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Is your brand on Instagram?

In case you haven’t noticed, image-based social platforms have sort of been taking the digital world by storm. First, Tumblr arrived on the scene, turning millions of Internet users into (micro)bloggers with a super-easy interface that makes discovering and sharing content seem hip and fun. Then, in 2010, Instagram and Pinterest both worked their way into our online vocabularies. These image-based tools — the former an app and the latter a website — have helped facilitate a shift in how we use the Internet: from search to discovery.

Instagram was first added to Apple’s App Store in October 2010, and by July 2011, 100 million images had been uploaded to the service. Just one month later, in August 2011, that number was estimated to be at 150 million. At last count — in September 2011 — the app had surpassed ten million registered users. It’s incredible how quickly the free, easy-to-use app has grown, and impressive that it’s done so without a lick of in-app advertising. So how are brands infiltrating this space?

Within my own local market, I’ve seen Atlanta-based businesses Ale Yeah! and Fox Bros. BBQ take on the challenge of Instagram successfully. Both companies have a single physical location — Ale Yeah! is a craft beer market in Decatur, and Fox Bros. is a restaurant just around the corner on Dekalb Avenue. Both carry great products and both use Instagram to give fellow iOS users compelling reasons to hop in our cars and make a beeline for their cash registers. For instance, every time the growler menu changes or a new brew arrives in store, Ale Yeah! snaps a picture and uploads it to Instagram. That account, which has 150+ followers, happens to be linked to the brand’s Twitter account (@aleyeahbeer), so that neat little picture goes out to its 1300+ Twitter followers as well.

Fox Bros.’ Instagram account is also linked to its Twitter handle (@foxbrosbarbq), which means that its 130+ Instagram followers and its 1700+ Twitter followers all see the same behind-the-scenes images of brisket, wings, and the daily specials. We’ll oftentimes get a sneak peek at the preparation process for the award-winning joint’s mouthwatering meals, which helps users feel more deeply connected with the establishment and the food it creates. Plus, Instagram users can like and comment on the photos they see, which makes it a great forum for customer feedback, too.

When you’re considering adding Instagram to your brand’s social strategy, ask yourself what exciting things you love to share about your business. Maybe it’s your company culture. Maybe you’ve got a unique product or service to show off. Regardless, it’s entirely possible that you’re missing out on a great social tool by sticking to the “major” networks and forgetting about “little” guys like Instagram (who really aren’t so little after all).

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