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May 08, 2021 Saturday 05:07:15 AM IST

How Brands Use CARE to Stay on Top in Instagram

Statistics is often dry and unattractive to many no doubt.  Sometimes, if we pore deeper into facts or data that make up the statistic, it may be an interesting affair altogether.  One such is the fact that Instagram leads the table among top brands in Instagram platform with 390 mn followers. On the other hand Linkedin, Twitter or Facebook doesn't have great following on their own platforms. Facebook on Facebook has around 20 million followers compared to 392 million for Instagram on Instagram. An analysis of top brands on instagram is a must for business houses trying a hand at effective social media marketing.

The tagline of Instagram itself is impressive, 'Bringing you closer to people and things you love.' I was curious to know about what makes Instagram’s page such a hit. I stumbled across a daschund named Rowdy using a skateboard to climb down the steps without falling and it is also not behind in pushing messages of social relevance such as the recent one on vaccination featuring an illustration by Designer Thanh Evan Nguyen. 

Then, I quickly moved into the second in the list and it was my favourite Nat Geo and I quickly pressed on the follow button without a thought. It gives the same experience as reading your favourite National Geographic magazine or a scaled down version of a Nat Geo TV. Nat Geo may be the right place to be in social media if you want to keep of distressing news, hate news or simply irrelevant posts and shares of people.

Fifty percent of  toppers on instagram charts are all sports brands and ofcourse Nike in third position. And what I found was amazing videos of people irrespective of their plus-sizes enjoying sport including roller skaters in Long Beach or the touching message that all mothers are the toughest athletes. They are fatigued all the time from carrying extra water and a baby inside their bodies or the story of the wheel chair basket ballers of Afghanistan which are stories that inspire anyone into sport. 

Powerful Branding 

Success in social media marketing is all about connecting the brand to the everyday lives of people and creates delight, happiness, joy, curiosity to know more, make ordinary people heroes. If print advertisement are more about celebrity endorsements, ‘number one’ claims and sometimes comparisons, social media marketing has shown to be touching an emotional chord with people which is helping them in corporate branding.  

FCBarcelona never loses an opportunity to strike with Lionel Messi and mid fielder El Iniestazo in their lineup. FCBarcelona on Insta doesn’t fail to capture all those thrilling moments.  Basically, a mobile app with focus on the visual, Instagram appeal s to all age groups and hence the corporate brands rushing to this platform to have their presence felt by consumers.   What is amazing about RealMadrid on Insta is their amazing special effects that keep the visitor to the page mesmerized. 

While sports dominates the Instagram top 10, lingerie brand Victoria Secrets stand out in its ability to celebrate motherhood and  feel good with the most trending designs of fabric and innerwear. Their videos and posts reflect their core value of producing lingeries that are ‘made to be seen.’ Not to forget the impactful videos and posts of NASA or 9GAG’s tag line, ‘go fun the world’ that keeps them in the top 10 brands. 

One mantra for success in social media marketing is CARE- an acronym for Celebration, Action, Relevance and Emotion/Empathy.  Celebration in its broadest sense – celebration of life, Action- that captures the dynamic trends in industry, Relevance- messages of relevance to the consumer and lastly emotion- that connects with the needs, aspirations and concerns of the consumer. Number of posts don’t have a direct bearing on the number of followers which point to the importance of the CARE parameters which is about quality of content that drives engagements in social media. 

Sreekumar Raghavan

Sreekumar Raghavan is an award-winning business journalist with over two and a half decades of experience in print, magazine and online journalism. A Google-certified Digital Marketing Professional, he specialises in content development for web, digital marketing and training, media relations and related areas. He is the recipient of MP Narayana Pillai Award for Journalism in 2001 and holds a bachelors degree in Economics and Masters Degree in Mass Communication and Journalism from Kerala University.





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