INSTAGRAM VIDEO

When Instagram introduced videos, it was like silent movies suddenly having sound. A new element and means of interaction with the audience became available. This is not to say that image-based marketing is ineffective. It is just that with video, digital marketers have another option when it comes to advertising products and/or services. For example: 1. Brands can, in 60 seconds or less, tell their audience a story, rather than just show it to them. With that story, companies could also share the core values behind their businesses.18

2. Companies can also demonstrate to their audience what great employers they are. A video can show employees having light-hearted conversations, while also demonstrating teamwork to achieve a common aim.

3. Businesses are able to give their audience a peek at a product launch. "They can make a series of short videos of the "staff behind the scenes preparing for the launch, and the actual launch with excited customers."19

What other ways could marketers use Instagram videos to promote a brand? Discuss your ideas with a classmate(s). Try to come up with at least three suggestions and then share them.

As with all videos posted on social media channels, it is advantageous if consumers 'like', repost, and/or leave positive comments on them. Brands need to be sure that they acknowledge this kind of engagement by thanking people.

Case LOOP GIVEAWAY

One way some companies engage in marketing on Instagram is through contests. A particular kind of contest, called 'the loop giveaway' has become popular. Basically, it works like this: A company posts a picture. The picture's caption usually announces that there is a prize giveaway

and explains how people can participate and any rules involved. Companies participating in the loop giveaway may each pay a portion of the cost of the prize(s), or each company might select one of its own products or services as a prize. In order to win the prize(s), the Instagrammer has to 'like' the picture and follow the company that posted it. However, the process is just getting started. The individual then needs to click on the picture and go to the next account that is featured. That account will also post a picture connected to the giveaway. The individual must 'like' that picture and follow that account as well. This process of 'liking' and following continues until the individual finds himself or herself at the start of the loop again. The number of companies participating in the loop can be more than 30.20 Some giveaways also require the Instagrammer to tag another person every time he or she follows

a new account and 'likes' its contest-related picture. Once the loop giveaway ends, the Instagrammer can 'unfollow' and 'unlike' all the accounts that

were part of the contest. However, it's very probable that some people won't bother to do this or may actually want to continue following at least some of the new accounts that were part of the giveaway. Given the potential for people to quickly click through, the loop campaigns may see less return than otherwise expected and the concept is likely to generate 'Instagram Follow Fatigue' driving people away from future endeavors. The advice here would be to use loop campaigns carefully.

QUESTIONS

1. What is your opinion of loop giveaways? Do you think they are a good strategy on the part of marketers and companies when it comes to achieving goals like increasing awareness and reaching a new audience?

2. How successful are they? Do some online research to answer this question.

3. How real are the followers garnered through these types of contests? Do some online research to answer this question.