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The Unltered Guide to Instagram for Brands

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The Unltered Guide to Instagram for Brands

A word about the author

Credits: Jacob Goudin

Thibaut leads Content and Community at Nitrogram. If your brand or company isnt on Instagram yet, hes got a few tips to help get you started over on Nitrograms blog. If your brand is on Instagram, he's probably following it already. A Quora addict, Thibaut will often be found there answering questions at 2am. Hes also a guest writer for KISSmetrics, MarketingProfs and various social media publications. Twitter: @thibautdavoult Instagram: @thibautdavoult Email: thibaut@nitrogr.am

Cover photo Credits: @adidasoriginals, @americanapparelusa, @urbanouttters, @cocacola, @benandjerrys, @jaegerlecoultre, @gopro, @converse, @burberry, @starbucks This publication is not endorsed by these Instagram accounts or the companies that are represented by them.

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The Unltered Guide to Instagram for Brands

Credits: @sachabn, @blendhamburger, @desertsongbird

Instagram: The n next big marketing channel for Brands?!

Photos in social networks: front and center Instagram specicities in the quest for the photo holy grail ALL BRANDS ARE ON INSTAGRAM

Step 1: build a th thriving community !

Instagram and the Community Equation Build up and prole your Audience Give Contributors more Credit

Step 2: get it just right!

Content: let your photos say it all Community: play by the Instagram book

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Step 3: learn fro from the best !

Oreo: SuperBowl Whisper Fight campaign (2013) Mercedes-Benz: #Untamed campaign (2013) Lipton: Liptagram campaign (2012)

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Embracing visua visual marketing with Instagram! Nitrogram in a fe few words !

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The Unltered Guide to Instagram for Brands

Credits: @gabhubert, @spolu, @trynitrogram

Instagram: The next big marketing channel for Brands?

Photos in social networks: front and center
Some Brands have their logos anchored in our minds. White mermaid on a green background? Curvy checkmark? Are you still trying to guess? Probably not. And having gured this out, Starbucks and Nike now regularly remove the text from their logos as part of a very select club of broadly recognized brands. Marketing has a long history of using images to make an impact. That use has increased dramatically with easy access to rich digital media. Social media revolves around photos. All major social platforms put photos and images at the forefront of their user experience. All major social platforms put photos and images at the forefront of their user experience. A key Facebook strength is its ability to share photos. It launched Timeline to better showcase users visual content. It recently acquired Instagram and now hosts over 240 billion photos. Twitter released Cards to reveal the visual content behind each tweet. Pinterest and Tumblr, two other leading visual social networks, also have visual content at the heart of their experience. Photos and images are becoming the cornerstones of companies' digital strategies, particularly in social media as image-based content creates better engagement. On Facebook, a photo album drives 180% more engagement than an average post on a business page. This report focuses on Instagram. Its aim is to introduce the goals, indicators and mechanics that can lead brands and professionals to a successful presence on Instagram and a fruitful relationship with its 100M+ active users.

Still guessing?

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The Unltered Guide to Instagram for Brands

Instagram specicities in the quest for the photo holy grail

Instagram, Pinterest, Tumblr and Twitter are the leading social networks that are public by default and well suited to display and share visual content. Indeed, any user can follow any other user and view their content, and content feeds are optimized to display users images and encourage discovery. Some of Instagrams features separate it from the other platforms: Photos only Instagram is the only platform to enforce strict constraints on the format of shared content: square photos only. The others support free formats for images, GIFs and videos. Content creation rst and foremost Instagram focuses on the creation of original content straight from the camera: it is only possible to publish photos on Instagram from the mobile app itself. Pinterest, Tumblr and Twitter are fueled by the reposting of existing web content through their web interfaces. Limited virality to boost content originality While Pinterest, Tumblr and Twitter encourage reposting via built-in mechanisms (repins, reblogs and retweets respectively). Instagram doesn't have a repost feature which increases the importance of original content creation. Likes and Comments support conversations All platforms allow for appreciation of other users content. The Comments below photos on Instagram allow for active conversations between users similar to those on Twitter while comments are tied to reposts on Tumblr and remain marginal on Pinterest.

1M

10M (+900%)

100M (+900%)

(n/a)

10M

48M (+380%)

20M

56M (+180%)

80M (+43%)

58M

127M (+120%)

210M (+65%)

Jan 2011

Jan 2012

Jan 2013

2011-2013 Growth of four leading visual open social networks (MAU for Instagram, Twitter - MUV for Pinterest, Tumblr*)
*MAU: monthly active users MUV: monthly unique visitors

Limited external links for an in-app experience The only place to link on Instagram is in the Accounts bio. Any link added to a photo caption will come out as plain text. Again, this differs from other networks where hyperlinking is commonplace. Pinterest and Tumblr are thus used by brands to drive referral trafc towards specic products, which cannot be done with Instagram.

Mobile Posting only

Repost mechanism

Like mechanism

Comment mechanism

Active links in comments

Comparison of Key features on Instagram, Pinterest, Tumblr, Twitter

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The Unltered Guide to Instagram for Brands

ALL BRANDS ARE ON INSTAGRAM

70% of the Millward-Brown Brandz Index brands (90/130) - all car and fast food brands in particular - are ocially on Instagram. A popular platform with end users for its addictive social features and vintage photo lters, Instagram is also increasingly used by businesses. As of March 2013, over two thirds of the brands included in the Millward-Brown BrandZ index (90 out of 130) have an ofcial Instagram account. This adoption rate is largely dependent on the brands respective industries, and is led by consumerfacing brands in the automotive, soft drinks and fast food sectors. These brands had on average over 110,000 followers each in May 2013.

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100%

50%

Instagram adoption by Millward-Brown 2012 BrandZ index Brands (total: 90/130 or 70%)

Sectors from left to right: cars, fast food, soft drinks, apparel, telcos., retail, luxury, beer, personal care, nancial institutions, insurance, tech, oil & gas

All brands are on Instagram (through hashtagged photos) but 30% of top brands arent leveraging that presence yet.

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The ability for users to tag their photos with hashtags combined with the by-default public nature of Instagram content means that brands are increasingly being discovered on Instagram through content produced by Part of the explore interface in the Instagram IOS fellow Instagram users, mobile app. A search can point to users... Or hashtags. whether or not they decide to manage an ofcial account. This content is easy for other Instagram users to discover via the applications popular explore section. The Millward-Brown BrandZ Index companies still due to ofcially join Instagram are actually already on the platform, discoverable through photos shared on hashtags referencing their brand or products. As of March 2013 these 40 brands are referenced in a total of 10 Million photos and an average of 250,000 photos per brand shared with at least one hashtag relevant to one of their products or services. All brands are on Instagram, some are simply not taking advantage of this presence yet.

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The Unltered Guide to Instagram for Brands

Credits: @krajczar_lilla, @silvialee666, @auchstore, @musicman216

Step 1: build a thriving community

Instagram and the Community Equation
It is important for brands on Instagram to gain a better understanding of the users they will be interacting with. These users are their community which because of the public nature of content on Instagram is made up of two groups, followers and contributors. Followers of an ofcial brand account form its "audience", while users sharing photos with tags relevant to that brand, its products and campaigns are "contributors", an equally important group that greatly increases the reach and visibility of that brand on Instagram. While contributors do not necessarily follow the ofcial Instagram account, they are keen to show a connection with the brand through photos they post. They can also express important customer characteristics such as an interest in purchasing a product. Using the number of their followers and the number of photos posted on their hashtag it is possible to map brands to measure the importance of their community along its two components.

The Instagram equation for Brands: Followers of the account + Contributors on hashtags -----------------= COMMUNITY

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The Community Equation on Instagram

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The Unltered Guide to Instagram for Brands

(1) Contributor Favorites

(3) Community Heroes

Increasing nb. of photos on hashtag

(not on Instagram) Increasing nb. of followers on account

(2) Audience Leaders

Comparison of Audience and hashtag presence for some Millward-Brown BrandZ index Brands

Not to scale: relative positions of logos do not reect exact differences in follower count or number of hashtagged photos

Millward-Brown Brandz Index brands occupy very different positions in the audience/contributors matrix. Three groups in particular stand out: 1. Contributor Favorites (over 1.5M photos posted on relevant hashtags) 2. Audience Leaders (over 250K followers on an ofcial account) 3. Community Heroes (both Contributor Favorites and Audience Leaders) A comprehensive brand strategy on Instagram should develop both aspects of that brands community to optimize its reach.

Build up and prole your Audience

Brands seek to build audiences of engaged users on their Instagram account that match the prole of their customer base. Because Instagram accounts do not support content localization, any audience will be treated as one unique group of followers, presented with one unique content stream. This impacts copywriting in the captions of photos as well as the topics covered (for example, seasons are different in different hemispheres in which summer is a relative notion). This is also true for and age-restricted material, and has led some brands to specically restrict access to their account in their prole bio. However, branded accounts currently have no means to enforce these restrictions. The minimum age limit to join Instagram is 13 and brands should anticipate a wider-than-targeted audience to potentially follow their account.

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The Unltered Guide to Instagram for Brands

As for any social presence, brands should continually analyze the prole of the audience they are building by monitoring the gender, age, location and purchasing power of their followers. Though commonly used for audience targeting in marketing, these core demographic insights are not currently available within Instagram. Accounts can benchmark the growth and nature of their audience against fellow industry players, as the number and identity of followers of accounts is public information on Instagram.

Veuve Clicquot Instagram Prole page, which you must be of the legal drinking age to follow....

It is important to analyze in detail how followers are gained (and lost) to improve the rate at which an account grows its audience. Brands can for example gain post-by-post understanding of the impact of their publishing strategy on the growth of their follower base. Since there is no "repost" mechanism in Instagram, driving likes on individual photos is an efcient way to gain visibility beyond an account's follower base. Indeed, Instagram users will see their Instagram Likes appear in their Instagram activity, and can also elect to add them to their Facebook newsfeed, displaying images they have interacted with to their connections on both networks. Successful posts will increase the probability of second degree connections (hopefully also in the brand's target demographic) to view the account's photo and follow the brand account. Grow your audience on Instagram: - be tagged in inuencers' photos - get Likes that show in FB Brands can also grow their audience by increasing their visibility beyond their Instagram prole. The rst method involves cross-posting their Instagram content on other social channels they may hold (Facebook, Twitter) as Instagrams desktop site allows users to follow Photo by popular Instagram user @bridif of the Puma boat during the #volvooceanrace accounts. Using the recentlyreleased photos of you feature can allow brands to be present in Instagram photos across accounts and to be all the more discoverable. Being mentioned in the photos of another user can drive a transfer of followers. This approach is used by Instagram inuencers taking part in branded campaigns. Brands can contract popular Instagram users to cover their events and increase their visibility with those accounts' audiences. A strategy embraced by Puma, which promoted its sailing sponsorship efforts with the help of ten Instagram photographers who were invited in during the Volvo Ocean Race to document the branded boats performance in the race.

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The Unltered Guide to Instagram for Brands

Give Contributors more Credit

The importance of content creation on Instagram reinforces the need to use other users not only as an audience, but also as a publishing force. Some Instagram users, without necessarily following corporate or branded accounts, share about brands via the photos they post. After a recent purchase, before a projected purchase, or simply to include a brand as part of the description of their picture: users can include the brands hashtag in the caption of their photo. These photos are then added to all those associated with the given hashtag, and as such become discoverable to other users searching for the hashtag. The hashtags used on Instagram cannot be controlled by brands, and can only at most be inuenced by their marketing efforts. With a goal to associate themselves and their products with tags of their choosing, brands have increasingly turned to Instagram campaigns encouraging users to take photos under certain constraints, and tag them using certain hashtags. By multiplying campaigns associated with emotions or topics that it considers relevant to its market positioning, a brand strengthens its discoverability by a certain target audience on the platform. Branded hashtags have become addresses for brands: they connect to a certain unltered aspect of a brand's online presence. Whether the result of an engineered campaign or a grass root spontaneous association, brands are adding hashtags to their lexicon. And not all brands are created equal in this, as hashtags are not like unique URLs. Brands should seek to encourage distinguishable hashtags for their contributors to use. Otherwise, brands with non-specic names (Mini, Orange, Apple, Target) face the risk of not being connected to relevant photos which reduces their discoverability by the rest of the Instagram community.

For popular car brands the number of photos posted on hashtags exceed the brands audience (Source: Instagram)

The top 10 car brands on Instagram have 7 times more photos on their hashtags than they have followers

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Contributors are as important to a brand as users following their ofcial account. They are existing or potential customers, possibly with a large audience themselves, and have expressed a sufcient interest to include Non-specic brand tags can harm discoverability a brand in their conversation on Instagram. The top 10 car brands on Instagram have 7 times more photos on their hashtags than they have followers! Monitoring and actively involving them in the brands representation should be priorities for managers overseeing Instagram as a marketing channel. In-depth monitoring of contributors should be an important goal. With each photo posted, the audience of these contributors also becomes relevant to brands, as the reach of their hashtags is increased. Sweepstakes, photo contests and other activations on Instagram should all support reinforcing a set of hashtags and a group of contributors credited to seeing a brand as a top-of-mind when sharing content on their Instagram account.

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The Unltered Guide to Instagram for Brands

Credits: @cadebowman, @widyatmaja, @vespr, @timothyjoseph

Step 2: get it just right

Once brands have a presence on Instagram and have established clear goals in terms of audience, community and engagement, they need to continually netune their strategy to both increase their impact on their existing following and to accelerate the growth of their audience. Improving the content they produce and share is an obvious rst step, as each photo is a new opportunity to reinforce the ties they have with followers and attract other Instagram users to join them. Beyond the creation of original content that ts both the spirit of Instagram and the preferences of their followers, brands can turn to other Instagram users for help: well established proles and the mass of their advocates already sharing content are levers brands can activate to grow. In order to successfully engage their community, brands must make sure to favor an open and spontaneous attitude with other users, trusting them to produce beautiful content that will strengthen them one photo at a time.

Monitoring engagement velocity and audience growth after a photo is posted (Credits: @coheteboy on @disneyland - Analysis: Nitrogram)

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The Unltered Guide to Instagram for Brands

Content: let your photos say it all

The images posted by a brand can share a lot about the culture of the company behind it and the products and services it offers. Brands can closely monitor their audience's response and optimize their posts based on their community's preferences. Brands need to remember that all their posts will be visible to all their followers. The coherence of posts, their moderate frequency and originality will be rewarded. Inconsiderate overow of repetitive photos can rapidly lead an audience to disengage. By identifying the regions of the world in which their Which days of the week and times of the day drive highest levels of engagement? audience is based, brands can optimize the rhythm of posts by hour of the day and day of the week. Because it is not possible to schedule posts or publish from another platform other than the native application itself, the required effort to actively manage an Instagram channel need to be anticipated. 50% of engagement on an Instagram photo can be expected within one hour of it being posted Engagement with Instagram photos is immediate: up to 50% of engagement can be expected within one hour of the photo being posted (this does not take into account the possibility to re-share the image on other networks later), with close to 90% of overall engagement within 24 hours of publishing. Weekdays generally drive most of the engagement of an audience but depending on the topics covered and the spirit of a brand's channel, weekends may be a very relevant time window to share content. The use of lters or creative applications to enhance photographic content must not be underestimated: some brands see up to 60% increases in average Photo stitching by @asos engagement with certain more for an #outtoftheday pronounced lters. Brands should make sure to explore a wide spectrum of lters to identify the preferences of the audience that they wish to build. The hashtags used to describe the content posted will inuence the discoverability of the photo by certain communities on Instagram. Descriptive tags are preferable to generic ones, as the latter can attract trafc of lower quality and only ckle engagement. As a last comment on captions, a short reminder: words which are not hashtagged will not be searchable in the application, and it is therefore important to highlight all relevant terms (emotion, location, product category, event). Three to ve terms are usually enough to guarantee a precise description of the content posted. Excessive use of generic hashtags that are popular on Instagram may not be the best strategy to build a lasting audience of engaged users that are genuinely interested in a brands posts.

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Filters matter: engagement on Instagram can vary by up to 60% between photos with dierent lters

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Too good to be true: generic hashtag clouds drive trafc and short term engagement, not the conversion of target users into loyal followers

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The Unltered Guide to Instagram for Brands

Community: play by the Instagram book

In addition to optimizing their content produced and shared , brands should keep in mind the open and casual nature of the Instagram platform. Companies have an opportunity to share a different side on Instagram . While smaller companies may decide to share internal snapshots to insist on the humanity of their brand, larger companies like Paypal have decided to trust an Instagram star (in this recent case @trotterpup) with content creation for a limited period. The goal here is both to appeal to the audience of the @trotterpup account and to market the company and its products as compatible with the friendly image of the guest posting. No matter how innovative brands are with their own channels, their most valuable opportunity remains with their customers, potential customers and numerous advocates already using the photo network. By encouraging content to be shared with hashtags that relate to them, brands are increasing their reach across Instagram by gaining a presence in the feeds of the followers of their contributors. E-commerce brands in particular have beneted from this through the development of unboxing experiences. As their customers share photos of the parcels they receive, they are encouraged to reach out to the brand by adding the appropriate hashtag. The natural inclination of individuals to share their experiences with their network is earned media at its best for brands, with the added benet of Instagram being an open platform allowing public content to be visible and consumed without limitation. In order to encourage the development of positive earned media, brands need to monitor the hashtags they can potentially be associated with, actively reply to mentions and reach out on photos in which their are tagged or hashtagged.

@trotterpup was invited to guest post on the ofcial @paypal account in May 2013

3.5X more photos are posted on #birchbox on Instagram during parcel delivery days

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Guess which day of the month people receive their #birchbox? the days when 3.5X more photos are shared, thats right...

Lastly, for brands with physical locations, it is also key to monitor them as Instagram has enabled users to easily tag their whereabouts using Foursquare data. Content shared in stores is also generally different from content shared on a brand's hashtag from a remote location, which reinforces the need to track both. It is unfortunate for luxury brands or theme parks to overlook and not interact with the geo-located content shared by foreign tourists because it does not mention hashtags.

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The Unltered Guide to Instagram for Brands

Credits: @meesh_23, @timtms, @funkyfrostholm, @cccmanhattan

Step 3: learn from the best

Because Instagram is an effective channel for motivating and engaging with User Generated Content, strategies led by international brands with the photo network are often designed around crowdsourcing content. By encouraging the development of earned media, brands aim to further their reach and visibility thanks to Instagram campaigns. The success of such campaigns is measured by the number of entries, the number of unique participants, and the total visibility gained thanks to the campaign, both online and ofine. Ben and Jerrys Capture Euphoria campaign, launched in November 2012, generated over 17,000 photos, some of which were used to create print ads and billboards. Levis crowdsourced the casting of new models on Instagram in early 2012, an operation still mentioned in the press a year later. Clothing brand Nasty Gal is enhancing its ofcial website with a dedicated page on which new Instagram photos from customers are posted. Oreo, Mercedes-Benz and Lipton ran campaigns worthy of a more detailed analysis. Each of these brands, often in partnership with digital ad agencies, addressed critical questions relevant to any marketer working on the conceptualization of an Instagram activation.

Winner of the Ben & Jerrys #captureeuphoria campaign featured in an ad in Rolling Stone Magazine (Photo: @benandjerrys)

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The Unltered Guide to Instagram for Brands

Campaign Overview: Duration: Main activation over 3 days Method for choosing winners: Editorial pick Dedicated mini site: Yes Moderation before display: Yes Geographic scope: USA

Oreo: SuperBowl Whisper Fight campaign (2013)

Detail of the #cookiethis / #cremethis campaign site homepage (all credits: Nabisco)

In February 2013, Oreo launched an ofcial Instagram account. Designed by digital agency Wieden+Kennedy, the Whisper Fight campaign debuted with a TV ad spot that aired during the 2013 Super Bowl. A simple call to action was given to fans, who were left with a vote to make: did they prefer Cookie, or Creme? Fans took to Instagram in droves. 24 hours after its rst live broadcast, Whisper Fight had already improved the metrics of @Oreo, the brands ofcial Instagram account, which saw a jump in its followers count, from 2k to 35k. Just one day later, @Oreo had gathered an audience of over 50k. The contests hashtags, #cremethis and #cookiethis, served the dual purpose of being a catalyst for entrants to pick a side in a virtual ght, and of setting the legal context for Oreo to re-use the photos shared. A team of artists worked around the clock for 3 days to select subjects among submissions and transform them Over 5,300 unique participants to the Whisper Fight over 4 days with #cremethis a clear leader... into cookie or crememade sculptures. By prolonging the broadcasts of the TV ads after the Super Bowl, and mentioning the campaign on its packaging, Oreo managed a sustained promotion and kept a high interest level among its audience until after February.

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The Unltered Guide to Instagram for Brands

Campaign Overview: Duration: 2 months Method for choosing winners: proprietary algorithm Dedicated mini site: Yes Moderation before display: Yes Geographic scope: USA Additional features: Built using Instagrams API involved Instagram inuencers

Mercedes-Benz: #Untamed campaign (2013)

#untamed campaign site homepage (All credits: Mercedez-Benz)

Every car manufacturer listed on the Millward-Brown BrandZ index has at least one Instagram account attached to it. As an early adopter, Mercedes-Benz has been uploading consistently since early 2012, paving the way for competitors to follow in its wake. In February this year, Mercedes used Instagram to promote the launch of its new CLA model, with the large-scale Untamed campaign. Fans were invited to log in to a mini-website using their Instagram account and select 3 of their own Instagram photos to participate. A score was then computed automatically, selecting pictures to be shown in a real-life exhibition based in Paris. The submission process and exhibition were built with Instagram's API, which required in-depth technical implementation and introduced extra cost, but also maximized the freedom in the contests design. The Paris exhibition in itself would not have been possible without custommade software. More complex than a straightforward Hashtag campaign using third party plug-ins, this submission process ensured that only willing fans entered, and ruled out the risk of having people inadvertently join the contest. Untamed was one of the rst Instagram campaigns also promoted via paid social media channels: its reach was expanded through Facebook ads as well as a Youtube video outlining the key steps of the operation to target additional potential participants.

Mercedez-Benz #untamed Facebook ad

Finally, Mercedes also involved Instagram inuencers like @anasbarros (an architect by trade) and @laurenlemon (a professional photographer) to upload quality Instagram photos on the @mercedesbenz account. These photos were then used in the Facebook ads.

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The Unltered Guide to Instagram for Brands

Campaign Overview: Duration: 1 month Method for choosing winners: Editorial pick Dedicated mini site: Yes (Facebook app) Moderation before display: Yes (48 hours post upload) Geographic scope: International (11 countries) Additional features: Built using Instagrams API Dedicated Facebook app locally adapted by country

Lipton: Liptagram campaign (2012)

Liptagram campaign cover (all credits: Lipton)

Early in 2013, tea brand Lipton conducted an Instagram campaign spanning a month with the support of Ogilvy. Dubbed Liptagram, the global initiative was adapted and launched simultaneously in eleven countries, designed to showcase the excitement, spontaneity and brightness that can be captured in images a spokesperson for Lipton said. #liptonbrightness, #liptonspontaneity, #liptonexcitement... A new theme and hashtag were unveiled each week, giving the opportunity for 3 nalists to enter the main contest to win a trip to Kenya in addition to tea boxes offered with each weekly theme. Submitted photos were entered into the contests approval queue. Lipton allowed itself a 48-hour window to approve submissions that complied with the terms and guidelines of the contest. This approval process allowed them to regularly post new images into the contests online feeds while preventing any unwanted content to be associated with the ofcial campaign site online, thus protecting the brand from any form of negative press.
#liptonbrightness submissions displaying the international reach of the campaign (Google, Nitrogram)

The risks of non-moderated image feeds became apparent to popular brand Ben & Jerrys during their #CaptureEuphoria contest in which a few entrants chose to share inappropriate photos. The hijacking was commented on by mainstream press outlets such as Business Insider, a mishap that could have been avoided with Liptons pre-moderation strategy.
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The Unltered Guide to Instagram for Brands

Credits: @gandre

Embracing visual marketing with Instagram

Since Facebook's acquisition of Instagram, the number of brand accounts using the service has been increasing continually. Despite promising adoption by brands, Instagram as a network is still in its early years. Its multiple uses for marketing, content generation and community building are still being explored. This is an iterative process boosted by a nascent ecosystem of third party platforms. Because of the open nature of Instagram, brands are being talked about and photographed whether they have already joined Instagram ofcially or not. Marketing managers must recognize the challenges and opportunities that lie in this stream of images taken by anonymous (or not-so-anonymous) Instagram users around the world. The challenges for brands on Instagram are those inherent to professionals on a platform originally used as a consumer-toconsumer network. The opportunities for them are just as important: by building a community of followers and contributors on a mobilerst network designed to create and share beautiful images and stories, brands dramatically increase their visibility and reach within groups of like-minded consumers. The key goals for brands should include the growth of their audience and the progress of their discoverability through the photos of their customers and fans at large.

#sunset by @liisawlf

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The Unltered Guide to Instagram for Brands

Nitrogram in a few words

Nitrogram is an advanced analytics and engagement platform for brands and digital professionals on Instagram. Used by brands across sectors (luxury, entertainment, sportswear, food, tourism , apparel...) Nitrogram provides actionable insights into brands communities (their followers and the users posting content on hashtags or in locations relevant to them) and the means to report on their Instagram campaigns and activations.

Detailed audience monitoring and benchmarking

Visualize the number of followers gained/lost by geography and over any particular time period. Benchmark your performance against competitors also present on Instagram.

Engagement tracking and publishing optimization

Optimize posting habits by measuring the impact of lters and hashtags on photos and tracking minute-by-minute engagement on them. Find the best time of day to post based on your engagement history.

Map of followers (Nitrogram)

Engagement Velocity and Engagement matrix (Nitrogram)

Inuencer identication by geography and topic

Surface important Instagram users by location and topic and identify the followers that need special attention.

Complete Campaign reporting

Measure the adoption of a campaign #hashtag and its reach across geographies. Report number of photos, unique contributors as well as Likes / Comments generated. Export all data into Excel or using Nitrograms APIs.
Top followers gained (Nitrogram)

Efcient social engagement

Engage with your Instagram community from Nitrogram, which can post Likes, and add/remove Comments on photos relevant to your brand. Navigate between conversations using keyboard shortcuts for increased efciency and switch between Instagram accounts in one click using multi-account access.

Nitrogram: advanced analytics and engagement platform for brands on Instagram. Start a free demo today!

Manage conversations from a unied web interface (Nitrogram)

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