Not long ago I mentioned in this blog that it seemed Instagram wants to delight and surprise us with updates and new features every month. Well, it is a fact. On the 27th of April Instagram announced the introduction of three new filters and, please play attention, emoji hashtags.
For many this new feature would seem irrelevant. For those of us who are closely following the moves of the platform confirms the interest of Instagram and Facebook to boost the use of the new visual language by providing more tools to color its “grammar”.
It comes as no surprise that Interior Design is the second highest interest area of Instagram users by sector (source Iconosquare), only behind fashion. There are two powerful reasons: First, because interior design is a highly visually attractive sector, and second because all of us love to daydream about the perfect place to live.
It seems Instagram wants to surprise us with a new feature or app every single week. Something really exciting for users and brands alike that also tells us about their efforts to make Instagram the coolest social media platform.
Before jumping into the new features, I would like to remind that one of the most important lessons we can learn from Brands that are successful on Instagram is the style consistency.
Instagram hashtag rules have changed.
On March 27th 2015, Instagram announced on its Facebook account that
“Beginning today, the photos and videos you see on a hashtag page are sorted by the order they were posted. This means that if you add a hashtag to an older photo or video, it will appear further down the page between other photos or videos that were posted around the same time. Previously, photos and videos were sorted by when the hashtag was added [not when the photo was posted].”
When the Autumn-Winter 2016 fashion weeks were coming to an end I read an article by industry veteran Cathy Horyn that shocked and really made me think. “The rise of mobile fashion was making everything flatter.” The article stated that several designers have noticed “the need to reproduce a lot of clothes, and to sell them over portable devices like tablets, has produced flat-looking fashion, with pricey embroidery often used to grab consumers’ attention — call it mobile fashion.”
With 300 million monthly active users, 48 million in US, many brands have noticed the power of Instagram to reach their audience. But mastering the platform is another thing. Truth be told, just few brands have truly understood the network, its audience and its rules.
With this article I want to start a series to guide brands on how to be successful in the social network of 2015.
Let’s start with the very basic stuff anyone should not do on Instagram.
Spoiler alert: once you read them you may say: “of course, it makes sense!” but you’ll be surprised how often these mistakes are repeated.
In business consistency builds trust and trust means business. This affirmation is general knowledge in business practice. And it should be applied “consistently” in everything related to your brand, including social media that is your shop’s window to the world.
How are you communicating your brand on Instagram? Are you consistent?
February is the month of love, chocolates and fashion weeks. By now we have seen Paris Haute Couture, Madrid, New York and London Fashion Weeks. I must admit, I’m thrilled with the new designers and their collections for the next season. I’m even more thrilled today to discuss the lessons we can learn and apply from fashion’s pioneering work on the Instagram platform.
Instagram and fashion have held hands since the very beginning of the app. Back in September 2013 Instagram CEO, Kevin Systrom pointed out at the London Fashion Week that Instagram was already used as a marketing platform for fashion people — A free marketing platform, with new and consolidated designers using it to get their collections out into the world. “We never set out thinking of Instagram as a platform for commerce, but in some ways Instagram is becoming that for folks in fashion,” Systrom said.