To keep people interested, you have to stay creative and innovative. This can be said for companies, brands and even social networks. Instagram is trying to keep up with Zuckerberg by evolving their user experience. A few months ago they introduced sponsored ads, and their most recent addition last week is Instagram Direct.
Instagram Direct allows you to share pictures and videos with a select group of up to 15 followers. So instead of posting that wild night in Vegas to your entire feed, you can just send it to the friends who shared your walk of shame. But this new feature isn’t just for inside jokes; brands can start utilizing it, too.
Customers love to feel included in an exclusive offer, and Gap took advantage of that shortly after Instagram Direct was announced. The popular retailer posted a photo and promised to include the first 15 commenters in a “What I Wore Today” challenge. Those 15 individuals then received an invitation via Instagram Direct to post their outfit photos for a chance to win a tablet case.
Brands can also use Instagram Direct to target specific customers. They can reach out to test groups of 15 followers to see how they react to a particular promotion or photo before they release it to their entire list. Companies can use Instagram Direct to target a female versus male group or different age groups. Just remember that your Instagram content must feel natural and genuine, and that your content should match your audience’s interests.
Come back to tomorrow to read about all The Pita Group’s 2014 marketing predictions (Hint: More kittens!).