It seems like every day I read about a new brand creating an influencer network. Whether they’re taking an opt-in approach or inviting advocates to participate based on their own identification and vetting process this trend is everywhere.This rising marketing trend follows a one-to-one-to-many communication model and like we always say…it’s not necessarily about counting the people you reach, but rather reaching the people that count!A year after its launch, Instagram Direct can still be a great way for brands to build and engage with their social community in a more personalized and intentional way.
3 Use CasesHere are the most common use cases I’ve seen from marketers who are active in Instagram marketing strategies.
- 1. Start by sifting through your account’s existing followers. This will allow you to research Instagram users who already love your brand, the low hanging fruit if you will. Who engages with your pictures most? Who has the most followers and account engagement of their own? Is anyone on your list of followers doing something in their photos that relate to your brand’s mission or product specifically? You could then select 15 best-fit Instagrammers to send a direct message with something like a coupon or promotional code and start a dialogue in the comment section. For example, you could invite the group to use their promo codes at the online store, or send an Instagram detailing an upcoming sale at a retail location. The same goes for contests. You could offer the first 15 people that comment on a photo a prize via direct message.
- 2. Because comments are visible by everyone included in the direct message, the feature provides a convenient platform to get to know your network on a personal level and create conversations about the brand. Ask your list to pick between two products featured in a photo, or ask if they have any feedback on the current products or service. Asking for feedback in an exclusive way will make your network feel like a valued part of the brand, a role that they will want to tell their own networks all about!
- 3. Use Instagram’s Explore feature to search for product or campaign-specific hashtags. This way, you will be able to see who has recently posted photos of their cool new stuff. From there you can create a list of folks to send a direct message to, thanking them for their recent purchases or participation.