Martin Miller’s Instagram post on negronis: “It’s negroni week! See a list of bars donating to charities” is a great example of engaging consumers.

Recently our NYC PR firm coached our client Martin Miller’s Gin on integrating Instagram into their social media strategy. Instagram is the hottest picture sharing platform available with over 150 million active monthly users and it’s imperative for brands to jump on board. Effectively integrating this social media tool into a current social media campaign can drastically increase brand awareness for clients.

Set Realistic Goals & Make a Plan

If posting on Instagram will be performed by the PR agency, come up with a set plan for how frequently to post. It’s worthwhile investigating which times of day are best to post (sometimes you will just discover this through trial and error). Whether it’s three times per week or three times per day, come up with a strategy and see it through.

If Instagram posting will be client-side, make sure you work with your client to set a reasonable and achievable weekly plan. If there is not a dedicated social media manager, then set an intention that is realistic and effective. Posting a few times per week consistently is better than sporadically or not at all.

Engage Consumers

Social media becomes truly effective when it engages consumers. How can a luxury brand engage consumers with a platform like Instagram? Asking brand followers questions is one effective way. Four Seasons Hotels will often post a picture of a stunning locale and ask users where they prefer to sip their tropical drinks.

One way that our client Martin Miller’s Gin has effectively engaged with consumers is by not only posting beautiful pictures of stunning drinks but also by then adding the recipe. This engagement allows fans of the brand to not only discover the drink but actually make it themselves!

Geotag It!

We’ve discovered geotagging is an effective tool of Instagram engagement for luxury  brands. We encourage our clients to add locations to their posts when relevant. This could not be more applicable for liquor brands like client Martin Miller’s Gin. When posting a picture of a bespoke cocktail and including the location (bar or restaurant) this allows users the guidance of where to go to experience this fab creation!

Insta-Video

A few months ago, Instagram unveiled its video capability. Now, users can post videos of their creation, using a “stop and record” feature to make interesting and interactive video posts. This opens up a whole new world of possibilities for brands to engage with consumers through video.

Keep It Light & Funny!

This is a simple rule to follow but one often forgotten. Keep it light and fun! The best social media engagement is fun, engaging and often funny. The best brands have a sense of self and identity and don’t take themselves too seriously! Quirky is good and it has propelled many brands to the forefront because it distinguishes them from the others.

Look at our client Martin Miller’s Gin – they have a dancing polar bear on their homepage and often incorporate intelligent, funny quotes into their social media. It’s organic, it’s quirky, wry and very much their own personal style. We love it!

Dos Equis has a terrific ongoing campaign with their “Dos Equis Man” which has reinvigorated the Mexican beer’s sales through funny ad campaigns and tv commercials.

By following these few simple guidelines, PR firms can boost their clients’ brand awareness through the dynamic engagement tool that is Instagram. So what are you waiting for?