With more than 400 million monthly active users, Instagram is the top mobile touchpoint and key platform for discovery. With the recent global launch of Instagram ads, the platform spells nothing but opportunity for brands. The question is not 'does my brand need to be on Instagram,' but 'how could my brand stand out from the pack.'
People go to Facebook to find out about friends and family, but come to Instagram for inspiration. In fact, roughly half of the accounts individuals follow on Instagram have no personal connection. It's good news for brands as people are already receptive to this form of communication, yet the expectation of content quality is very high. In order to excel on Instagram, brands need a comprehensive strategy that includes everything from high quality and inspiring content, precise targeting, and optimized ad spend to well-defined measurement.
All of this is easier said than done. Having helped hundreds of brands with visual storytelling, we've identified eight key factors of branded photography that ensures your brands content will stand out from all the rest.
1. Unique POV
Showing images from interesting and unique angles people don't normally see, as opposed to using usual or uninspired perspectives.
DO EXAMPLE: Chipotle
2. Framing and Balance
Employ compositional techniques such as the Rule of Thirds, or symmetry instead of creating images that are imbalanced, off-center or awkwardly asymmetrical.
DO EXAMPLE: Magnum
Make the subject 'pop' from background by using highly contrasting colors and textures. Blending the subject into a bland or neutral background is often ineffective.
DO EXAMPLE: Smart Canada
4. Focal point
People have very short attention span; you only have a few seconds to direct the eyeballs. Adjust focal point to where you want your audience to focus.
DO EXAMPLE: Samsung USA
Authentic images inspire emotions, when using people in the images, they should appear natural and organic versus forced or posed.
DO EXAMPLE: Red Bull
6. Natural lighting
Soft, even natural lighting is inviting to the eye and thus inspires positive emotion as opposed to harsh, artificial lighting.
DO EXAMPLE: Garnier Canada
7. Brand Integration
Integrate your product or logo into the image naturally and organically; avoid engineered situation where people look forced to interact with your brand.
DO EXAMPLE: Mercedes Benz
8. Consistent Look and Feel
As you develop your visual library on Instagram, craft your brands visual identity with a consistent style. Drastic changes in style make it difficult for consumers to associate with your brand.
DO EXAMPLE: Starbucks
Instagram has clearly taken a key position in the marketer's toolkit, but just showing up on Instagram won't do you any good. Instagram community is savvy, active and vocal; they reward quality content beyond your imagination. A well-crafted Instagram campaign with on-brand images tells compelling stories that build strong brand equity and ultimately achieve business objectives.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.