New York publisher, Shareablee, recently named NatGeo as the most effective publisher in the social space for the month of July, with 46.4 million engagements on Facebook, Twitter and Instagram. Much of their success is traced back to their active and engaging Instagram account, which boasts over 6.5 million followers. Now Instagram is slowly moving into paid advertising, slyly inserting advertisements amidst photos of brunches and selfies. Reactions to the ads have been mixed, but overall, the prices of these slots have only solidified how valuable Instagram views can be.
What can non-profits and social marketers do to reach an audience similar to NatGeo’s? We have selected a few of our favorite Instagram accounts (including both corporate brands and non-profits) as examples to highlight:
National Geographic’s Instagram account is dazzling. It features images from all over the world, and we do mean all over, the account features images from Antarctica to the bottom of the Atlantic, capturing a part of life that cubical dwellers, rarely, if ever, see.
GoPro follows a popular “Photo of the Day” format where each day they feature an image taken with a GoPro camera. Users can submit content which leads to a varied library of images. Some pics include mind bending athletic feats while other feature the joys of daily life, all taken with a GoPro.
charity: water is a non-profit organization that focuses on bringing safe drinking water to people in developing countries. Their Instagram account features compelling images from villages around that world that are benefiting from clean water and tells the stories of the individuals they have touched. The personal connection allows followers to feel the impact of their support.
Lego, the beloved toy brand has a lively Instagram account that highlights new toy sets and tips on how to bring Lego creations to life. We particularly like this post on how to incorporate Lego into Jack-O-Lantern building. Lego also has an impressive catalogue of stop animation videos that highlight the variability and imagination that so often accompanies the brand.
The Smithsonian is not just one place; it is actually comprised of 19 museums and the National Zoo. We love their curated collection of photos and facts which highlight important people and moments in history. Not only are the images visually stunning, they are informative too.
While many of these accounts focus on images of exotic and hard to reach places, this doesn’t mean that global variety is essential for a compelling Instagram account. Take for example DoSomething’s account which features images submitted by followers and screenshots of popular movies to spread their message.
Knowing your audience and platform is key, and sharing compelling and engaging content will go far if it is targeted towards your followers, and brings them something worth checking out.