One of the fastest growing networks on the social web, Instagram enables consumers to share the experiences they want to remember in a public and visual way.
Ingrained in every Instagram image is not only an experience (defined by people, products and places) but also the emotion behind it.
And with more than 70 million photos shared daily—many of which pertain to brands and businesses—these expressive pieces of content have become one of the most authentic resources marketers have today.
Previously, there were only two ways for brands to track user-generated content (UGC): hashtags and @mentions. Now, Curalate is allowing your social team to collect images via Instagram’s location tags as well.
Why is this feature so valuable?
For one, consumers frequently omit branded hashtags and handles when sharing content to Instagram. In fact, Curalate recently examined a selection of Instagram images about brands that we work with and found that 80% that include a brand’s location tag don’t actually mention the brand in the caption.
In this way, Instagram Locations is creating an entirely new way to capture relevant photos and videos that were once invisible to your brand. And by doing so, your social team now has an entirely new opportunity to source UGC – and to develop relationships with some of your most active, loyal fans.
Below, we explore four ways you can take advantage of Instagram Locations today.
Turn product-driven conversations into action.
With Instagram Locations, you can engage with consumers at one of the most valuable points of the customer journey: in your physical stores. Search by individual establishment (think retail stores, restaurants, concert venues, sports arenas, and so on), and consider how you can reach out and engage those users in a meaningful way.
Use case: Surface timely questions and comments as they relate to your brand. These photos and videos can be used in a number of ways, from your basic re-gram, comment, or “Like” to a gallery of fan photos on your website. Identify comments and questions that demonstrate purchase intent, and take action on these images to facilitate a sale.
Identify brand advocates and influencers.
Use Instagram Locations to find influential users who are sharing photos and videos in your stores and at brand-related events. To start, choose the location you want to explore. Then, sort your content by “Photos” to identify advocates (i.e. users who have shared a lot of content) or by “Interactions” to identify influencers (i.e. users with highly engaged social followings).
Use case: Once you’ve identified a user to engage, consider how you can reward this fan for their love. In the example above, you can see that @youradvocate shared 12 photos from a particular establishment, making them a highly engaged fan. They might also note that, while @yourinfluencer shared just one photo, this user has more than 1.1 million fans – an opportunity to drive awareness and engagement at scale.
To re-engage advocates and influencers, give them a social shout-out or a physical reward. If this brand were a hotel chain, for instance, management might offer a complimentary bottle of champagne or a massage. These types of incentives apply to every industry. Ultimately, it’s about delivering top-notch experiences that deepen the connection with those fans and incentivize social VIPs to ‘Gram again.
Optimize your in-store Instagram campaigns.
In-store Instagram promotions aren’t new, but until recently there was no way to segment this UGC at the location level. Now that you can measure Instagram interactions on a per-location basis, you can gain a deeper understanding of where your most active participants are throughout a campaign – and the level of engagement they are driving.
Use case: Design location-based campaigns to increase in-store engagement with your brand. For instance, if you notice that your New York City store is lagging in terms of UGC submissions, you might offer those customers a discount or perk in exchange for a social share. You could also consider adding stronger calls-to-action near the register, outside dressing rooms, and in other prominent locations throughout your store.
Alternatively, if a store is particularly strong in this area, you might launch a campaign to accelerate the rate at which UGC is shared, since you know that consumers are more likely to engage at that locale.
Learn what inspires your customers.
Brands today don’t just sell products and services. They sell experiences. And with Instagram Locations, you can easily learn which experiences inspire your customers and trigger a social share.
Use case: Are consumers focusing on your product displays, or are they more enamored with the design of your establishment? Do they take photos solo or share selfies with groups of friends? By paying attention to the photos and videos consumers are sharing in your stores as well as across the industry, you can better inform your product displays and in-store installations. In terms of competitive field marketing, there’s an abundance of possibilities.
How many locations can you track at once?
Instagram users have the ability to shape how consumers think about your brand by giving your products context and meaning. With Instagram Locations, you can now tap into these experiences, leverage relevant conversations, and make smarter marketing decisions online, in-store, and across the visual web.
Get started today by adding specific location tags to your dashboard. Curalate clients can add up to 100 locations per brand.
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