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How Chatty Filson Wins Followers on Instagram

With favorite hashtags #UnfailingGoods, #FilsonLife, and a wide variety of content that includes everything from John Muir quotes coupled with gorgeous shots of the PNW to more practical posts like new store announcements, Filson uses their Instagram account as a newsletter for their audience, a source of outdoors-oriented inspiration, and a way to rep the quality of their products.

It’s clearly working, because Filson’s earned an engagement rate of 441.3% among followers. The brand’s doing a lot of things right, but I found one tactic particularly striking – and relevant to every other brand out there trying to win at Instagram.

Filson’s Instagram Snapshot

Filson (1)The Company

C.C. Filson did it all – homesteading in Nebraska, working as a railroad conductor, and finally moving to Seattle in the 1890s. Capitalizing on the Great Klondike Gold Rush, Filson began selling sturdy equipment to prospectors, and the company he founded eventually gained a worldwide reputation. Today, Filson still believes that “comfort, protection, and durability never go out of style.”

What The Data Tells Us

Check out the most active commenters on Filson Instagram posts from January 2014 until the end of May:

Screen Shot 2014-06-17 at 12.52.17 PMFilson itself is the top commenter – by a landslide – which surprised me. What’s going on, I wondered?

What They’re Doing Well

So I began diving into the comments sections of posts themselves, and finding threads like this one:

Screen Shot 2014-06-17 at 12.54.23 PMWith 352 comments on the 178 posts it’s put up between January and the end of May – a rate of almost 2 comments per post – Filson’s sporting a pretty sizable rate of response and interaction with followers.

This strategy of attempting to answer any and all product questions in a conversational and timely manner is a smart way to drive engagement, recognize involved audience members, and even enable sales.

What does your response rate look like?

How often (and authentically) are you engaging with your audience base on Instagram? What kind of success – or disappointment – have you seen with this strategy? Shout it out in the comments below.


Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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