Why being instagram-worthy is helping brands flourish – by Emma Jones

Emma Jones RedShoeInstagram has become one of the most powerful marketing channels that a company can use for its products. If you only look at the top 100 brands in the world, 90% have an Instagram account. In August 2016, when Instagram launched ‘Stories,’ the feature spread like wildfire. Indeed as of November 2017, Instagram Stories topped 300 million daily users!

With its unique platform that enables brands to present a message differently – in using a visually powerful language to do all their storytelling – engagement with brands on Instagram is 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. “The formula of storytelling through intuitive and dynamic design and sharing the same on Instagram is unmistakingly powerful, especially for start-ups and SME’s, says Emma Jones, Director at Redshoe

But until now, brands have really struggled to bridge the gap between Instagram engagement and purchase. Instagrammers have had to tag specific brands in their posts, link to products in their bio, or use third-party services in order to make their posts shoppable. This is all changing, as UK users are now able to shop directly from organic Instagram posts.

When a user taps a Shopping for Instagram post, it displays pop-ups with prices and a link to a new page within the app that has more information and a “Shop Now” button. This directs users to the product page on the brand’s own online store.

This tool will be a huge help for UK small businesses, 37% of whom say they built their business using Instagram. Furthermore, in light of recent findings by ecommerce solutions provider X-Cart; 72 per cent of Instagram users make purchase decisions based on an image of something they have seen on the app, showing the marketing power of the platform. Instagram has more than double the influence of any other platform on shopping habits.

And with more and more brands battling to stand out on Instagram, trends are emerging. For example, ‘The Package Becomes The Canvas’ – a trend listed in Dieline’s 2018 Trend Report – describes how brands are using packaging as a canvas for art and design itself, whilst the product and the brand play second fiddle. Logos and typography fade into the background, whilst remaining space is filled with bold, colorful and dynamic patterns.

Not only do such eye-capturing displays on packaging serve to provide more memorable experiences, they deliver strong visual stimulus to engage and invigorate further interest. And whilst we are in an era where consumers are demanding more from brands by wanting to be more connected, they are doing the trick!

So whilst this is just one trend that we are certain to see more of in 2018, with brands battling it out to stand out, including the added Instagram feature of enabling consumers to shop, as always it will be exciting to see what other trends are set to emerge in the future.

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