Seasonality is a factor that we all must take into account when analyzing results. This can be especially true when calculating social media ROI (return on investment).
While most of us would like to believe that everyone is always connected, the summer is a tough time to reach our audiences because, more often than not, we are pushing them to experience more things while the weather is nice.
The key to keeping up the engagement throughout the year is to cater to the season. So this summer, we found a few examples of Instagram accounts that demonstrate how to be cool when the weather is hot!
Check out three ways to keep customers engaged this summer, and follow the accounts in the examples for continuous inspiration:
1. Share User-Generated Content
It’s a known fact that people love to take photos when they travel. Therefore, tourism Instagram accounts for San Francisco and Australia used that knowledge to their advantage. @onlyinSF and @australia are profiles entirely made up of photos reposted from others who share their images including a specific hashtag.
Marvelling at the power of the beautiful Jim Jim Falls in @ausoutbacknt with @soph2206. This 200 metre high #waterfall in @kakadutourism National Park is a majestic sight to see at any time of the year – whether it’s reduced to a mere trickle and you can get up close or when the water is raging like this during the tropical season. A photo posted by Australia (@australia) on
The accounts are so popular because they follow the basic rules of user-generated content: share high quality photos, and tag the person for photo credit so they will in-turn share your post and create a viral sharing effect. It’s so simple – you could do it too!
Attach a specific hashtag to your brand name and ask followers to use the hashtag whenever they use your product or service. Repost their images to your social account and magically you have a rich and engaging social media presence.
2. Dare to Be Different
Do you remember when IKEA created their iconic catalog on Instagram? Or when Michael Kors gave customers a way to shop on Instagram before clickable ads with #InstaKors? These accounts were able to be so successful because they were ‘the first.’
Trying something new piques users’ interest, and can drive profile popularity. Our new favorite account example doing this is @lookatmebook. This profile is the first book to ever be published on Instagram. Since there is no character limits to captions on Instagram, author Jason Sperling can share excerpts of the book in each post accompanied by a photo or video to illustrate the written caption.
– Technology Changes Everything (continued) With consumers today living across so many devices and so many media channels, it also means fragmenting our media budgets and spending more money to be in more places so that we can hopefully get a fix on our target markets and get our messages in front of their faces . . . in ways that will hopefully get them to engage and not totally hate us for interrupting their lives. ———- Technology has turned the digital content world into a cruise ship buffet, and consumers are gorging themselves on its endless bounty. It’s also freed consumers from their couches and eliminated that nightly mad dash to get home at that precise hour to watch their favorite shows (with a healthy dose of commercial interruptions). Digital and mobile media have made content available to people when they want, where they want, across screens of all shapes and sizes. And there are whole generations of young people who don’t know any different.
Have you had a new and different social media idea that you haven’t tried? Dare to be different and go for it (it could really pay off)!
3. Provide Awesome Visuals
We have said it once, and we will say it again: social media is all about quality over quantity.
Therefore, it is important to invest in sharing quality images with your fans and followers. Just take a look at @muradosmann’s Instagram account!
Granted Murad Osmann is a highly talented photographer, but if you pay attention you can learn more than how to take a great photo from him. He has a themed hashtag (#FollowMeTo) and all of his images stay on brand by following the theme of his hashtag. Because of this consistency, #FollowMeTo has been virally picked up and imitated across Instagram and across the world.
One way you can create your own high quality images that resonate with your audience, is to take a page out of @pagemodo’s Instagram book. Pagemodo’s Instagram account uses their own Post Designer tool to create visually appealing images of inspiration marketing quotes to share with their followers, and adds the hashtag #MadeWithPagemodo.
Creating high-quality, inspiring, and visually-stimulating images will drive engagement this summer and throughout the year!
Are there other Instagram accounts that inspire you? Share them with us in the comments.
About the Author: Deanna Zaucha is the Senior Specialist of Content Marketing for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Twitter.