Get PR pros together to discuss Instagram and the topic moves to the Instagram Storiesfeature very quickly. That’s to be expected: What some call a Snapchat clone has gained popularity fast. Just weeks ago, barely two months after its introduction, Stories confirmed a TechCrunch report that it already has 100 million daily active users. And, yes, for those in the glass-half-full camp, that means 200 million daily active users of Instagram haven’t availed themselves of Stories. Still, brand communicators are taking advantage of Stories’ capabilities to show a montage-like sequence of photos on Instagram. In addition communicators are excited about Oct. 21 media reports that Instagram is testing live video. Makes eminent sense, of course, that parent Facebook, whose Facebook Live feature has vaulted to popularity, would do the same for Instagram. As one PR pro says, “I’m sure Mark Zuckerberg has someone working on live video [for Instagram] in a basement somewhere.” With all the activity swirling around Instagram, we decided to check in with PR pros to hear their best practices and tips and how they distinguish between Instagram, Instagram Stories and Snapchat.
Starting Out: Perhaps you’re a communicator at a brand that’s been hesitant to experiment with Instagram. Or you’re employed at an unsexy B2B that believes it can’t tell its story via pictures. Both hurdles are surmountable, our pros say.
Social Media Strategist
Chobani
“There’s not a lot of risk to start a personal Instagram account and start following people and brands…and eventually experiment [with your own posts]…since very few people will be following you at first,” says Stacey Cunningham, senior brand manager at Diageo, the London-based alcoholic beverages company whose brands include Smirnoff, Johnnie Walker, Baileys, Ketel One, Tanqueray and J&B, among others. Indeed testing is a watchword for Cunningham’s work with social platforms. “We’re testing content across [social media] platforms all the time,” she says. With new features like Instagram Stories, “everything we do is a test,” she says. Cunningham’s not alone. Hilary duPont, social media strategist at Chobani says she’s constantly “testing and learning.”
And what about the non-photogenic B2B? “We tell all brands, even unsexy utilities, that you probably have a story to tell with photos,” says Amy Derjue, senior content specialist, Solomon McCown & Company. Well, if you’re at a utility, Derjue says, and storm season is approaching you might want to engage your audience by posting photos of your employees out in the field preparing. “Providing information and knowledge before a crisis is a great tool” to offer customers, she says.
Senior Content Specialist
Solomon
McCown &
Company
Content Keys:Perhaps no category has benefited more from Instagram Stories and its ability to display a series of pictures than culinary and drinks brands. As such, Cunningham touts the value of Instagram Stories for relaying drinks recipes and recipes for food that include alcohol. “The first thing followers ask us [in comments on social] is ‘What is that? How can I make it?’” Providing step-by-step recipes quickly has become “our bread and butter” with Instagram Stories, she says, because recipes provide value to Diageo’s social followers. Contextually relevant content offered at the right time and to the right audience form the triumvirate of Diageo’s marketing philosophy, she adds. Instagram, Instagram Stories and other social platforms are “a complement to, not a replacement for” its marketing activities, Cunningham says. An ancillary takeaway is to monitor comments. duPont says her two-person team “reach out right away” when they see comments or strong content with the hashtag #greekyogurt.
It’s Alive: Another use of Stories, both Cunningham and duPont say, is to promote live events, allowing fans to experience things such as parties, conventions and fairs. Diageo recently did a local activation when Bailey’s was featured at the NY Taste Festival, Cunningham says. Chobani, duPont says, used Instagram and Instragram Stories to tout the launch of a Chobani café in NYC. The challenge for her brand, duPont says, is broadening local activations so “even if you don’t live in NY, you feel connected.” Chobani does this by featuring content that ties in to the café and includes those unable to visit NY.
Cunningham
Senior Brand Manager
Diageo
Instagram vs. Instagram Stories: While Instagram Stories is relatively new, it’s already formed a character, our communicators say. For example, Stories is far more in-the-moment than Instagram, they agree. Images that are poorly lit are acceptable for Stories, yet don’t pass muster on Instagram, Derjue says. And Stories lacks the paid ad placements of Instagram and the geofilters of Snapchat, although both probably are coming soon. The larger question is whether Snapchat or Instagram/Instagram Stories eventually will dominate? Perhaps they will coexist, as Snapchat skews slightly younger than Instagram, although both have a tremendous number of young followers (55% of those 18-29 use Instagram; 60% of 18-24s use Snapchat).
CONTACT: @hilzdup @derjue @diageo_NA
This content appeared originally in PR News Pro, October 31, 2016. For subscription information, please visit: https://www.prnewsonline.com/about/info