Instagram Marketing Strategy

Instagram is coming of age as an established media channel for brand communication and whatever your size or shape, if your business is visual or photogenic, Instagram is a great way to connect with your younger, passionately communicative audiences.

What is Instagram?

Instagram is a mobile app for photo and video sharing. It connects with major social networks such as Facebook, Twitter, Tumblr and Flickr in order to allow users to disseminate content. It launched in October 2010 and was acquired by Facebook for $1 billion in April 2012. Instagram images are always square format, and often have a vintage feel through the use of its range of special effect filters.

Who uses Instagram?

Currently, Instagram has over 200 million monthly active users, and 13% of all internet users are on Instagram. Key facts for Marketers are that 88% of users are under 35, and 68% are female.

Why do people use Instagram?

Yes, Instagram is a haven for the narcissist, with over 48 million uploads tagged #selfie. But for the Marketer, there is also the chance to connect with people who have a passion for what you offer. Instagrammers regularly search hashtags for things they are interested in, from animals to designers to hobbies, places and food. Indigo Multimedia has been working with a number of clients to identify ‘passion tags’ that relate to their business and gain exposure to potential customers by being in their chosen space.

Ideas to get your Instagram Marketing Strategy started

Instagrammers use hashtags to promote their photos to others with similar interests. There is no limit to the number of hashtags you can add to a photo or video so when you’re starting out, identify words that you associate with your brand or product and use them liberally e.g.

Join the biggest conversations e.g.

Brands are starting to use Instagram as a discreet Marketing channel for a particular type of customer. Topshop creates unique content with secret offers, deals and discount codes. Indigo Multimedia Digital Strategist, Caroline Greener, helped University of Sunderland Students’ Union to build its Instagram following with a #selfie competition for #freshers

Invite your fans to contribute and evangelize for your brand. Time Magazine invited New York Instagrammers to upload images tagged #TIMEwireless and published the best in the magazine. Starbucks rewards Instagrammers who take pictures of their autumn flavour coffees and tag #itsfallwhen – perfect for people who adore pumpkin spice latte! Indigo Multimedia is currently working with top-50 online interiors retailer RE Found Objects to capitalize on the love and loyalty people already have for its brand in order to spread the word about its unique products.

Combine offline and online. Following a Social Media Workshop by Indigo Multimedia, Seven Stories, the National Centre for Children’s Books set up a photo station in the hugely popular Gruffalo exhibition with a sign asking that people upload photos to Instagram and Twitter tagged #byebyegruffalo. They were astonished with the response and were able to connect with many new fans through the hashtag.

For any Marketer working towards a Multichannel Marketing Strategy, Instagram offers a range of potential comms benefits. Hopefully these short tips will provide inspiration to get started.

For more detailed information or to access dedicated Digital Marketing consultancy services, call Caroline Greener at Indigo Multimedia on 0191 209 2100. We are happy to offer free initial consultation, and have a range of affordable Social Media Training or Consultancy services. 




TAGS : e-marketing, social media, web


North East Digital Awards Winners




ONE North East, Shell LiveWIRE, UK Sport, Adidas, NHS, Newcastle United, Durham County Council, Business Link, NECC, Electrolux, Sir Robert McAlpine, RSPB



176 New Bridge Street
Newcastle upon Tyne

t: 0191 209 2100
f: 0191 209 5700





Next Previous


Such good news! NewcastleGateshead @NGinitiative will host the #GreatNorthExpo2018 ! The world is in for a reet treat :-)
Essential for #northeast parents NHS child health app by @indigo_digital an amazing potentially life saving tool
something to do on your #InternationalCoffeeDay break - find £30M savings in #Newcastle budget with our online tool
what would you cut from #newcastle #budget using interactive tool dev'd by @indigo_digital #ThursdayThoughts
RT @LostboxNE: PLEASE HELP! Missing in #Jesmond #Newcastle. Recently rehomed, 16 years old and deaf so EXTREMELY VULNERABLE. RT! https://t.…
81 people so far have set #newcastle #budget using interactive tool dev'd by @indigo_digital what would you cut?
live in the north east and take care of little ones under 5? download NHS child health app by @indigo_digital
Parents in the #northeast should download the new NHS child health app developed by @indigo_digital #indispensable
regional launch of @NHSEnglandNorth childhood illnesses app - we are proud to have helped to develop
RT @NGinitiative: Spectacular opening and closing events planned for #NewcastleGateshead bid to host #GreatNorthExpo2018
Nice to get a mention as the developers of this brilliant app for #NHS :)
3 design trends redefining the way we drive | Age of Design
RT @audienceagents: Good morning all! Read @penelopemills blog from day one of #amaconf here's to another great day…
RT @penelopemills: Maybe the approach is to offer entry points for individual communities but with a vision of integration over time #amaco
Defining questions is the key to exploring data #amaconf another great geeky session 👓
#amaconf @sharnajackson yes! We love a loose creative brief and collaborating to fill in the tech blanks. Thanks for highlighting this 👍
#amaconf "2 rules - only enter data once and use it again and again" #whosaidthat #datageek
#amaconf #Soundbyte "a good crisis is a terrible thing to waste" #whosaidthat
#amaconf how beautiful Edinburgh is this morning. On with the first keynote from the also beautiful nina simon. Museum visionary!
#amaconf tweets are by our Audience Development Specialist, Caroline Greener, an experienced transmedia marketer

View our LinkedIn profile

Follow us on Twitter