SM Trends 2019: Micro-brands soon will dominate in Instagram
Instagram favors interaction and storytelling, and it is quite different from other news-oriented social media platforms. This is why it has become one of the best content distribution channels for micro-brands...
If you look at how Instagram has evolved over time and continues to, you will notice something quite unique to this platform. Being a true social channel, Instagram favors micro-brand marketing and, in fact, we see quite an explosion of small companies and brands on the platform.
Instagram favors interaction and storytelling, and it is quite different from other news-oriented social media platforms. This is why it has become one of the best content distribution channels for micro-brands.
“I think this mass of micro brands with massively efficient marketing are, in aggregate, having a much bigger impact than anyone thinks,” Scott Belsky wrote. “Using hyper-targeted marketing, just-in-time manufacturing and social media, these brands find and engage their audience wherever they may be.”
One of the most successful micro-brands that was able to grow almost overnight thanks to Instagram is MVMT, a crowdfunded fashion watch designer. Instagram was a great choice, considering that it delivered a two times higher engagement rate and 75 percent stronger brand awareness and brand recall than other platforms.
“Instagram was not only able to integrate seamlessly into our day-to-day ad management by combining placements, but it also improved cost per action by 20 percent” said Steven Dinelli, ad manager at MVMT.
There are also a lot of companies and brands that act just like media companies. They have created and maintained large communities of followers and fans with whom they share their successes and news.
One of these brands is @Dunk, a basketball community that creates high engagement, thus attracting millions of followers. Its success depends on this huge community, but also on the quality of content it promotes via Instagram.