Social media marketing professionals aspire to stay ahead of the curve when it comes to innovative and new platforms. For those marketers who saw Instagram as a potential business asset and jumped on board early, content ROI proved they were the smart and lucky ones. However, now that every social marketer understands that Instagram isn’t a one-night stand, the service should get the complete social marketing treatment, laden with roses and chocolates.
Recently, several analytics systems have entered the market looking to help brands generate additional leads on Instagram through custom content. For example, Nitrogram, a funded marketing and social engagement platform, helps brands analyze and evaluate their Instagram strategies to improve earned media on the site.
“Brands are excited to get access to the photos around their products,” Nitrogram’s co-founder Gabriel Hubert told TechCrunch. “They want to engage with customers, through campaigns like Ben & Jerry’s #captureeuphoria photo contest.”
The service already signed four of the leading 10 brands on Instagram, and confirmed that its user base grows by 20 percent weekly. The significant growth experienced by Nitrogram shows that marketers continue to look for ways to diversify their content output, focusing on visual media that can circulate on sites like Instagram and Pinterest.
Nitrogram offers users a variety of benefits.
- Detailed analytics outlining account activity, reach and engagement.
- Performance metrics around hashtags.
- Search capabilities to help find specific users by hashtag and location.
- Create photo galleries easily and integrate posts to Facebook.
- Exportable reports to show month-over-month growth.
Brands may be slow to embrace Instagram, but the practice can show off corporate culture effectively, giving a face to favorite brands. Grant employees access to the account, and allow them to snap shots throughout the day to show fun and interesting activities. Instagram gives companies the chance to invite the world into their day-to-days, but what type of Instagram strategies work?
Brands should approach Instagram similarly to how they manage Pinterest marketing campaigns. Visual media plays a key role in lead nurturing, so make sure published content builds a narrative. When users login to Instagram, scroll through pictures and gain an understanding of the brand, they will likely visit the account again in the future. Pepper in a few infographics and sales-y posts, and conversion rates may even increase.
