Instagram Business

Standing out on Instagram with creative content

Update to original post as of 17/09/2018 at 10 am [PT] 1

Today, there are more than 200 million daily active Instagrammers visiting a business profile each day.2 As people spend more time on Instagram exploring and sharing their passions, how do you make sure that your brand stands out from amongst the rest?

Here are some different ways that your business can get started on Instagram and build creative that drives real business results.
Crafting thumb-stopping creative

1. Make your brand the lead actor.

Use different elements of your brand, such as brand logos, colours and products when making ads. This will allow your business to establish its brand identity, create a holistic creative experience for your community and drive brand recall.3

2. Create for mobile first.

As more and more people interact with content on their mobile devices, make sure that you bear this audience in mind when creating on Instagram – especially since mobile may be one of the best ways to reach them. Think creating 'thumb-stopping' designs on mobile.

3. Fully utilise your vertical canvas.

On mobile, people's attention span is much shorter, so make sure that you create content that instantly grabs your audience. The visual, immersive nature of Instagram and the vertical format makes it easy for your business to do just that – driving more engagement and inspiring action as a result.

4. Design for an objective.

Whether repurposing existing assets or creating new ones, make sure that each part of your creative works together to help you achieve your overall business goal. For example, if you're looking to increase mobile app installs, then use creative that aligns with that messaging and highlight with a call-to-action button.
Inspiring action with Instagram Stories

1. Highlight your brand in three seconds.

When creating content, make sure that you put the most captivating moments of your creative within the first few seconds of the video as a hook. This will allow your message and story to be seen by the most viewers from the very beginning.

2. Get creative with in-platform features.

In-platform features such as stickers, GIFs and different typefaces allow you to be more creative with your content on Instagram, while tools such as Rewind and Boomerang let you bring your videos to life in fresh, immersive ways – helping your story feel more organic as a result.

3. Tailor the creative to an objective.

Whether your business is looking to increase video views, drive app installs or sell more products, it's important to design with an objective in mind when creating content on Instagram. Something as simple as using the 'Swipe Up' feature as a call to action may be the difference between making a sale or losing a potential customer.

4. Repurpose existing assets.

Now that Instagram provides full-screen support for all ads in Instagram Stories, it's easier for your business to create native ad experiences in stories without having to build new content. It's a great a way to share existing content vertically and utilise the immersive nature of Instagram Stories.
Becoming inspired

To discover how businesses of all sizes such as Samsung Australia (@samsungau), Beanpole Outdoor (@beanpole_official) and Zexy (@zexyrecruit) have successfully created thumb-stopping content on Instagram, take a look at their success stories here.

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Business brought to life: Instagram Pop-up shop

Small businesses with an online-only presence are thriving on Instagram, but what would it be like to see these brands brought to life in a traditional brick and mortar shop?

Last month, we found out exactly that when we invited six popular UK small businesses to bring their brands along to the Instagram Pop-up shop in Covent Garden, London. For those of you who weren't able to join us there, here are some of the highlights from the two days.
Refreshing start

The Instagram Pop-up shop kicked off with a discussion panel moderated by entrepreneur and influencer Freddie Harrel with the founders of RIXO, Scamp & Dude and Never Fully Dressed.

The panel explored each of the founders' eureka moments in finding their success on Instagram, as well as how they engage their audiences and what it takes to keep up with the ever-evolving habits of today's shoppers.
Media platforms have changed shopping completely and it continues to change. Back in the early days, you might have sent someone to click the link in the bio and now we've got Instagram shopping tags which is amazing!
FREDDIE HARREL, INFLUENCER & FOUNDER OF BIG HAIR NO CARE

One thing that stood out amongst all of these successful entrepreneurs was their excitement for shopping on Instagram and the opportunities that this new feature has created for them – from its ease of use, to how well it connects their customers to what counts.
We add the shopping basket to almost all of our posts and it's amazing how someone can now see all of your website imagery. It's so simple and makes it really easy.
HENRIETTA RIX, CO-FOUNDER, RIXO LONDON
School's in session

Stories on Instagram have become a powerful and effective way for businesses to share exclusive «backstage» content with their audiences and draw them deeper into the brand:
Stories feel more personal and help our audience feel involved. It's a lovely way to grow the community.
LUCY AYLEN, FOUNDER, NEVER FULLY DRESSED

With their ephemeral, 24-hour lifespan and vertical orientation that's perfect for mobile viewing, Instagram Stories is encouraging businesses to think and play creatively in new ways.

We've put together an interactive learning session to help small businesses understand Stories better and be inspired in how they use them. If you'd think you'd like to know more, visit our Story School website.
See, tap, shop

Shoppers who came along to the Instagram Pop-up shop got the rare chance to meet and talk with the founders of some of their favourite fashion and lifestyle brands – and pick up some choice items from the capsule collections that they had on show. Here's a look at who was there:

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Welcoming one million advertisers
One million advertisers on Instagram video

Instagram has undergone more changes in the last year than during the previous five. We introduced Instagram Stories – a new way for businesses to share everyday moments – and the use of video exploded. We welcomed a new brand identity and the community grew to more than 600 million globally. At the same time, we were building a thriving business. We now have eight million businesses using business profiles, with the greatest adoption coming from the United States, Brazil, Indonesia, Russia and the United Kingdom.1 We also have more than one million active monthly advertisers.2 – up from 200,000 this time last year. And in the last month, over 120 million Instagrammers visited a website, received directions, called, emailed or direct-messaged to learn about a business.3
How businesses grow on Instagram

The community rallies around passions. People come to Instagram to follow their passions – from travel and fashion to food, entertainment and everything in between. And those passions extend to brands, with 80% of Instagrammers following a business today.4

Simplicity matters. Tools such as Boomerang and Hyperlapse help people and businesses to quickly develop compelling content. And with a mobile-first platform, placing an advert is easy too. It takes as little as four taps to create an advert from a business profile.

Visible action. The majority of advertisers and those using business tools are small businesses, such as SpearmintLOVE lead by Shari Lott, CEO and Founder, which is a far-reaching website for infant and toddler clothing and accessories. «Instagram gave us a chance to grow the business. From the beginning it was a community of fellow mums to help get the word out, then it was buyers tagging us in photos of products they think we'd like for the shop, to increasing sales through adverts that reach people who were interested but had yet to buy.»
Example of a SpearmintLOVE advert in the Instagram app

Then there's Suann Song, founder and creative designer of Appointed, a paper goods company based in Washington DC in the US. A designer at heart, Suann was inspired by paper she came across on her travels and decided to create her own line in 2015. The company started on Instagram by building awareness for its Kickstarter campaign. Most recently, to celebrate its second birthday, Appointed posted a product exclusive on Instagram, using a multi-image post and then selected the best-performing creative for an advert, nearly selling out the product. Appointed now offers more than 50 products and is available in 300 shops. «Of all the tools we use, Instagram's been instrumental in everything we do,» says Song, «and Instagram will play an important part in how we double our revenue this year.»

Example of an Appointed advert in the Instagram app
Deepening the relationship between people and businesses

This year we plan to do more to help people meaningfully connect with businesses they care about on Instagram. We're starting with more insights on stories, posts saved and multi-post images, so that businesses such as Matchaeologist, a luxury matcha brand, can continue to gain perspective on its followers. Matchaeologist founders shared: «Insights have given us a new perspective on our followers – we thought many were based in the UK but found a significant number are in Hong Kong and Taiwan. We now post our content earlier, so we can catch people before they go to bed. As a result, we've seen an increase in engagement and sales from those regions, helping us take our business to more people around the world.» And it's more than just insights that are helping the business – the company is also seeing a lot of people contact them through its profile. «Since switching to a business profile on Instagram, the number of people contacting us directly has increased: by phone, by email and via direct message.»
Example of a Matchaeologist advert in the Instagram app

To help Matchaeolgist, along with millions of other businesses all around the world, we plan to continue evolving Instagram business profiles. For example, we will roll out the ability to book a service with a business directly from its profile later this year.

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Driven by Instagram

Over 400 million people come to Instagram every day, and people interested in cars are just one of many communities on the platform. Driven by Instagram explores why the platform is an essential place for people to connect and share their interest and passion in cars, as well as a great place to build relationships with the car owners of the future.
A shared love of cars

Instagram’s focus on beautiful images and video means it’s the perfect choice for showcasing cars. Enrico Hanisch, Digital Strategist and Content Creator at Audi, says: “The significance of visual content within the mobile age has increased. Instagram is the natural and ideal platform for automotive content in our day.”

Car enthusiasts include both owners and petrol heads who dream about owning their own vehicle in the future. While both groups follow car-related accounts, they are distinct from one another: owners share their own experiences with other enthusiasts, posting about what their car means to them, while admirers post photos of their dream rides.
Driving success

Vehicle marketers have long used visual storytelling through print and TV advertising, and on Instagram they can reach potential audiences using the visual strengths of the medium. Nataneal Sijanta, Director of Marketing Communications at Mercedes-Benz says “On Instagram we are able to reach new target groups that we could not reach otherwise. With Instagram we can engage them and integrate them into our sales funnel.”

Learn more about the driving community on Instagram and discover new insights and tips on advertising by downloading Driven by Instagram.

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A Better Shopping Experience on Instagram

Discovery has been part of the Instagram experience from the beginning. With 80% of people following a business account,1 and a global community of over 600M, Instagrammers want to explore and find new things from brands they love and businesses want more opportunities to build relationships with these valuable customers.
Making Discovery Simple

When it comes to shopping, we set out to create something that was less transactional and more immersive. Something that gave people more time and space to browse and evaluate products, making mobile shopping feel just like shopping. The solution is not as simple as just adding a buy button.

In November, we began testing a new shopping experience that made it easier for people to find, evaluate and track relevant products on Instagram. Posts with tags have an icon that makes discovery simple. If a product catches your eye, there’s a space to explore, where you can easily tap to see more details from products featured in posts, and even click to a business’s website if you’re ready to buy. Retailer kate spade new york has been using shopping on Instagram since November, and has seen great results.
Our partnership with Instagram has been very successful. Traditionally, our customer had turned to Instagram for inspiration, and we’re seeing that she’s reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product – going from inspiration to information to purchase in just a few steps – we’re excited to see where the feature continues to take us.
Mary Beech, EVP and Chief Marketing Officer of kate spade new york
Expanding Shopping to More Businesses

Based on encouraging early results, we’re rolling out these shopping features to thousands of businesses that sell apparel, jewelry or beauty products in the coming weeks. Instagrammers in the US will soon be able shop and browse products from these businesses from posts in feed, on profile and in explore.
Tagging, Tapping and Insights

We're also giving businesses the power to create and tag a post with products directly from their iOS mobile phone. Once a business has a product catalog connected to their account, tagging a product is as simple as tagging a person in a post.

Businesses will also soon be able to get insights around the metrics that matter to them, like how many people tapped to see more product details or clicked on “shop now.” By telling businesses more about their audience and which posts are performing well, they can create more relevant content.

All of this is part of our continuing efforts to strengthen relationships between people and the brands they love, by creating more opportunities—and simpler ways—to discover and explore products on Instagram.

Here's what a few early test partners have said about shopping on Instagram:
While Instagram is a place for inspiration and visual wonder – there is nothing more satisfying than being able to buy that thing you love RIGHT NOW! The number of times I have found myself in a rabbit hole hunting down that pair of shoes, that beautiful chandelier, those sunglasses, rugs, flower arrangements, random gift ideas – countless!!! We were thrilled to be a part of this pilot and to have our customers experience the next generation of shopping via Instagram.
Jenna Lyons, President and Creative Director, J.Crew
During holiday 2016, we introduced a few quirky products (a sleep mask, for example) to celebrate the season. Our followers weren't expecting our brand to introduce new product types, so we used shopping tags to make it more clear that they were available for sale. Our team plans on continuing to explore creative ways to celebrate our assortment with the ultimate goal of enhancing users’ experiences.
Dave Gilboa, co-founder and co-CEO of Warby Parker
An overwhelming majority of Lulus’ customers originally discovered our brand through word-of-mouth – either directly from a friend or through social media – and Instagram continues to be a key discovery platform for us. The development of a native and authentic shopping experience on the platform has taken discovery to the next level for customers. And it has opened a great deal of opportunity for us to engage new and existing customers; we have seen that nearly 33% of people who tap to learn more about a product visit our site through 'Shop Now'.
Noelle Sadler, VP Marketing, Lulus

To learn more about shopping on Instagram visit our help center and read how to get started.

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