How Do We Tell the Story of a Business in Pictures?
How Do We Tell the Story of a Business in Pictures?
29 // October // 2014 tamar g.
Tamar Guzansky, expert in creating visual content for social networks, shares with us  tips  for creating a successful Instagram page for brands.

The human brain digests visual content faster (60 thousand times faster, to be exact) than verbal content. In other words, if you want to communicate better, faster and more accurately – choose a picture. There's a say: a picture worth a thousand words, and for a good reason. Studies found that the highest conversion rates result are from images as long as they are placed within the right context and provided in the exact measure (conversion rate is the percentage of visitors that make a purchase from a supplier during a given period of time.)   While Instagram is the fastest growing social network compared to other networks, brands/businesses are still not utilizing all the benefits that this platform has to offer.   It is no longer a secret that Instagram is a platform which is worth including in the mix of digital assets of your business. But again, the challenge here is simply to do it right. How? For this we need a strategy: we have to understand who our target audience is, profile our followers, and think carefully about what they would like to see that gives them value. All this must be consistent with the agenda of the business or brand (which doesn't have to be a product – it can even be a persona) and tell their story, with authenticity being the name of the game! So what's the way a brand should tell its story on Instagram? Here are some tips:   1. Let's start with what not to do: Don't try to sell anything but the story of the business. Sales will result from a good, solid story of the business, from proper construction of interesting contents and good pictures.   2. Engagement is the key word: Relate to your consumers and followers, encourage them to photograph your products (under the hashtag of your business or brand name), share this content with your audience, and don't forget to be "friendly" and speak at eye level. Don't ignore consumer response and inquiries, and treat them all well - this is your time to engage in personal interaction with them.   3. Exposing your inside world: Engage your consumers in a peek into your world and your day-to-day life, and decide how much you let them see - as part of the construction of a strategy. For example, the food magazine Kinfolk is an exceptional lifestyle magazine. It employs highly talented people that produce great content in the form of gorgeous pictures and boundless inspiration. Their Instagram page tells the story of their day-to-day activities and work behind the scenes. The page is overloaded with inspiration and is recommended for a follow.     A peek behind the scenes isn't relevant for every brand, but with a bit of creativity (see next section), such a peek can sometimes make all the difference and show transparency. Another example is that of the jewelry firm Tiffany's, which is also presenting behind-the-scenes photos. For example:     4. Be creative: Creating authentic, original and inspired contents will take you one step ahead. If you don't think outside of the box and set yourself apart, your page will become just another Instagram page. So think how you can create exciting contents that will make your audience personally connect to the brand and generate direct involvement. Visit the Instagram pages of Warby Parker, an optics chain-stores and see examples of creativity in action.     Here is another example of a colorful creative page that speaks the graphic language of Instagram, including presentation of raw materials.     Another example can be seen on the page of an amazing stylist and photographer from Sweden that never ceases to innovate and surprise you. Her pictures are exciting and engage quite a few senses.     5. Examine your pictures: Try to figure out what works better and what not. There are quite a few apps that help you measure activities, such as Totems or Iconosquare.   6. Consistency and accuracy: Be consistent and accurate in terms of both the content and its capacity. It is difficult to talk about the optimum measure, but one thing is certain: a picture a day will promote your page and take it a step further each day.   7. Synergy: Your Instagram page is part of a wider portfolio of digital assets. It is very important to capture its synergy with other social networks. You will notice that while you have different pictures on each platform, one picture will occasionally connect and "stitch" them all together.   Just as every person has a story and features that characterize him, so does a brand, which has a story to tell. How interesting will it be? It all depends on the story you choose to tell your target audience and how well-crafted and high-quality it is. Remember - everyone has a story to tell!   Strauss Group's Instagram profile  
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