Thursday January 30, 2014 at 7:00 am

The Power Of Instagram In Retail – Encore

Nike Instagram page

We have looked at the importance of Facebook, and then we looked at Twitter. Now we will take a look at Instagram. I believe Instagram works well for retail because it’s picture-based, and, as we all know, “a picture is worth a thousand words.”

The brain loves symbols and pictures because they’re easy to process. A primary method for making sense of the world is by interpreting its symbols. We decode meaning through images, and, often without realizing it, we are swayed by the power of their associations. Think about what emotions the Apple symbol or the flying kangaroo (Qantas) conjure up.

Here are some sites that use Instagram. Notice how well they remember their branding, their customers, and their overall social media strategy. With Instagram you get a total picture of what is being sold, inspiration for the consumer, and an understanding of how to put products together and how those items look on a person. Instagram makes it real. In some cases you’ll see social proof with consumers wearing the product.

http://instagram.com/lululemon

http://instagram.com/shoesales

http://instagram.com/sportsgirl

http://instagram.com/officialzara

http://instagram.com/burberry

http://instagram.com/asos

http://instagram.com/tiffanyandco

http://instagram.com/nike

Instagram is simple to use. All you need is a smartphone to take pictures that can be uploaded to your Instagram site. As you develop a following, your friends share your posts with their friends. There is no cost to you to set up or maintain.

Retail is based on the consumer using his or her senses. Each individual has a favourite mode they use: visual (seeing), kinaesthetic (touch and feel), or auditory (hearing). The majority of people use the first two: visual and kinaesthetic. That’s why pictures work so well.

Watch this 55-second video on how to set up an Instagram account. It’s that easy. http://www.youtube.com/watch?v=0AkvEAC1HG0

Like Twitter, you will still use hashtags with Instagram. This will give you leverage to create more interaction. Instagram is a great way for your business to communicate directly with people with whom you want to build trust and credibility. There’s no better way for people to “see” what you are up to.

Recently Kevin Systrom pointed out that Instagram is already used as a marketing platform for fashion people — a free marketing platform, with up and coming designers using it to get their clothes out into the world. “We never set out thinking of Instagram as a platform for commerce, but in some ways Instagram is becoming that for folks in fashion. I’ve seen plenty of times when a brand—whether it’s Kate Spade or Cole Hahn—they’ll post an image of some shoes, and the comments are 50 people asking, ‘Where do I get these? What sizes do they come in? Do they come in this other color? When are they available?’ And that’s awesome. It’s not just about imagery; that’s about the conversation as well. As long as you curate what you want to follow and don’t want to follow, that’s really the balance.”

This is what Instagram is about, and it is a great forum to start a conversation about your product.

Check out the Social Examiners “26 Tips for Using Instagram for Business.” The information is very insightful: http://www.socialmediaexaminer.com/instagram-for-business-tips/

Write your thoughts below. Let us know how you have used Instagram in your retail business.

Written by Penny Votzourakis