DISCOVER

Every movement begins with a moment.

LOVING THE LIKE: How Brands Use Instagram to Encourage Purchase Behavior

Posted 7 April 2015 2:00 PM by Emily Schwartz

When I get on Instagram, I scroll my feed for hours, mesmerized by delicious #eeeats, #latergrams from friends and the various #dogsofinstagram. But recently I’ve noticed something else — brands creating standout visual content that actually makes me want to pull out my credit card and get shopping.

It’s an unnatural feeling to scroll my Instagram feed, look at branded content and want to leave the platform to visit a brand’s website to learn more. Yet, I can’t help the emotional connection I feel when I see authentic visuals on the channel. 

And I’m not alone. 

In tests, ‘Instagram-style’ images received click-through rates as high as 8%, compared to just 2.35% using ‘regular photos.’” Brands that create imagery in line with what consumers are already sharing on Instagram are seeing success on the platform. The reason: the content is authentic to the channel and pulls at consumers’ heartstrings. Ultimately, this combination increases brand affinity and encourages users to make a purchase. 

Take West Elm for example. It’s an Instagram channel full of bar carts, bedside tables and pillows, and I want to buy it all. The brand does a great job of sharing visuals that consumers can relate to, making us feel like no room is too daunting to decorate. It also shares timely content that hits the consumer mindset. And most importantly, the brand uses imagery authentic to the channel. This winning combo strengthens the brand’s relationship with its consumers so that when the time comes to redecorate, West Elm is top of mind. 

Nordstrom is another great example. Its Instagram channel features the hottest products of the season in an authentic way. Each shot and line of copy is shared through the consumer’s POV, ensuring content emotionally connects with users on a consistent basis. Nordstrom’s inspiring outfit combinations, uniquely angled photos and seasonally relevant imagery showcase products in a non-promotional way while still strengthening brand affinity.

And brand affinity can lead to an increase in purchases, as it’s now easier than ever to shop your Instagram favorites with new features such as Like2Buy and branded Instagram shops. The seamless user experience also strengthens relationships between brands and consumers: It’s as simple as seeing something you like on your feed, clicking through to the product on an Instagram shop and purchasing it.

Additionally, Instagram itself is addressing user behavior by adding a new service called carousel ads. The feature allows users who like what they see to swipe left to get more content, which eventually leads directly to the brand’s website from Instagram. This is a first of its kind for the channel, as the app has not allowed brands to link to external content before. We can’t wait to see the implications of deeper storytelling functionalities as the feature is rolled out in the coming weeks.

So how does the shift in capturing emotional visual content affect your brand? As Instagram continues to grow — it’s on track to reach 100 million users in the U.S. alone within three years — it is more important than ever to create imagery that your consumers care about. After all, a picture is worth a thousand words. Now it can be worth thousands of dollars, too.

Don’t know how to create relevant visual content? Start here:

  1. Decide why your brand is on Instagram in the first place, and create a clear channel role and purpose. 
  2. Know your consumer’s POV when he or she is scrolling through the feed and match that mindset in each post.
  3. Keep a pulse of how your consumers share imagery on the platform. Ensure that what you share matches that authentic Instagram look and feel.
  4. Only share content that adds value. Ask yourself, “Why would my consumer care about this post?” If he/she wouldn’t care, don’t share the content.
  5. Create a seamless user experience for users to learn more about your featured products.

Share:

Add your comment

 
 

 

Archive

Syndication

Tagcloud

#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary
×

PLEASE PROVIDE YOUR INFORMATION
TO DOWNLOAD THE PAPER.

Error: All fields are required.
×
THANK YOU.
YOUR DOWNLOAD IS NOW AVAILABLE.