Instagram publishes marketing guide for brands

By Rosie Baker | 13 February 2014
Instagram reaches out to marketers with 'how to' guide to build brands on the photo platform.

Instagram, the Facebook-owned photo sharing site, is publishing a guide for marketers and businesses, advising how to create and share compelling content on the platform.

The physical book will be distributed to selected brands and a series of tip sheets will also be available online on the Instagram for Business blog.

Instagram, which is only three years old, is trying to build its relationship with businesses as it moves to make money.

The book is first rolling the guidebook out to advertisers and brand marketers in the US where it is already trailing ads. Instagram doesn't have a team established in Australia yet but the online tips will also be useful to Australian brands using the free platform.

Brands including Coca Cola, Taco Bell and Levi's are already using the free platform, as is Aussie juice brand Nudie.

In a blog post Instagram said: “When it comes to brands and businesses, our goal is to help companies reach their respective audiences through captivating imagery in a rich, visual environment. One way we can do this is by providing new resources and tools to educate and inspire marketers.”

The Instagram Handbook for Brands will profile 11 prolific Instagram brands including Disneyland, Chobani yoghurt, General Electric and Patagonia and use these brands to show others how to get the most out of the platform.

Part of the reasons these brands do so well is the way they use “captivating imagery” that focusses on their community's interests to bring the brand to life, according to Instagram.

Instagram's tips include: having a defined personality, drawing from trends and hash tags in the Instagram community, offering a world view, showing how your company sees the world and encouraging fans to take action.  
The platform was acquired by Facebook for $1bn last year.

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