Today, we’re kicking off the #SimplySocialAwards!
Over the next four weeks, we’ll be asking you lovely people to help us recognize brands that are crushing their social strategies.
Here’s a breakdown of the categories by week:
- Week 1: Best Instagram Strategy
- Week 2: Best Social Content Strategy
- Week 3: Best Video Strategy
- Week 4: Best Brand Personality
This week is all about the ‘gram. Our marketing team narrowed it down to four brands with exceptional Instagram strategies. Now it’s up to you to help us decide who will be crowned winner. We’ll be tallying your votes until Friday, so get ’em in!
Can’t decide? Here’s why these brands were nominated.
The New York Times
The New York Times is the most discussed news publisher on social media, the most cited, and one of the most linked news sources across the Internet.
The New York Times uses Instagram to tell “stories in photos,” as its Instagram bio reads, and reach a younger audience.
The New York Times posts high-quality images and lengthy captions to keep its audience up-to-date on current events like the recent east coast blizzard.
But that’s not all: The New York Times uses Instagram as a conversion tool, directing followers back to its site and the larger stories behind the pictures. The New York Times does this by mentioning its link-in-bio, which is often a have2have.it link: a magazine-like middle ground to move people from Instagram to articles of interest on The New York Times site.
Airbnb uses Instagram and Instagram Stories to take its audience around the world, and leverages influencers for authentic flavor.
And it’s working! In 2017 so far, Airbnb has racked up over 3 million in total engagement from just 141 Instagram posts.
But Airbnb thinks beyond engagement to creating immersive experiences for its Instagram audience, like its Instagram Story which featured influencer @SongofStyle visiting Paris for Fashion Week and giving users a tour of her room and the neighborhood where she stayed.
Tone It Up
Tone It Up inspires its fitness community with polished videos and humorous and motivational quotes.
Tone It Up also features customer/community results on its Instagram profile.
The focus here is cultivating a strong and engaged community on Instagram. Tone It Up’s followers are so devoted that they often create Instagram profiles solely devoted to their efforts with the Tone It Up program.
These community members become micro-influencers in their own right, helping spread the gospel of Tone It Up. Tone It Up also consistently uses Instagram Stories to connect and engage with its audience, spilling the details on recipes, workout routines, and behind-the-scenes gaffes.
Disney is killing it on Instagram! The brand generated ten times more engagement in February 2017 as compared to all the other Forbes’ Most Valuable Brands combined, capturing over 91% of total engagement.
Even on a per-post basis, Disney received 3.5 times higher engagement than the next brand, Google, in February 2017.
Disney posts a mix of photos and videos (40% of their posts last month were videos). The brand makes sure to keep its Instagram feed exciting by mixing media types and using the newest platform features–like the carousel photos format and Instagram stories–to provide their audience with the best possible experience.
Disney’s target market is not limited to children. Their focus is on the whole family: from children to teenagers, and even adults. As Walt Disney himself once said:
“You’re dead if you aim only for kids. Adults are only kids grown up, anyway.”
This multi-generational focus is evident in their ads, movies, and Instagram feed, which has something that appeals to everyone–from celebrity pictures to Winnie the Pooh with his honey pot.
Don’t forget to cast your votes above! We’ll announce a winner every Friday. Tune in next week to vote on the best social content strategy!