Instagram photos make unsexy brands and content look sexy. Fact.
And more often than not with the help of a professional photographer (forget those built-in filters).
For this reason, I love Instagram as much as I love Vine.
And to prove my point, here are some of my favourite finds and Instagrammers.
Reuters has mastered the art of making news (even bad or mundane news) look sexy through the use of stunning photography.
Simply, the photo catches your eye first, and then 9 times out of 10 makes you want to read the accompanying story. See for yourself with this small selection of some of their posts:
Their newsfeed is highly addictive I must admit, so much so that I find myself grabbing my phone first thing every morning to check it out – sad but true. On the plus side, the snackable format keeps me informed of and interested in what’s going on in the world at large (outside of the world of advertising that is), with minimum impact on my time.
This is an ingenious way from Reuters to make itself relevant, top of mind and build a direct relationship with end consumers like me, without relying on news organisations to broadcast its up-to-the minute content.
By feeding beautifully packaged news bites to the time-poor and easily distracted amongst us, it brings critical information to our attention in a pleasing way. In other words, it delivers utility content and entertainment into one post.
The downside of their eye-candy photo teaser approach is that sometimes the photo is more interesting than the news it portrays – this is however a minor inconvenience compared to the delight the photography gives you. One other issue I can foresee is that it may spark controversy by making the ugly look beautiful (e.g. the aftermaths of a natural disaster, violent protests etc). However, I would argue the latter is a good thing if it raises awareness of said problem and mobilises people to get behind a cause.
For those of you who read me regularly, you will know by now how much I worship General Electric’s social media and content marketing efforts.
As well as mastering the art of Vine-making, the giant conglomerate has become an Instagram expert.
As a B2B company, it is not the type of business or brand that naturally excites the masses i.e. clearly not in the same vein as Burberry or Nike. Indeed, for the latter, the nature of their industries (mainstream and aspirational) combined with a ready access to shots of glamorous models and athletes make the photo-sharing social network a natural playground.
Yet, GE has against all odds managed to make its day to day business look sexy to the wider public, so much so that I actually find myself liking its photos on a regular basis – and in the process, I am learning lots about how the company crucially powers and supports a myriad of industries.
So yet again a great example of an unsexy brand that makes itself relevant in a simple and enjoyable way.
Cases in point:
I thought of Burberry and its ongoing #THISISBRIT Instagram campaign, peppered with beautiful B&W shots of the gigs the brand is sponsoring in different countries.
But that would be too easy!
So watch this space for more *unexpected* Instagram goodness – and don’t hesitate to let me know of any little gems you may have uncovered yourself.