a winning strategy for

Instagram
marketing
By Michael Scissons
co-founder @ FlashStock

We create beautiful images

for marketing.
Create original photos for your brands
Instagram prole at
http://www.ashstock.com

20%+

300+ Million

of all internet
users between
18-65

70+

million photos
uploaded daily

Monthly Active Users

Instagram Key
Facts

90%

available in

of users under the

age of 35

25

languages

70%

average user
spends

of users outside
the USA

257

min per month

90% of
information
transmitted to
the brain is
visual
13

milliseconds

67%

The brain
processes visual
information

60,000 faster
than text

Our eyes can

register 36,000
visual messages
per hour
Jensen, 1996

3M Corporation, 2001

Visual
Marketing Key
Facts

93%

Content with
relevant images

94
percent

of consumers say

is the time it takes clear images carry

of human
for the human eye more weight than
to process an
product customer communication is
non-verbal
image
ratings

more views than

content without

-Harvard, 2003

-Skyword, 2011

-MIT, 2014

gets

Why Instagram
is Important
(Canada)

49.8%

of millennial Instagram
users rank Instagram
in their top 10 channels
to discover new
products
- FlashStock Consumer Survey 2014

58.6%

of millennial Instagram users

report being more likely to
remember a great brand on
Instagram over the brands
television commercial
- FlashStock Consumer Survey 2014

28.2%

report purchasing
a discovered
product in the last
6 months
- FlashStock Consumer Survey 2014

Men were 11%

more likely to
say Instagram
over women
- FlashStock Consumer Survey 2014

Why Instagram
is Important
(USA)

45.6%

of millennial Instagram users report

being more likely to remember a great
brand on Instagram over the brands
television commercial
- FlashStock Consumer Survey 2014

47%

of Instagram users rank Instagram in

their top 10 channels to discover new
products
- FlashStock Consumer Survey 2014

21.8%

report purchasing
a discovered
product in the last
6 months
- FlashsStock, 2014

Among 18-24
year-olds, those
earning $50-74K
picked Instagram
more than those
earning $25-49K

Instagram
evolves brands from
conversationalists to

visual
storytellers

Instagram Adoption Curve

Stage 1
Beginner
We need to be on
Instagram!

Campaign
experimentation
Planning &
understanding
audience
Inconsistent photos
and stories
No strategy
No promotion or
integration

Stage 2
Intermediate

Stage 3
Mastery

Instagram Adoption Curve

Stage 1
Beginner

Stage 2
Intermediate
We are on Instagram
and know why

Campaign
Integration
Proactive and
reactive strategy
Original
photography that is
Inspirational
Consistent
Authentic
Transportive

Stage 3
Mastery

Instagram Adoption Curve

Stage 1
Beginner

Stage 2
Intermediate

Stage 3
Mastery
Instagram is a known
entity in our marketing
mix

Stories, themes, and

character aligned
ROI measured and
aligned
Instigated through
paid promotion, ecommerce, web etc.

Brand Adoption By Vertical

Luxury

Stage 3
Mastery

Media

Apparel

Automotive

Alcohol

Technology

Stage 2
Intermediate

QSR

FMCG

B2B

Financial

Stage 1
Beginner

*Qualitative research: FlashStock, Nov 2014

Insight & Objective

Choose A
Themes
Photography Guide
Measurement
Promotion

Gives you wings.

Be a hero.

To bring inspiration
and innovation to
every athlete* in the
world.

Insight & Objective

Choose A
Themes
Photography Guide
Measurement
Promotion

Your brand insight should be

consistent across all channels,
including Instagram.

Insight & Objective

Choose A
Themes
Photography Guide
Measurement
Promotion

Research competitors and

vertical amateurs to understand
how your insight can apply.

Insight & Objective

Choose A
Themes

Objectives

Photography Guide
Measurement
Promotion

Product
Discovery

Loyalty &
Revenue
Growth

Reach &
Frequency

Archetypes

Archetypes represent fundamental human motifs of our

experience as we evolved; consequentially, they evoke
deep emotions

Themes

Clusters of focus areas for the brand in which the brand

is presented and known for.

Occasions

Photo Guidelines

Specific moments of time that capture both the

Archetype and Themes of the brand.

Visual rules for consistency.

Freedom
FREEDOM
Choose Archetypes
OUTLAW
JE
ST
ER

E
OR
PL
EX
R

CR

EA
TO
R

CAREGIVER

HERO

CI
I
AG

EV
E

AN

RY
MA
N

IN

NO
NT

CE

SA
G

EGO
Ego

ER
V
O
L

RULER

ORDER
Order

SOCIAL
Social

FREEDOM

Example Archetypes
OUTLAW
JE
ST
ER

E
OR
PL
EX
R

CR

EA
TO
R

EGO

ER
V
O
L

CAREGIVER

HERO

CI
I
AG

SOCIAL

EV
E

AN

RY
MA
N

IN

NO

SA
G

NT

CE

RULER

Special Thanks to Carl Golden

ORDER

*editorial allocation. No brand involvement

Develop Themes

Occasions

Escapism

Jester/Explorer
Modified

Active

Culture

Source

Themes are the pillars from which your

brand can build occasions.

Create Occasions

Occasions

Escapism

Jester/Explorer
Modified

Active

Culture

Source

Classic Storytelling Pillars

The Ancient Greeks implied there were only a few basic

themes a brand can Instagram about.
Desire for
Justice

Desire for
Love

Desire for
Order

Desire for
Pleasure

Fear of the
Unknown

Fear of
Death

Challenge
of Morality

Desire for
Validation

Photography

Jester/Explorer
Modified

Occasions
Consistent Escapism
Instagram

Source
Active
Culture
photography
starts with great
photo guidelines.

Feminine
1

Masculine
3

Modern
1

Classic
2

Simple
1

Complex
2

Young
1

Mature
2

Playful
1

Serious
2

Subtle
1

Obvious
2

Luxurious
1

Economical
3

Loud
1

Quiet
2

Cool
1

Warm
2

Promotion

Paid content is
currently in Beta
with closed
customer set.

Like, Hashtag and

engage to be be
discovered.

Paid Media

Web
Integration

Community
Engagement

Great
Content

Integrate photos
into your website
experience.

Great content
drives promotion.

Measurement

The dierence in
spending
habits followers vs
non followers

Instagram's ability
to drive higher
recall, loyalty and
awareness

Product
Spending

Propensity
to
Recommend

Instagrams ability
to drive enhanced
product
recommendations
& referrals

Loyalty

Media
Value

Instagrams ability
to drive media
value to followers

Engagement

Likes
Creative

Posts

Instagram Commandments
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Photographer rst, marketer second

Be authentic, sensory and relevant
Appeal to consumers desires
Build emotional connectivity
Be bold about brand through occasions
Dont steal images, get proper rights
Measure and benchmark your KPIs
Develop and live your photography guidelines
Post only high quality content
Deliver what your audience wants

Ready for Instagram?

Contact us at insta@ashstock.com
and let us help you get going with free
materals and insights.

Contact Us