Instagram tool can boost fashion's social networking

Consumer brands not taking advantage of social networking tool Instagram are potentially missing the chance to reach new customers in an exciting way, says search agency Punch Communications. Instagram launched in 2010,

and in the space of two years the free photo sharing programme has gained more than 30 million members who have uploaded more than 400 million photos.

Frashion brands that share images on Facebook and other platforms alongside an update typically receive up to 80 per cent higher engagement levels than on a post without an accompanying image. In addition, using innovative filter functions, such as those available on Instagram, makes images more interesting, personal and appealing to consumers.

Pete Goold, managing director of Punch Communications, specialists in social search and other integrated PR services, said: “Instagram is a simple tool to use and with added functions like the hashtag and filters, it makes images more visually appealing and also easy to find.

“Due to the increase in mobile social network usage, and in-built cameras being a common feature of a smartphone, interaction levels are extremely high; with the amount of people using the free tool, brands that sell tangible goods like fashion products or other image-driven items are missing out on reaching consumers if they don’t choose to use it. Brands of this type that are already utilising social networking sites would be wise to add Instagram into their digital strategies to increase levels of engagement and brand awareness in a creative way.”

Companies like Burberry and Nike are avid users of the application, and have seen their Facebook likes increase drastically, with Burberry's likes increased with nearly 100,000 and Nike up 6,399, according to research by Simply Measured.

People take photos of their life and their work. So, they are taking images of products they bought and are wearing. This provides a tremendous opportunity for b2b marketers to curate, promote, and engage their most avid customers, for example "how I wear my Nike's."

Image: Instagram