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In earlier articles, we looked at corporate brands that have excelled on Facebook, on X (then called Twitter) and even on Pinterest. On the back of those networks, those brands reached larger audiences and helped their messages go viral.
We learned a lot from those examples, but they only scratch the surface of the social networks you can use to promote your business. Each platform has its own strengths and weaknesses, and each can reach a different audience and show your products and services in a different light.
Instagram is a standout. It lets you show off your business in a very visual way, and it rewards brands that post photos, Stories and short videos called Reels consistently. Here are five well-known brands that have used it well, and the lessons you can take from each. Their feeds change constantly, so treat these as approaches to learn from rather than a snapshot of today’s posts.
Sharpie shows off the product by letting fans create with it
Sharpie is a perfect example of a company finding the right medium for its product and message. Sharpies are pens, so they create images and messages, and that is mostly what fills the brand’s feed. Many posts are highly detailed and creative, while others are witty and smart. The visual format has won Sharpie a large following, shown how versatile its products are and led to plenty of shares.
Target sells a lifestyle, not just products
In our recent look at brands on Pinterest, we discussed how effective it is to focus on the lifestyle and the image behind the brand. Target has taken the same approach on Instagram by sharing fashion, styling and design inspiration. All of it builds a feel for the products and the value they offer without forcing a sales pitch on anyone.
The L.A. Clippers bring fans into the game
The Clippers have long been a model of how a sports team can use social media. They post dynamic action shots from games, using interesting angles and filters, often while the game is still going on. That enhances the experience of watching, and it shows that social media can do more than simple marketing.
Red Bull posts the lifestyle it sells
We have praised Red Bull for its social media strategy in the past, so it is no surprise that its Instagram account is filled with action shots and videos of extreme sports and athletics. Every post promotes the lifestyle the brand is selling, and it suits such a visual medium perfectly.
Starbucks shares the spotlight with its customers
Starbucks does two things that are hallmarks of a good social account. It encourages engagement by posting photos its customers submit, and it shows humor and a willingness to poke fun at itself, which is a great way to warm up a following. Featuring customer content, with permission, also gives you a steady supply of authentic posts.
What you can copy from these brands
Whatever your size, the common thread is the same: know what your audience wants to see, post it consistently, and let your personality show. Use clear photos and video, respond to comments, and use a mix of feed posts, Stories and Reels to keep your audience engaged. Instagram also pairs well with a strong website, so people who like what they see have somewhere to go next.
If you want to join the ranks of these social media savvy brands, or even excel them, let us at SmartSites take you up there.
“SmartSites was able to efficiently manage the Search Engine Optimization and Social Media Marketing for our dealer group. If you are looking to boost your traffic, SmartSites is a wonderful partner!”
Nick Statler
