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Instagram to Flickr Introducing Instagram When Facebook paid nearly a billion dollars to acquire Instagram in 2012 the world of social media marketing received a wake-up call of the most urgent kind. Sure, digital images had always been an attractive area for marketers who grew up on print advertising and who knew the power of a strong image. And Instagram offered an easy way to take, post, and share images on a platform that had garnered hundreds of millions of users. But few online marketers were focusing on Instagram as a channel for promotion, and even the company was relatively slow to help brands advertise. This changed with the injection of Zuckerberg cash and an increased focus on monetizing a platform best known for its image filters, young user base, and hashtag-heavy posts. Two and a half years after the acquisition and Instagram is no longer Facebook’s smaller, image-focused, one-trick-pony image sharing site. Instagram today is slick, users can share images and even short videos, and brands have built channels on Instagram that attract fans tas fierce and focused as any other social network. In short, Instagram has emerged as an essential channel in any social media strategy. Yet unlike new parent Facebook, video sharing sites like YouTube or Vimeo, or microblogs like Twitter, many brands are yet to move onto Instagram. Whether this describes your company perfectly, or whether you just want to get to know Instagram a little better, this eBook is for you. WWW.DOZ.COM PICTURE PERFECT: MASTER THE FILTERS AND MARKET ON INSTAGRAM • 2 What This eBook Is About This eBook is designed to help you move from Instagram newbie and towards emerging as an Instagram power user. We aim to take you from posting your first image to understanding how Instagram can be used in branding and marketing, to analyzing your Instagram posts and followers, and finally to automating your Instagram account using IFTTT. The eBook is divided into four main parts: Getting Started with Instagram takes you through the process of creating an Instagram account and up until you’ve posted your first images. This part of the eBook will help you get up and running fast. Great Instagram Campaigns offers you some inspiration in the form of some of the most successful Instagram marketing campaigns of recent years. In each case we’ll highlight why the campaign was successful and how you can emulate that success. Analyzing Instagram introduces you to the INK361 toolbox. You’ll learn how to analyze your posts, find which images have the most traction, analyze your followers to identify where you can grow your audience, and how to use hashtags more effectively. IFTTT and Instagram introduces you to the world of social media automation. Not only do we show you how to take advantage of IFTTT recipes, we’ll nominate our favorite recipes for supercharging your Instagram feed. Ready to start posting? Great - let’s go! WWW.DOZ.COM PICTURE PERFECT: MASTER THE FILTERS AND MARKET ON INSTAGRAM • 3 Getting Started With Instagram Instagram is a social network just like Facebook, Twitter, and Pinterest. But it’s also a little different, and getting started on Instagram requires at least one thing that those other social networks do not. A smartphone. Unlike most other large social networks, Instagram is built almost exclusively for mobile use. It’s not impossible to review your own or someone else’s Instagram feed on a desktop or laptop but you cannot upload from your computer, only from your phone. Assuming that you have yourself a smartphone, getting up and running with Instagram is a simple process. Let’s move through the 8 steps to take you from Instagram-curious to Instagram-fabulous. 1. Download the Instagram App Instagram has an app for all of the major mobile operating systems. Downloading it is as simple as visiting Apple’s App Store, the Google Play Store, or the Windows Store. If your phone is part of the 1% that runs on something that isn’t iOS, Android, or Windows there are third party apps that can help connect you to Instagram, but they lack the support and clean interface of the official apps. As when downloading many apps, you’ll need to give Instagram permission to access various areas and functions of your smartphone. Obviously this includes your camera and your gallery of images, but you’ll also want to make sure Instagram has access to your GPS or location service, too. There’s nothing notorious about the Instagram app so you should be safe just clicking OK for everything for which the app requests access. WWW.DOZ.COM PICTURE PERFECT: MASTER THE FILTERS AND MARKET ON INSTAGRAM • 4 Getting Started With Instagram 2. Create an Account and Choose a Username You can create your account on Instagram in two ways: using an email or connecting your Facebook account. Once you are connected you’ll need to select a username, and it’s here you’ll be making your first big decision. Instagram allows you to change your email address after you’ve opened your account, but your username should be something you’re happy to keep. Whether you’re opening your Instagram account for your business, for a brand, or just for yourself, it is a good idea to keep your usernames consistent across all of your social networks. If you are @smallbusinessx on Twitter and on Facebook at facebook.com/ smallbusinessx, you should try and secure @smallbusinessx on Instagram, too. It makes it easier for people to find you and easier for you to keep things in line, too. Instagram will also ask you for your full name. Again, whether you are an individual or a business, entering your full name is a good idea as it will make it easier for others to find you using Instagram’s search functions. WWW.DOZ.COM PICTURE PERFECT: MASTER THE FILTERS AND MARKET ON INSTAGRAM • 5 Getting Started With Instagram 3. Complete Your Profile Information Putting a professional face on your Instagram account is important, so be sure and follow the prompts to complete your profile information. Again, keeping things consistent across your different social networks is important for your personal or professional branding. Instagram allows you 150 characters for your bio so it’s a good idea to use the same bio as you do on Twitter where the limit is 160 characters. The same applies for your profile image: using the same image on all of your social networks helps your followers be sure they are following the right account. Instagram makes this easy by enabling the import of your profile image from Facebook or Twitter with just a few taps on the screen of your phone. 4. Prepare to Share Dive a little deeper into your account settings and you can prepare your Instagram feed for sharing across your other social networks with just a few taps of the screen. Click the gear icon and access your sharing settings, then start to connect your different social networks directly to Instagram. You can connect Facebook (either a personal profile or a page you have the right to manage), Twitter, Tumblr, Flickr, and more. WWW.DOZ.COM PICTURE PERFECT: MASTER THE FILTERS AND MARKET ON INSTAGRAM • 6 Getting Started With Instagram In each case you simply need to tap on the network name and go through the OAuth authentication process. Within seconds you will have connected your social networks and you’ll be able to easily share your Instagram images to them with just an extra tap (more on this later). You’ll retain the option of not sharing every image on every network every time - connecting your accounts just makes it easier to share if and when you choose to do so. 5. Take Your First Instagram Photo To take your first Instagram photo you should open the app, hit the blue icon in the centre of the row at the bottom of the screen, and frame your shot. When you’re happy with what you see, hit the blue circle to take your shot. You’ll see you image on the next screen and, if you are unhappy with how it looks, you can go back and take your shot again. Once you have something that you like, you can choose to either keep it as is, or apply one of Instagram’s filters to the image. Filters change the image and can make it more appealing, give it a retro feel, or lift the colors for greater impact. You don’t have to use a filter but you can cycle through as many as you like, trying them out before going to the next step using the arrow on the screen. The next screen lets you add some text to your image and to add relevant hashtags for organizing your shots. A few words to describe your shot (‘Coming soon with our summer collection’ or ‘Can’t get enough of this beautiful view’) provides a little more context, and the effective use of hashtags helps you find an audience searching for images (#food or #travel, for example). WWW.DOZ.COM PICTURE PERFECT: MASTER THE FILTERS AND MARKET ON INSTAGRAM • 7 Getting Started With Instagram At the bottom of the screen you’ll see the icons of the social networks you connected in the previous step. Simply tap the icons of the networks you want to share your Instagram photo on and, when you finalize your shot, it will be automatically posted there, too. Ready? Click the tick and you’re done! 6.
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