With over 1 billion active users and counting, Instagram presents marketing teams with the unique opportunity to reach a vast number of highly-engaged users for pennies-on-the-dollar. With the overall usage of Instagram doubling over the last two years, the importance that leading brands place on this unique social media platform will only increase in the future.
Yet, for whatever reason, many brands fail to capitalize on the nearly limitless marketing potential presented by this rapidly growing platform. Instead of working to curate meaningful content and engage their loyal fanbases, many brands simply opt to post relatively bland marketing materials that are better suited for static mediums such as magazines.
While it is not our place to cast judgment on any brand’s marketing strategy, we would like to highlight five of the most engaging brands on Instagram today. Ranging from Chipotle to BarkBox, these companies have mastered the art of careful content curation, and strive to create content that is both engaging and meaningful to their core customers. It is our hope that a quick analysis of these star-players will help to inspire your own Instagram marketing campaigns, which can be a great way to promote yourself, your company, or your products.
Without further ado, let’s jump into the top five brands that have created an engaging Instagram presence.
Brand #1: Lego
Believe it or not, this timeless toymaker has managed to develop one of the most effective marketing campaigns on Instagram today. Their posts, which accurately capture the whimsical and imaginative nature of their products, have created a feed of quality content that feels as reliable as any on Instagram. Traditional products are featured in tandem with their STEM-based line of toys, which helps to further communicate Lego’s natural fit throughout all aspects of a customer’s childhood. In short, their content is relatable yet modern, serving to increase the brand’s notoriety while simultaneously driving high levels of user engagement with their 3.2 million followers.
Brand #2: Chipotle
Simply saying that Chipotle has developed an engaging social media presence doesn’t do their Instagram justice. Impressively, this iconic brand has managed to develop a feed that manages to organically market their delicious offerings while still paying homage to their indie roots. Quality photos are consistently combined with witty captions, making for an enjoyable and engaging social media experience for each and every one of Chipotle’s fans.
Brand #3: GoPro
Most of us are well aware of how GoPro’s versatile cameras have transformed how content creators are able to capture memorable moments ranging from the extreme to the mundane. GoPro is well aware of this fact and has taken care to emphasize the feedback loop between adventure, social media, and the content created by their cameras throughout their Instagram feed. This unique strategy not only drives an extremely high level of engagement between GoPro and their 14+ million followers, but it also manages to present the company as a lifestyle brand - which is an extremely dynamic marketing approach for a company once viewed as a Silicon Valley tech darling.
Brand #4: BarkBox
A quick scroll through the Instagram feed of BarkBox will greet you with dozens of posts featuring adorable dogs in almost every imaginable situation. This laugh-out-loud content has clearly aided BarkBox in developing their social media brand, as reflected by their 1.4 million Instagram followers. The genius of this approach is the combination of enjoyable content and brand promotion. While there are dozens of accounts that post funny dog-based content, BarkBox is the only place you can go to find great content and enticing promotions in the same place. Better yet, this approach makes their content feel more like a meme and less like marketing - which in turn allows for social networking to naturally run its course.
Brand #5: Oreo
The Instagram feed of Oreo is full of truly enjoyable content, which will naturally drive some level of engagement with fans. However, the secret of Oreo’s marketing lies in the fact that they take care to place their products at the heart of every single Instagram post, all while managing to do so in a manner that is genuinely fun and engaging. Entertaining copy and captions combine with vibrant images, videos, and animations to accurately reflect the fun-loving aura that surrounds their product offerings.
As we have seen, there are numerous different ways to build an engaging presence on Instagram. Whether it be for your personal brand, or for that of your company, we strongly suggest using the brands above as a guide when working to develop your own unique Instagram marketing strategy.