Instagram: the social media device that continues to rise in popularity especially amoung the yonger demographic. It is a social networking app which allows users to share photos and videos with people across the globe.The total number of monthly users of the site amounts to a staggering 1 billion!

EXAMPLES OF SUCCESSFUL BRANDS ON INSTAGRAM:

Ben and Jerry’s was one of the first brands to capitalize on Instagram’s influence. They feature visually appealing images of their ice cream variations, it has gained more than 815,000 followers. Ben and Jerry’s has strategically used Instagram to spread “ice cream euphoria” around the world. It has a strong commitment to its brand values and demonstrates this with its focus on building customer connections on a global scale.

Ben and Jerry’s is constantly regramming photos posted with related hashtags, as well as focusing on building brand awareness by promoting new and unique flavors through Instagram to generate buzz. Ben and Jerry’s has also proven Instagram ads’ effectiveness by strategically running them using images of its newest flavors or other enticing pictures. After just four ads, Ben and Jerry’s saw a 20-percent increase in followers. I believe Ben and Jerry’s will remain successful with its Instagram marketing for the foreseeable future.

Nike is without doubt a leading brand on Instagram. It uses the social media platform to connect with its audience in a unique, effective way. They have 82.9 million followers !!!

In 2013, Nike ran arguably one of the most successful Instagram marketing campaigns to date, Nike PHOTOiD, which gave other brands the motivation to think beyond the norms. Nike PHOTOiD let viewers use their own Instagram photos as inspiration for a pair of personalized Nike sneakers. This encouraged engagement not only on Instagram, but also with the brand’s products. Read more about the campaign and technology on the Nike PHOTOiD help page.

Nike continually proves it’s a mastermind of Instagram with its use of breathtaking imagery. In each Instagram post, it not only showcases its products in use, but uses creative images that tell powerful stories. they also, of course have leading athletes like cristiano Ronaldo and Neymar.

Kylian Mbappe won the World Cup, been named best young player of the tournament and been transferred for £200m and has just come fifth in the Ballon D’or awards ahead of football legend Lional messi. It has been an incredible rise for the striker, who has 23.7 million Instagram followers and was virtually unknown this time two years ago. He has become an idol an role model for young people worldwide. As mbappe is only 19 years old, he is an inspiration to those of similar ages (the main instagram demographic). He is endorsed by Nike and promotes the brand frequently on Instagram https://www.instagram.com/p/BqFtgDpF3cY/.

Bumper ads, what are they??

Ad Age states that In a world of short-form content and ever-shortening attention spans, short-form messaging is also necessary. YouTube bumper ads are six second advertisements, placed at the beginning of YouTube videos. These bumper ads are an ad on to traditional campaigns and are available through Adwords and are sold on a CPM (Cost Per Mille) basis. The main aim of bumper ads is to help extend the broader message of an advertising campaign. Notably these ads cannot be skipped.

‘One word, one image, one second is enough for someone to be drawn in’

The purpose of bumper ads is to draw the audience into one specific aspect of the company, and to captivate them in the short time given. The time limitation forces companies to find creative ways of establishing the who, what, and where very quickly. If you keep everything simple: the idea, the narrative, the visuals. You can say a lot if every element is working together

This Jason Bourne ad is a prime example of an enticing and effective bumper ad. It packs loads of action and anticipation into its 6 second slot. The text ‘You Know His Name’ excites fans of the films and the intense action in the clip makes people of don’t know the films want to learn more. For me, this is the perfect bumper ad.

Similarly, Samsung’s bumper ad for their Galaxy S8 also draws the audience in instantly. This ad however is not as action packed. Instead, it emphasizes the beautiful design of the phone, showing off its infinity display and hd wallpaper. The ad is at a concert, showing that the phone will be able to capture unforgetable memories in top quality resolution.

One might “what can a brand say in six seconds?” well evidently they can say quite a bit! wouldn’t you agree?

According to The Guardian, a digital tribe can be defined as a group of people who “hold similar interests and beliefs”.

When you begin to look at consumers as members of Digital Tribes, you need to find new ways of supporting their passions. Businesses market to Digital tribes by

• Creating digital propositions that will attract existing or new Digital Tribes.
• Aiming to have a much deeper connection and conversation with the targeted
Digital Tribes.
• Facilitate dialogue and interaction between members of the digital tribes.
• Identify niche tribes that may be underserved.
• Leverage the Long Tail of content.
• Provide tailored products and services for each tribe.

For me, when thinking of Digital tribes, the first that come to mind are the supporters of sports star Cristiano Ronaldo and Pop band One Direction.

Ronaldo,  being the most followed person on instagram with over 148 million followers, carries a significant digital tribe. His fans are in complete adoration of him and many will listen to his every word.  His sponsors pay a hefty sum for just a single sponsored post on his social media pages as they know it will resonate with thousands of fans that will try the product just because cristiano is endorsing it. Hookit estimates that Ronaldo has more than 2.3 million social media interactions and views per post. Those interactions generate $1.8 million in value per sponsored post for brands like Nike. And according to social media research firm Izea, Ronaldo has made close to $400,000 on each of his sponsored posts on Instagram in 2018.

Continue reading “MARKETING TO DIGITAL TRIBES” →

Hi everyone, I am a second year marketing student in CIT. I am from Cork and work as a hotel waiter part time in The Celtitc Ross Hotel.

Here, I will share with you my blogs regarding social media marketing.

Good company in a journey makes the way seem shorter. — Izaak Walton