Instagram 101: How to use Instagram for Business

in your business

How to use

How to use Instagram in your business

• This SlideShare presentation was prepared with tourism businesses in mind

• While most of the examples are related to tourism and leisure businesses, this guide can be used by businesses in most industries

• We are going to break into ‘Practical Moments’ throughout the SlideShare to give you a moment to give it a go

• Remember, Instagram is lots of fun, so it’s good to play around and get comfortable with the app and the community

• Now let’s get into it!

What we’ll cover

• What is Instagram • Who’s on Instagram • How to use Instagram • Instagram photography tips • Instagram video & Hyperlapse • How to interact with the Instagram community • How can I build Instagram into my (daily) social routine • What is an Instagrammer • What’s an Instameet • How to run an Instameet • Apps • Measuring success

What is Instagram?

• Instagram is a free smartphone app used to capture and share the world’s moments

• Instagram is a fast, beautiful & fun way to share your life with friends through a series of pictures and videos (and timelapses with the new Hyperlapse app!)

Source: instagram.com

What is Instagram?

• Instagram users LOVE to create new content daily

• The community of Instagrammers globally like (double-tap) and comment even more frequently than they upload content

• The community is also generally positive and friendly with comments

Source: http://sociallysorted.com.au/instagram-for-business-4-words-you-need-to-know/

Highly engaged

community

What is Instagram?

• Mobile is at the core of Instagram

• You can only create an Instagram post on your phone (not on desktop)

• Instagram desktop is not as user friendly as the Instagram mobile app

• It’s made to be mobile, so that you take people with you everyday

Instagram is mobile

What is Instagram?

Instagram is NOT link

• The only live link in Instagram (where people can click and leave Instagram) is in your bio

• You can add URLs into your image descriptions, but people won’t be able to click on them

• You need to sell what you do within the image, not rely on links

• Instagram encourages users to stay within Instagram, rather than leave to learn more about a product or location

What is Instagram?

Instagram is all about taking

people with you.

• Instagram is great for showing a moment or a snapshot

• Great instagram accounts take their followers with them – on the road

– behind the scenes

– sneak peaks into new products or events

Who’s on Instagram?

Source: instagram.com/press at September 2014,

expandedramblings.com;

Photo: @andrewtallon http://www.andrewtallon.com/

• 200 million monthly active users

• 65%+ of Instagram users are based outside of the US

• 13% of internet users use Instagram

• 51% of the Class of 2014 use Instagram

What are they doing on Instagram?

EVERY DAY

• 60 million photos are uploaded

• 84.4 million comments are posted

• 1.6 billion likes on photos

Source: rosssimmonds.com; instagram.com/press

Why should you work with Instagram? CONSUMER CHANGE

• Consumer behaviour and shift towards visual content

• 80% of the brain is dedicated to visual procession

CONTENT IS KING!

• Instagram allows you to create and publish content easily

• It’s also a great place to source content > get influencers and locals (including photographers) to help build your content bank by introducing your own #hashtag and republishing content (and giving credit) to your content creators (when they use your # or give you approval)

Source: http://www.slideshare.net/homehelper/visual-creative-thinking-1260733 &

http://www.socialmedianews.com.au/social-media-statistics-australia-february-2014/

Image credits: @garry_norris & @jewelszee_

@jewelszee_

Instagram & the stages of travel planning

5 Stages of travel

Source: thinkwithgoogle.com

How to use Instagram • Download the Instagram App to your smartphone

• Set up your account

• Add a profile picture that followers will understand

• Write a profile: What do you offer and why is it worth following you.

• Link to your (mobile friendly) website

• Communicate your hashtag

Image credit: @christinagz_

How to use Instagram

• Newsfeed > just like Facebook where you’ll find images from the instagrammers’ you follow

• Explore > find instagrammers and

topics using #hashtags

• Take a pic or video or upload an existing image or video file

• Your notifications > See who’s followed, liked or commented on your pics

• Your profile > Check out your bio, followers, who you’re following & all your pics

Image credit: instagram.com

• Newsfeed > just like Facebook where you’ll find images from the instagrammers’ you follow

• Once you ‘Follow’ instagrammers, the images you find in your newsfeed will increase (as will the number of contributors to your newsfeed)

• Explore > find instagrammers and

topics using #hashtags

• Explore from the images that appear on the Explore tab or select the magnifying glass icon in the top right hand corner & search for Instagrammers by selecting ‘Users’ or hashtags by selecting ‘Tags’

• Take a pic or video or upload an existing image or video file by selecting the Instagram icon in the middle of the tab options

• Line up your pic (turn on the grid lines!) and shoot a photo by selecting the blue dot in the middle

• Upload existing photos by selecting the 9 square icon to the left of the blue dot

• Take 15 second video or upload existing videos by clicking the video icon on the right of the blue button

• Edit your image within Instagram

• Straightening tool – great for fixing non-straight horizons

• Filters & borders – you can now select the impact of the filter (rather than just ‘on’ and ‘off’)

• Tilt shift – add a point of interest & blur

• Saturation & brightness – increase or decrease colour saturation and brightness

• Tag people in your shots

• Add your location

• Notifications

• Following tab – See what people you follow are doing in

terms of liking and commenting and following

• You tab – See who’s followed you, liked or commented

on your pics

• Your profile

• Check out & edit your profile. This is the only place where you can have a clickable link. It’s also the best place to communicate your #hashtag if you have one and use it for curating images to republish.

• Followers

• Who you’re following

• All of your pics

• Locations of your pics (for images to appear correctly on the map, you’ll need to tag the location when you upload your content)

• Photos you’ve been tagged in

Let’s do this!

• Grab your phone and follow these 8 steps to get your Instagram account up and running!

Step 1: Set-up

1. Download the app and create an account

2. Login and check or add your profile photo, bio and website link and hashtag.

5 minutes: Set up

Step 2: Take a photo

1. Use the phone camera or Instagram app

2. Make it square

3. Take a photo!

2 minutes: Take a photo

Step 3: Edit

1. Select and crop the photo

2. Play with filters, brightness, saturation and tools

3. When you’re happy, press ‘Next’ in the top right corner

1 minute: Make it nice

Step 4: Write a caption

1. Be informative: Describe what’s going on

2. Be funny: Make your followers giggle

3. Don’t forget to use your hashtag or other brands’ hashtags to grow the distribution of your image (it’s best practice to include 2 #hashtags in your caption – feel free to add additional #hashtags in the comments section)

2 minutes: Write a caption

@hamiltonisland @Tangaloomaislandresort @Lonepinekoala Image credit: instagram.com

Which #s? Try #thisisqueensland and your RTO #hashtags & #seeaustralia

Step 5: Tag people

1. Tag people or brands that are included in the photo. This is great for tour companies. This will appear in their profile when you click the ‘Tagged’ icon.

2. Tag bigger accounts. The aim is to share your photos with them to get extra distribution of your content e.g.@visitbrisbane, @queensland, @australia. By tagging accounts, you are also saying that it’s ok for them to republish the image (with a credit of course)

2 minutes: Tag people

Step 6: Add a location

1. Turn on your ‘Add to Photo Map’ option

2. Select ‘Name This Location’

3. Add location of the photo (if it appears in the list of locations) or create a location e.g. your business

1 minute: Name this location

Step 7: Share the content

If you’d like to add your Instagram content to your other social channels, feel free to select one or more of the sharing options below.

Keep in mind, that if you do this, the comments and hashtags used in Instagram will also appear in Facebook, Twitter etc.

You can also share the Instagram post once it is live as well. This gives you more control over what copy goes with the Instagram image.

2 minutes: Share your image

Step 8: Push it LIVE!

1. When you are good to go, select the ‘Share’ button down the bottom

2. If you want to add additional hashtags, this is your chance. Jump into the comments and add away. Remember, hashtags should be relevant, so don’t go too crazy!

3. It’s also good to check the comments on your image and take part in the wider Instagram community by liking and commenting on other people’s posts.

1 minute: Post your Instagram image or video

What is a hashtag?

Image credit: http://socialmediatoday.com/redpepperland/1784231/hashtag-

best-practices-what-your-brand-needs-know & www.businessinsider.com

Source: http://nitrogr.am/blog/master-hashtags-on-instagram/

Word or phrase beginning with a # symbol with no spaces or punctuation like #thisisqueensland

Hashtags group conversations about topics making them easier to find, follow and join the conversation

Extend your own brand and distribute your content to certain Instagram interests and groups

#thisisqueensland is a clickable link to related images on a specific topic

Where are #s used?

http://sociallysorted.com.au/instagram-for-business-4-words-you-need-to-know/

Image credits: http://socialmediatoday.com/redpepperland/1784231/hashtag-best-practices-what-your-brand-needs-know & https://dev.twitter.com/media/twitter-tv &

http://blog.marginmedia.com.au/Our-Blog/bid/97247/The-NRL-Grand-Final-and-how-it-leveraged-social-media & https://dev.twitter.com/media/hashtags &

http://blog.hashtagify.me/2013/06/03/how-to-amplify-your-event-with-the-right-hashtag/

• @straddiehotel posts a photo and adds #brisbaneanyday to the Instagram description or 1st comment

• It’s likely that the image will be seen by other Instagrammers that are interested in, living in or coming soon to Brisbane

• Also @visitbrisbane may regram the pic, which promotes the destination

Hashtag Example #brisbaneanyday

Hashtag = content distribution

• Look for hashtags that are relevant to your destination (research in www.iconosquare.com )

• Add popular hashtags to relevant images to grow audience & engagement i.e. #brisbaneanyday (or your Regional Tourism Organisation hashtag) #thisisqueensland #seeaustralia

• Add your own unique hashtag to source content and build a community

• Communicate your hashtag in your profile. Make it easy for Instagrammers to get on board

• Your hashtag should have relevance or meaning to regular Instagrammers

• #CalmYourFarm > too many hashtags or hashtags that don’t make sense will be ignored (especially in the 1st comment)

Source: http://blog.viralheat.com/2013/09/12/instagram-for-business/

Content efficiencies

Think about how the content you are creating or curating in Instagram could be used across other channels

Integrate Instagram into your other channels

• Facebook is an obvious one, but don’t forget to integrate Instagram into your website, blog and other social channels so that your consumers know how to connect with you in Instagram

What kind of content works well in Instagram? • Sunrise, sunset • Road trips, board walks, hiking paths • Landscapes & scenery (beach, mountains, trees,

fields) • View from rooms, decks, roof • Pets, cute animals • New menu, coffee or breakfast, locals’

fave • Behind the scenes, daily life on a farm

stay • Groups enjoying themselves on tour • Meet the team

What kind of content works well in Instagram?

Instagram Photography Tips

Rule of thirds

• Create balance in photos

– Use the grid on your camera, phone & Instagram settings

– Line up a point of interest along 1 of those lines

– Focus the photo on one third

– Work with the square

– Use ‘Square It’ apps for content not suited to the Instagram square

Source: http://fatmumslim.com.au/category/iphoneography/

Image credit: @jewelszee_ @matthewtaylorthomas

Perspective • Gives your images depth and scale

– Use natural lines to guide you i.e. roads, paths, tracks

– Take shots from different heights & perspectives i.e. look up, down, get low

MORE INFO > http://fatmumslim.com.au/category/iphoneography

Image credit: @sea_godess @gradelle @rikerama

Depth of field

• Distance between the nearest and farthest objects in a scene that appear sharp in an image

– Try taking shots from different angles (on the ground is usually a winner)

– Focus your phone / camera on something in particular

– Edit > use the tilt shift tool in Instagram’s editing suite

Source: www.wikipedia.com & http://fatmumslim.com.au/photography-lesson-depth-

of-field/

Image credit: @freshcoatcreative @visitcapricorn

Instagram Video

• Record video (15 seconds max) within the Instagram app or upload your own videos

• Take short segments of videos that are pieced together on your phone & add filters

• Tell a story (e.g. how to feed a kangaroo) or create timelapses with the new Hyperlapse app

Screen shot: instagram.com

Instagram Video For more details on Instagram video, check out this blog from Instagram.

Instagram Video

• Instagram launched their new video app, Hyperlapse, in August 2014. It focusses on capturing high-quality time lapse videos

• You can upload the

content into Instagram as well

Source: http://blog.instagram.com/post/95829278497/hyperlapse-from-instagram

Interacting with the Instagram Community

Comment

Play with #

Follow Interacting with the Instagram community is pretty simple (& fun). Like, comment and share content. Try to do this about once a day.

How can you fit build Instagram into your day?

• Shoot in bulk

• Edit or post direct photos into Instagram

• Use Instagram to help create (or curate) content for your other social and digital channels

• Get involved in the community when you can

Instagram Serving Suggestions • Frequency > 1 – 4 images per day • Consistent > be pretty consistent in how frequently you upload and the style of content you

post • Image description > You can be creative or descriptive. Consider 140 character limits for posting

to Twitter and the number of hashtags you use in social channels like Facebook (where hashtags are still weird).

• Hashtags to consider – RTO hashtags, #thisisqueensland & #seeaustralia – #location & popular instagram hashtags (but try not to be too spammy) – What’s hot in hashtags > http://web.stagram.com/hot/

• How many hashtags is too many? – 1 or 2 hashtags in the image description – It’s really up to you with the secondary comments

Instagram Serving Suggestions

• Be a part of it > Like and comment. Grammers are friendly so get involved in the conversation!

• How do you get people to use your #hashtags?

– Communicate what they are in your Instagram bio

– Chat to Grammers about using your #hashtag in the comments of their related pics

How to repost photos

• Reposting other people’s pics – Use apps like InstaRepost to repost other

traveller’s images from your phone

– You only have permission to use someone’s images if they’ve used your hashtag, they have tagged you in the post or you’ve asked and received permission. You will come into copyright issues if this critical step is missed.

– Remember to credit the instagrammer by using i.e. @elisaparkranger in the first comment or across the image

• Ideally use iconosquare.com (if on desktop). If you’re on your phone, just like content within Instagram

• Search for your hashtag • Like photos where

Instagrammers have used your hashtag

Tick the ‘Save Original Photo’ and ‘Remove Logo’ options. Then click ‘Direct Repost’

Your liked photos will appear at the top. Select the one you want to repost.

• Use a reposting app like ‘PhotoRepost’

• You will see ‘Posts you liked’ from your Instagram or Iconosquare activity

• Select one of the images to repost

• Remember, to repost someone’s image, you need them to give you permission by either using your #hashtag OR by tagging you or giving you approval

Select ‘Open in Instagram’ You are now in Instagram itself. If you don’t

want the credit over the image, select X

Press the ‘Upload’ button in Instagram. Select images from your camera roll on the left.

Credit the instagrammer and note the location of the shot. Include your own hashtag and #thisisqueensland. Tag the instagrammer as well.

Select the image you would like to repost from your camera roll

What is an Instagrammer?

• Instagrammers are Instagram gurus

• They post amazing imagery – perfect for inspiring travellers

• They have HUGE Instagram audiences … @laurenepbath has over 360K+ followers!

• They are invited along to famils with other journalists and bloggers

• They are content creators

• They engage with the Instagram community and their followers

• They share your destinations with their audiences

What is an Instagrammer?

• Here’s some examples of Instagrammers to follow toot sweet

• And here’s 20 Queensland travel accounts to follow on Instagram

@laurenepbath

@rikerama @kellytheobald_ @imlee_ @nathanwhiteimages

@garry_norris @jewelszee @matthewtaylorthomas

How to find an Instagrammer?

1. Use the explore tab 2a. Search for users

Instagrammers, photographers, STOs, RTOs and other tourism brands

2b. Search for hashtags

Promoted # Location# Activity # i.e. thisisqueensland

3. Check out, follow, like and comment on their pics

How to connect with an Instagrammer

Planned famil:

• Ask your community for location tips

• Create the trip with photography in mind

• Welcome the Instagrammer to your region (in real life as well as on social channels)

• Like and comment on their content during the visit

• Re-post and tweet their content (including photo credit and #)

On Instagram:

• Comment on their photos when relevant

• “Love this!” or “This is awesome!” Seriously, that is all you need to do

What is an Instameet? InstaMeets are events happening globally where Instagrammers meet each other, share photography advice and create content together to post on their personal feeds.

Read more about Instameets here Watch an Instameet video here

Source: wikipedia.com / Photo: @andrewtallon & @kgabo

How to run an Instameet? Become an Instameet host (for regular Instagrammers): 1. Select a location or area 2. Pick the best time for the spot (usually at sunrise or sunset) 3. Pick the best day (when are most people likely to come along) 3. What is interesting to shoot 4. Consider creating a hashtag for the Instameet. Add this to your promo image & all communications around the Instameet. 5. Create a promo photo 6. Promote your instameet Post the photo in Instagram 2 weeks out from your Instameet. Promote the Instameet in your other social channels as well. Direct Message local grammers and other Instagram mates. . Create a FREE ATDW event Add your meet to the Instagram MeetUp site 7. Bring some props to make it fun 8. On the day, be the first person at the location 9. Help newbies and beginners with tips 10. Share pics over the next day or days 11. Thank your Instameet attendees (tag them in a photo from the meet)

Apps to help pimp your Instagram content Ta

Average

Camera Pro

Measurement and statistics

– Instagram itself does not provide much in the way of insights (aside from likes and comments on individual Instagram posts)

– Instead you may like to use Iconosquare.com • Who’s following & unfollowing you

• What’s your most engaging content

• Who’s your biggest and most engaged fan?

• Finding trending content

• Feedback for optimisation

Screen shot: Statigr.am

How do I do this Instagram thingy?

• What’s your approach? What do you want to get out of it? How does it fit into to what you do already?

• Download Instagram app

• Get an Instagram account. Think about your user name and hashtag. Should be obvious, consistent across social channels, searchable, easy for Grammers

• Start taking pics and uploading them (comment, hashtags, location etc)

• It’s a social channel. Start following, liking & commenting with the community. Connect with instagrammers in your area.

• Communicate your own hashtag

• Content efficiency > where else is this content relevant? Facebook? Twitter? Website? eNewsletter images?

• Need inspiration? Join @fatmumslim’s Photo A Day Challenge. She gives you a daily prompt which helps to get ideas! For more info http://fatmumslim.com.au/how-to-play/

Thanks so much!

Please leave any feedback in the comments! You can also find me @sosarina

Instagram 101: How to use Instagram for Business

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