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How to Use Instagram to Promote Your Business

September 19, 2013 by Rosemary

By Brittany Thorley

They say a picture is worth a thousand words, but can the latest social media phenomenon used by a host of celebrities, budding photographers and snap happy users alike be the key to driving traffic to your website?

The social media sphere has become awash with image-based websites like Pinterest, whilst other social favourites like Facebook and Twitter are making it easier to upload and share your favourite snaps. While 54% of major brands use Instagram for promotional reasons, many growing businesses don’t consider using Instagram to market their products or services.

Using Instagram for business

Getting Started with Instagram

Setting up an Instagram business account and incorporating this social favourite into your social media marketing strategy couldn’t be easier and its features ensure you can get and stay connected with existing and potential customers and clients in a fun and frivolous way that still has your business ethics at its heart.

Instagram takes you through the setting up of your profile step-by-step, covering everything from choosing an account name and filling out your bio to adding other social networks and getting started with their photo editor and sharing features. When deciding on your Instagram account name, we recommend using a name similar or exactly the same as your Twitter handle to make it easier for fans and potential customers to find and follow you on multiple platforms. We would also advise downloading the app to make maintaining and updating your Instagram account less of a chore and more spur of the moment!

Instagram also hosts its own ‘Instagram for Business’ blog, which is regularly updated with tips, news and examples of how other businesses, both big and small, use Instagram to drive traffic and subsequently boost sales.

Striking the Right Balance between Fun and Business

A successful Instagram business profile has a mixture of fun images and business-focused additions; we would advise telling the story behind your brand to make it an engaging and fun journey for your customers that still essentially means business. Use the stories of your workforce to add a personal approach. Instagram has a number of helpful options for tracking engagement and the success of individual images, so test the water in the first few months and see what your audience likes best.

More than Images

In addition to uploading and sharing images, you can also use videos to market your business identity and values. These videos can be embedded into your on-site blog and shared via your other social media platforms to create engaging content, cultivate a following and extend your reach.

Be a Trend Follower and a Trendsetter

Instagram uses the same system as Twitter and uses hashtags (#) so that users can follow trends and be a part of the wider community. Keep an eye on what’s trending and use this to influence what you post, and tell your own story with your own hashtags. Use Instagram’s like and comment features to connect on a more personal level with new followers, ‘like’ other users’ images and engage with them with genuine comments.

How Often Do I Post to Instagram?

Like Pinterest, you don’t have to post on Instagram on a daily basis. In fact too much posting can actually do more harm than good and will over-occupy the news feeds of your followers and lead to quite a few ‘no follows’. Instead use your profile to post whenever you feel that the content is a valuable addition and aim to inspire potential customers and clients with your updates – remember with Instagram and any social media marketing strategy, the focus should be on quality, not quantity.

How are you using Instagram for your business? Post your account handle here, if you’d like to share.

Author’s Bio: Brittany Thorley is a social media marketing expert at Think Big Comms, a PR agency with a difference that specialises in ethnic marketing strategies.

Filed Under: Marketing /Sales / Social Media Tagged With: bc, Instagram, photography, social-media

5 Brands Using Instagram to Grow their Business

July 25, 2013 by Rosemary

By Ryan Harris

Analytics company Nitrogram recently released a list of the the top 50 brands on Instagram. Rankings included numbers of followers and mentions on the popular photo-sharing site.

At the top of the Nitrogram 50? Nike, Starbucks, Forever 21, the NBA, and Adidas.
These brands have hundreds of thousands – even millions – of followers who post their own photos with the brands’ hashtags.

#Awesome. But what do these brands have in common that helps them succeed on Instagram? Take a look at the top 5 brands on Instagram to find out what they’re doing right.

1. Nike

Number of followers: +1.8 million
Number of mentions: +14.2 million

What’s Nike doing right? The answer is simple: high-quality photos and videos with inspirational captions. Uploads include colorful Nike sneakers, action shots, and athletes in Nike gear. A recent post, a close-up of a flexed foot in a lime green Nike running shoe, is simply captioned “Innovation is the antidote to limits.”

Nike Instagram photo

Photo credit: http://instagram.com/nike#

But Nike isn’t number one just because of its photos. The brand is integrating Instagram with their business in innovative, exciting ways. Nike PHOTOiD allows users to design their own custom Nike footwear based on their Instagram photos. Just upload an Instagram, choose a Nike shoe, and check out a unique design based on the colors in your photo.

2. Starbucks

Number of followers: +1.3 million
Number of mentions: +3.6 million

Starbucks sticks to the classic Instagram formula: simple pictures that somehow look both artistic and amateur. Starbucks’ uploads aren’t glossy, in-your-face advertisements. They’re photos with artsy angles, muted filters, and simple subjects. This post, captioned “Enjoy the little things,” shows a flower-filled Starbucks mug in front of a stack of unfinished canvases.

Starbucks Instagram Photo

Photo credit: http://instagram.com/starbucks#

But Starbucks’ greatest strength on Instagram? Their lack of self-promotion. Most of Starbucks’ posts include minimal references to the brand. One, a summery shot of an iced coffee by a fountain, is only recognizable by the ubiquitous green straw. Some, like a photo of a father and daughter playing in the ocean, don’t have any brand references at all.

3. Forever 21

Number of followers: +1.5 million
Number of mentions: +1.6 million

Forever 21’s young fan base lends to their success, since most of Instagram’s users are between 18 and 29. But Forever 21’s photos are classic Instagram, too: artsy snapshots with vintage filters. Many of Forever 21’s uploads show partial shots of complete outfits — the post below depicts just a pair of bright blue pants and a hand with a matching manicure.

Forever21 Instagram

Photo credit: http://instagram.com/forever21#

Another one of Forever 21’s strengths is its use of Instagram to interact with customers. Rather than just posting photos of their products, Forever 21 encourages fans to upload their own ensembles for the chance to be featured on the brand’s Instagram account. Fans get instant Instagram fame– and Forever 21 gets more followers and more mentions.

4. NBA

Number of followers: +1.2 million
Number of mentions: +2.4 million

It might be a surprise to see the NBA among the best brands on Instagram – basketball fans and photos with soft, artistic filters don’t seem to mesh. But the NBA’s Instagram account proves that they don’t have to. The NBA’s posts are typical sports photos: close-ups of athletes in action with minimal editing and no-nonsense captions, like this photo of Dwight Howard.

NBA Instagram Photo

Photo credit: http://instagram.com/nba#

The NBA faces a unique challenge on Instagram: keeping the attention of its fans and followers even after the season ends. The NBA accomplishes this by capitalizing on current events. Recent posts include NBA trades, ESPY award winners, and the off-season activities of its biggest stars; one shows Miami Heat player Chris Bosh on a trip to India.

5. Adidas

Number of followers: +799k
Number of mentions: +3.2 million

Adidas, which competes with top brand Nike in the athletic wear market, takes a slightly different approach. Their photos lack the artistic quality of Nike’s, instead trying for simplicity and consistency. Many of Adidas’ recent posts, like the one below, show nothing but a pair of Adidas shoes on a black background. They focus on the product rather than the presentation.

Adidas Instagram Photo

Photo credit: http://instagram.com/adidas#

Adidas also jumps on popular Instagram trends like #tbt, or Throwback Thursday, to promote their brand. Each week on Throwback Thursday, millions of Instagram users post old pictures with the caption #tbt. On a recent Thursday, Adidas posted a #tbt of several classic Adidas shoes, inviting followers to comment with their favorites.

Want to make the most of Instagram for your brand but not sure where to start? Take the lead from some of these big brands and apply them in the same way. Take simple photos and pair them with memorable captions that evoke a certain feeling you want to associate with your brand. Or go the way of Starbucks and go less promotional, more personal, which is what Instagram does so well thanks to its photo filters. Above all, be ready to engage with your customers by encouraging interaction with your posts, and maybe even asking for user submitted posts.

Author’s Bio: Ryan Harris is an Internet marketing strategist and copywriter who specializes in working with businesses large and small to develop strong brands. He writes for a wide array of tech sites including DSL.com. Connect with Ryan directly via email.

Filed Under: Marketing /Sales / Social Media Tagged With: bc, Instagram, personal-branding, photography, social-media

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