gaps
5. Amplify the brand
message/promise

filters - List 1
Filters are a key facet of Instagram, and are an available tool for brands to use to edit their photos.
normal
Effect - None
Usage - Use normal
for most pictures done
professionally
amaro
Effect - Adds more
light, often making
photo appear harsh
Usage - To give an
aged and vintage
appearance
mayfair
Effect - More light and
a yellow tint
Usage - To create
brighter image with a
rustic feel
RISE
Effect - Adds a golden
glow, giving softer and
more forgiving feel
Usage - To create a
softer and warmer
image
HUDSON
Effect - Makes it
appear cooler
Usage - To create a
colder, modern, and
sleeker vibe

filters - list 2
valencia
Effect - Adds faded
quality without heavy
washing of colour
Usage - To create
subtle and antique
look
X-PRO II
Effect - Adds a high
contrast between
colors and golden tint
Usage - To make
photos “pop”
sierra
Effect - Adds a cloudy
quality to photos
Usage - For still
pictures or landscape
shots
willow
Effect - Adds a black
and white filter with
purple undertones
Usage - For still life,
portaits and
architecture
lo-fi
Effect - Adds rich
colours and strong
shadows
Usage - For pictures
of food or to enhance
colors

filters - list 3
earlybird
Effect - Adds a golden
red tone creating a
more aged feeling
Usage - To create
aged, vintage feel
sutro
Effect - Adds a sinister,
dramatic tone with
heavy shadows
Usage - To create a
“gothic” feel
toaster
Effect - Adds an aged
and burnt quality
Usage - To focus on a
subject or object in the
center
brannan
Effect - Richens deep
colors and softens
neutral colors
Usage - To create
dramatic shadows and
a 19th century feel
inkwell
Effect - Creates a
black and white image
Usage - On plays of
lights or for black and
white images

filters - list 4
walden
Effect - Adds a
pleasant and
warm light
Usage - To create
brighter and warmer
images
hefe
Effect - Adds a vibrant
and cozy layer high-
lighting color
Usage - To enhance
vibrant color
nashville
Effect - Adds a soft
pinkish filter and a
pastel tint
Usage - To
romanticize images
1977
Effect - Adds rosy
tones with a red tint
Usage - To flatten pic-
tures or create much
warmer images
kelvin
Effect - Adds a bright
sunny glow
Usage - To add a
warm and lazy feel

GUIDE TO PHOTOGRAPHY DEVELOPMENT
Storytelling exclusively through pictures and
videos poses a major challenge for most brands.
Visual content from existing or previous
campaigns is rarely suitable for Instagram’s
platform. Images shot for campaigns or sourced
via stock-photo sites often perform poorly
with consumers. Instead, brands must source
and develop images specifically for Instagram.
Consumers have specific expectations for
brands. As a result, using images that have been
borrowed, reused, or repurposed from other
channels hold little meaning.
Instagram is an artistic platform for imagery,
primarily photography. Brands can take creative
cues from influencers that align with the values
of your brand. Studying and analyzing the style
and composition of photos taken by influencers
can help shape your brand’s guideline in what
attracts your target market. Brand awareness will
come from quality content that resonates with
your followers.

Creating great photography
Creating great photos comes from building an emotional
connection with the viewer. Amazing photos are not always
“perfect.” Thousands of online photo communities have
amazing images, but often tend to push postproduction to
a point where they appear “fake.” There are two aspects of
creating great pictures; getting the right shot and cleaning
up in postproduction. Four technical elements are involved
in creating a great photo: exposure, focus, ISO, and white
balance.
Exposure is the amount of light per unit-area that reaches
either a film or image sensor. This is determined by the
shutter speed, lens aperture, and scene luminance.
Focus is self-explanatory. The subject of your image should
always be sharp and without any camera shake. The use of
in-camera sharpening is discouraged, as sharpening can be
handled in postproduction.
ISO is the level of sensitivity of the camera to available light
per-unit. Levels of ISO should be changed depending on the
subject matter and the environment.
White balance is the digital camera’s ability to capture light
colors. White balance can change the mood in a variety of
ways, depending on the desired look of the image. Fine-
tuning the white balance is best left until postproduction.
Postproduction includes ways to change the look and feel of
the image. Photo-editing software can be used to emphasize
certain aspects of the image or to create a more-realistic
rendering. Because digital cameras do not capture images the
way our eyes do, postproduction can be used to create more
authentic-looking images or to emphasize different emotions.
These techniques include changing the levels and curves,
correcting color, sharpening, and implementing other effects
to achieve the desired outcome.

Creating great photography (cont’d)
Achieving great photos is not something that can be learned
within a week. Luckily, various resources exist that brands
can utilize for their Instagram marketing. Keep an eye out
for influencers within your community and industry who
create inspiring pictures. Brands can leverage the following
and expertise of their influencer network. Brands can also
leverage professional photographers, who may already be
Instagrammers, who can take high-grade photography and
create a specific look. Many professionals and influencers
have built their following by perfecting a certain type of
subject matter that they are passionate about. Find and build
relationships with image specialists that relate to your brand
to expand your image quality and expertise.
Brands can also leverage FlashStock’s network of
consumer photographers to create custom photography. A
photographer network allows brands to capture a large pool
of talent with expertise in a variety of subject matters and
styles, such as macro shots, lifestyle photography, and sports
photography. FlashStock also aids brands through curating
usable and effective rights-managed images to create an
authentic, natural feel.
Action Items:
1. Identify and define key brand drivers
2. Deliver consistent visual narratives
3. Develop a brand photo personality
(mood/tone)
4. Create technical guidelines for your brand
5. Create a moodboard
6. Calibrate the look and feel through post
production
7. Develop legal processes for photo usage

identifying & defining key
brand drivers
Identify what the key brand drivers are that
makes your brand what it is. This can be
escapist, inspirational, cultural, or anything that
personifies your brand. Define what these brand
drivers in how they can deliver a consistent
visual narrative. Define the drivers by what your
brand loves to show, share, and capture with
your consumers. Key brand drivers must be
descriptive and actionable enough to produce
visual content for.
Produce consistent,
high-quality, and on-brand
photos and videos.

Develop a brand photo
personality (mood/tone)
Take a sample of all types of photos that your
brand has used or photos that your brand
loves. Clearly identify what kind of personality
your brand is through internal review. Some
of this information may be retooled from a
brand guideline. Consider surveying some
of your most adamant brand advocates and
creating adjustments based on the survey. Brand
advocates can provide invaluable insights into
the personality of the brand that can clarify the
quality of content. A clear photo personality is
an incredibly powerful tool for photographers
and content creators to keep content on-brand
and consistent.

Develop a brand photo personality
(mood/tone)
Take a sample of all types of photos that your brand has
used or photos that your brand loves. Clearly identify
what kind of personality your brand is through internal
review. Some of this information may be retooled
from a brand guideline. Consider surveying some of
your most adamant brand advocates and creating
adjustments based on the survey. Brand advocates can
provide invaluable insights into the personality of the
brand that can clarify the quality of content. A clear
photo personality is an incredibly powerful tool for
photographers and content creators to keep content on-
brand and consistent.
The mood and tone describes the look and feel of your
brand images. Through postproduction and the use of
photography techniques, the subject matter can take on
a completely unique feel. Mastery of these techniques
to match images with your brand increases the level
of quality and cohesiveness of your visuals. Images
will fit within a story and will not be seem as a random
collection. The mood and tone give viewers a discernable
pattern to follow logically.
Photos: Andrew Gibson

creating technical guidelines
for photography
It is important for brands to develop photo technicalities to
keep content consistent and work within the confines of a
guideline. Clearly identifying how a photographer should
take the shot and instructions on post-production can cre-
ate a much smoother process between photographers and
brands. A guideline of do’s and don’ts in terms of product
use, lighting, and post-production creates a faster process
between the photographers and brands.
internal brand survey
Conduct an internal review on how your brand should be
presented. Survey your consumers and create adjustments
based on the survey.
1 2 3 4 5feminine MASculine
1 2 3 4 5young mature
1 2 3 4 5luxurious economical
1 2 3 4 5modern classic
1 2 3 4 5playful serious
1 2 3 4 5loud quiet
1 2 3 4 5simple complex
1 2 3 4 5subtle obvious
1 2 3 4 5cool warm
Instagram is an artistic
platform: be subtle
about marketing to the
community.

creating a moodboard
A moodboard allows brands to streamline the
photography process and to provide imagery
that aligns with the brand story. A moodboard
is an arrangement of images, materials,
and photos intended to evoke or project a
particular style or concept. Pick and choose
30 photos that best represent the mood and
tone of your brand. Pick images that clearly
portray the mood and tone. A moodboard
communicates abstract ideas of designs and
feelings. It lays out a thematic setting for a
brand to accurately convey to photographers
and designers what words cannot.
Try and find a central image to anchor your
brand’s moodboard. It is important to keep
a larger picture in mind, as it is far easier
for a viewer to follow a central image with
supporting images. Try to use a general
theme: while obscure references can be fun,
you should incorporate several touch points
that are relatable for your larger target
audience.

Sample Moodboard
The moodboard provides a visual rulebook and is a
comparative framework for all brand imagery. It allows
teams to understand what fits and what is out of place. Find
Instagrammers and top consumers who produce work in
your area who inspire you to create a deeper understanding
of your content. A moodboard includes examples of images,
characteristics that describe the brand, and provides rules for
visual storytelling. Do not restrict yourself to only past work.
Find inspiration on the Internet, from influencers, or from the
world around you. Because your moodboard is for private use,
do not be concerned about rights to the images. Update and
renew your moodboard as your brand and vision evolves.
Look for examples that inspire you. This moodboard was
created for Purple Can (a fictional brand) to create a central
theme of what the Purple Can brand represented: a playful,
young, urban drink. Inspiration can come from anywhere,
and in this case inspiration included summer, playful colors,
physical activities, and many others. Add any and every
inspiration you have, then narrow down your moodboard until
your message is clear. This sample moodboard comes across as
young, modern, and playful. Central themes such as summer
and a map of London are emphasized by taking up a larger
space on the board. The moodboard therefore shapes how the
brand can use images in the future to match this profile.

calibrate the look & feel with the
brand persona
Instagram’s realism appeals to users beyond the staged
feeling of stock-photography. Consumers want to believe
that what they are seeing is real, which is why candid shots
perform so well. Consumers find them relatable. Brands
must balance between being too branded and too personal.
Consumers expect different content from brands because
they are not individuals. Try to incorporate unexpected
photos occasionally to add layers of interest to branded
content.
Evaluate the sample photos against stylistic elements of
your photography. Comparatively review each photo
against the moodboard and see if it looks out of place.
You can further edit the image to match the style of the
moodboard or use a different image. The photos will
involve a specific style to enhance the emotional effect. This
guideline does not restrict what the subject matter of your
photography should be, as viewers love to see new things or
things they know in an unfamiliar light.
Using the moodboard and the mood and tone criteria,
brands should calibrate their photos to match their brand
persona. Determine what type of content the image is
and decide if editing or retouching is necessary. Frame
and composition, aspect ratio, depth of field, lighting
angles, lighting distance, color temperature, and exposure
should all be reviewed and corrected by a professional or a
specialist.
Make sure you have the
necessary rights to use
the images and videos.

basics on photo rights
Creating, sourcing, and curating original images have
become crucial investments for a brand’s marketing mix.
Having high-quality images benefits brands: high click-
through on posts, increased engagement, and stronger
brand sentiment. A brand’s use of imagery has several
associated legal ramifications and rights, such as ownership
of images and media. With the rapidly changing tastes
of Instagram’s community, keeping content relevant is
important to keep viewers interested.
It is important to know who owns the rights to an image.
Every image shared on social media should be either
owned by the brand or have a recorded rights holder. It
is important to have consent and a definitive record of
agreement for the brand’s use when curating user generated
content.
Brands should know who or what is contained in the
image. Using images for commercial purposes requires
model releases, and any brands, logos, locations, or artwork
displayed may also require releases.
It is important to establish a process to respond to copyright
claims to mitigate risk. Establish a process that allows your
brand to track and archive all image uses so that you have a
clear and safe response if a claim arises.
The new social and digital involve an enormous amount of
content. As a result, it may seem easy or harmless to gloss
over the legal ramifications of using branded content. As
the media landscape evolves, brands can prepare by finding
trusted partners and new technology to source and manage
visual content on their behalf.
DO’s
Credit images properly if
sourced from user-generated
content (UGC)
Obtain documentation and
correct licenses if use is
granted or purchased
Go through legal processes
in sourcing UGC
Reach out to photographers
for permission for their
content
Have the necessary model
releases
Use another person’s
content without permission
Use past UGC on
Instagram if permission was
not given for Instagram
Use an image if you are
unsure whether it is safe to
use
Infringe on the copyrights
of users or brands
Use Google images
DOn’ts

content quickly become uninteresting
and overused. Instead, deliver bits
of insight to viewers. One way of
establishing insight is by humanizing the
brand through showing team members
creating the product in a humorous or
sentimental way.
calibrate look and feel
with the brand persona
Video is a medium that gives brands
many ways to express their message.
Do not reuse or retool promotional
content for Instagram, as it will not have
the same impact. Additionally, video
can create deeper sensory connections
with viewers through the use of music.
Sensory appeals to sight and sound can
evoke other senses, creating a more-
memorable impression.
Videos can be calibrated through
postproduction as well. Candid videos
should be left alone, unless adding
additional sound or music can improve
the quality. Postproduction of videos
can touch up elements that may not
be visible or sounds that cannot be
heard. It can also allow cutting and
splicing to create a unique feel. In
creating original branded content,
the use of music and sounds can
quickly set the mood and tone.
Action Items:
1. Create video storyline
2. Calibrate look and feel
a. Music and sounds
b. Candid vs creative
c. Delivery of message
3. Develop legal processes for
video usage
guide to video developmentGUIDE TO video DEVELOPMENT
create your video
storyline
The Instagram platform limits videos to
a maximum of 15 seconds. Within this
short period of time, it is important to
convey your message and its emotional
effect to your consumers. Even though
videos are extremely short, it is still
possible to lose the viewer’s interest.
Authenticity, cultural relevance, and
character archetypes are points of
establishing instant connections with
consumers. For maximum impact, create
a storyline emphasizing one or more of
these points.
For candid videos such as event coverage,
choose the best 15 seconds, or cut and
assemble exciting or meaningful footage.
For creative content that supports your
brand story, outline the dominant
message you want to convey to your
viewers. Find a way of delivering your
message that is memorable but not tacky.
It can be tempting to use memes and
cheap laughs, but these types of
Regularly engage and
interact with your
community.

creating
great
photography
at scale
6section

creating great photography at scale 59
Creating great photography at scale
relatable to the consumer. Instagram’s expectation of speed
and quality is stressing the current processes that brands
are using to create content. Brands have to find a balance
in the trade-off in creating quality co¬ntent or creating
content faster. Traditional methods of professional studio
photography offer great quality, but cannot be created at a
scale that makes sense.
Luckily, there are many methods available to brands to
create and source original imagery.
- Internally
- Agency
- Partner
- Co-create
- UGC
Brands can create content from within the organization,
keeping full control of the process at lower costs. With
extensive knowledge of the organization, content will be
on-brand all the time. However, it will be difficult for most
brands to keep up with the scale of the images needed.
As more images are needed for different pieces of subject
matter, it becomes increasingly difficult to create content
internally. Brands simply lack the process and the talent pool
to create the quantity of imagery they want at a price that
makes sense.
One of the greatest challenges that brands face today on
Instagram is creating great photography at a scale and pace
that can keep up with the community. It is difficult to create
authentic photography that communicates an experience that is

Agencies are a different avenue brands can take that creates
both strategy and content on behalf of brands. Agencies
typically have a larger access to talent and are familiar with
current trends and capabilities. Quality is typically high but
can become extremely expensive very quickly. With so much
focus on creating content for specific briefs, agencies can
lose sight of what is important within a business and what
makes it sell.
There are several partners that brands can work with to
create Instagram content. Celebrities, influencers, famous
Instagrammers, media organizations, and publishers all
have their users own loyal communities. These communities
have been built on a specific style of content and have built
expectations around them. This means that brands have to
give up a lot of control over the creative process in creating
content with a partner, which may be risky in what the
outcome may be. Through the power of association, your
brand could be attributed to something that your partner
represents in their audiences’ eyes. Partners can provide
a powerful amount of reach and clout. Brands should do
thorough research when approaching these individuals and
organizations.
Brands can also co-create custom content through
collaborative global marketplaces. Similar to crowdsourcing,
brands work with an intermediary organization that
deploys your imagery needs to a global network of content
producers. It is highly scalable, cost-effective, and is
completely rights managed. However, brands must give
up some of their creative control over the images that are
produced. Brands become curators of their custom content
and pick and choose the best type of content most suitable
to their needs.

User generated content is content directly
coming from your own consumers via campaigns
or contests. UGC is low in cost, scales well,
and engages your consumers. While UGC is
incredibly powerful, it is difficult for the majority
of consumers to capture the specific look and feel
of a brand. This leads to a quality and reliability
problem resulting in lots of unusable content.
There is also the problem of obtaining all the
legal rights and permissions from each submission
for use.
Brands need to find a balance in sourcing
content striking the right amount of control
and scalability. All five methods of sourcing
content will yield different types of images and
opportunities to engage consumers. More brands
are learning that co-creation gives the right
balance of control and scale, while maintaining
a level of quality that is expected from their
consumers. It is important to be resourceful and
diversify where these images are coming from.

instagram
Case Studies
7section
REDBULL
SHARPIE
GOPRO
PETBOX
NIKE

instagram case studies 63
RED BULL “Red bull gives you wings”
Content from Red Bull serves as an exemplary case of using interchangeable pillars in a fluid
process. Balancing extreme sports, music, Red Bull events, promotional content, and art, Red
Bull ties every thread back to the brand. The majority of the brand’s content can quickly be
associated with Red Bull’s extreme-lifestyle image.
Red Bull utilizes three key pillars: the desire for validation, the desire for pleasure, and the fear
of death. The fear of death is the most powerful imagery-driving pillar, as the brand commonly
features death-defying stunts in extreme sports. The mantra “Red Bull Gives You Wings” is
reinforced through imagery of pushing human capabilities to the limit. Additionally, Red Bull
uses a variety of archetypes, most prominently the outlaw figure. Images of adrenaline-fueled
activities emphasize danger in free-climbing, parkour, and racecar driving. This strategy aligns
the brand with breaking the status-quo in sports.

Although Sharpie’s Instagram account has
been inactive since 2013, the account is a
prime example of curated, artistic, user-
generated content. Sharpie’s profile features
various “Doodles” created with its Sharpie
pen products. The creator receives credit
for their work via tagging. Despite Sharpie’s
account inactivity, hashtags such as #sharpie
and #sharpieart have remained strong and
active among consumers.
Like many other brands, Sharpie’s Instagram
crafted its strategy solely on the pillar of the
desire for validation. Sharpie’s Instagram is a
platform for showcasing high-quality Sharpie
art and creativity from talented community
members. Sharpie drives user-generated
content and engagement by asking users to
submit their works of art using its products.
Users are encouraged by the validation that
comes from having their artwork featured
on the main profile. In that sense, Sharpie’s
storytelling is literally fueled by the creator.
Sharpie: “Doodle”

GoPro: “Be A Hero”
Perhaps the poster child for user-generated content curation, GoPro accepts user-submitted
videos and photos and shares them with the world. A user whose content is shared is formally
recognized by GoPro, resulting in a vibrant community of brand advocates sharing diverse
content. Because of its high influx of submissions, GoPro does not have to hunt for Instagram
content. GoPro videos on Instagram possess an embedded product promo, highlighting the
brand website, hashtag, and brand promise in an unobtrusive way.
GoPro’s pillar is the desire for validation. However, due to the nature of curation and user-
generated content, GoPro can be extremely flexible in featuring submitted media. To avoid a
one-dimensional message, GoPro diversifies its content by selecting different types to appeal to a
variety of viewers. Content ranges from videos of mountain biking in high-altitudes to pictures
of riding enormous waves in picturesque oceans. In addition, GoPro uses many archetypes;
as the brand slogan would suggest, the hero is its focus. GoPro was created to film a unique
perspective so people could share their world and convey a personal definition of what it means
to be a “Hero.”

PetBox: “#PetBox”
Although PetBox is not a F500 brand, it has enjoyed substantial Instagram success. PetBox is a
service that sends out customized monthly boxes of goodies for cats and dogs. All its Instagram
content is user-generated. Users are encouraged to share photos of their pets with their
monthly box of goodies using the hashtag #petbox; photos are then featured on the brand’s
profile. As a result, Petbox has built a niche community with loyal product users and advocates.
This community is comprised strictly of pet-based content by their owners, as all featured
photos and tagged users are Instagram profiles created specifically for dogs or cats.
PetBox uses the pillar of the desire for validation. In this case, validation is evident through
user-generated images of pets and PetBox products. The pets featured generally have more
than 5,000 followers each, allowing PetBox to leverage a vast niche network via tagging. To
prevent content from seeming repetitive, images are kept fresh through the use of seasonal
and cultural elements. PetBox’s specific archetypes, however, seem harder to pinpoint. Many
potential figures come to mind: lover, caregiver, explorer, everyman, and innocent. The
abundance of possible archetypes is not a problem, as a modern pet owner often shares many
or all of these characteristics. Because the amalgamation of these archetypes represents the
community, the brand appears relatable and unique.

Nike: “To bring
inspiration & innovation
to every athlete in the
world”
Many useful lessons can be learned from
Nike, the most-followed brand on Instagram.
Nike’s simple narrative of inspiration and
innovation is clearly discernable in all content.
Using beautiful sports-related images,
motivational one-liners, and its trademark
hashtag #justdoit, Nike adheres to its core
brand promise. Nike regularly leverages its
vast network of sponsored athletes, featuring
and tagging their personal Instagram content.
Nike maintains several specific Instagram
accounts (e.g. Nike Basketball) and cross-tags
to promote certain products or content.
Nike’s main pillar is the desire for validation.
Through diverse inspirational images
and captions, Nike urges viewers to place
themselves in the scene of pushing themselves
further in the pursuit of greatness. Nike’s
portrayal of greatness and athletic success
are abstract concepts, as one can always
improve in a variety of areas. Nike establishes
a spin on the hero archetype, using two
interchanging methods of telling this story.
First, it creates a prestigious stage for the
amateur athlete. The brand promises
consumers they can achieve something
greater. Secondly, Nike elevates the journey
of modern “heroes” by backing distinguished
athletes who are respected by many.

INSTAGRAM COMMANDMENTS 68
instagram commandments
Photographer first,
marketer second.
Be authentic, sensory
and relevant.
Appeal to consumers’
desires.
Build emotional
connectivity.
Be bold about branding
through occasions.
Measure and benchmark
your KPIs.
Don’t steal images.
Get proper rights.
Develop and live your
photography guidelines.
Deliver what your
audience wants.
Only post high quality
content.
9
1
2
3
4
6
7
8
105

REFERENCES 69
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US-Mobile-App-Report
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over-facebook/
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one-second/#instagram-band
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Try an Instagram Photo http://adage.com/article/digital/
effective-ad-creative-instagram-photo/292906/
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references

REFERENCES 70
16. Parker, P. (2006) The Art and Science of Screenwriting
17. Gucci (2014) About Gucci http://www.gucci.com/us/about/
show
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Campaign
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running-ads-2-major-social-sites-160512
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board-161081
references

FlashStock was founded upon the belief that
marketers need additional assistance in obtaining
the images they need: images of real people
enjoying their products at a sensible price and in
appropriate quantities.
FlashStock connects organizations with content
needs to consumer photographers who are
interested in creating images. We are striving to
create the world’s largest on-demand photo service,
transforming the stock-photography industry and
providing brands with cost-effective alternatives to
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FlashStock makes it effortless for brands to procure
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www.flashstock.com or contact us directly at
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about flashstock
ABOUT FLASHSTOCK 71

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