Beer Talk: How Do Successful Brewers Advertise on Instagram?

budweiser, instagram, instagram influencer

When it comes to quenching your thirst, you likely reach for something cold, crisp and flavorful. Assuming you’re of age, it’s probably a beer, and there are plenty to choose from on the market. That being said, brewers have to put in a lot of work to differentiate themselves from the competition. Let’s take a look at how three successful brewing companies advertise on Instagram – Budweiser, Pabst Blue Ribbon and the Stone Brewing Company.

  1. Budweiser
    It doesn’t get more American than Budweiser. The pale lager has been around since 1876, courtesy of Anheuser-Busch, and now it’s evolved into a huge Instagram influencer (69.3K followers). To promote its beverage, the Budweiser Instagram page is full of images depicting the drink in casual places (e.g., bars, clubs, pool halls). The idea is presumably that you – the average beer drinker – could picture yourself in one of these locations with a cold Bud in your hand. Budweiser knows how to hit the nail on the head when it comes to resonating with its target audience.
  2. Pabst Blue Ribbon
    Call it the hipster beer if you want, but one thing is for certain – beer enthusiasts have been enjoying Pabst Blue Ribbon since 1844, and their love isn’t wavering. Furthermore, the brewer was instagram influencers, instagram, beerappealing to beer drinkers way before becoming an Instagram influencer (114K followers). These days, Pabst Blue Ribbon uses its Instagram account to show the variety of its loyal customers. A quick glance at its profile reveals skateboarders, actors and even Grandmas indulging in PBR. It’s the celebration of its customers that shows PBR really is for everyone.
  3. Stone Brewing Co.
    It may be a newcomer on the beer scene, but the Stone Brewing Company has quickly become the largest brewery in Southern California. To match its success on the market, the company has also created a relatively popular Instagram account (152K followers) to spread the word about its beverage. As it grows as a business, Stone’s Instagram profile has adopted an intriguing angle, posting photos of its milestones along the way. Its Instagram marketing strategy has embraced everything that comes with making a name for itself in a crowded industry.

As you look to advertise on Instagram, there are a few tips you can learn from these beer companies. First, make it a priority to embrace your audience. Next, don’t be afraid to show off your products and services. Finally, keep your Instagram posts relatable to your target market. Now go crack open a cold, delicious beverage.

Instagram Influencers Flock to ‘Disrupt SF’ to Support Startups

instagram, instagram influencers

instagram, instagram influencerBetween Sept. 21 and 23, TechCrunch hosted its Disrupt event in San Francisco. If you need to be caught up to speed, Disrupt is designed to bring together both aspiring and successful entrepreneurs to highlight the world of startups and technology. In case you missed the big event, there is plenty on Instagram to make you feel like you were right there at Pier 70.

TechCrunch Keeps It Fresh
The Instagram account for TechCrunch (134K followers) did a pretty good job at keeping tech lovers in the loop, even if they couldn’t be in San Francisco for the event. Multiple posts throughout Disrupt showed followers who was there (Snoop Dogg, anyone?) and what was being said by some of the most notable entrepreneurs in the startup world. Being one of the bigger Instagram influencers in technology, TechCrunch seemingly knew that it needed to keep its target audience satisfied with frequent posts.

#TCDisrupt Runs Wild
If you have a hashtag for your event, use it wisely. TechCrunch promoted the use of “#TCDisrupt” for Disrupt SF, and it was a hit among entrepreneurs and tech-loving attendees alike. Instagram influencers including Roxy Sowalty (454K followers) and  Sakura Considine (12.6K followers) made posts with the hashtag, driving hundreds of “Likes.” However, others chose to go with “#techcrunch” or “#techcrunchsf” in their posts, such as Rage On, the budding clothing startup. As they say, any publicity is good publicity, right?

Instagram Marketing: Live Events
Whether it’s a technology-oriented event or a get-together for gamers, there are a few ways influencers can advertise on Instagram efficiently. Let’s use Disrupt SF as an example – Instagram posts from the event featured images of attendees mingling with the best in the startup world. When it comes to posting at this type of event, influencers can benefit from showing who they’ve met along the way. Popular names draw more interest (and “Likes”).

Additionally, it helps to give other Instagram users a “timeline” of an event, especially when it expands over the course of a few days, like Disrupt SF. A series of storytelling photos can keep followers coming back for more and establish your account as a reliable resource.

Of course, every event varies, and there is certainly more than one way to draw a crowd on Instagram. When in doubt, pay attention to your followers – who knows you better than your audience?

Walking the Runway: How Do Fashion Influencers Advertise on Instagram?

instagram, fashion, instagram influencer

The wide world of fashion has many open doors for Instagram influencers who want to make their tastes known. Brands and amateur designers alike can draw a following on Instagram by posting the right photos at the right time – but how can you nail it down to a science?

As it turns out, there isn’t one foolproof way to advertise on Instagram and acquire a massive, attentive audience. Let’s take a look at three fashion influencers and how they get it done.

1. Poshmark (76K followers)
instagram, instagram influencer, fashion
Poshmark is a unique fashion Instagram influencer in the sense that it isn’t exactly your average brand. Instead, it’s more of a trading market where fashionistas can get rid of what they no longer wear and find something else they love. Poshmark’s Instagram page is full of variety. There are images of real Poshmark users, showcasing their belongings, as well as inspirational quotes in bold print. Depending on when you visit the page, you just might see a photo of a pug welcoming in the weekend. In short, Poshmark knows how to have fun while celebrating the glamorous side of fashion.

2. Wrangler (77K followers)
It doesn’t get any more American than Wrangler, at least when it comes to jeans. This self-proclaimed American denim brand has been outfitting its customers with jeans since 1947. Now, it’s taking Instagram by storm with a series of posts that not only celebrate denim, but the stereotypical cowboy lifestyle. When Wrangler isn’t posting about George Strait or Robert Redford, it’s showing everyday people wearing its jeans (with a few catchy quotes in between). Keeping posts relatable to its customers is the name of the game for Wrangler.

3. Aldo (511k followers)
The shoe brand has expanded extensively, showcasing a wide range of accessories for both men and women. However, it would appear that Aldo is still focusing on footwear when it comes to Instagram marketing. A majority of its posts highlight shoes, whether they’re alone or on the feet of their models. Another angle that Aldo seems to be taking is urban life. Many of the images on its Instagram page show young adults, casually strutting through a city. Perhaps Aldo is attempting to tap into the glamour of modern life.

As all three of these brands prove, you can advertise on Instagram in a number of ways and find success. Whether you’re marketing denim or the trading of second-hand clothing, there’s likely a fashion niche for you on the social network.

The Weekend Wrap-Up: Fall-Inspired Instagram Influencers

instagram, influencer, instagram influencers

Fall might not be here yet, but all of the hallmarks are flooded across Instagram – fashion shows, football and pumpkin everything. Let’s take a look at what Instagram influencers were promoting and discussing on the social network over the weekend of Sept. 18.

  1. The Emmys
    instagram, instagram influencer, influencers
    As expected, avid television watchers and celebrities alike took to Instagram to push the big event, which was hosted on Sept. 20. Some of the most popular posts showed stars behind the scenes in their expensive outfits, doing what celebs do best – laugh, mingle, and drink champagne. However, they weren’t the only ones to advertise on Instagram. Designer Zuhair Murad (1.6M followers), for instance, made multiple posts highlighting those who wore its clothing. Hugo Gloss (3.1M followers), the Brazilian entertainment site, also posted several photos of celebs enjoying themselves at the award show to garner attention from its audience.
  2. Pumpkin
    With more than 4 million posts on Instagram to date, #Pumpkin is rapidly taking over the social media network. Cute photos of animals wearing costumes in honor of Halloween are naturally popular, but so are images of food. Pumpkin-inspired baked goods were trending on Instagram all weekend long, and major brands such as Michaels (165K followers) were quick to get in on the action.
  3. Fall fashion
    If you searched “#Fall” on Instagram over the weekend, you weren’t overloaded with images of foliage. Instead, Instagram influencers were using the hashtag to dominate the social network with fashion photos. Lacoste, for instance, nabbed more than 3,000 “Likes” with a post showing its new fall polo line-up for women. Chopard, the jewelry designer, made a splash with an image previewing its IMPERIALE collection for fall. Even Crate and Barrel, the home decor retailer, drew some attention with a post that showed off its fall-inspired furnishings.

The bottom line this weekend was that you could take a popular hashtag and turn it into virtually anything. For example, not every post tagged with “#pumpkin” was an actual Jack-o-Lantern (See: Norbert the pup). Similarly, posts tagged with “#fall” didn’t always show beautiful foliage, but rather other signs of the season (Sweater weather, anyone?).

These days, it’s more fun than ever to be an Instagram influencer, even if you aren’t ready for the seasons to change just yet.

What Did You Advertise on Instagram for the Big GOP Debate?

fox news, instagram, instagram influencer

Perhaps the most anticipated television event of the week took place on Sept. 16 when the current GOP candidates hit CNN’s stage for a live debate. In particular, the majority of viewers wanted to see what former “Apprentice” Boss Donald Trump had up his sleeve. The debate did not disappoint, though some may argue that three hours of banter was a little much. Let’s see who was capitalizing on the opportunity to advertise on Instagram during this star-studded conversation.

buzzfeed, instagram influencers, advertising on instagram

Reinacher does not find you funny, Mr. Trump.

Turning Up the Laughs
It’s easy to make fun of any debate that includes candidates with questionable pasts (and hair), and that’s just what Instagram influencers did on Wednesday night. Chris Reinacher (148K followers) of BuzzFeedVideo did just that with a post, exhibiting his boredom. Niche publications, such as World Star Hip Hop (158K followers), also ate up the chance to poke a little fun at Mr. Trump.

However, we can’t mention the debate without recognizing CNN, the media outlet that hosted it. On its Instagram page (961K followers), the network posted videos of each candidate leading up to the debate in an effort to educate its viewers.

And, they may be enemies in terms of cable viewing and politics, but FOX News hailed to CNN on Instagram for the big debate. A slew of Instagram posts on their profile depicted notable quotes from the candidates, and they received thousands of “Likes.”

For the Sake of Humor or Education?
Instagram influencers could’ve gone two ways with this event – keep it funny or make it informative. Being media outlets, many of the big names like CNN and FOX News tried to keep their posts educational (no matter how slanted they were). Casual Instagram influencers, like popular comedians and actors, took liberty with humor.

When Donald Trump is running for President, there are just too many punch lines to be made. However, it’s not far-fetched to think that Instagram influencers were well aware of the impact of their posts when they made them. Look at it this way: if the government (or Republican Party, if you want to get specific) sees Americans’ lethargic reactions to their debates, this may set off an alarm. In the end, it could inspire change in the way that candidates vie for the Oval Office, or even encourage more (lively) candidates to enter the race.

Now that is the power of the Instagram influencer at work.

It’s Game Day for the NFL, and a Win for Instagram Influencers

NFL Instagram Screenshot

The NFL kicks off its regular season tonight with a matchup between the Super Bowl Champion New England Patriots and the Pittsburgh Steelers, and the door is wide open for Instagram influencers to capitalize on one of the biggest nights in sports. Let’s take a look at how the NFL – as well as other notable Instagram influencers – are getting social media users excited about the upcoming season.

Getting Over ‘Deflategate’
The “Deflategate” scandal between NFL Commissioner Roger Goodell and New England Patriots Quarterback Tom Brady may have put a damper on the offseason, but it hasn’t stopped the NFL from keeping things positive on Instagram. Using the hashtag #Kickoff2015, the NFL has been posting images counting down to the beginning of Week 1.

mariota, nfl, kickoff, instagram

Funny photos can be a good thing on Instagram.

More specifically, it has been uploading photos of memes and comically edited football players to keep things light. While it may all seem silly, this post of Tennessee Titans Rookie Quarterback Marcus Mariota received more than 87,000 Likes – the NFL must be doing something right.

Finally, the NFL has been sticking to an Instagram marketing campaign that is guaranteed to pay off for it. When it’s not posting memes, the league is uploading images with scores, which are critical to any sports fan (especially those with a fantasy football team). Making Instagram photos informative as well as visually appealing continues to work for the NFL, which has 3.9 million followers.

Capitalizing on Kickoff
Of course, the NFL is garnering plenty of attention on its Instagram account for tonight’s game, but which other Instagram influencers are taking advantage of the hype?

Think food. Papa Johns, the pizza delivery business, is all about the NFL. It’s no wonder that it’s been counting down the days until kickoff on its Instagram page. Additionally, it’s created its own hashtag, #KickoffSpecial, to advertise its pizza delivery service for the big game.

Even magazines, such as Rolling Stone, are getting in on the action. This post illustrates the 1974 Oakland Raiders in remembrance of the “innocent era” of the NFL. While the magazine’s target demographic may not be football lovers, the post garnered more than 2,500 Likes just 25 minutes after it was posted to Instagram.

Football might not be the most beloved sport in other countries, but there’s no doubt that it has quite a following here in the U.S. Whether the NFL is generating press around scandals or noteworthy kickoffs, it’s creating new opportunities for Instagram influencers. It’s a win, even when the home team loses its matchup.

The Weekend Wrap-Up: Labor Day Goes on Holiday

BB8, star wars, movies, film, instagram, technology
hollister, fall, labor day, instagram, influencer

Hollister is already welcoming fall.

Labor Day marks the unofficial end of summer, but you couldn’t tell by looking at Instagram influencer posts over the weekend of Sept. 7. While there were plenty of beach and poolside photos to be found, not everyone was focused on saying farewell to summer. Let’s take a look at the top three trends that dominated Instagram over the long weekend.

  1. College football
    Yes, it’s back. To be more exact, it’s been back since Sept. 3, but it was just in time to dominate Instagram on Labor Day weekend. For this reason, organizations such as the NCAA (43.3K followers) and ESPN CFB (167K followers) have been getting plenty of traction on their pages as of late. Hashtags ranging from the general #collegefootball to #RollTide have been all over Instagram as everyone heads back to class – and the playing field.
  2. Star Wars
    The latest film installment isn’t slated to hit theaters until December, but that doesn’t mean that people can’t get excited. In fact, that’s just what they did over the weekend, and the release of a little robot known as BB-8 helped. It was a good weekend to be a tech influencer, like TechCrunch (123K followers) or Engadget (66.2K followers), who could attract #bb8 searchers who wanted to see what the little Star Wars bot was all about. A slew of videos on Instagram are showing just how far remote-controlled toys have come.
  3. Fall
    You can thank all of your fashion-minded friends for this one. A leading hashtag over the long weekend was #fall, and it’s no surprise, as Labor Day marks the unofficial end of summer. A quick search of the hashtag on Instagram does not reveal pumpkin spiced lattes, but rather models in long sweaters. Brands including Hollister (2.7M followers) and Lulu (463K followers) are already showing off their fall lines, and magazines like Elle (992K followers) have been posting about trends for weeks.

Whether you were posting about sweater weather or how badly you want to buy a BB-8, you likely saw the “likes” flood in over the weekend. That being said, what are you looking forward to now that Labor Day weekend has come and gone? Just because summer is winding down doesn’t mean your Instagram traffic has to do the same.

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Vine Tips episode 7 is here and this week the importance of engaging with fans is discussed.

5 Pitfalls That Will Sink Your Influencer Campaign

By Alison Lukin

But how do you choose the right one for you? Do you pick the one with the most followers? Most active audience? Wackiest videos? Prettiest face?

By taking just 5 elements into consideration, you can guarantee that your money and efforts will be well spent:

1. Relevance Not Rock Stars: While you may love Jenna Marbles and be all up in her YouTube channel, take a moment to analyze whether she’d really be the best person to promote your line of nutrition supplements.

When deciding on an influencer, the #1 element to take into consideration is how deeply specialized they are in your specific topic. For example, if you are in the field of nutrition, do your research on long tail influencers who are specifically geared towards healthy eating and physical wellness. That way, you have the best chance of having them be sincerely interested in your product and want to form a relationship with you.

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2. Size Doesn’t Matter: While, of course, you want to partner with an influencer who has a larger following; they don’t have to have millions to be beneficial. As long as their audience is active, that’s what garners a great ROI.

We discussed this topic in last week’s blog post where we compared the results of two campaigns using very different approaches.  

Check out their various social media platforms and see how many likes, comments, and shares their posts get. As the image below shows, a long tail influencer with a smaller dedicated audience is much better than a large one that doesn’t pay much attention.

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3. Don’t Fall Off Your Platform: Make sure your influencer is active and engaging on the platform in which you’re launching the next campaign. If your company is investing in a big Vine push, search for influencers in your market who are the strongest on Vine specifically. Never assume since your potential partner is a great Instagrammer, they’ll be equally as popular across the board.

Especially lesser known faces can have a huge following on one platform and be virtually unknown on another. Just because Viner Brittany Furlan would look hot in your latest swimsuit line, that won’t mean much on Twitter.

4. Don’t Rob The Cradle: Let’s face it. The vast majority of people who are heavily involved in social media are part of a younger demographic. Is your product best geared for twenty-somethings? Then you’re golden.

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But what if it’s not? You can have equal success in marketing your product or service on social media if you choose the proper influencer. Even though the young’uns do hold a lot of power, there is a HUGE pool of influencers spanning every decade of age. Your forty-something mommy audience probably won’t appreciate the antics of @Nashgrier, but hook up with @WhatsUpMoms and you’ll be on the right track.

5. Still Chugging: With a good decade of social media under our belts, quite a few influencers have come and gone. Someone may still have 100K followers hanging around, but it doesn’t mean they still nurture those relationships. But how do you tell?

Check out all of their channels. Do they blog? If so, when was the last time they did, and how often do they post? Peruse their social networks and check the same criteria. How often do they post and when was the last time they did? Do they respond to comments? In order for a collaboration to be beneficial, your influencer needs to be doing all of these things currently.

Lastly, don’t forget to sift through the audience you already have. You may have an influencer among them that you don’t even know about.

Once you start making these relationships, be sure to track your progress. Does your influencer’s share really increase sales? Did that Vine video you paid for increase your social following?

Relevance.com feels, “Being able to measure your influencer engagement program’s impact on sales, customer life time value or churn reduction is the holy grail of influencer marketing.”

It’s all about trial and error when it comes to finding the right influencer. That’s why the long tail influencers that may not break your bank as much are the right way to go, especially when you’re just starting out. And they’re much more within reach to create relationships with.

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“Influencer marketing is about creating meaningful relationships with influencers, and this is a matter in which common sense and intuition can never be replaced. But, as in many other disciplines, measurement is here to fine-tune strategies and tactics, evaluate performance and sharply increase ROI,” states Relevance.com.

Is there a “magic formula” to choosing the right influencer? Of course not. Use your judgment and take the first step in forming good relationships. If you find one that clicks, come up with a plan, and measure your positive results!

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Today’s Vine talent of the day is also a dance instructor?  Maybe he should stick to comedy or get new students!  @iam_jeremyscott