7 - Social Media

Social Media: Using Instagram features to elevate your brand

Instagram's History

Instagram, a social media platform launched in 2010 by Kevin Systrom and Mike Krieger, began as a simple app focused on mobile phone photography. It set itself apart in the market by prioritizing visual content over text and allowing users to apply filters to their photos. In its early years, users could interact in limited ways, such as "liking" posts, commenting on them, and sharing them on other sites. 

Above: An Instagram profile in 2013

The app's simplicity and user-friendly design (LinkedIn) contributed to its worldwide success. It now hosts around two billion monthly active users, approximately one-fourth of the world's monthly active internet users. 

Above: The evolution of the Instagram logo

Engaging Features

In today's digital age, brands can no longer rely on one-way communication. The most successful brands create engaging content that is both meaningful and appealing to their target audience. 

According to Contently, 

"By interjecting quizzes, polls, and calculators into branded content, you're not just presenting static information -- you're making it feel more real and relevant, prompting people to interact and connect with your brand on a deeper level." 

Over time, Instagram has introduced new interactive features, making engagement easier than ever. Anyone interested in creating a personal or business profile on Instagram can utilize the app's features to engage with their audience, gain valuable insights, and increase their visibility within the platform's algorithm. Here are some of the features available on Instagram that can help brands develop a fun, interactive social presence:

1. "Add Yours" Templates

In December 2023, Instagram introduced the ability for users to create "Add Yours" Story templates using the Add Yours sticker. This sticker allows users to write a prompt that other Instagram users can respond to. Some of the "Add Yours" stickers I have responded to on my own Instagram account include "One photo from today or yesterday; no explanations, go," "pic of u as a kid that gives off the same vibe as u now," and "see a cat, add a cat." I always love using these when I come across them and seeing the pictures my friends share.

With templates, users can pin GIFs, text, and gallery images to a Story template that others can apply to their own Story posts. These templates are an excellent way for users to connect and participate in trends. They provide brands with greater visibility and appeal, especially among younger generations, making them great for those seeking to achieve cultural impact and/or relevance.

Above: I created this template during my term on the Tau Beta Sigma Southwest District Communications Committee!

2. Question Stickers/Q&A Sessions

Question stickers are an excellent opportunity for brands and individuals to interact directly with their followers. Users often use these stickers to ask for recommendations and general advice on topics such as skincare, fashion, parenting, and other subjects. With these stickers, Instagram also allows users to request song recommendations and reply to questions using images. Using question stickers is an effective way to gain real-time audience feedback and insights into their preferences.

Above: I created this TBSigma
Story post for Valentine's Day!

Above: The question sticker received so many
lovely responses! (Not all are pictured.)

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3. Poll Stickers

Poll stickers are a fun way for users to express their opinions on various topics. Businesses can gather these opinions to understand what their audience likes and identify areas for expansion and/or improvement. While Instagram polls may look different than they used to, they still function the same way. In addition to Stories, they can be shared on Reels, posts, and chats, making them an effective way to interact.

During my time on the Communications Committee, I created polls to gauge attendance for the three Area Workshops in Louisiana, Texas, and Arkansas. I enjoyed seeing the responses and love that Instagram has updated the sticker, allowing users to choose from more than two answers. 

Above: I decided on the wording and emojis used in this poll!

Wrap-Up

In today's digital age, social media platforms offer many unique ways to connect with audiences. For brands to succeed, they must intentionally use these features, showing consideration for their audience's viewpoints. Instagram's interactive features, such as "Add Yours" templates, question stickers, and polls, present fantastic opportunities for two-way communication. These tools provide brands with the necessary insights into what their audience wants, and acting on these insights can help them build relevance and trust within the media landscape.