Instagram is quickly becoming a staple within the marketing teams of companies around the world. Here are the top 25 companies that use Instagram (very) effectively for their marketing efforts.
Followers (as of July 5, 2013): 2,146,850
The largest American retailer of lingerie, woman’s wear, and beauty products boosts the most followers in Instagram. Market strategy? Simple. Just post those ladies’ wear (preferably with lady models), and for sure, you can expect mentions on hashtags everywhere. Anyway, how many are women from those followers?
Followers (as of July 5, 2013): 1,752,385
Best Global Brands (2012): 26th
This American multinational corporation uses Instagram’s photo-sharing feature very obviously to promote their campaigns. The campaign on Nike+™ and NikeFuel™ fitness products was centered on posting images of various groups of people working out and updates on how many people are using the products on any given day.
Followers (as of July 5, 2013): 1,429,957
This popular American chain of clothing retailers knows how to engage its audience by featuring images from sneak peeks at new products, on-site shots, office antics, Forever 21 models and more. Forever 21′s feed feels more like a friend’s rather than a company’s. The followers aren’t buying a brand – they’re a part of it.
Followers (as of July 5, 2013): 1,355,743
Best Global Brands (2012): 67th
MTV, an American cable television channel, posts images of celebrities regularly on its Instagram web profile. It appeals to its target audience, primarily adolescents and teenagers, by throwing in updates about whoever is featuring to keep things fresh.
Followers (as of July 5, 2013): 1,338,611
Best Global Brands (2012): 88th
This popular coffeehouse chain uses Instagram as a tool to show off its products in interesting and vibrant surroundings. Though nearly all of Starbucks’ photos include one of its products, the focus is on what people do while drinking Starbucks coffee rather than on the product itself. It uses fan-submitted mixed with behind the scenes photos of the world-renowned coffee and other creative photos to engage their followers. Truly, it lets followers have a sense of control on the content.
Followers (as of July 5, 2013): 1,123,366
With 440 shops across 37 countries, no wonder it’s one of the few who has reach a million followers on Instagram. This British multinational retailer’s approach on photo-sharing focuses more on action shots and keeping things light-hearted.
Followers (as of July 5, 2013): 865,693
Best Global Brands (2012): 82nd
Famous for its trench coats, Burberry’s Instagram account not only shares photos of its products but also posts iconic London shot. Even though most of the photos are completely devoid of branding its products, it had a reverse effect that ultimately helps Burberry to develop its image as a cosmopolitan, British brand. It also mixes in merchandise pictures, as well as behind-the-scenes looks from photo-shoots and scrupulous photos of models wearing or using the brand. They also present real-time events like fashion shows.
Followers (as of July 5, 2013): 852,297
Best Global Brands (2012): 23rd
H&M (Hennes & Mauritz) is a Swedish multinational retail-clothing company best known for its fast-fashion clothing for men, women, teenagers and children. H&M mixes things up every now and then by featuring artistic images alongside their fashion range, showing that this brand is up to date with the latest styles and trends.
Followers (as of July 5, 2013): 829,386
As an online-only fashion and beauty store, ASOS is endowed with active Internet users, which we can expect that most of them are Instagram users. Taking advantage of this community, ASOS shows off their range of products through different photo-sharing marketing with the help of user-generated content.
Followers (as of July 5, 2013): 785,784
As what you’d expect in the company that boosts the most popular energy drink, Red Bull’s Instagram account posts natural action-packed images. Even more, your daily dose of photos courtesy of Red Bull are not a bunch of its product but beautiful scenery, high-adrenaline sports images, famous athletes, behind-the-scenes photos, or anything under the sun. I would certainly prefer photos of Sebastian Vettel and his F1 car, though.
Red Bull really created an image more of a lifestyle brand than an energy drink.
Followers (as of July 5, 2013): 762,852
Best Global Brands (2012): 60th
One of the biggest sports brands in the world, Adidas’ Instagram account showcases photos of new merchandise alongside photos of the various ways that Adidas consumers use their merchandise, or celebrities who support the company.
Followers (as of July 5, 2013): 682,712
Best Global Brands (2012): 38th
Famous by their luxurious products, this Italian fashion and leather goods brand uses Instagram to even more highlight their epicurean products. Much of the pictures posted focuses on showing off their wares and throwing in celebrity photos for good measure.
Tiffany & Co.
Followers (as of July 5, 2013): 647,531
Best Global Brands (2012): 70th
Tiffany & Co. is an American multinational jewelry and silverware corporation, renowned for its diamond ornaments. Focusing on brand, they typically advertise their latest jewelry, sometimes with a few inspirational images.
Followers (as of July 5, 2013): 537,152
Well, if you’re expecting that Playboy can share their usual images on Instagram, we can be sure that they will have more followers than they have today. I know how disappointing it might be, but Playboy’s Instagram account posts photos that can be quite “tasteful”, featuring shots of its models and any events it’s holding.
Followers (as of July 5, 2013): 521,519
Best Global Brands (2012): 17th
Considered to be the world’s most valuable luxury brand, there’s no doubt that there are many users who follow their shared photos and posts through their Instagram account.
Followers (as of July 5, 2013): 466,903
Best Global Brands (2012): 55th
Part of the “German Big 3” luxury automakers, Audi’s Instagram web profile shows how “big” they can be in terms of social media marketing and branding. With a mixture of iconic and modern shots of cars, Audi’s sleek and colorful photos bring across the idea that the automobile brand is one of luxury and style.
Followers (as of July 5, 2013): 395,538
Billboard’s Instagram account markets their upcoming issues by building up normally anticipation through featuring music artists’ pictures, captured in action or just relaxing.
Followers (as of July 5, 2013): 360,950
Best Global Brands (2012): 12th
Bayerische Motoren Werke AG (BMW) is a German automobile, motorcycle and engine manufacturing company. It is one of the three best-selling luxury automakers in the world, together with Audi. In their Instagram web profile, you can be sure to experience an online car show courtesy of the company’s shared pictures.
Followers (as of July 5, 2013): 349,680
Best Global Brands (2012): 37th
Considered as the most innovative and devastating clothing and accessories retailer in the world, this Spanish store which was described by CNN as a “Spanish success story” has also found success in their social media marketing on Instagram.
Followers (as of July 5, 2013): 135,895
Best Global Brands (2012): 6th
An American multinational conglomerate corporation, General Electric (GE) pursues further marketing through social media with Instagram as one platform to use from. Its account features behind-the-scenes images of sophisticated machinery and processes that the company creates. Giving followers a glimpse into its research and technology, GE’s images are always interesting and wondrous to look at.
Followers (as of July 5, 2013): 107,228
This major German multinational company makes use of Instagram to showcase the distinct personality of its footwear through vibrant, intriguing, and colorful imagery.
Followers (as of July 5, 2013): 97,827
Considering this is a brand whose products are permanent markers, Sharpie’s account is one of the most imaginative, showing off its product by drawing cool and vibrant pictures that will put a smile on your face. Show all of the creativeness and colorfulness that stems from the tip of a Sharpie.
Followers (as of July 5, 2013): 32,301
Best Global Brands (2012): 40th
Sony, a Japanese multinational conglomerate corporation, has been engaging in social media marketing. Its Instagram account showcases photos of scenery, or individuals together with Sony products. They also posts images taken by Sony consumers using Sony products in their everyday lives.
Followers (as of July 5, 2013): 28,232
Best Global Brands (2012): 24th
This American multinational financial services company provides its followers a wide variety of images that showcases its credit card brand. Everything from food, concerts, fashion shows, to sports features is shared and all of them tie into an overall theme.
Followers (as of July 5, 2013): 3,633
Best Global Brands (2012): 8th
The world’s largest and highest valued semiconductor chip maker company may not have a huge follower-base on Instagram, but still Intel’s account is filled with creative images of its products and photos depicting creative ideas.