Instagram Workshop
16.04.2015
Andrew Murray & Jess Glynn
Strategy, creative content and social for:
Andrew Murray
Head of Social Media
& Brand Content
@McCannBlue
Jess Glynn
Social Content Specialist
@McCannBlue
Travel blogger,
photographer
& Instagram addict
What we’ll cover today
1. Introduction into Instagram
2. Bringing your business to life through storytelling
3. Top tips for creating eye-catching photos & videos
4. How to grow your community online
3. Best practices for engaging with fans/customers on
Instagram
+ some best-in-class food & drink brand case studies included
throughout.
1. A little intro…
We ask the room:
Name?
Company?
Hope to get out of today/on Instagram?
AN INTRODUCTION TO INSTAGRAM
Instagram is an online mobile photo-sharing, video-sharing and
social networking service.
WHY YOU SHOULD BE USING INSTAGRAM?
300 million = Monthly Active Users
30 billion = Photos Shared
2.5 billion = Favourites Daily
70 million = Photos Shared Daily
WHY INSTAGRAM?
THINGS TO CONSIDER…
• Set Goals - Why are you using Instagram? What do you want to achieve?
Do you want to build brand awareness/find new customers?
• Dedicate Time - Take the time to create high quality images, it will help you
to stand out from the crowd.
• Account Name - Make it easily recognisable. Does to match your other
social media accounts? (Brand Consistency)
• Profile Photo - Keep it simple! The image will be cropped into a circle and
will appear very small on Instagram.
HOW TO SET UP
AN INSTAGRAM
ACCOUNT?
2. Storytelling
WHERE TO START
Start with your story. Your point of view.
STORYTELLING WITH INSTAGRAM
"It's about bringing a business to life through the
use of great imagery. It's not about focusing on
your product or service but creating a story around
your offering."
Building better brands
FLEXIBLE CONTENT PLAN
FLEXIBLE CONTENT PLAN
Who’s doing it well?
3. Top tips
1. Consider your lighting
1. Consider your lighting
2. Composition – Try to arrange your image so that it looks pleasing to the eye
3. Get in close
3. Get in close
4. Background & Scenery
4. Background & Scenery
5. Add a pop of colour
5. Add a pop of colour
6. Action shots
6. Action shots
7. Editing & Filters
7. Editing & Filters
7. Editing & Filters
7. Editing & Filters
7. Editing & Filters
8. Other editing apps
Instagram Layout
SnapSeed
8. Other editing apps
PHOTO CHALLENGE:
#BordBiaGram
1. Lighting
2. Composition
3. Get in close
4. Background & scenery
5. Add a pop of colour
6. Action shots
7. Editing & filters
Instagram Video
• 15 Second video clips
• Capture important brand
moments e.g.
Videos of your customers enjoying
your product or service.
Behind the scenes clips that engage
your customers.
Testimonials from your customers.
• Think in Squares. Instagram will
crop your videos so keep the
subject in the centre.
• Consider the thumbnail – This is
the image that will appear in
your customers Instagram
stream.
• Tell a story using multiple clips.
• Think in Squares. Instagram will
crop your videos so keep the
subject in the centre.
• Consider the thumbnail – This is
the image that will appear in
your customers Instagram
stream.
• Tell a story using multiple clips.
Instagram Hyperlapse
Instagram Hyperlapse
Instagram Hyperlapse
4. How to grow your
community.
1. Use Hashtags
Use industry related hashtags.
• Create your own hashtags.
• Actively use and monitor your hashtag.
• Engage with people who use your hashtag.
Use popular hashtags e.g #FoodPorn #TBT.
Use location based hashtags e.g. #Dublin #LoveDublin
2. Follow, Like & Comment
3. Connect your other Social Media channels
4. Spread the word
5. Offer Exclusive Content & Competitions
5. Engaging with
fans/customers on
Instagram.
BEST PRACTICES FOR
ENGAGING WITH
CUSTOMERS ON
INSTAGRAM
• Follow, Like & Comment on
your audiences images.
• Communicate through your
Hashtag.
• Act like a person, not like a
brand.
• Reward your followers with
promo codes/exclusive
competitions.
• Ask Questions.
• Encourage User Generated
Content e.g
“Share your photos with us
using the #_____ to be in with a
chance to win a voucher!”
#BordBiaGram
Q&A