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a winning framework for
marketing
Why do we love Instagram?The psychology of our addiction to visual imagery stems from the
wants and needs of users.
Creators
VisualLovers
FameSeekers
Plethora of content creators!
Plethora of visual"content lovers!
Plethora of visual!content creators that want to be
famous!
Era of Self Promotion
Makes you Prettier, Faster
Shareable Searchable
Interests
3 Reasons Instagram
Grew
- The selfie generation!- Quest for fame
- Hashtags (#)!- Micro Communities!- Social Media Connections
- Filters!- 3rd party apps
(VSCO Cam, etc.)
300+ MillionMonthly Active Users
available in!
25 languages
90% of users under the
age of 35
20% of all internet users
between 18-65
60+ million photos uploaded daily
25% of users in North
America
Instagram Key Facts
average user spends!
257 min per month
90% of information
transmitted to the brain is
visual67%
of consumers say clear images carry more weight than product customer
ratings!
13 milliseconds is the time it takes for the human eye
to process an image
The brain processes visual
information 60,000 faster
than text – 3M Corporation, 2001
Our eyes can register 36,000 visual messages
per hour– Jensen, 1996
93% of human
communication is non-verbal
Visual Marketing Key Facts
Content with relevant images
gets 94 percent more views than content
without!
45.6%of Instagram users are more likely to
remember a great brand on Instagram over their television commercial
- FlashsStock Consumer Survey 2014
21.8% report purchasing
a discovered product in the last 6
months!
Why Instagram is Important (USA)
Among 18-24 year-olds, those earning
$50-74K picked Instagram more
than those earning $25-49K
47% of Instagram users rank Instagram in their top 10 channels to discover new
products!- FlashsStock Consumer Survey 2014
Instagram evolves brands from conversationalists
to visual "storytellers
!!!!!!!
Instagram Adoption Curve
Stage 1 Beginner!
!“ We need to be on
Instagram!” !
Stage 2 Intermediate
Stage 3 Mastery
Campaign experimentation !
!Planning &
understanding audience
Inconsistent photos and stories!
!No strategy!
!No promotion or
integration
!!!!!!!
Instagram Adoption Curve
Stage 2 Intermediate!
!“ We are on Instagram
and know why” !
Stage 3 Mastery
Campaign Integration !
!Proactive and
reactive strategy !!
Original photography that is
Inspirational"Consistent"Authentic"
Transportive
Stage 1 Beginner
!!!!!!
Instagram Adoption CurveStage 3 Mastery!
!“ Instagram is a known entity in our marketing
mix” !
Stories, themes, and character aligned!!ROI measured and aligned.!!Instigated through paid promotion, e-commerce, web etc.
Stage 1 Beginner
Stage 2 Intermediate
Brand Adoption By VerticalStage 2 Intermediate
Stage 3 Mastery
Stage 1 Beginner
Luxu
ry
Fina
ncia
l
Auto
mot
ive
FMCG
Appa
rel
Tech
nolo
gy
Alco
hol
Med
ia
B2B
QSR
*Qualitative research: FlashStock, Nov 2014
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
!!
“Gives you wings”
!!
“Be a hero”
!!!
To bring inspiration and innovation to
every athlete* in the world.”
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
Your brand insight should be
consistent across all channels, including Instagram.
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
Research competitors and vertical amateurs to
understand how your insight can apply.
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
Objectives
Reach & Frequency
ProductDiscovery Loyalty
Archetypes
Themes
Occasions
Photo Guidelines
Archetypes represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions
Clusters of focus areas for the brand in which the brand is presented and known for.
Specific moments of time that capture both the Archetype and Themes of the brand.
Visual rules for consistency.
Choose Archetypes
JESTER
LOVER
CAREGIVER
EVERYMAN
CREATOR
HERO
MAGIC
IAN
SAGE
RULER
INNOCENT
EXPLORER
SOCIAL
FREEDOM
ORDER
EGO
OUTLAW
Freedom
Social
Order
Ego
JESTER
LOVER
CAREGIVER
EVERYMAN
CREATOR
HERO
MAGIC
IAN
SAGE
RULER
INNOCENT
EXPLORER
SOCIAL
FREEDOM
ORDER
EGO
OUTLAW
Choose Archetypes
Themes Jester/Explorer Modified
Occasions Escapism Active Culture Source
Occasions Jester/Explorer Modified
Occasions Escapism Active Culture Source
Classic Storytelling Pillars
SourceCultureActiveEscapism Occasions
Desire for Justice
Desire for Love
Desire for Order
Desire for Pleasure
Desire for Validation
Fear of the Unknown
Fear of Death
Challenge of Morality
Photography
SourceCultureActiveEscapism Occasions
Jester/Explorer Modified
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Feminine Masculine Young Mature Luxurious Economical
Modern Classic Playful Serious Loud Quiet
Simple Complex Subtle Obvious Cool Warm
Promotion
Paid Media
Community Engagement
Web Integration
Great"Content
Paid content is currently in Beta
with closed customer set.
Like, Hashtag and engage to be be
discovered.
Integrate photos into your website experience.
Great content drives promotion.
Measurement
Product Spending
Loyalty
Propensity to
Recommend
Media Value
The difference in spending!
habits followers vs non followers
Instagram's ability to drive higher
recall, loyalty and awareness.
Instagram’s ability to drive enhanced product recommendations
Instagram’s ability to drive free media value to followers.
Engagement PostsLikes
Creative
Instagram Commandments 1. Photographer first, marketer second.!2. Be authentic, sensory and relevant. !3. Appeal to consumers desires.!4. Build emotional connectivity. !5. Be bold about brand through occasions. !6. Don’t steal images. Get proper rights. !7. Measure and benchmark your KPIs. !8. Develop and live your photography guidelines.!9. Only post high quality content.!10. Deliver what your audience wants.
