Are you using Instagram in your digital marketing? Instagram is the seventh most visited site in the world right now, and one of the 10th most visited sites globally. I spent some time scanning the photo and video sharing platform to find out which New Zealand businesses are smashing it in the Insta space right now, and what we can learn from them. Check out my top five.
This little Bay of Plenty business recently won awards for their marketing efforts, which is super impressive. They went from idea to concept to distribution in just two years during the Covid lockdowns. Girls Get Off (GGO) is a sex tech company who are on a mission to normalise female pleasure, and end the stigma around the female orgasm. Their Instagram has a hugely popular following. With on-point memes, hysterical ‘Sunday Confessions’, and hilarious videos of the team dressed in vulva costumes while they do Pilates or the cleaner discovering sex toys scattered throughout the office. The GGO team know their audience and their brand, and is absolutely dominating in the Instagram space right now.
Food is one of the most photographed subjects on Instagram. Why? Because it’s easy to produce and an great way to update people on what you’re doing. Plus – everybody likes it. When I stumbled across Carmel Israeli Street Food’s Instagram I developed immediate food envy. They’ve mastered the art of food imagery, with pics that will make your mouth water. Their Insta game is simple. It’s all about the food, and people enjoying the food. No filters are needed.
It’s the visual nature of Instagram that makes it a great platform for fashion brands. And what I love about Shine On Women’s Fashion is they are a great example of just keeping it real. Shine On started as one women’s quest to sell vintage clothing on Trade Me. Fast forward and Shine On has expanded to become a major online retailer in the fashion game. As you would expect, their Insta strategy is simple, showcase the product. However, my favourite part of their Instagram strategy is their unpretentious approach. You won’t find any starving stick figure models here; but in fact, real women who come in a variety of shapes, sizes, and ethnicities.
One of the best ways brands can embrace the visual nature of Instagram is by showing people how they can use their products. Gelous – a New Zealand owned nail kit company that provides consumers with high-quality, non-toxic, and cruelty-free nail kits – do this by sharing ‘how-to tutorials’ in their reels that showcase the different ways you can create nail art by using their product. How-to tutorials are a fantastic way to increase the visibility of your brand by adding real value to your customers’ lives.
The guys at RoadyNZ developed an interactive travel app after noticing how difficult it was to plan a road trip and find cool and new things to do in New Zealand. They’ve got an impressive 45.5k following, and like many travel bloggers on Instagram, music and audio is a powerful tool here. They’ve mastered the art of sharing stunning New Zealand imagery and experiences paired with trending music and inspiring audio. It makes you wish you were on the road too.
So what can we learn from these five NZ businesses who’re smashing it in the Insta space?
People are more likely to engage with real people and real situations, so be authentic with your grams and reels.
Show don’t tell
Instagram is an extremely visual medium. It’s a fantastic and free way to provide powerful imagery that can help tell your brand’s stories and create memorable associations for your consumer.
Know your audience
If your audience is on Instagram. You should probably be too. Knowing your audience can help you create relevant content, which can lead to higher engagement.
Use music and audio
Music can evoke powerful emotions in people. Using music and audio in your reels can help people form an emotional connection with your brand.
Encourage engagement with tutorials
Tutorials are a great way to help current and future customers understand the value of your product by showing them exactly how they can use it.