Isolate one post from the pack and it’s clear it came from, for example, Bon Appetit Magazine. This is how you make social work for you. This is how brands on Instagram don’t just add to the clutter. It’s reasonable to presume that people are looking at your Instagram (IG) account because they already like your brand and they want to see more of what they like. So, you have the opportunity to either disappoint them, or give them a little endorphin boost. These brands have us double tapping every time.
These guys are meticulous about their brand. It’s always cheerful, playful, images are well lit and minimal. It just makes you smile. Being a company that began exclusively offering products online (yes, they now have stores) Casper approaches their Instagram account like an ad campaign, because traditionally this is where they’ve always advertised. When they launch a new product they tease it on Instagram. They announce it on Instagram. And they follow up with charming on-brand images that fit nicely into a clever campaign that reinforces the benefits of their new product. They strategically send their new product to influencers who are suitable for the campaign. It’s all very intentional, yet somehow feels effortless. Exhibit A: The Nap Pillow launch.