Instagram is much more crowded today and it’s becoming more and more difficult for emerging brands to stand out and for users to discover new brands. That’s why new brands should focus on creating meaningful, high quality and engaging content versus trying to get as many followers as possible through different technics and bots.
“Everyone is chasing a higher number of followers,” says Eva Chen, head of fashion partnerships in Instagram. “It’s better when brands focus on the followers that they do have and work on making a community.” What users want to see has also evolved. “When Instagram started, people were putting up more marketing images … and now what people want is behind the scenes and the story behind the product,” continues Chen.
Emerging brands are well-placed to capitalize on being authentic and showing a true story of the founder. Some brands even don’t need to have a separate page – followers like to know what’s going on behind the scene and follow a day-today life of the founder.
Influencers seem to remain the most effective way for emerging brands to activate on Instagram, because of the value of their personal recommendation. The gifting strategy to micro influencers with high engagement rate may be the most cost-efficient for a small brand to increase awareness. Again, quality versus quantity is all that matters in today's digital efforts on Instagram.
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