Forget Facebook and Twitter. In other words, step outside your comfort zone. Let’s talk about Instagram, Tumblr and Pinterest. If you have them already, good for you!
But are you using them effectively?
How do they matter to your business?
‘Only big brands do well on Tumblr. Because they’ve got millions to pay Brad or Kate and end up getting millions of likes.’
Certainly.
But, celebrity endorsement is not always effective. Fiascos happen sometimes (Inevitably).
For startups and SEMs, social media like Tumblr and Pinterest help you build your marketplace through organic reach to a specific demographic. So, how to nail Instagram, Pinterest and Tumblr?
Learn from Instagram masters
Marc Jacobs’ Instagram got 1.15m followers, compared with 1.3m fans on Facebook.
What does this mean? – More engagement and organic reach on Instagram.
Their strategies are…
- It’s not always about straightforward product photos
- Images are never ‘monotonous’
- Rich in variety and creativity, including videos, contests, designers and occasional quirky images (see eConsultancy, Luxury Daily).
- Images are much more playful and bold than normal product photos
- Less salesy and more exclusive photos (you can’t find anywhere else!)
Most Pinterest-ing brands
To be popular on Pinterest means having a real organic growth by winning users’ trust, according to Higher Ground Creative.
Take the example of Lowes – home furniture & DIY – with 3.5 million followers on Pinterest. If you need some handful advice on decorating or design inspirations for your room, Lowe’s Pinterest page is the right place to visit. There are ‘55 different boards full of home improvement tips, colour-themes, grilling, man-caves and more’ (Social Media Today). The most popular board, ‘Build it!’ actually doesn’t contain much of its own products. Rather, it is filled with how-to series and projects from outside sources.
Lowe on Pinterest
So your Pinterest should …
- Be unique, be fun, be original (Hongkiat)
- Keep in mind that women account for who account for 80% of Pinterest users (Women’s Marketing Inc.)
- (Therefore) Focus on humanising and personalising brands
- And again, less salesy approach!
Unique, fun, and original, you said? Here comes – as usual – the King of Kings: Paul Smith.
Who is rocking Tumblr?
How about Tumblr now? It’s a blog AND a social media with focus on photo-sharing and more customized layout. Let’s just call it a hybrid social platform. Unfortunately, Tumblr has not yet been employed by most of big brands, says SEJ. Though there is a growing and dedicated fan base – with 148 million monthly visitors (see Social Media Today).
Whole Foods’ Tumblr blog features recipes, lifestyle-related articles, and relevant videos. Its content are fun and encouraging, making you want to follow its healthier lifestyle. A blog doesn’t always have to be sales-related contents. Whole Foods curate various images and content from other places that complement its own brand.
Stassy’s Tumblr is very powerful in getting its timeless story across. Yet, no compromise in the roots in street subculture of the 80s.
Your Tumblr page should….
- Combine short texts, quotes, (high-quality) images and video content
- Keep in mind that half of the users are under 25!
- Make great use of customized designs
- Borrow/Share contents from other blogs (And follow them!)
Final thoughts
They share 3 things in common. Firstly their popularity is growing. Secondly they are good for organic reach. Lastly, they are the shortcuts to smarter marketing. A diversified strategy enables you to reach a specific demographic. Is your target audience well-educated females on Pinterest? Urbanites on Instagram? Or teenagers and early 20s on Tumblr?
I hope you’ve found something helpful here. But if you want to dig into the details, come visit us in Covent Garden!
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